Here’s the fifth lesson on the 8 critical components of a “successful” direct mailing campaign.
Lesson #5:
Personalize your letters …
I don’t think I can “over” emphasize this point!
Leave out the hype and commercial sounding wording. Personalize the letter as if you were writing to a friend. Your copy/letter should not sound like a car commercial. Don’t use words like people, folks, or any other words that indicate the “masses.” Remember, write in way that sounds like you’re talking to a friend.
Hi Susan.. How are you John?
Don’t use words that you don’t use when you’re talking everyday!
What do I mean???? “It is a very hot day today, don’t you think so Tom???
NO, NO NO!!! That’s NOT the way you talk and it’s not the way I do either.
I might say…”Hey Tom, don’t you think it’s a scorcher today? I’m burnin up!”
You might say, “Yeah, but I don’t even know the people I’m writing to”…. That’s right you may not, but if you ever want to get to know them, you must write in a personal way!
People hate form letters. WHY? Because they feel like they’re being treated like a number… NOT a person. There’s NOTHING Personal about an “impersonal” sales letter!
Personalize your letters and watch the response go way up!
