How to Write an Effective Follow-Up Sales Letter

02 February 2010

Knowing how to write effective copy - or even how to get your hands on effective copy - is one of the many not-so-secret business tactics used by today’s most successful entrepreneurs.

If you’ve already written the first sales letter, then you already know most of everything needed: good grammar, quick and clean rhetoric, professionalism, etc. However, the follow-up letter is a different monster entirely. This is where emphasis will be placed on your dedication and responsibility.

When done correctly, a follow-up letter can be one of the most effective tools in the world of business, especially highly competitive e-businesses. The reasons to write a follow-up letter are numerous and include: providing detailed information and showing continued interest; recapping important product points; emphasizing benefits of a product or service; reminding customers/subscribers of current or upcoming offers; thanking someone for their business.

A Few Solid Tips for Writing an Effective Follow-Up

One: Make it snappy. No matter what you’re sending a follow-up letter for, you want it to be sent out within 2 days at the most.

Two: It should be about thanking the customer. Thank your customer for their business, and let them know that their actions helped the transaction run smoothly. Regardless if you’re trying to make a sale or have already made one, this letter is about appreciation.

Three: Elaborate some on the first letter or sale. You can reference the initial letter here, but you’ll want to provide the customer with some supplemental information about the purchase or product. Go into detail about the product or service, giving some advice or helpful tips. If your business guarantees the product, mention it.

Four: Throw in some freebies. Even if you’re not giving away a valuable product for free, some good information as a “bonus” would go a long way here to building a rapport with a customer. After all, a successful business targets customers to be repeat customers, not just one-time buyers. Add something of value in your follow-up letter to entice and thank the customer.

Five: You’ll want to come across as sincere in this letter. Avoid using any generic terms. Even if you have a master that you’re using in a mass mailer, you still want to write a few versions, for men and women, and perhaps maybe different languages for people in different countries. This would be a few letters, but coming across as personal is important.

Like with any type of letter, you need to be the consummate professional here. Writing isn’t necessarily hard work, but you’ll always want to check your grammar and try to keep it as clean as possible if you’re writing the letter yourself. Remember to be personal, provide good information, thank your customers for their business, and throw in something of value.

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