For high-impact mailings!
In the course of our research, we identified over thirty different types of objective. These can be aimed at preparing a sales action, carrying it out, supporting it, reinforcing it or following it up.
Of course, the way in which they are conceived and carried out varies considerably according to the nature of these objectives. The key is to ask yourself the following question before you start writing: what concrete action do I want the recipient to take?
Mailings can be used to achieve a number of very different sales objectives, which need to be clearly defined before they are designed. Advertising mailings should not be confused with mailing objectives, which are much richer and more varied. For example, a mailing may have the following objectives for its recipients:
- get them to attend an event, discover a sales outlet, check the quality of a product, etc.
- call them back to make an appointment, tell them about a product, a promotion, etc.
- motivate them to send a reply to take part in a promotional game, receive additional documentation, assess their satisfaction, find out about their needs, etc.
- have them read a document to prepare for a subsequent phone call, or learn more about a range of products or services, etc.
- motivate them to keep a document for use in case of need (cab, emergency repairs, etc.)
- encourage them to return an order form to purchase a product, subscribe to a magazine, carry out a trial, etc.
- ask them to perform a specific action: wait before renewing a purchase, compare alternative solutions, make an outstanding payment, etc.
THE 6 KEY PHASES IN PREPARING MAILING CONTENT
1 - Define my target audience
- Which target(s)?
- What are their current solutions?
- What are their challenges?
2 - Describe what I want my audience to do
- What action is the reader expected to take?
- How does it fit into the overall sales approach?
3 - Identify the added value of the expected action
- What are the common interests of all recipients?
- Which interests should be selected and highlighted?
4 - Define a drafting plan
- In what order should you write the paragraphs of your mailing?
5 - Draft the mailing and test it with a sample of real recipients
- See "The mailing plan - Key phases and success factors" below.
- Define who to contact
6 - Define overall action plan and means of measuring results
- Define the timetable,
- Plan the necessary resources and action follow-up
THE MAILING PLAN - Key phases and success factors
1 - Hook the reader
- Personalize the letter,
- Use a possible hook, often a promise of added value.
2 - Getting them interested in reading
- Put the reader in a situation,
- Motivate them by highlighting what's at stake.
3 - Present the expected action and its added value in relation to the current situation
- Describe a proposed action in relation to the issues at stake,
- If necessary, attach a useful document: fact sheet, results, sales pitch, meeting place, etc.
4 - Encourage implementation of the proposed action
- Encourage change,
- Indicate the benefits of taking action.
5 - Proofread, paying attention to language and style
- Use language that is simple, common to all recipients, pictorial and positive.
- Write precisely and concisely: reading time should be short.
Excerpt from " Make your sales methods evolve! - Daniel HUYOT and Philippe LAFAIX - DUNOD - 2008