I had a letter the other afternoon. An actual letter, from my best friend in Cornwall. It came in an anniversary card (it was our 7th wedding anniversary last Monday!) and it put a huge smile on my face.
Because letters do that. We receive so few of them these days, and the ones we do receive are impersonal and official. They’re rarely addressed to us by name – just “Dear Valued Customer” or something equally icky. And they’re rarely of any interest to us whatsoever.
So when we receive a real letter, talking to us personally about things we care about, it’s a delight.
That’s as simple as direct mail can be, you know.
Most business owners are not going to be anything like A-list copywriters who write control-beating, million-pound letters – but that’s fine. Because if you’re reading this, you’re unlikely to be running the type of business in which a couple of letters could generate millions of pounds.
But you are running the kind of business in which writing a few letters could generate hundreds or thousands of pounds – and keep doing it fairly consistently.
And you don’t have to have those A-list skills. You just have to write something your customers want to read, and act upon.
It’s really not that difficult, if you take the time and trouble to discover how.
Then use what you learn to write a few letters your customers want to read.
Vicky Fraser is a copywriter, author, and entrepreneur. She really did run away with the circus… but when she’s not swinging from a trapeze, she’s showing other copywriters and small business owners how to work with better clients, make more money, and stop missing bathtimes, first words, and dinners with angry partners. In fact, she wrote the book on it. Get your copy here.
PS Don’t just write one letter and give up, either. This is all about building relationships and selling over time. One letter is not going to get it done. Plan out a series of letters, then write them, and send them.