2009: The Year of One-to-One Marketing

Rule 3. Convey a Unique Message

Have you ever received letters from competing companies with virtually identical offers? Chances are you tossed them because you couldn't tell one company from the other. Take a look at one of your old letters. If it could have been sent by any of your closest competitors, rethink your approach. The message, pricing and offers contained in your letter must be unique to your business and tie into your branding.

Rule 4. Keep the Reader in Mind

Imagine you were face to face with your prospect, reading your letter aloud. Would you be comfortable, or would the tone be all wrong? Your letter is a one-to-one communication with a real person. Don't come on too strong or overpromise. Use simple, direct language, not flowery prose or impressive vocabulary. And because you won't really be face to face with your prospect, the look of your letter alone must convey your professionalism, so double-check for errors.

Rule 5. Write About 'You the Customer'

Great letters are -- directed outward. That means they stress what "you the customer" will get and not what "we the company" provide. Highlight benefits front and center, and use the body of your letter to describe the features. Then summarize the key benefit once again, and close with a call to action that gives the prospect a reason to move to the next step in your sales process.

Rule 6. Make Responding Easy

No matter what type of marketing letter you're writing, close by providing a clear and actionable next step. In some cases, the responsibility for that action -- such as sending a written proposal or contract -- will rest with you. When a special offer has been made, your letter should make it quick and easy for the prospect to take advantage of it via phone, email and postal mail. The fewer hurdles your prospect must jump, the more likely you are to close the sale.