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It’s Only Common Sense: Be a Marketing Genius—Write Them a Letter

Certainly, getting in front of customers is never easy. The past two pandemic years have made that even more difficult as salespeople have not been able to use their usual methods to sell. Instead, they have had to resort to email, and social media, including LinkedIn, Facebook, Instagram, and even Twitter to get their sales message in front of the right customers.

But there is one thing that has not changed, the use of which has become more prevalent in the past few years—the mail. Not just the U.S. mail but FedEx and UPS as well. It turns out, the way we send things has not changed, or not changed much anyway.

So why not use these services to get to your customers? We know that everybody opens their mail, especially if you make sure it does not look like junk mail. Actually, with the barrage of emails and other electronic reach outs, the very act of sending a simple letter makes you stand out.

The secret is in the technique. In short, the success of a hard-core analog-based mailing campaign is in your hands. The success of your mailing depends on how well you do it.

Here is the plan for sending out mailings that will work:

1. Write your letter. Go down to your stock room, find and dust off that box of stationary, and get to work.
2. Write a good and appealing letter. Be sincere. Tell the receiver about your company. Be genuine and authentic, and for heaven’s sake, do not be glib or slick. Be real. Tell them how your company can help them succeed. Add some facts about their company and how your company can match their needs.
3. Use your Unique Value Proposition (UVP). Remember that? Indicate by example why they should use your products and services.
4. Use testimonials, success stories, and references as much as you can.
5. Let them know how to contact you or tell them you will be calling them in a few days.
6. Remember to always be polite, courteous, and authentic.
7. Make sure the letter looks personal. Hand sign it and add a special personal message, something like “Hope to see you soon” or “Please stay safe!”
8. Now the cool part, the one thing that will make this all work, and to guarantee that your letter is opened is to visit the post office and buy one of those special envelopes—the ones the look like a $15 FedEx letter. You can get one for about three or four bucks. Put your letter in one of those envelopes.
9. Then, and this is equally important, handwrite the address. No printed labels. I cannot stress this enough. Make it personal.

Now, can you imagine a person sitting at her desk, staring at a specially delivered, hand addressed envelope, and being able to ignore it? Won’t happen. No one can resist opening any handwritten letter, never mind one that is in a special extra-cost envelope.

Just to add a little icing to this marketing chocolate cake, include something special in the mailing. Maybe a pen or a great-looking sample of your product? Even better, include a special offer or discount coupon for the first order of your product. Make it something that gives them incentive to use your company.

Have you ever heard the phrase, “Do you need an engraved invitation?” Well, that’s a pretty good idea in and of itself. Go ahead send them that official “engraved invitation.” Make it look like an invitation to a fancy party or a wedding and then add an engraved discount offer to use your products or services.

These things will all work. First, for the very uniqueness and ingenuity of your mailing. One thing for sure is that you will be remembered. No one will forget this kind of sales message from you. I venture to say that you will be the only one doing this. You will be the stand out.

And not to be cynical, but from my own many years of experience, please don't be one of those who sits back in their chair after reading this and thinks of the 50 reasons why this won’t work. I mean, you can do that. But it sure bodes well for those who will take the initiative and give this tactic a try. You will be rewarded in the end.

It’s only common sense.

Dan Beaulieu is president of D.B. Management Group.