Working within your budget is key to running a successful business. Writing a personal letter is one of the most effective, easy, inexpensive and overlooked methods of marketing today.
Most people have been convinced that direct mailing generic pieces catches people's attention, but we have all become numb to such mailouts. If you can write clearly, spell properly and keep your message brief but to the point you may be able to develop a great deal of business with this personal communication. I have seen companies use this so effectively that they develop as much business as they desire.
The primary value of the personal letter is that it enables you to convey a truly personal feeling and reach a special place in the mind of the reader. You can relate specific thoughts in personal letters that are simply not practical in any other medium.
To be effective you must include as much personal information as possible, about the person's life, business, car, home or whatever part of their life you are trying to pinpoint. Doing this allows you to "talk" just to them vs. just using the generic approach of a mailout.
You want to make an offer to them, call them to action and address how you can help them with their hopes and goals.
You will have to do a bit more homework on your potential clients, but it will pay huge dividends in the long run.
- Steve Rose is a business and marketing consultant in the Carson Valley.