- The aim of this cover letter is to prompt your target client to check the catalog brochure or other materials that are enclosed with the letter. Thus, you are requesting your target client to have been involved actively in exploring your offer.
- Start the letter with a not so obvious sales presentation. Discuss the details of the product or services that are displayed in the catalog, brochure, and other enclosed materials.
- Explain to the reader that you have enclosed relevant sales materials and encourage him or her to check it.
- Discuss the details on how to put an order.
[State, ZIP Code]
[State, ZIP Code]
[Subject: Normally bold, summarizes the intention of the letter] -Optional-
Dear [Recipients Name],
A dinner party is coming up, and you have no idea what to prepare for your guests. You have no idea what to prepare, and what's more, you aren't an expert when it comes to preparing dishes. What can you possibly do?
For moments like these, having Mastering Cooking Magazine would be a great help for you. Learn how to cook quick and easy meals like a pro in a matter of minutes! Our monthly magazine contains collections of recipes recommended for beginners by the top chefs in the country.
Not convinced? We have enclosed in this package a few samples of some of the classic recipes any beginner should know. Try them out and see for yourself!
For inquiries on how to subscribe to this excellent magazine, only call 777-2222!
[Senders Title] -Optional-
[Enclosures: number] - Optional -
cc: [Name of copy recipient] - Optional -
Sample introductory letter to Mastering Cooking Magazine.
Further things to consider when writing direct marketing letters to consumers
Direct Marketing Letters
Direct marketing letters are letters written to persuade the recipients to purchase products or services in the absence of salespersons. If drafted correctly, direct marketing letters can be one of the most effective marketing tools for your business. They have been used by businesses to cut the cost of advertising and to inform their loyal customers about discounts and special offers. In most cases, they usually advertise single service or product line, especially one that is considered to generate great profit to the business. Direct marketing letters allow you to reach prospective customers and generate business.
Direct marketing letters should be sweet and to the point. Begin the letter with a provocative idea that captures the recipient's attention and makes him/her want to keep reading. Clearly state the top benefits of the product or service you are selling, giving practical and real life examples. If necessary, include testimonials from customers who have used the product or service. Write in a conversational style and use short paragraphs. Use an active voice too and interesting phrases that encourage the recipient to continue reading. Conclude the letter with a strong statement or argument that compels the recipient to respond or take the necessary action.
Letters to Consumers
Letters to consumers are letters sent to people who purchase goods and services in retail for their own use. These could be response letters from companies to respond to claims, requests, or queries from consumers. They could also be inform letters to notify consumers of the best products on the market or about the termination of a previously offered service. Letters to consumers are formal and are usually printed on the company letterhead. Depending on the issue and the nature of the content, the letters can be addressed to specific people or generalized for all consumers.
Letters to consumers usually follow all the rules of formal letters. First, the senders' and the recipients' addresses must be well stated and placed properly in the letter. Then, the subject of the letter must be clearly stated so that the recipient can quickly know what the letter is about even before he/she reads it. When it comes to the content, be concise but thoroughly discuss the subject. Mention any action the recipient is supposed to take and why this is important. If there are any enclosures, explain them briefly in the letter. Close the letter with your name, signature, and job title.