Longer is better!

Thought for today:
People often say that motivation doesn't last.
Well, neither does bathing - that's why we recommend it daily. Zig Ziglar

Longer is better!
We are all used to e-mail and for many of us the art of letter writing is getting lost. And of course e-mails are often badly spelt or worse use text-talk which many people don't understand. I'd seriously suggest that you get back to writing letters in business because we all love getting post - and if it's relevant and interesting then we'll read it. Letters will also re-enforce e-mails and other communications.
Should letters be long or short? Many people tell me that they like short letters because they haven't time to read long ones.

“A long letter is better than a short one? That’s rubbish. I don’t
bother with long letters” Wrong! A long letter will be discarded by
many people because they just aren’t interested in the product or
service, find the letter complicated or difficult to read or decide it
reflects badly on the sender because of style or grammar.

A long letter written properly will allow the recipient to find out about the product/service quickly. If they like it they’ll then read the body of the letter to see all the benefits. Once they’ve seen enough they’ll make a judgement and discard or go to the next stage. The letter should be informal yet grammatically correct. Use short sentences. Always use the same typeface family. This will make reading easier.
• Use some bold or italic text but not more than a dozen words per page
• Use bullets like this as soon as possible. It is easier to read and draws the eye
• Use short words, sentences and paragraphs
• Write about benefits not features. Nobody wants to know a watch was made through traditions running back three generations.: they want to know it looks good,is competitively priced, works well and keeps good time.
• Underline important points but not with more than a dozen words a page
Sign letters in a firm hand that is readable. I use a different signature for business to cheques for example. My letter signature is readable and bold.
Use a different colour ink to the text. A blue is favourite. It won’t look as if
it’s been printed or copied. Highlight a very important point such as a free offer or deadline. Put a handwritten comment on the first page to make it more personal. Even if you are sending out thousands you can personalise them – talk to your printer.
PS
Always write a postscript. We ALL open a letter, read the first line and then go straight to the end. Put your best benefit or any free offer in the postscript. “You’ll get our lifetime guarantee if you take action now. Remember the details we wrote about?” No of course they don’t remember but they’ll look through the letter to find what they’ve missed.