I had a rather interesting assignment last week. It was commissioned by a boutique, or shall I say, haute boutique, that tailors (pun intended) to men’s professional attire. Now, being a bit of a quasi (More like pseudo, but who dares pick a fight?) metrosexual myself, my interest was piqued. The assignment was to write two letters, one to send out to tailors promoting this revolutionary fabric and the other was to promote their tailoring services.

 

Now, a letter, as old-fashioned as it sounds, is one of the best mediums to convey whatever message you want to convey. I know letters conjure up images of pigeons and smoke signals, but really, letters are extremely effective.

 

When you read a letter, you get that certain warmth that brochures or websites cannot give. A letter is immediate- as in, you’re really speaking to your target audience right here, right now. A letter is also direct- you can cut all your sales pitch and just tell them as they are. In a letter, you can call a spade a spade.

 

I can also think of another important advantage of a letter. It’s personal. You’re really opening up a new level of communication with your customers. You’re talking to them as a friend. Well, of course they know you’re trying to sell them something, but there’s something about letters that gives that confidence. In a world of fast sales pitches, random prospecting, and oh the fast disappearing market segmentizing, letters are truly a rare gem.

 

A good letter, that is.

 

A bad letter on the other hand will just plain ruin your customers’ day. Good things earn bad reputations easily. If a brochure is bad, then it’s ‘understandable’ because it’s a brochure! It’s mean to be as annoying as a second hand car sales man. But a bad letter is downright rude.

 

So, the next time you would like to make an announcement for a new product, or announce a new line, or announce anything at all, do consider letters.

 

Oh, they’re cheaper than brochures.