Letters can still work in marketing, reports expert

Jan. 24, 2011 - PRLog -- Plainfield, Indiana - Even in an age of electronic communication, the "old-fashioned" approach of mailing letters to customers and prospects can still be effective, says veteran copywriter and marketing consultant Scott Flood of Scott Flood Writing. The key is making sure that those letters convey personal messages to the recipients.

"When people talk about 'junk mail,' they're referring to letters that are either poorly targeted or created badly," Flood explains. "Messages are that are targeted to the right audience and written in an engaging manner can still work wonders. Carefully crafted direct mail can carry enough of a personal touch to convince customers and prospects that companies are really interested in their business. That can build powerful personal connections."

"But it's critical to remember that the world’s most well-written letter won’t turn a lousy offer mailed to a low-quality list into a success story," Flood adds. "Mailers must make sure that their messages are meaningful to the audience, and that they're being sent to the right audience." He notes that personalizing addresses and salutations enhances the connection with the recipient. "It may be a 'form' letter, but if it doesn't look or sound like one, the recipient won't see it that way."

Flood offers a simple piece of advice for making letters seem more personal. "When you write the first draft, address it to your mother or a close friend. Tell that person why she needs what you’re offering, why it’s a good deal, and how it will make her life easier. Then edit the letter gently to remove any too-personal references. If you’ve approached this honestly, you should have a letter that’s both friendly and compelling."

Scott Flood Writing (www.sfwriting.com) provides effective print and online copy to companies and other organizations.

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About Scott Flood Writing: We create effective print and online copy for companies and other organizations.