How to write a good mailing ?

There are 11 steps to write a good mailing.

Of course, not all are essential ... but this way you will not forget a single step, the identification phase of the problem, the presentation of the solution, and the proposal price.

1 - Attracting the attention of the customer with a hook on a striking unmet need, problem, statistics, a figure ...

This is the teaser that will push your reader to go further. It must be either intriguing or frightening or funny ...

One of the best recipes is to take information from a study. For example: "Did you retain that costs 5 times less expensive than hiring a new client?"

2 - Identify and highlight a client's problems.

Better to put forward a problem of providing a benefit ... All marketing studies have shown that "human being is more sensitive to what it loses to a hypothetical gain ...

Donc n’ayez pas peur: appuyez là où ça fait mal: vous devez refaire penser votre prospect à une situation vécue où il a pu être dans l’embarras.

Make sure your customers know when you write this paragraph, because if you type next to the target, you immediately lose all credibility!

Example message focusing on a problem already experienced: "A customer recently purchased a product with one of your competitors rather than through your home? If yes, then you have not yet established an effective political loyalty ..... "

3 - Present the solution that you offer.

The goal is to show how, with your product or service, his problem will be solved: no more trouble, money thrown through the windows, the time lost ...

eg "Yet with Act! a few minutes would suffice to establish precise monitoring of your customers and business ... ".

4 - Give recommendations, generic figures on the use of your product ... to prove he is the best.

You must provide credible information, such as years of existence of your business, hundreds of customers who you trust, your position ...

ex: "Act! is the software contacts number 1 in the world to SMEs ... 4 million businesses use every day. "

5 - Show the benefits of the product.

You must now enter into detailed and practical: this is how my product works, and this is how it will solve your problems!

Ex: In a few minutes you integrate your existing contacts (Excel file, software ...) and you are ready to launch your actions loyalty ...

6 - Integrate testimony.

There is nothing more effective than the "success stories" so that your prospects are put in position ...

If possible these are 'real' customers, otherwise you merely testimonies generic (genus Before / After, without specifying a name).

7 - Indicate what your offer is (still outstanding).

We must work up the offer as it will the success of the mailing. If the offer is void, the mailing will not have a good rate of return (nb: usually return rates are between 0.5 and 1%, maximum 3% for conventional mailings).

Ex: "For only 239 € HT, or only 20 € / month ...."

8 - Reassure your customer.

For your client, the act of buying may be involved, you must reassure him. This may go through a trial offer a money-back ...

Note:
- If you do mail order, your customer is always 7 days of reflection, so do not deprive the recall in your mailings!
- The rate of return because of dissatisfaction are generally very low, sometimes a good solution if the charges are too high.

ex: "You get a satisfaction or your money back 15 days ...".

9 - Enter for a maximum advantage of this offer.

It must give a deadline to provide an initial incentive to buy. We need your mailing incites to action immediately and not be placed on the stack of cases to be handled later ...

ex: "Attention, this offer is only valid until XX/XX/07, then made quickly, and contact us at 01 XX XX XX XX.."

10 - Add a brief comment to indicate the urgency to buy.

It's the bite back to remind you of the problem customer, and what it loses by buying not immediately your product or service.

Ex: "Do no case escape, order now ...."

11 - Put a Post Scriptum ...

Studies have shown that the title of the mailing and post scriptum were the most read mailings. You must treat a maxmimum this last sentence with an offer that will trigger additional cost on the purchase. This can be a bonus or a gift for the purchaser.

PS: "If you order by 1/06/06, you will receive a free Mont Blanc pen with a value of 50 €.."

And now, your mailing is ready!