Post Script (Ps)

Here you need to restate the offer very succinctly. Add a PPS also if you think it will help.

Checklist

• Use short paragraphs.
• Don’t use industry jargon.

• No sentence longer than 25 words.
• Use short, warm words.
• Focus on benefits, not features.
• Write like a personal conversation.
• Keep it simple.
• Don’t criticise competition.
• Use positives rather than negatives.
• Always use ‘you’ and ‘your’ rather than ‘I’ and ‘we’.
• Use bullet points.
• Check spelling and grammar.
• Have someone else check-read the letter.
• Would you be happy to receive the proposition?

Measuring Success

First of all you need to decide what you consider to be success. Ultimately you need profit from the exercise but over what period? Set yourself a target and measure it. Look at responses and then figure who actually made a booking for a room or a restaurant reservation.

If the lifetime value of a restaurant customer is £ 1,500 (£ 150 per annum for 10 years) and you acquire 70 new customers from a mailing to 1,500 prospects that cost £ 1,500 you would be very happy. If you only found eight new customers you would be disappointed.