Business letters, whether sent by postal mail or email, and whether for real estate or any
other business, need to follow a couple of basic guidelines.
That’s why I just shook my head at some of the messages that arrived in my inbox this week. These letters made me stop and think – and realize that when writing business letters, it’s easy to forget the basics and start taking shortcuts.
Here’s an example of how not to write a business letter …
“Hello Marte, I am following up on a previous email. I would like to schedule a quick call to discuss your …. and how … may be able to help.”
It turned out that this was all about security cameras for my facility. Um… no. I don’t have a “facility,” and I’m not worried about my employees pilfering, since I have no employees.
In other words, she had the wrong list.
Perhaps she did email me previously. If so, I wasn’t interested so I deleted the message.
But what if she had been offering something I might have wanted, and I didn’t respond because her message reached me at the wrong time? I would still have deleted the first one, but if her follow up message had been polite and inviting, I might have read it. I might even have responded.
On the other hand, I definitely would have disregarded her after this follow up.
Skipping the “polite and inviting” step is a shortcut no marketer should take.
Writing business letters to gain clients should not include making demands.
This was one of three this week that were along the same lines. In other words, they all said something like: “I’ve written to you before so now it’s time for you to respond.” One had a definite “scolding” tone.
These folks remind me of a 5-year-old who says “I already told you once that I want a cookie. Now give me a cookie!” (While stomping feet.)
These people forgot (or never knew) rule #1 in writing business letters.
That rule is: Never, never, never begin your letter with the words “I” or “We.”
In spite of the fact that your purpose for writing is “all about you,” your letter cannot be all about you. It must be all about the client or prospect and what he or she wants, needs, or cares about.
As hard is it may be to accept, you are not what they care about.
Since drip marketing works, wasn’t it right for them to write me more than once?
Yes. Of course. But none of the letters should have scolded. Instead, each letter should have said something to attract my interest.
- It could have been a statement I could agree with.
- It could have been a question.
- It could have been some kind of “Did you know…?” statement.
- It might even have been something along the lines of “I understand your problem and I can help.”
Demanding a response is not the way to write a business letter.
People who open your emails or read a letter or postcard you send to their homes are under no obligation to even read what you wrote, let alone to respond. You’d do well to remember that.
At the same time, don’t go overboard. Another really ineffective email I received this week overdid it with apologizing for interrupting and thanking me for reading.
If you don’t want to waste people’s time, then don’t. Instead, say what you want to say.
Making assumptions is just lame.
One letter this week told me that the writer didn’t like it when people wasted his time, and he knew I didn’t like it either. So “Lucky for you, I’m going to be brief.”
He assumed that he knew what I liked. Then he assumed that I’d keep reading – or possibly that I’d keep reading even if he was long winded?
I don’t know. But the topic didn’t interest me, so I stopped there. Like other people, I tend to get emails advertising all sorts of things that I would never want. For instance, plastic mold injection services. (I’m not even sure what that is!)
Trying to make people feel guilty is an invitation to failure.
It might be effective for people who sell life insurance or home security systems, but it is not the way to impress a business prospect. And it is not the way to gain a new listing client!
Here is reality: Some people will never be interested in what you have to offer.
Even if you’ve purchased a good list or have gathered a list via your own website, some people are not real prospects.
Whether you’re writing to potential buyers or sellers, there may be some reason they got on that list that has nothing to do with them buying or selling.
Some people will not be interested right now.
Things change all the time. What someone was enthusiastic about last week may hold no interest at all this week because something changed in their life. Even if they’ve personally contacted you, now may no longer be a good time.
For instance, a week or so ago I was talking with a gentleman about writing a series of letters for him. Then he disappeared. Come to find out, one of his children had become ill and all of his attention was on that child. Letters were the farthest thing from his mind.
Some people will be interested – just as soon as you catch them at that right moment.
And that’s one of the reasons why drip marketing – otherwise known as continuity marketing – is so effective.
Another reason is that when you show up regularly, people begin to recognize your name. And for that reason, they start to see you as someone who offers good information or advice. They take you more seriously and begin to pay attention to your mailings. So even if they aren’t ready to act right now, you’re gaining space in their heads so they’ll remember you when they ARE ready.
If you don’t want to write your own letters – you don’t have to.
Instead, you can visit the prospecting letters page at Copy by Marte and choose from more than 50 pre-written sets.
These sets are for sellers, for buyers, for past clients, and for people in your sphere. While most are for real estate agents, some sets are for investors to use.
They cover a variety of niches and situations, from probate letters, to notice of default letters, to absentee owner letters, to empty nester letters. Come and browse and choose the letters you need.
And if you want to keep listing and selling from now through New Year’s Day, remember to get your copy of the Holiday Listing Letters.
If you’re traveling next week…
If you’re headed off to be with family and friends, I wish you safe travels. And wherever you’ll be, I wish you happy times and an abundance of reasons to give thanks.
