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There is this friend of mine who is a total believer in sales. He insists on the fact that everything we say or do is a sales act and we are all selling something or the other, each day and every moment of our waking lives. Actually, I would go so far as to say that we keep selling even when we dream, don’t we? ( Like I dream about driving a Porsche or a Ferrari all the time. Is that like selling something to my sub-conscious mind?)
I was just thinking about this the other day when I received a letter from my car manufacturer and even though the letter was just to say thank you and wish me good luck ( a good and much appreciated effort from my car manufacturer to keep in touch and it does work). I liked the intention but I hated the letter itself.
It sounded so distant, calculated and it seemed like they did it because their marketing manager thought it was important to be in touch or because they would have hired a smart consultant to tell them that they should send out regular mails out.
Good effort, bad content.
The letter itself sucks. No personality, no humor and absolultely boring to read.
Every business correspondence, blog post, press release, brochure, poster copy and even Internal memos must be treated like a sales letter. It has to be written with a purpose in mind and to get something out of it all.
Without a call to action, a letter of any kind is like a whiff of stench — it does get to your nose and with a bad feeeling. Doesn’t it?
