PRZOOM - /newswire/ -
Alton, United Kingdom, 2006/02/10 - A company established just last year has enjoyed its first direct mail success thanks to a new breed of online business club for women. Jo Mack, Director of New Level Recruitment, shares precisely what worked for her company - WomensMarketingForum.com.
Health and safety recruitment firm New Level Recruitment based in Surrey, UK is off to a flying start this year following the success of its first direct mail campaign. The company offers specialized recruitment services in the health and safety sector and focuses on providing its clients with a highly personal and targeted service.
Still in its first year of trading, the company could ill afford to make expensive marketing mistakes, and owner/operators Jo Mack and Helen Murphy were determined to get the best possible results without breaking the bank.
"We were delighted at the response to our campaign, and the interesting thing is that we achieved that result thanks to several marketing experts that we've never even met", revealed Jo Mack, Director.
Mack is a member of an innovative online club for women business owners - WomensMarketingForum.com. The member site offers unlimited personal marketing advice via email and via the online discussion forum, providing an extremely affordable way for small businesses to access marketing expertise.
"The advice from WomensMarketingForum.com was a key factor in the success of this campaign", continued Mack, "Together we crafted a really powerful sales letter…and the results speak for themselves, with a sales conversion rate nearing 7%. With a tight budget we just couldn't have afforded this level of support any other way. Most importantly, the letter brought in new clients, and that's the name of the game."
Here are some of Jo's top tips on crafting a powerful sales letter, based on the expert knowledge she's gained from the WomensMarketingForum.com team:
- Focus on the customer
Think about the problems that your potential customers are facing and how your product or service solves those problems, then create a succinct way of conveying those benefits.
- Use 'you' language, not 'we' language
Don't focus on your own company, the customer is only interested in what your product or service will bring them. Aim to use the words 'you/your' four times more often than 'we/our'.
- Build credibility
Back up your claims with third party endorsements wherever possible, including testimonials from past customers highlighting positive benefits they received from your product or service.
- Use precise figures
If you are stating facts and figures to convey the benefits of your product/service, use specific figures rather than generalizations. For example, '87.4% are extremely satisfied', sounds more convincing than 'the vast majority are extremely satisfied'.
- Make 'em an offer they can't refuse
Make the reader an irresistible offer, and make it easy for them to say yes.
- Include a 'call to action'
Ensure that you tell readers exactly what they need to do next, and focus on eliciting just one response from each mailing.
- Overcome objections in advance
If you know that certain sales objections are likely to come up, find a way of eliminating those doubts in the reader's mind as they read your letter. Remove all possible reasons to say no, and watch your response rate increase.