Richard Denny – Thoughts on sales and marketing

Before you actually sit down to write any letter, think about how you want it to affect the reader:

• Do you want them to call you to discuss something?
• Do you want to arrange an informal meeting to discuss a new project?

Whatever the desired result, keep the goal in focus and ensure the text makes the required response absolutely clear.

The golden rule:

Do not write to be understood – write so you can’t be misunderstood.

If there is any uncertainty or confusion in your written communication, you can count on it being read negatively. Make sure your letters get read as soon as they are opened by keeping them short.

For professional letters that get results, expect that the person you are writing to will be busy. Show them respect by keeping your letter short and straight to the point. A long letter will go to the bottom of the pile or even worse the BIN.

Ideally, business letters should be:

• One side ONLY
• Have two or three paragraphs
• And have no more then two sentences each.

A letter like this will usually be read instantly from start to finish. You will be amazed at the difference it will make!

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