If there is one thing that I would stress as a fundamental of writing emails and direct mail – and indeed blogs – it is “talk about the reader, not about yourself.”

For me, the worst type of sales pitch is the one that begins

“XYZ Ltd supplies….”

Or, “XYZ has been in the business of supplying the computer industry for 25 years…”

My reaction to such letters is “so what?”

Sales letters, emails and the rest should always begin with an issue that is of major concern to the reader, not something that boasts about how good you are.

One great start is, “One of the biggest problems facing our industry today appears to be xxxx. Many solutions have been put forward, but I particularly like the approach that…”

That’s hardly a perfect sales letter, but it gives the idea, I think.

If you would like me to have a look at anything you have written, or if you would like to discuss the writing of sales letters, emails or blogs for your company please do get in touch.

Tony Attwood Tony@hamilton-house.com
Hamilton House Mailings Ltd Phone 01536 399 000.