10
Sales Communications
Sales communications are intended to persuade, inform, alert, or perform another sales-related function. However, they are not, strictly speaking, “direct mail.” They are:
Designed to generate an inquiry, present a quotation, follow up on a proposal, or perform some sales or other persuasive task.
Personalized and sent to a single prospect or customer at a time.
Often contrived because of their repeated use; a sales letter is often customized to a particular prospect from a prewritten template stored on computer.
Designed to generate an inquiry, present a quotation, follow up on a proposal, or perform some sales or other persuasive task.Personalized and sent to a single prospect or customer at a time.Often contrived because of their repeated use; a sales letter is often customized to a particular prospect from a prewritten template stored on computer.Because of the tendency to use prewritten templates, some sales letters sent by e-mail, particularly promotional letters, may be looked upon as yet another piece of spam or junk mail. Therefore, you will see the(& icon frequently in this chapter, because printed letters are preferable for much of the sales correspondence here.
However, when it is appropriate to use e-mail, you can show that you have spent time crafting your message and tailoring it to its recipient (instead of simply jettisoning off a prefabricated “form” e-mail) by attaching the file of a formally written, personalized letter to your e-mail message, rather than using the body of the e-mail message itself as your letter. If you choose this route, your cover e-mail can be a brief, friendly note explaining to the recipient what you have attached.
A writing formula that sells
Most sales letters follow a pattern known to professional letter-writers simply as “AIDA,” for “Attention, Interest, Desire, and Action.” This simple but effective formula, first discovered by advertising writers, lets you cut through jargon and messy language to create straightforward writing that works.
Why do we need a formula for persuasion? Shouldn’t we be able to simply state our proposition directly and get the action we desire? The obstacle is the glut of similar messages in your prospect’s inbox, fax machine, and mailbox. A recent TV commercial informed viewers that the U.S. Post Office handles 300 million pieces of mail every day. That’s a lot of letters.
But how many letters actually get their messages across and motivate the reader? Surprisingly few. In direct mail marketing, for example, a 2 percent response rate is high. A manufacturer who mails 1,000 sales letters will expect that fewer than 20 people will respond to the pitch. If high-powered letters written by ad agency copywriters produce such a limited response, you can see why letters written by busy business executives (who are not professional writers) may not always accomplish their objectives.
Failure to get to the point, technical jargon, pompous language, or misreading the reader are the poor stylistic habits that cause others to ignore the letters we send. Part of the problem is that many managers and support staff don’t know how to write persuasively. The solution is AIDA, a sequence of psychological reactions that happen in the mind of the reader as he or she is sold on your idea. Briefly, here’s how it works:
Attention. First, the letter gets the reader’s attention with a hard-hitting lead paragraph that goes straight to the point or offers an element of intrigue.
Interest. Then the letter hooks the reader’s interest: The hook is often a clear statement of the reader’s problems, needs, or wants. For example, if you are writing to a customer who received damaged goods, acknowledge the problem.
Desire. The letter should create desire and demand. Your letter is an offer of something-a service, a product, goodwill, an agreement, a contract, a compromise, a consultation. Tell the reader how he or she will benefit from your offering. That creates a demand for your product.
Action. Finally, the letter states a call for action. At this point, you should ask for the order, the signature, the donation, the assignment.
Attention. First, the letter gets the reader’s attention with a hard-hitting lead paragraph that goes straight to the point or offers an element of intrigue.Interest. Then the letter hooks the reader’s interest: The hook is often a clear statement of the reader’s problems, needs, or wants. For example, if you are writing to a customer who received damaged goods, acknowledge the problem.Desire. The letter should create desire and demand. Your letter is an offer of something-a service, a product, goodwill, an agreement, a contract, a compromise, a consultation. Tell the reader how he or she will benefit from your offering. That creates a demand for your product.Action. Finally, the letter states a call for action. At this point, you should ask for the order, the signature, the donation, the assignment.What follows is an example of how each of these steps can be used to create one persuasive business letter.
Attention
Getting the reader’s attention is a tough job. If your letter is boring, pompous, or says nothing of interest, you’ll lose the reader—fast!
One attention-getting technique used by successful writers is to open with an intriguing question or statement-a “teaser” that grabs the reader’s attention and compels him or her to read on.
Here are two types of attention-grabbing openers:
Is freelance a dirty word to you?
It really shouldn’t be. In public relations, with its crisis-lull-crisis rhythm, good freelancers can save you money and headaches. Use them when you need them. When you don’t, they don’t cost you a cent.
Use me. I am a public-relations specialist with more than 20 years of experience in all phases of the profession. My services are available to you on a freelance basis.
Even if you hate freelancers, you can’t help but be curious about what follows. And what follows is a convincing argument to hire the writer:
Another freelance writer succeeded with a more straightforward approach:
Dear Mr. Mann:
Congratulations on your new business. May you enjoy great success and receive much pleasure from it. I offer my services as a freelance public relations writer specializing in medical and technical subjects.
Here, the writer gets attention by opening with a subject that has a built in appeal to the reader, namely, the reader’s own business. Most of us like to read about ourselves. (And just about everybody would react favorably to the good wishes expressed in the second sentence.)
Interest
Once you get the reader’s attention, you’ve got to provide a “hook” to create real interest in your subject and keep him or her reading. This hook is a promise to solve problems, answer questions, or satisfy needs:
To stay ahead, you need aggressive people willing to take chances. People who are confident, flexible, and dedicated. People who want to learn and who are not afraid to ask questions.
What better way to hold someone’s interest than to promise to solve his problems for him? A principal rule of persuasive writing is remembering that the reader isn’t interested in you. The reader is interested in the reader. Because people like to hear about themselves, author Robert Bly cites the following letter as an example of one that would be particularly effective in gaining and holding his interest:
As you may know, we have been doing some work for people who have the same last name as you do. Finally, after months of work, my new book, The Amazing Story of the Blys in America, is ready for printing, and you are in it!
The Bly name is very rare and our research has shown that less than two one-thousandths of 1 percent of the people in America share the Bly name....
Desire
Get attention. Hook the reader’s interest. Then create the desire to buy what you’re selling. This is the step in which many businesspeople falter. Their corporate backgrounds condition them to write business letters in “corporatese,” so they fill paragraphs with pompous phrases, jargon, cliches, and long-winded sentences.
Don’t write to impress—write to express. State the facts, the features, and the benefits of your offer in plain, simple English. Give the reader reasons why he or she should buy your product, give you the job, sign the contract, or approve the budget. Create a desire for what you’re offering.
With the reader’s interest in hand, you can proceed to create a desire for your service or product:
I am one of those people—one of the people you should have on your list of top freelancers. As a freelancer, I can offer you and your company many benefits. I work only when you need me. I don’t require a desk in your company, nor a phone, nor stationery, nor medical benefits, nor sick or personal days. There are no “lazy” days for a freelancer: I will always hand you my very best, hoping to be hired again.
Benefits are spelled out. Anxieties are eliminated. The reader is given the reasons why he or she should hire a freelancer.
Action
If you’ve carried AIDA this far, you’ve gained attention, created interest, and turned that interest into desire. The reader wants what you’re selling or at least has been persuaded to see your point of view. Now comes the last step—asking for action.
If you’re selling consulting services, ask for a contract. If you want an interview, ask for it. If you’re writing a fundraising letter, include a reply envelope and ask for a donation. In short, if you want your letter to get results, you have to ask for them:
Read over the attached list of my clients and credits. It shows I can take any challenge and succeed.
Then pick up the phone and call me today. Even if you have no project to assign immediately, let’s talk about how my experience can help you get things done in the future.
An exchange of business letters is usually an action-reaction situation. To move things along, determine the action you want your letter to generate and tell the reader about it. Formulas have their limitations, and you can’t force every letter or memo into the AIDA framework. Short interoffice e-mails, for example, seldom require this degree of persuasiveness.
But when you’re faced with more sophisticated writing tasks-a memo to motivate the sales force, a mailer to bring in orders, a letter to collect bad debtsAIDA can help. Get attention, hook the reader’s interest, create a desire, ask for action, and your letters will get better results!
The following is an overview of the many kinds of sales communications you may need to write—with abundant examples of how to put AIDA to work for you!
Sales series
For most firms, sales is a multistep process involving multiple communications with a given prospect. For this reason, many businesses develop a standard library of sales letters to address each stage in this multistep selling process. The following is a model series you can adapt to your own business and sales cycle.
The following series can be used for any product or service. Simply replace computer systems and any related language with your product or service. You can also substitute the benefits you offer (price savings, better service) for the benefits listed in the sample letters.
This is a fairly complete series. Use whatever letters fit into your selling cycle, in the order that makes sense for your business. Keep in mind that you do not have to use all the letters. Some may not apply to your product or fit your selling methods. Also, you will need to avoid e-mail for some of the more promotional letters here because of the possibility they will be categorized as spam.
Initial inquiry generator
Background: We all come across people and organizations who are a good fit for our products or services. A short, simple letter, like the one that follows, can be used to gauge their initial interest and get them to ask for more details about who you are and what you do.
Essential elements: Follow the AIDA formula:
1. Your opening should grab attention with something catchy (such as a quote, a statistic, or an interesting fact).
2. Create interest by acknowledging the reader’s needs.
3. Build desire by explaining how you can meet those needs.
4. Call for action by explaining what the reader should do next.
Sample:
Dear Ms. Gladstone:
The tremendous recent improvements in hardware and software have made this adage truer than ever:
“Improve your computer systems, and you improve your business systems. Improve your business systems, and you improve your business results.”
There’s no longer any doubt: In today’s business world, if you want to improve your business results, you need to have your business fully computerized and networked.
When it comes to helping you improve your computer systems, we can help. Using the latest technology and proven software, we can increase your efficiency and productivity, while giving you faster access to important data for improved decision-making and business management.
For more information on how we can give your business a competitive edge through better computer systems, call us today. There’s no cost to talk to us. There is no obligation of any kind.
Sincerely,
Sales lead: offer of free analysis of a prospect’s requirements
Background: Many prospects may be wary of meeting with a salesperson. They either are afraid of being on the receiving end of high-pressure sales tactics or don’t realize how they can immediately benefit from the product or service. You can use a letter to set up an appointment by positioning the initial meeting with the customer as an opportunity to assess his or her needs and recommend a solution.
Essential elements: The key here is to make the reader believe that this is not just a ploy to get a salesperson in the door. The letter should include:
1. An opening that gains attention by requiring readers to ask themselves how they can benefit from the service or product you want to sell.
2. An answer to that question that builds interest in you.
3. The details of the analysis that create a desire to find out more.
4. Instructions telling the reader how to take advantage of this opportunity with repeat assurances that the service is absolutely free.
Sample:
Dear Ms. Johnson:
Do you think that upgrading your business computer system might make sense but feel unsure about what you need or what to do next? Our free business computing needs analysis might be the answer.
Here’s how it works:
One of our business computing specialists will visit your offices and, at no cost to you, conduct a complete audit of your business processes. We’ll look at your operations, what’s computerized, what isn’t, and which areas could be made more efficient through better computing.
Within 48 hours of our visit, you’ll receive a written report that gives the results of our business computing needs analysis. It includes specific hardware and software recommendations, along with cost estimates for purchase or lease of the recommended systems and applications.
There’s no cost for this free business computing needs analysis. There is no obligation or sales pressure of any kind. Even if you don’t have us put in a system for you, you’ll find this analysis of your business processes and computing needs interesting—and useful. Call us today.
Sincerely,
Letter preceding a sales meeting
Background: Many sales meetings are unproductive simply because the seller does not help the buyer prepare. In a quick fax or e-mail, tell your prospects how they can help you serve them better in the meeting, what you need, and by when.
Essential elements: This letter serves to both confirm that you have a meeting and also make sure that everything you need to make the meeting productive is available:
1. Open with a confirmation of the time, date, and location of the meeting.
2. List each of the things you need the other person to have prepared for this meeting.
3. Conclude with a cordial closing.
Sample:
To: Joseph Jones
From: Bob Allen, phone 123-456-7890
Re: Our Tuesday meeting
I’m looking forward to meeting you Tuesday the 5th at 9 a.m. in your office. To make our session more productive, here’s a list of items it would be nice to have at hand for the meeting:
1. Sample printout, or “dummy,” of the standard report.
2. Sample printout, or “dummy,” of the gold report, including the trade area map we create from their customer data.
3. Brochures or other promotional materials you have on your firm and consulting services.
4. Testimonials from satisfied consulting clients.
5. Client list.
Ideally, if you give me the go-ahead to create a direct mail package for you, I’d like to take as much of this as I can back with me.
Thanks,
Catalog insert letter
Background: Catalog marketing is an effective way to sell a broad line of related products by mail. But catalogs-professionally typeset, colorful, with lush photos and illustrations—are a rather impersonal medium. To add warmth, personality, and selling power to their catalogs, many marketers include a cover letter with their catalog mailings. You can use the letter to talk about your company, your products, your catalog, your service, your commitment to quality, your track record, benefits you offer to customers, or your guarantee. Or you can point the reader to specific features of the catalog or bargain items on various pages.
Note that you can use e-mail for this kind of letter as long as your catalog is available electronically and your customer has agreed to subscribe to e-mails from you; just attach the file of your catalog or refer the customer to a link to your catalog online.
Essential elements: This letter is a friendly version of the AIDA formula. It includes:
1. An attention-grabbing opening.
2. A message that talks to the needs of the reader to gain interest.
3. Information that promises a way to help the reader meet those needs.
4. Directions explaining what the reader should do next.
Sample:
Dear Friend:
The new catalog is out with a long list of brand-new items you’ve never seen before. [If using e-maiZ, refer the customer to an attached file of the catalog or to a link to the catalog ooze.]
Are you looking for a unique gift for the person who has everything? Are you redecorating and need that “just right” accent piece? Have you been meaning to replace that worn-out (but much-loved) bed quilt? Are you running out of time to browse for a gift that that’s just perfect?
Now you can solve all your most difficult shopping dilemmas, without ever leaving the comfort of your favorite armchair. Browse through the pages of this new catalog, and you’ll see high-quality products at prices that make them among the best values in the marketplace today. This is why shopping at XYZ is always a pleasure and not a chore. Our money-back guarantee assures you that if your selection does not meet your expectations, you can return it, postage-paid, with no questions asked.
Send us your order today. You can call the toll-free number 24 hours a day or fax or mail the order form enclosed. [If your catalog is online, mention this and refer to your easy, ooze checkout process.]
Go ahead-sit back, put up your feet, and enjoy the fun of slowly browsing through our products.
Happy shopping,
Encouragement to reorder
Background: Sales letters sent to existing customers often generate responses many times more than what you would get from sales letters sent to rented lists of potential customers you don’t know and who don’t know you. With existing clients, seeing your company name is enough to get them to open and start reading.
Sending customers letters reminding them to reorder can be very profitable—especially if you can time the letters so the customer is likely to get one when his or her supplies are beginning to run low.
Note that you can send such letters to your existing customers by e-mail if they have agreed to receive e-mails from you.
Essential elements: This letter is a kindly reminder that should include:
1. A reminder that the customer has ordered from you before and a statement of that order.
2. A statement that you appreciate the customer’s business with words of encouragement to reorder before supplies run out.
3. A very simple order form that lists the products, leaves room for new products, and gives ordering instructions.
4. A statement of the company policy on warrantees and guarantees.
5. A thank-you.
6. A discount mentioned in the postscript, to encourage the customer to place the order.
Sample:
Dear Sy Ackerman:
Back in February, you ordered the product(s) listed below. We appreciate your business. Now is the best time to reorder, before your inventory is low.
All the information needed to reorder is preprinted below. [If using e-maiZ, refer to the appropriate attachment.] Simply verify this information, make changes in quantity if necessary, even add new products. Just mail or fax this form to us, with your updated imprint samples, at 123-456- 7890, or call us toll-free at 800-123-4567 and we’ll take care of the rest. [If using e-mail, you can attach a writeable document that the customer can fiZZ out and send bach via e-maiZ.]
As a Business Products customer, you’ve recognized us for our quality products and our 100 percent satisfaction guarantee. This extended guarantee—along with our new, faster order turnaround time—separates us from any other discount professional supplier! Thank you for your continued confidence in Business Products, “Publishing’s Reliable Supplier Since 1959.”
Sincerely,
P.S. Now you can reorder and save 10%. All you have to do is order within 45 days from the date of this letter and use code 9801524 to receive your discount. The price on the order form already includes the discount. Thanks again for your business!
Sales proposal in memo format
Background: Writing a formal proposal is a complex writing task that takes a lot of time many of us don’t have. We prefer to send proposals in memo style. It’s less time-consuming, more informal, and in most instances, equally or more effective.
Essential elements: Most sales proposals include the following five sections:
1. Overview: This outlines the proposed project or service. It may include your objective. ___
2. Concepts and methodology: Here you map out, step-by-step, what you will do to meet the objectives set down in section 1.
3. Assignment: Repeat back to the client what he or she is hiring you to do.
4. Timing: State when the assignment will be completed.
5. Cost: State your fee and the other costs involved in completing the assignment.
Sample:
To: Anne Chopin
From: Brian Davidson, phone 123-456-7891
Re: Copywriting-direct mail package for XYZ Company
Dear Anne:
Thanks for taking the time to chat with me. Here is the memo I promised to fax today. Questions? Call me at 123-456-7891 .
I. Overview
XYZ Company markets credit card enhancement programs to banks, department stores, and oil companies.
Sales have been primarily via telemarketing. XYZ Company is looking to develop profitable direct mail packages as an alternative. The objective is to bring in new members at a cost per order of $40 to $43.
II. Concepts and Ideology
Here are the steps normally involved in having me write a package for you: Research.
Presentation of concepts (package outline).
First draft of copy.
Revisions.
III. Assignment
As discussed, my first choice would be to work on travel arrangements. I’ve done a lot of work in the travel industry and wrote a package offering a similar set of enhanced benefits to magazine subscribers.
My second choice is health trends. With changes in health care today, people are uncertain about the status of their coverage. Again, almost everyone is going to use the service at least once or twice, so it will pay back its cost.
IV. Timing
If you can turn copy reviews around within a week or so, it’s realistic for us to have final approved copy in November, in time to make a January mailing.
V. Cost
Copywriting: $6,500. Includes outline, copy, and revisions. Design to printer-ready disk: $2,500 to $10,000, depending on the design studio selected, package format, use of color, and photography or illustration required.
Sales lead tracker
Background: You can use this form to track sales leads generated by your various letters. The form can be stored in a file, in a three-ring binder, or on a database program to organize your follow-up efforts. A well-organized follow-up on leads is likely to increase the number of prospects who become customers.
Date___________ Source of inquiry____________________
Response via_______________________________________
Name______________ Title___________________________
Company___________ Phone__________________________
Address_____________________ Room/floor____________
City_____________ State__________ZIP Code__________
Type of business:___________________________________
Type of accounts (if an ad agency):____________________
Type of projects:
For: immediate project future reference
project to be started in:________________ (month/year)
Status:
Sent package on (date):
Enclosed these samples:
Next step is to:
Probability of assignment:
Comments:
Contact Record:
Date:__________ Summary:______________________
Inquiry fulfillments
When you respond to an inquiry by mail, fax, or e-mail, you are usually sending the recipient information that he or she requested. This information can include fact sheets, brochures, catalogs, and other types of sales literature. The inquiry fulfillment letter is the cover letter that goes with this package.
Let’s take a look at how to write an effective inquiry fulfillment piece by examining one that is ineffective. Suppose you had responded to an advertisement from a manufacturer of forged steel valves and requested more information. How would you react to this reply?
Dear Sir:
Chemical Equipment magazine has informed us of your interest in our line of valves for the chemical process industry. Enclosed please find the literature you requested. We will await with interest your specific inquiry.
Sincerely,
Joe Jones, Sales Manger
XYZ Valve Corporation
That letter doesn’t call for action, build trust in the letter writer, or tell the reader why he should want to buy valves from XYZ. There’s no salesmanship in it, just a blunt acknowledgment that an inquiry has been made. A fulfillment package should help move the sale along. However, this letter will not. The tragedy is that most letters mailed to fulfill business inquiries are horribly written. Too many marketers treat a cover letter as an afterthought thrown together after the pros from the ad agency have written the “important” elements of the communications program—the ads, brochures, and catalogues.
This is a big mistake. As creative consultant Sig Rosenblum aptly puts it, “Ads go through a long process of rough, layout, and finished art. But those are just devices to put ideas into the reader’s mind. Your simple letters can carry powerful ideas just as easily as your complex ads.”
But do they? Request more information on products and services you read about in ads or see on Websites and see for yourself. The responses you receive will include weak, dreary cover letters that rely on hackneyed expressions such as “enclosed please find,” “pursuant to your request,” and the ever-so-boring “as per your inquiry.” That’s not selling. When clichés substitute for copy that expresses a company’s desire to help prospects solve problems, hot leads can quickly turn cold.
Part of the problem is that nonwriters, such as product mangers and engineers, often write cover letters. Management reasons that the advertising agent’s time is better spent on ads and the like. Yet the letter provides the toughest writing challenge. It must sell on words alone, without the embellishment of color, photos, or artwork.
Tips for writing successful inquiry fulfillment letters
The key to successful cover letters? Be friendly, courteous, and helpful. Tell the reader how you will help him or her solve his or her problem better, faster, or cheaper than the competition. Here are eight letter-writing tips:
Thank the prospect for the lead
“Thanks for your interest” is a common opener. It may be becoming a cliche. However, it’s still a necessary courtesy.
Highlight key sales points
Don’t try to summarize your sales literature, but instead pick one or two of the important sales points and emphasize them in your letter. Letters are handy supplements to literature because they can include any recent developments that a color brochure, with its longer shelf life, may not reflect. Your letter can focus on a recent case history, a new application, a product improvement, or an addition to your manufacturing facility.
Tell the reader about the next step in the buying process
Make it easy for him or her by explaining exactly what to do next.
Write in a conversational tone
Your sales letter is communication from one human being to another-not from one corporate entity to the next. Warmth, humor, understanding, and an eagerness to be helpful are what make you the super-salesperson you are. Why not endow your letters with those same positive qualities?
Eliminate “whiskers”
One way to achieve an easy, natural style is to eliminate “whiskers” from your writing. Whiskers are those hackneyed expressions that drain life and personality from sales letters. Antiquated phrases from the vocabulary of the bureaucrat make a person (and his or her company) come across as a stuffed shirt.
Here are 10 hackneyed expressions to avoid:
1. Enclosed please find... The reader can find it on his or her own. Just say, “I’m enclosing,” or “Here is.”
2. When time permits... Poetic, but inaccurate. Time doesn’t permit, people do.
3. Please don’t hesitate to call... You really mean “Feel free to call.”
4. We are this date in receipt of... Say instead, “Today we received.”
5. As per your request... Say instead, “As you requested.”
6. Of this date... Translation: “Today.”
7. Pursuant to your orders... That’s too formal. Just say, “As you requested” or “Following your instructions.”
8. Whereas... Use “where” or “although.”
9. Kindly advise... As opposed to “unkindly”? This phrase is unnecessary.
10. Hitherto, whereby, thereby, herein, therein, thereof, heretofore... Avoid these archaic, stilted words.
Have a “you” orientation
Good letter-writers know that the word you may well be the most important word in their vocabulary. A “you” orientation means thinking about what the reader wants, needs, and desires. Having a “you” orientation does not mean tooting your own horn. It means translating the technical features of a product into benefits that help the reader do his or her job, serve customers, and pleases the boss. And it means addressing the reader directly as “you.” Remember, a sales letter is a personal communication, not a cold recitation of features and facts.
Be concise
Use small words and short sentences. And break the writing up into many short paragraphs. Brevity makes writing easy to read. Run-on sentences and long chunks of unbroken text bore and intimidate readers.
Make it look professional
All letters must be typed and proofread to eliminate errors in spelling, punctuation, grammar, and content.
A word on bounce-back cards
In addition to the literature and cover letter, a fulfillment package should contain a reply element. It can be a specification sheet, an order form, or a questionnaire known as the bounce-back card. Bounce-backs are postage-paid postcards addressed to you. They ask the prospect to qualify him- or herself by answering a few questions. Typically, a bounce-back questionnaire asks the prospect’s name, address, and phone number, the name and size of his or her company, whether he or she specifies or recommends a particular type of product, current buying plans, applications, the names of others in the company involved in the buying decision, whether the prospect currently uses the advertiser’s products or those of a competitor, whether the prospect wants a salesperson to call, and whether the inquiry is for an immediate need, a future need, or reference information only.
Bounce-back postcards may be separate from the rest of the package or they may be printed as tear-out inserts in brochures or catalogs. Some companies combine the bounce-back questionnaire, cover letter copy, and catalog information on a single sheet.
Most industrial marketing experts agree that the bounce-back is an integral part of the fulfillment package. “If you’re not contacting the respondent personally, you should have a bounce-back card,” says Robert L. Sieghardt, president of Professional Sales Support, a company that screens sales leads by telephone.
Sieghardt says that as many as 55 percent of prospects will respond with a bounce-back card after a series of three follow-up mailings. Some advertisers respond to inquiries by mailing a bounce-back card without any accompanying literature. They hope to avoid sending expensive sales brochures to students, competitors, brochure collectors, and other nonprospects.
But other firms criticize the practice because it delays getting information to respondents by creating an additional and unnecessary step in the sales sequence. “I think you’re trying to kill responses by not sending a brochure,” says Larry Whisehant, advertising manger of Koch Engineering, a manufacturer of chemical equipment. “The proper literature—what the respondent is asking foris the most important piece of the package.”
Robert Sieghardt agrees: “By trying to screen leads with the bounce-back, manufacturers are asking prospects to do some of their work for them.” No two marketers agree on what makes the perfect fulfillment package. But one thing is clear: The advertiser who casually tosses a brochure in the mail with a hastily dictated cover note is wasting sales opportunities.
The entire package must be designed to generate action that leads to a sale. To accomplish this, you need three things: a clear, crisp cover letter that motivates prospects, a brochure that informs them, and a bounce-back or other reply element that makes it easy for them to respond.
Inquiry fulfillment: securing an appointment for a salesperson
Background: When a potential customer inquires about your service or product, the next logical step is to meet with the prospect to make a sales presentation. This inquiry fulfillment letter uses all the eight tips mentioned previously. E-mail is a good way to send it because it will reach your potential client sooner and allow you to schedule a meeting with him or her more quickly.
Essential elements: When someone has asked for information, you already have your foot in the door. Then it’s time to sit down and visit. Your letter should:
1. Grab attention by immediately noting that the letter (and attached information, if appropriate) are being sent to respond to the reader’s request.
2. Build interest by stating the reader’s needs.
3. Create desire by explaining how you can solve the reader’s problems.
4. Encourage action by explaining what the reader should do next.
Sample:
Dear Mr. Loman:
Thanks for asking about high-performance, tailored computer systems to run your business more efficiently and profitably. Literature describing system capabilities is attached.
The next step is to sit down and discuss your business computing requirements in detail. We’ll take a look at what you have, what you need, current business processes, where computerization can help, and what hardware and software would best meet your requirements.
Then we’ll provide recommendations on the system that’s right for your business. We’ll give you a detailed cost estimate for purchases and a low monthly lease payment quote for the system.
To schedule an appointment with one of our business computing specialists, simply give us a call. The consultation, as well as our recommendations, are free. There’s no obligation to buy.
Sincerely,
Inquiry fulfillment to accompany literature
Background: A common mistake in inquiry fulfillment is to send an overly long and redundant letter that repeats product facts and features covered in the accompanying literature. Don’t reproduce the text of your brochure in the letter. Rather, the letter should just hit the highlights, leaving the detail for the brochure or fact sheet to cover.
Essential elements: Your literature speaks for itself; the accompanying cover letter should move the potential customer to actually read the literature. It should include:
1. A thank-you for requesting the literature.
2. An enclosure containing the literature (or an attachment with the literature, if you are using e-mail to send it).
3. An explanation of what the literature covers.
4. A brief overview of what the service or product offers the customer.
5. An offer to discuss the service or product by phone, in person, or through an attached survey to meet individual needs.
Sample:
Dear Mr. Ramnstein:
Thanks for requesting the enclosed information on PS plumbing systems. The enclosed literature will give you a good idea of PS’s ease of use, flexibility, power, and speed. You’ll also discover the many advantages of PS over conventional plumbing systems.
Your real question, of course, is “How can PS save ME time and money?” Fortune 1000 companies worldwide have documented cost savings of 70 to 90 percent using PS. But the only way to determine the benefits to your company is to call 123-456-7890 and talk with a sales representative.
A preliminary and free phone conversation will quickly enable you to determine whether PS implementation is worth exploring further. If so, a company representative can perform a free, on-site evaluation of your current system and recommend improvements.
To find out how PS can meet your needs, simply call 123-456-7890. [If using e-maiZ, refer the recipient to your contact information in your e-mail signature.] Or complete and return the plumbing system needs assessment form attached. As always, there is no cost or obligation of any kind.
Sincerely,
Follow-ups
Making contact with customers or making a first sale is just the beginning of creating a business relationship. To bring customers in and keep them loyal you’ll often have to write follow-up letters.
Follow-up after literature has been mailed
Background: It is unlikely that you will get to meet with every prospect or even the majority of prospects right away. For this reason, follow-up is key. According to a study by Thomas Publishing, publishers of the popular purchasing directory, Thomas Directory, 80 percent of business sales are made on the fifth follow-up, but most marketers follow up only three times or less. A series of well-crafted follow-up letters can ensure you contact prospects frequently enough to gain their attention and, ultimately, their business. E-mail is acceptable for these letters, but it is better to use a combination of printed letters and e-mail for a series of letters so as not to bombard your customer with e-mail.
Essential elements: Don’t sit around waiting for potential customers to respond to your sales literature. Use the mailing as a hook that gives you line to reel them in. Follow-up letters should include:
1. Mention of the literature that was previously sent.
2. A statement about the benefit to the reader of your product or service.
3. Instructions to act now.
4. An offer to send the material again if it was not received.
Sample:
Dear Mr. Thomas:
Recently, I sent you literature describing the computer systems, services, and solutions we have created for businesses like yours. If you need to computerize your business, call us. We may be able to help you with an innovative computer solution costing much less than you’d think.
The sooner you modernize your business procedures and computer systems, the sooner you’ll begin to enjoy the benefits of increased productivity, reduced paperwork, and faster access to critical information for better decision-making.
We’re ready when you are. Call, e-mail, or fax us today with your requirements.
Sincerely,
P.S. If you didn’t receive the information, or need additional literature, let me know. I’ll make sure to send the information to you via fax or e-mail.
Follow-up after a phone conversation or first meeting
Background: This letter is sent as a follow-up immediately after a first meeting in which you have mapped out your service or product. A copy of the cost estimate, printed on a separate sheet, should be enclosed with the letter. (It is also acceptable to send this letter as an e-mail message with an attachment containing the cost estimate.)
Essential elements: This letter keeps you and your product or service on the customer’s mind while he or she is making this business decision. Be sure to include:
1. Mention of your recent conversation.
2. Cost estimates of the product or service you had discussed, tailored to the customer’s requirements.
3. Available financing.
4. Instructions about how the customer can take the next step.
Sample:
Dear Ms. Poplar:
It was a pleasure chatting with you today concerning your company’s business computing needs. Based on our discussion, I’ve attached preliminary cost estimates for several different systems that meet your requirements.
As you see, our flexible financing terms enable us to tailor the low monthly lease payment to meet any budget. The system can also be purchased outright.
If these figures look good to you, the next step is to discuss the specific system configuration and options in detail. After doing that, we’ll give you a final cost estimate detailing all system components, pricing, and purchase and lease options for your approval.
Sincerely,
Follow-up after a purchase
Background: Salespeople are painfully familiar with “buyer’s remorse,” when the customer calls the day after the purchase and says, “I’m not sure about thismaybe I made a mistake-you have a return policy, don’t you?” A follow-up letter after a purchase can help assure customers they made the right decision.
Essential elements: To cut down on buyer’s remorse calls, send an immediate post-purchase letter affirming the buyer’s decision as a wise one to make. The letter should include:
1. Thanks for the purchase.
2. A review of all the positive features of the product.
3. A reminder of any guarantees, rebates, or other “extras” included with the product.
4. A psychological plug that assures the customer how smart he or she is for making this purchase.
Sample:
Dear Ms. Kelley,
Thanks for your recent purchase of the Axirionn-2000 laptop.
As you will discover, your Axirionn-2000’s high-speed Pentium Processor, enhanced graphics board, and built-in wireless Internet give you the fastest and sharpest access to the Internet you have ever experienced. As you browse, you’ll experience click-through navigating and Web downloading at up to twice the speed of conventional laptops.
Your Axirionn-2000 also comes with a top-of-the-line Web navigator loaded and ready to go, with one month free through Eagle Network, the Internet Service Provider (ISP) we recommend to our local customers.
New customers also get a one-year free membership in our WebWise Users Group, which includes a quarterly Internet newsletter and discounts on our Internet seminars. A schedule of our seminars is also enclosed.
Others ride the Information Superhighway in the equivalent of a horse-and-buggy. You’re doing it in a souped-up sportscar, the way it was meant to be done.
Congratulations on a wise purchase decision!
Sincerely,
Follow-up at one-year anniversary
Background: Selling does not end with purchase. The real profits in most relationships are in repeat orders and referrals. To get repeat business, you must ensure customer satisfaction with your products and services on an ongoing basis. A customer notice should be sent at least once a year to verify satisfaction and uncover any problems that require correction.
Essential elements: This is a great way to build goodwill and customer loyalty. Include:
1. A happy anniversary message.
2. A request for positive feedback (great for testimonial advertising).
3. An offer to answer questions or lend a hand.
4. An offer to solve any problems that have come up with your product.
5. An upbeat closing that looks ahead to a business relationship continuing into the future.
Sample:
Dear Mr. Towers:
I was checking my records and noticed it’s been one year since you acquired your computer system from us. Happy anniversary!
If you are thrilled and delighted with your computer system, please take a moment to let me know. We always enjoy hearing from our customers about the benefits our systems have brought to their businesses.
If you have questions or need help mastering a particular application or function of your system, call us. We know the answers—and will be happy to share them with you. All you have to do is ask!
If there is a problem, if something isn’t working the way you expected, or a particular business need is not being met, please call or e-mail us. We’re here to help.
Again, happy anniversary! Here’s to many more!
Sincerely,
Quotations and estimates
Before you begin a job or sell a product, many companies require a written quotation of cost. These quotations require a well-written cover letter that encourages the customer to sign the agreement. Because of important financials are involved that need filing and documentation and that often lead to legally binding contracts—and because you’ll want to make the best impression on your potential customer—do not use e-mail for these communications. Put your best foot forward with letters printed on company stationery and professional quotation and estimate forms that display your company logo.
Quotation cover letter
Background: This letter accompanies a contract, formal quotation, or other document requiring the signature of the customer to process the order or begin the work. A duplicate of the original quotation or cost estimate should be enclosed with this letter.
Essential elements: This letter should show the customer that you want to meet his or her needs and begin a business relationship as soon as possible. It should include:
1. A statement that tells the reader a quotation is enclosed for a specific product or job.
2. A request to verify that the specs match the customer’s needs and a willingness to change the quotation if necessary.
3. An encouraging note to order now while prices are in effect.
4. An explanation of how long the terms will be offered.
Sample:
Dear Ms. Compt:
As we discussed, here’s a preliminary quotation for a computer system for XYZ Company.
Does this reflect everything we discussed, and what you expected? If not, let us know, and we can quickly revise the quotation to reflect your needs.
If the quotation is on target, tell us how you want to proceed. We can arrange a lease with low monthly payments tailored to your operating budget. Of course, the system is also available for outright purchase. But I urge you to hurry. Several of the major hardware and software vendors have announced planned price increases. When their prices go up, so do ours.
We can only hold the prices in this quotation for 60 days from the date on the proposal. To ensure the lowest prices, place your order now.
Sincerely,
Quotation follow-up: first reminder
Background: If after sending the contract, you don’t get a response, you need to send a reminder. Enclose a copy of the original quotation. Send this letter a week or two after you mail the original quote.
Essential elements: This letter is a friendly nudge that gives the reader a reason to contact you. It should include:
1. A reminder that the attached quotation is still in effect.
2. An acknowledgment that the customer may be shopping around and looking at several different products/services.
3. An offer to requote to any new specifications.
4. An offer to answer any questions or resolve any uncertainties.
Sample:
Re: Quotation and proposal for XYZ Co.
Dear Ms. Compt:
This is just a reminder that the terms and prices on the enclosed quotation are still good for several weeks. If you’ve been shopping around, you may be thinking of a system that is slightly different than the one we quoted you.
In that case, give me a call. We’d be happy to requote on your new specification. We can even provide several different quotes for various configurations, to aid you in your decision-making.
Just one other thing to keep in mind: There’s rarely just “one solution” to a given business computing challenge. If you’re still uncertain, please call us. We can recommend hardware, software, and service alternatives that can satisfactorily meet any requirement—and budget.
Sincerely,
Quotation follow-up: second reminder
Background: The second reminder is sent about two weeks after the first follow-up letter, again with a copy of the contract or quote enclosed.
Essential elements: This letter implies that you may be able to change your quote, but it can also mean that you can suggest substitute or alternate products /services to save money. It should include:
1. A reminder that the attached quote was submitted a while ago.
2. A request that if the customer is considering another company, he or she contact you before sealing the deal.
3. A suggestion that you can help the customer save money as compared to other companies.
4. A thank-you for the opportunity to offer a quote.
Sample:
Re: Quotation and proposal for XYZ Co.
Dear Ms. Compt:
It’s been some time since we quoted you on a computer system for your business. So, I have one favor to ask. If you’re considering another system, please give me a call before you sign any contract or issue a purchase order to another vendor. We may be able to provide additional ideas to save you money or enhance system performance in ways these other vendors may not know about.
Thanks again for giving us the opportunity to quote on your system.
Sincerely,
Quotation follow-up: final reminder
Background: If the prices and terms you quoted are good only for a certain period, send this letter a couple of weeks before the period is about to expire, warning the customer that after that date, the prices may be higher or the product unavailable.
Essential elements: In this letter be sure to keep your tone friendly and keep the door open to future business. Include:
1. A notice that the terms in the attached quotation are in effect for only a short while longer.
2. A request to let you know if the customer wants to go ahead.
3. A request to let you know if he or she would like a different product/service and therefore need a new quotation.
4. An offer to extend the quotation if the customer is still thinking.
Sample:
Re: Quotation and proposal for XYZ Co.
Dear Ms. Compt:
The terms and pricing on this quotation are guaranteed for only a few remaining days.
If you have made a decision in favor of our system, please let us know right away. We’ll lock in the prices and begin the paperwork that moves your transaction forward.
If you think you might want a different system than is described in our quotation, no problem. Just tell us what you have in mind. We’ll give you a revised quote immediately. If you are unsure as to whether you’re going to go ahead right now, but think it’s a possibility, call me. I’ll extend the terms and prices on the enclosed quotation to you for another 60 days. That’s ironclad, regardless of whether our suppliers raise their own prices to us during that time. (If they do, we’ll absorb the difference.)
Sincerely,
P.S. If you have acquired a system from another vendor, we are always here to help you with software, equipment upgrades, consulting, training, service, support, supplies, or whatever else you may need-now or in the future.
Agreements
Even if a prospect agrees over the telephone to use your product or service, a formal closing of the sale should be done in writing. Agreements, even informal ones, require detailed filing and documentation because they are contractual in nature, so avoid e-mail and stick with hard copy and the post office.
Informal letter of agreement
Background: For simple uncomplicated projects, you can confirm assignments in writing with a brief letter of agreement, such as the one below. Be sure to include a second copy for the customer and a self-addressed, stamped envelope so that he or she can easily return the signed form to you. For more complex projects, you should consult an attorney who can draw up a formal business agreement.
Essential elements: This letter serves as a contract between you and your customer. Include:
1. A thank-you for being given the specified work/order.
2. A request for the signed form to be returned to you.
3. A detailed description of the service/product.
4. The fee for this service/product.
5. Any exceptions that would change the fee (overtime, revisions, changes in specs, and so forth).
6. If appropriate, the terms for payment of business expenses.
7. A payment schedule.
8. A place for the recipient to sign and date.
Sample:
Dear Mr. Jones:
Thank you for choosing XYZ Ad Agency to handle your Job #3333. The following agreement spells out the terms and conditions of this project. Please keep a copy for your records and return a signed copy to me in the enclosed envelope.
Job #3333 is a series of three capability brochures. I will write these brochures for you and provide such marketing and editorial consulting services as may be required to implement the project.
My base fee for the services I describe above is $10,000. That fee estimate is based on 100 hours of working time at my hourly rate of $100 and includes time for copywriting, editing, teleconferencing, meeting, consulting, travel, and research. Copy revisions are included in my base fee. At such time as the total time devoted by me exceeds 100 hours, I shall bill you for additional working time at the rate of $100 per hour.
Out-of-pocket expenses, such as long-distance telephone calls, photocopies and computer printouts, fax charges, messengers, and local and outof-town travel incurred in connection with the project, will be billed to you in an itemized fashion.
Payment of the base fee will be made as follows: One-third of the abovementioned base fee is due upon my commencement of work, one-third due upon delivery of first draft copy, and one-third is due upon completion. Payment for expenses will be made within 10 days following receipt of invoice.
Sincerely,
Accepted and agreed:
By:________________ Date:______________
Terms and conditions of fee structure
Background: If the pricing, fee structure, terms, or conditions are complex, they can be listed in an attachment rather than being incorporated into the body of an agreement letter.
Essential elements: This list of terms and conditions is dictated by the particular service. It should include all the terms, including hourly fees, project fees, reimbursable expenses, and contingencies such as revisions, changes in specs, overtime, and so forth.
STATEMENT OF GENERAL TERMS & CONDITIONS
1. Fee Structure
All time, including travel hours, spent on the project by professional, technical, and clerical personnel will be billed. (Travel time is billed at half-hourly fees, portal to portal.) The following approximate ranges of hourly rates for various categories of personnel are currently in effect:
| Hourly Rate | Category |
| $400 | Principal in charge |
| $100 to $200 | Senior consultants |
| $40 to $75 | Marketing analysts |
| $30 to $50 | Research technicians |
| $15 | Desktop publishing, scanning, computer entry, design |
Hourly rates will be adjusted semiannually to reflect changes in the cost-of-living index as published. If overtime for nonprofessional personnel is required, the premium differential figured at time and one-half of their regular hourly rate is charged at direct cost to the project. Unless otherwise stated, any cost estimate presented in a proposal is for budgetary purposes only and is not a fixed price. The client will be notified when 75 percent of any budget figure is reached.
2. R,eimbursable Expenses
a. Travel expenses necessary for the execution of the project, including rail, taxi, bus, air, rental vehicles, and highway mileage in company or personal vehicles, which will be charged at 20 cents per mile. The following expenses will be billed at direct cost:
b. Accommodations, all meals at cost.
c. Telephone/fax charges.
d. Postage and shipping/courier services.
e. In-house printing and reproduction.
f. Other project expenses: scanning, photocopying, laser printing, and so forth.
3. Art production (typed layouts, type specs, mechanical assembly)
Artist’s time charged at $50/hour or estimated on project fee basis.
Correspondence about add-on support
If your product comes with a warranty or a support contract, you should be in touch when that contract is about to expire and again if it does expire. These moments are selling opportunities. It’s better not to use e-mail for these letters because they, again, involve contracts.
Selling an add-on support contract
Background: One way to profit from satisfied customers is to sell more products and services to them. Here’s a letter you can use to sell a service contract to customers who have bought your products and whose warranties have expired.
Essential elements: This letter should make the recipient feel he or she is getting something extra or special. It should include:
1. An opening offering to make the customer a top priority.
2. An announcement that a service/support contract is enclosed and is offered at a discounted price.
3. The benefits of the service.
4. Instructions to sign and mail to gain the coverage.
Sample:
Dear Mr. Smyth:
We can’t be everywhere, all the time, for everyone. No one can.
But now there’s an easy way to ensure we’re always there for you, when and where you need us to be.
The attached service and support agreement spells out the various levels of service and support we offer businesses in our area. As one of our system users, you receive a discount of 30 percent off compared with what we charge for support to businesses who do not own or lease one of our systems.
You rely on computers to keep your business running and to access critical information. When the computers stop, so does business. Our service and support agreement ensures speedy repair or replacement to get you up and running with minimum downtime.
To activate your service and support, simply sign the agreement and mail it back to us. Service and support become immediately available the minute you sign. For faster service, call, e-mail, or fax us your instructions today.
Sincerely,
P.S. No need to enclose payment now. We will bill you later.
Renewal of a support contract
Background: When a customer’s maintenance, service, or support contract is close to expiring, send a letter asking him or her to renew. Insert a support contract renewal for signature, and include a reply envelope.
Essential elements: This letter is sent to customers who have already shown they are interested in paying for additional support or service. Its job is to convince them that the price is worth renewing. It should include:
1. An announcement that the support contract is about to expire.
2. Instructions to sign the enclosed renewal contract to ensure uninterrupted service.
3. Assurance that payment need not be sent with the contract. You will bill the reader later.
4. The benefits of the service or support program to the customer.
5. Information about the price of the contract (and any upcoming increases if applicable).
6. Instructions to renew now.
Sample:
Re: service and support contract #87396
Dear Ms. Crocker:
Our records indicate that your service and support contract with us will expire soon. A renewal agreement is enclosed. To ensure uninterrupted service and support, please sign and return it right away. There’s no need to enclose payment with your renewal instructions; we’ll bill you later.
Our tast, responsive service and support keeps your critical business comput ing systems up and running. When there’s a problem, we’re there in a flash. Speedy repair or replacement minimize downtime and keep your business going.
As one of our system users, you get year-round service and support for a discount of 30 percent off what we charge to businesses that do not own or lease one of our systems.
Rising parts and labor costs will soon force us to raise our support and service fees to new customers. Renew now to lock in your current low contract rate for the next 12 months before our prices go up.
Sincerely,
P.S. To lock in the discount renewal rate and avoid paying full contract price, act now before your current contract expires. Renewing now also ensures that your service coverage will continue uninterrupted.
Renewal of support contract: second effort
Background: It is often profitable to mail several renewal notices instead of just one. With each, insert a support contract renewal for signature with a reply envelope.
Essential elements: This letter repeats the offer of the first letter and adds an additional warning. It includes:
1. An announcement that the support contract has expired.
2. An offer of a grace period during which the customer can renew the contract.
3. The benefits of renewing during this grace period.
4. A warning stating that when the grace period expires, the customer will be required to pay a higher rate than currently being charged for this service.
Sample:
Re: Service and support contract #87396
Dear Ms. Crocker:
Our records show that your service and support contract with us has expired.
For the next 30 days, we will offer a grace period during which you can renew your service and support contract.
When you renew within this grace period, your service continues uninterrupted. And you renew at the discount renewal rate, which is 30 percent less than what new service contract customers are currently paying.
If you renew after the grace period, we cannot hold the discount renewal rate, and you may be required to pay the higher standard rate for service and support.
Sincerely,
Order confirmations and “zap” correspondence
Letters that say thanks after you’ve made a sale open the door to future business relationships. On the other hand, sometimes it’s time to “zap” an inactive customer from your files. These letters will show you how. Use printed letters, not e-mail, because contracts or reply cards may be involved.
Thank-you letter for an order, including confirmation
Background: Upon receipt of the signed contract or order, send a brief thank-you note to the customer. Include a copy of the approved quotation with any changes made from the original estimate reflected in the final order. This is a handy form letter you can file in your computer and send out easily to confirm every order you receive.
Sample:
Re: Order #655321
Dear Mr. Ericson:
Thank you for your order.
This is a written confirmation of the items you have requested, described in the enclosed quotation.
If you want to make a change, please call our office immediately so we can accommodate your request. Otherwise, we’ll proceed as outlined. Once again, thanks for your business.
Sincerely,
Zap correspondence
Background: A “zap” letter is used to remove old names from your mailing list. If the person doesn’t respond, his or her name is removed from your active database and put into an archival file.
Zap letters prevent customers and prospects from being annoyed by mail they do not wish to receive. They also remind customers that they have agreed to receive any material you are sending them, and are not sending mail without their permission.
Essential elements: This is a sales letter to someone who hasn’t used your services/product in a while. It should entice him or her to renew the business relationship, but also offer the opportunity to be dropped from your mailing list. It should include:
1. An announcement that because of not ordering, the customer is about to be dropped from the mailing list.
2. A description of what the customer will lose if this happens.
3. A review of what your company offers.
4. A request for the customer to indicate (either by filling out an enclosed response card or calling) whether he or she would like to remain on your mailing list or be dropped. (Be sure to include the “favor” you’re offering if the customer is not interested: you will reduce their load of bothersome advertising mail.)
5. A reminder (or warning) of what the customer will lose by not responding.
6. A final request to respond today.
Sample:
You are about to be zapped.
Don’t let it happen!
Dear Mrs. Ericsson:
It’s been some time since we heard from you. Unless we hear from you within the next 10 days, your name will be removed from our mailing list. You will no longer be getting exciting free offers from StudebakerWorthington in your mailbox.
Studebaker-Worthington has a nationwide reputation for providing resellers with flexible, competitive leasing programs and free tools to help you increase sales.
But we have not heard from you in quite some time. You haven’t called us about a lease. And you haven’t responded to any of our recent free of fers. So, we’re wondering if you’re no longer interested. In that case, we don’t want to clutter up your mailbox.
Here’s what we’re asking. Let us know, either way, whether you have any interest in our leasing programs and freebie offers and whether you want to remain on our list. Simply use the handy reply card enclosed. Or call us toll-free 800-123-4567 today.
Warning: If you do not respond, you risk being “zapped” from our mailing list! To ensure that you continue to get exciting free offers from Studebaker-Worthington, including new sales aids and software upgrades, call or mail us now. Thank you.
Sincerely,
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