Keeping focus in your letter

Whichever approach you use, it is important to remember that the communication is not about you or your company.  It is about how you can help the person receiving the letter.  How you can save them time or money or assist them in some way.  Explain to them how you can help them in their specific situation and you will have a letter that is read.  Tell them all about how wonderful your company is and you are quickly heading for the bin.

In addition, it is very important to focus on one central message.  You can add in other advantages later in the letter or in the sales pitch, but initially your letter should be focused on one specific area.  

This material comes from one one of the Marketing Mentor Marketing Seminars.