One of the best ways to market a small business is to
weekly send a batch of sales letters. Mail sales letters
on Monday of each week, then call the people who you
mailed to the week before.
It's a classic routine that many entrepreneurs have used
with good results. But what happens when people aren't
reading your sales letters? Postage is expensive and it
takes time to lick stamps and address envelopes.
The problem may not be as much with the letter itself
as with the envelope. If people can see by looking at the
envelope that it's not from anyone they know, into the
trash it goes.
You can reverse this problem by putting something
interesting on the envelope. For example, I received a
sales letter with the following on the envelope: "I guess
it was all the cussing and shouting that woke me up.
My wife suggested I go outside and see what the fuss
was about. And what I found there was not a pretty
sight. . (Continued inside)."
Naturally, the message on the envelope got my
curiosity going. I simply HAD to open it and read the
rest of the story inside. It turned out to be a sales letter
promoting an RV club. The "commotion outside" was a
guy trying to change an RV tire in a strange
campground.
Next time you send out a sales letter to cold call on
prospects, include a short note on the envelope that
promises a benefit if the prospect opens and reads.
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