Week 8 - MBA 6601 - Personal Letter

With marketing, it is important to not overlook the impact that a personal letter can hold. Think about all of the mass junk mail that you get that is addressed to current resident, or someone else entirely with the option OR current resident underneath. Where does that mail immediately go? In the trash at my house, or if we are being responsible, the recycle bin. An informal mass letter or email just does not get very far. 

For the guerrilla marketer, a personal letter can come with a big pay off. Engaging the customer with personal details lets them know that you are paying attention. It also tells them that you are invested in them as a person and care about what they have or what they need. You are able to captivate the mind of the reader and when they feel a sense of loyalty it will bring them back to you time and time again. 

It is important to include as many details as possible when writing a personal letter. Do not leave generic descriptions or generalized statements int here, but rather tailor it to your specific reader. Address them by name and use personal details to describe your purpose and what you have to offer them. Industries that are growing are ones that offer customers ways to save time or solve problems, so tell them exactly which one you are going to do for them and how you will do it. 

Making sure your letter stands out from the rest is also important. One way to make it stand out is to make it part of a three or four part mailing campaign. It will cost money to send more than one letter of course, but it has proven to be an effective marketing method. Make sure your grammar is impeccable. With all the available resources, there is no reason for misspelled words. Confidence and quality are the two top reasons people made a decision to purchase a product. In you letter you should instill confidence and prove that you offer a quality product. The four part letter mailing will also help contribute to the confidence factor. 

Do not make your letter longer than one page.. You do want to entice your reader and offer them enough detail, but not too much. If the letter is too long there is an increasing chance they will not read it. Also ensure that the letter you are writing is actually about the customer and not about yourself. Load it with benefits for your reader. Get their attention, talk about things that interest them, give them a desire for your product, and then call them to action. Keep the paragraphs short. Use capitals and underlines sparingly. Make sure it looks personalized and not printed. Sign the letter with a different color ink than the type. Lastly, always include a p.s. that creates a sense of urgency for the reader. 

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