Whether you’re sending direct mail or proposing a new business partnership, your presentation is always significant. Including a cover letter with your printed pieces is a compelling way to make connections, distinguish your team from the competition, or give a formal introduction for your skills and services.
Business cover letters can accompany other print marketing pieces in your mailing, acting as a greeting, a sales pitch, and a “next steps” proposition. Here are some tips to help you outline, style, and sharpen your next letter:
1. Opening
Promise a benefit in the headline or first paragraph and lead with your strongest sales point.
2. Supporting paragraphs
Expound on your most important advantage and tell readers what they will specifically receive as a benefit of your services.
3. Supplemental evidence
Back your statements with statistics, examples, endorsements, or testimonials.
4. Call to action
Tell the reader what is lost if he/she doesn’t act. Rephrase the benefits in a closing offer that incites action (i.e., deadlines, limited time offers, act-now incentives).
5. Closing
Rephrase the benefits and state your ideal outcome or objective. Reference any enclosed documents/resources and communicate a positive plan of action in a summary statement like this:
“Please review the enclosed proposal, try out the loan estimator on our website, or call me at ____ with questions. You’re welcome to contact me at your earliest convenience, or I’ll plan to follow up with you on Wednesday, May 1.”
Polish your presentation with these style guidelines:
- Start with a short opening paragraph (four lines or less). Additional paragraphs should be shorter than eight sentences. Close your letter with a 2-3 sentence summary.
- Avoid generic salutations like, “to whom it may concern.” Use the name or title of the decision maker you’re trying to reach and thank them for the opportunity to share.
- Use deep indents and bullet points for clarity. Boldface key points or call-to-action statements to make your offer stand out on the page.
- Use professional letterhead, weighted paper, or custom color envelopes for extra impact.
Add Dimension to Your Delivery
Well-written letters are an effective marketing supplement! Add a cover letter to your next print mailing to forge a personal connection and to produce a prompt, profitable response.
