The Perfect VDP Letter

In high school, I took the SAT test twice. My English score was a perfect 800—that is, if you add results of both attempts and round up. Needless to say, I was not a wicked good communicator. Time would work its magic, however, and my writing skills (honed in years of penning angry correspondence to uncaring consumer product firms) would become razor-sharp. In particular, I have come to write and appreciate a good business letter.

Letter writing is, in my opinion, a lost art. We now e-mail short thoughts, devoid of creativity. Worse still is text messaging, where truncating and use of symbols is the norm. When my 16 year-old answered my quick question to her cell phone with, “mmk.” I thought, “What the heck kind of answer is that?” I asked her to clarify and she translated it to “yes.” Not to sound my age, but what are young people doing to the English language? No wonder they feel misunderstood! The point is, not many people properly and effectively communicate in writing. Fortunately, there are exceptions to every rule.

Take the following letter. A participant in a digital sales training program that I run penned what I think is one of the best introductory letters I have ever read. What better way to stir interest in variable data than to personalize (pun intended) the benefits of the technology? With his permission, I offer you the following:

When you go home today and check your mail, pay attention to what you throw out and what you read. If it is not a bill, why are you reading it? Probably because it is personalized, customized or relevant to you, <First name><Last name>. That is <My Company>'s business—helping to communicate with customers or prospects with relevancy.

Case studies will show that this targeted, one-to-one marketing approach is garnering huge responses and revenues for companies throughout the country. No more 2% response rates. Since when is 98% failure acceptable?

Using our digital technology, we are helping clients improve market effectiveness while opening new markets. Many are carving out new niches and repositioning themselves in the marketplace. My job is to learn about your business to determine the best strategy to help <Prospect Company Name> grow profits with this new technology and unique way of communicating.

If convenient, I would like to call you between <Dates> to arrange a time when we will be able to identify your business needs and look for an opportunity to meet. I would be grateful if you could allow a few minutes in your schedule to take my phone call. Thank you for reading my letter, and I look forward to speaking with you.

Regards,

Yes, this letter reeks of “Old School,” but in the very best sense: It's solid and professional; it commands attention. It teaches. It challenges. It promises continued contact. Too often we write the “I, me, my” story in our letters: “I want to tell you about me. My company has been in business since the day the Earth cooled. We have lots of beige equipment that uses electricity. You need to be excited about me. Call for an appointment.” We expect the recipient to be enthralled, then wonder why no one calls.

A good sales approach begins with a good letter, one that plants a seed. If it matters to you to put your best foot forward, practice what you should be preaching. Spend time crafting an intro letter that does more than just shout your name. Pen one that stirs interest in benefits of your product. Perhaps next time you send one asking for an appointment, the answer will come back, “mmk!”