Writing a Mailshot

2. Making a Start

2.1 The first step is to write yourself a brief.

• The brief should be detailed and specific - who, what, when, where, why?
• Consider the needs of different audiences and different market sectors. You should plan to write separate versions of the letter for different groups in your mailing list.

2.2 Identify one major benefit for the customer and lead with that. Other reasons can come later, but start by backing your most likely winner.

• Forget trying to be clever. You do not need a smart idea.Finding a simple, powerful way to say what your product or service does for people will usually be the best approach.
• If your product is truly unique or exclusive, say so.

2.3 Work out how to get the reader's attention.

• Offer a tangible and quickly-realised benefit for an obviously reasonable price.
• Other approaches include highlighting unusual product features, emphasising low prices, launching special offers and competitions and using startling headlines.
• Send a free product sample, if you can.
• Include a small gift, a voucher or a cheap, unexpected gimmick. Good gimmickry wins attention, even from serious corporate customers.

2.4 Find something new to say, even if it is an old product.

• Brainstorm ideas. For example, think about new or unexpected uses or unlikely substitutes for it.
• Look at it again as if you had never seen it before.

2.5 Be aware of topical links to outside events and your other marketing activities. For example, exhibitions and trade or consumer advertising.

• Plan your copy to exploit seasonal factors and any known buying patterns.

2.6 Try out your ideas on other people.

• Ask others, especially customers, to read your draft copy and tell you what the words mean to them.