B2B Marketing Articles
Why Can't These People Write Persuasive Sales Letters?
by David Coyne
by David Coyne
The only financial sales letters I receive on a regular basis are offers from banks pitching their credit cards. As far as copywriting goes, these letters are truly terrible. Every one of them has the same style.
If you remove the salutation from the top of the letter and the signature at the bottom, it’s really just an ad, not a sales letter.
This is where so many of these faceless banks (and their ad agencies) go wrong. They simply don’t understand the art of writing persuasive sales letters versus creating other advertising.
A vice-president usually signs these letters, but frankly the vice-president’s dog could sign them and no one would know the difference. The sales letters reveal nothing about the author. They simply reinforce the perception that banks are cold and impersonal institutions.
A sales letter is the most intimate of ad mediums. You’re addressing the reader personally. It creates rapport with him that you just can’t create with other advertising.
To write persuasive sales letters, remember to...
--Reveal something about yourself that could help the reader identify with you. Perhaps share a problem or mistake you made.
--Use the pronoun “I” in the letter. You don’t want the sales letter to be all about you, but you want the reader to feel that a real person, not an anonymous voice, is addressing him.
Make the effort to understand the strengths of the marketing mediums you use and exploit them to their full potential.
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If you remove the salutation from the top of the letter and the signature at the bottom, it’s really just an ad, not a sales letter.
This is where so many of these faceless banks (and their ad agencies) go wrong. They simply don’t understand the art of writing persuasive sales letters versus creating other advertising.
A vice-president usually signs these letters, but frankly the vice-president’s dog could sign them and no one would know the difference. The sales letters reveal nothing about the author. They simply reinforce the perception that banks are cold and impersonal institutions.
A sales letter is the most intimate of ad mediums. You’re addressing the reader personally. It creates rapport with him that you just can’t create with other advertising.
To write persuasive sales letters, remember to...
--Reveal something about yourself that could help the reader identify with you. Perhaps share a problem or mistake you made.
--Use the pronoun “I” in the letter. You don’t want the sales letter to be all about you, but you want the reader to feel that a real person, not an anonymous voice, is addressing him.
Make the effort to understand the strengths of the marketing mediums you use and exploit them to their full potential.
Back to B2B Marketing Articles page
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Get 131 Ways To Boost Response To Your B2B Marketing
