TIPS FOR WRITING
POWERFUL BUSINESS LETTERS
Use a 'Stay in Touch Program' to remain top-of-mind
"Stay in touch" is advice we often hear when our business is
dependent upon relationship-building. It makes sense. As a marketing
and business writer, I developed a Stay in Touch Program to keep
in front of my clients and prospects on a regular basis. The first
mailing was a letter introducing the program. Subsequent mailings
are postcards or letters sharing a newsy update or helpful tip
from my industry. Here is the latest postcard I will be mailing
to my contacts:
5 Steps to Powerful Business Letters
You need to write a business letter so you sit down at the computer
and… ya got nothin'. You stare at the screen, not
certain how to start. Save this card and take it out the next
time you get stuck.
Step 1. Start by asking yourself the following
questions (Hint: type the answers in your document. It will get
you started writing the letter):
- Who am I writing to?
- What do I want the person to do?
- What is the purpose of the letter?
- Why should the recipient care?
- What will the topic of my letter do for the recipient?
- Can I offer the recipient an incentive?
Step 2. Now you're ready to write. Go over your
answers and pick the most interesting, compelling information.
Open your letter with that. Be sure to include enough information
in the opening paragraph to pique interest, help the recipients
understand why they are receiving the letter, and give them a
reason to read on.
Step 3. The next few paragraphs build on the
introduction. Give the recipients background information and additional
reasons to act. Look for ways you can break up the information
in bullet points or use emphasis such as italics or bold to highlight
key information. Keep the reader engaged throughout the letter.
Step 4. Pay closest attention to the first and
last paragraphs of the letter, since people remember the first
and last thing that they hear or read the most. Refer back to
the questions you answered before you began to write – what
is the purpose of the letter and why should the recipient care?
Refer to these reasons in your closing paragraph and tell the
recipients what you want them to do.
Step 5. Review your letter to delete unnecessary
words and correct style, spelling and punctuation errors. Finally,
think like the person you are writing to and re-read the letter
from that person's point of view. Will it cause that person to
act? If not, fix it.
Diane Autey, president of Projects Done Write, is a professional
marketing and business writer who helps companies influence their
clients, customer or prospects to respond in a desired manner
through the strategic, insightful use of the written word. She
specializes in feature articles and marketing campaigns that inspire,
inform and persuade. Diane can be reached at diane@projectsdonewrite.com,
612-716-7642 or www.projectsdonewrite.com.
About Melberg Marketing
Melberg Marketing specializes in powerful copywriting, compelling
graphic design and professional marketing consulting that gets
you noticed - both online and off. If you'd
like to start marketing DIFFERENTLY, give us a call!
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Caroline Melberg • Melberg Marketing • caroline@melberg.com
• 952-473-1007 • www.melberg.com
2. Blue Chip Quip:
"Next to doing the right thing,
the most important thing is to let people know
you are doing the right thing."
-
John D. Rockefeller
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