A lot has been written in professional SEO circles about acquiring customers via search engine optimization (SEO). It is clear to those in the Web design and search marketing business space that one of the best ways to acquire new clients is to take profit of your own skill set and drive traffic to your website. What is less clear is how to reach those possible customers that don’t even business.
After I qualified and compiled my mailing list, I spent a couple of hours pondering the letter and another couple of hours writing the communication. This isn’t the first marketing letter that I have written, but it has been a while. I have come to understand that there is an art to this and it does take much crafting to put something down that will be effective. After I finished my draft and sent the first batch of letters off in the mail – yep, good ole snail mail – I thought that others could avail from my work.
Let’s get started.
The first thing that you should know is that the folks that you are writing this letter to don’t want to hear from you. Having said that, you have to make the most of your communication from the opening at the beginning to the closing at the end. Here’s the simple structure I used:
1. The opening – Acknowledging the problem. This is the most important part of the letter. If you don’t get this right, the rest of your letter will be useless. So, your opening should be empathetic to the plight of your reader (a.k.a. potential customer). After all, your first sentence should be written to get the reader to read the second sentence.
2. Solution to the problem. Once you have the reader hooked with your opening, you should offer them the solution to their problem with your offerings. Break the services down into a bulleted list for easy understanding.
3. Build confidence. Now that you have explained how you can solve the reader’s trouble, you should now persuade them that you are the man for the job. Tell them about your experience, accolades, or anything that will give them belief in you.
4. The close – Call to action. You have them were you want them, now get them to do something. Ask them to call you. It’s that easy.
This simple prescription should have you own your way to acquiring new clients that didn’t even know they needed you. Here are a couple of pointers to help you get your message across. You should be empathic and sympathetic of what the reader’s problem is throughout the communication. You should be succinct[spin] and not bore with [spin]abundance of detail. If you write short paragraphs and bulleted lists, the chances of the reader making it to the “call to action” is extremely increased.
Of course, these pointers work for more than just possible Web design customers. Try it with whatever service you tender.
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