Routinely Sending Customers Letters Helps Achieve Top-of-Mind Positioning
The pair spent the next few minutes brainstorming the types of letters Zoot could write. Some the topics included:
- Missed delivery dates
- Service/product error
- Substandard quality
Keep us in mind:
- After lost sale
- We miss you
- Reactivate account with an incentive
- Objection: We always use a competitor
- Objection: Previous bad experience with FEI
- Objection: FEI is too far away
Personal or corporate congratulations:
- on the new job
- on your promotion
- on your company’s move
- on a new product line
- for your recent acquisition
- for appearing:
- In the news
- As a speaker at a conference
Thank You for:
- First order
- Large order
- First bid opportunity
- Large bid opportunity
- Kind testimonial
- Survey response
- Coming back to FEI after a long time
- Visiting our trade show booth
- Visiting FEI’s facility
- Seeing me for our first visit together
“These are so obvious!” Marka said.
“The challenge will be finding the time to write them,” Zoot noted.
“Well, consider that a challenge no longer,” Marka said with a wink.
A couple of days later, Marka gave Zoot a series of letter templates to use. Soon, he found an occasion to use one of the “Thank You” letters after two prospects sent FEI a first quote for fire-lighting services on the same day. Sure enough, both companies responded, expressing their appreciation. Within a month, FEI had landed fire jobs with both businesses.
Today’s FIRE! Point
Develop a set of customer letters you can have sent in response to common business events. This will help differentiate your business and ensure your name comes to mind the next time a prospect has a need for printing services.
FIRE! in Action: Freelance Copywriter Uses Simple Letter to Generate Leads
Mark E. Johnson did a simple letter mailing to a list of 400 prospects. Over the next three months, he calculated that 406 people visited the landing page he’d created to connect with recipients—including five that became clients.