| CONVINCE YOUR
CUSTOMER
The First Time Is Likely the Last Time
Your first paragraph is your first and
last chance to CHARM your customers. Compare the first paragraphs in these letters. Which
one is clear and direct about who, what, where and when? Which one welcomes? Which one
subtly CHAINS the reader to commiserate? Which company already has plenty of business?
Which company can ill afford to lose business?
CHARMS |
CHAINS |
| Dear ____________, Thank you for being a _________customer. We are delighted to
announce that _________ and __________ have united to form a new company. And you’ll
be happy to know that a lot of things about your credit card account are staying the same:
- You still keep your same account number and
PIN.
- You still send your payment to the same
address.
- You still get personalized service by
calling the same toll-free customer service number.
|
Dear ________ Member: Recently John Jones wrote about ________’s Local Program Fund.
It you have already sent your gift, please accept my sincere thanks for your
thoughtfulness. If you have not had a chance to make your contribution, please take a
moment now to do so. |
Finally, as a customer, how does the P.S.
in each letter leave you feeling?
CHARMS |
CHAINS |
| P.S.
If you have any questions about the new _________, you can talk to a customer
representative by calling toll-free at ___________________. |
P.S.
I’ve already made my gift to the Local Program Fund, I hope you will make yours too!
|
Readers, if you’ve had
a memorable experience with a particularly good, bad or ugly mass mailing letter, please
contribute to CHARMS and CHAINS.
Contact editor@persuasivepen.com. |
