24
Dec
2009
Drafting A Sales Letter For Web Design & SEO Customers
A lot has been written in professional Web design circles about acquiring clients via SEO. It is obvious to those in the Web design and search marketing profession that one of the best ways to acquire new clients is to take advantage of your own skills and increase traffic to your website. What is less abundant is how to reach those potential clients that don’t even know that they need you. One technique that I have recently employed is the sales letter (also known as the marketing letter) to attract potential clients for my Chattanooga Web design & SEO business.
After I qualified and put together my mailing list, I spent several hours pondering the letter and another couple of hours drafting the letter. This isn’t the first sales letter that I have written, but it has been a while. I have come to realize that there is an art to this and it does take a great amount of crafting to put something down that will be effective. After I finished my draft and sent the first batch of letters off in the mail – yep, the postal service – I thought that others could avail from my effort.
Let’s have a go.
The first thing that you should know is that the folks that you are sending this letter to don’t care to hear from you. Having said that, you have to make the most of your communication from the hook at the beginning to the call to action at the end. Here’s the simple structure I used:
1. The opening – Acknowledging the problem. This is the most important part of the letter. If you don’t get this right, the rest of your letter will be unread. So, your opening should be empathetic to the problem of your reader (a.k.a. potential customer). After all, your first sentence should be written to get the reader to read the next sentence.
2. Solve the problem. Once you have the reader hooked with your opening, you should offer them the solution to their problem with your services. Break the offerings down into a bulleted list for quick digesting.
3. Engender confidence. Now that you have explained how you can solve the reader’s problem, you should now convince them that you are the right person for the job. Tell them about your experience, accolades, or anything that will give them belief in you.
4. The close – Call to action. You have them were you want them, now get them to do something. Ask them to contact you. It’s that easy.
This basic prescription should have you own your way to acquiring new clients that didn’t even know they needed you. Here are a couple of hints to help you get your message across. You should be empathic and understanding of what the reader’s problem is throughout the communication. You should too much detail. If you write short paragraphs and bulleted lists, the chances of the reader making it to the “call to action” is vastly increased.
Of course, these tips work for more than just contingent Website design clients. Try it with whatever service you offer.
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