• Skip to main content
  • Skip to primary sidebar
  • Skip to footer

Plain Text

Copywriting that means business

  • Home
  • About
  • Services
  • Portfolio
  • Blog
  • Contact

L – LETTERS

30th November 2009 by Paul Waddington

In the age of instantaneous, digital communications, it may seem irrelevant to talk about the art of letter-writing. However, letters remain important. They are the only acceptable accompaniment to an enclosure such as a brochure. And they are the most civilised way of introducing yourself, your company or your products when you want to win new business.

But given that the huge volume of ‘junk’ mail sent nowadays has made readers intensely sceptical of any unfamiliar-looking missive, how can writing be used to good effect?

For a start, avoid the ‘daft question’ approach of so much promotional mail: “Would you like to save money?” Who wouldn’t?

How about “A new way to save money.” Hardly original, but readers will feel less patronised and more disposed to read on.

Next, keep early paragraphs simple and factual, yet compelling. And back them up with examples and facts wherever possible. “We’ve developed a new way to save money. It’s very simple. Put your mortgage, savings, borrowings and earnings together. You earn more on the credit and pay less on the debt. What Wonga magazine called it ‘this year’s best product'”.

If you can create a credible, compelling introduction, readers will be more willing to invest time with the rest of your letter.

Finally, keep it short. Unsolicited new business letters are not the place to demand that your audience ploughs through several complex concepts. Leave that to the brochure and the website.

Filed Under: A to Z of Plain Text

Primary Sidebar

Recent Posts

  • Top posts through the years 31st October 2022
  • Copywriting across the spectrum: TOV and why it matters 11th March 2019
  • Another book on “business bullshit”? I call bullshit 26th November 2018
  • Our acclaimed copywriting workshop is back! 19th May 2017
  • Why copywriting is a craft, not an art 15th March 2017

Categories

Tags

Briefing copywriters Brochure writing Business jargon Capitalisation Case study writing Email copywriting Language development Language miscellany Nouns as verbs Powerful copywriting Powerpoint presentations Public sector copywriting Snappy copy Social networking Structuring copy Web copy Writing concise copy Writing straplines Writing white papers

Footer

Latest From Our Blog

  • Top posts through the years 31st October 2022
  • Copywriting across the spectrum: TOV and why it matters 11th March 2019
  • Another book on “business bullshit”? I call bullshit 26th November 2018

Menu

  • Portfolio
  • Blog
  • About Plain Text
  • Privacy Policy

Search Plain Text

  • Portfolio
  • Blog
  • About Plain Text
  • Privacy Policy

© 2025 · Plain Text Limited · Website by Dewar Green · Photography by IDB Creative