What Makes Good Marketing Letters Work?

Why do some marketing letters generate substantial sales and interests while others flop? What’s the difference between winners and losers? What makes good letters work?

Good questions. And they’re questions almost everyone in marketing game asks at some point or another. Unfortunately, there isn’t a simple answer. As much as we’d all like to have a marketing magic wand to wave over our copy to get results, it’s not that easy.

There are a few characteristics of the top-performing letters that we can learn from, though. These traits are almost always visible in letters that effectively produce sales. By making sure our text measures up in these departments, we’ll improve our odds of writing a winner.

First, good letters communicate to the target audience. A grammatically sound, well-written letter that would earn an A+ from even the most discriminating Professor of English will be a dud if it doesn’t connect with the intended readership. Good marketing materials appeal to readers because their writers took the time to understand the target audience. They learned to “speak the language”.

Second, good letters start with strong headlines. It’s hard to overemphasize the value of a gut-grabbing headline the convinces the reader to pay close attention to everything else on the page. If we want to produce strong marketing letters, we need to craft truly excellent headlines.

Third, good letters focus attention on benefits. They paint a picture of the world for the reader that reminds them of what the world is like right now–and what it will look like subsequent to the purchase of the promoted product. The emphasis is on the advantages one can gain from the purchase, not on the details of the product. Details matter, but benefits sell.

Look at your letters. Are you getting the job done? Are you talking to the target audience in a tone and with a vocabulary that resonates with them? Are you giving them the kind of information and perspective in which they’re actually interested? Are your headlines tight? Are they going to attract attention and inspire interest the way they should? What about your copy’s focus? Are you avoiding getting bogged down in the details of features? Are you making the benefits of a purchase clear?

If you didn’t answer each of those questions with a big “YES!”, it’s time to take another look at your letters. There’s no magical technique for producing great marketing letters, but we know that the good ones always manage to get high marks in all three of these areas.

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