Using Significant Facts To Draw Attention To Sales Letters And Brochures

No matter what language or culture you are targeting, including significant facts and using them wisely can go a long way in generating and keeping attention.  Here are a few examples provided by one New York French translator with The Marketing Analysts Translation Company:

The average selling price for an existing home is $174,105.  Today, most of us CAN’T AFFORD to move into a bigger and better home. –(Reader’s Digest Books)

In 2013, the battle for financial survival in chaotic markets will be so bewildering, with all of the old financial rules turned inside out.  THE FINANCIAL WAR ROOM is the tool for financial survival. – (Target Publishers, Inc.)

The possibilities for attention-getters are limitless.  For instance, a team of Certified Miami Translation workers that recently worked on a financial services brochure integrated the use of testimonials, facts about the product, references to mutual problems, solutions to problems into the piece.  They encourage their clients to include anything that makes prospects want to read on.

The Marketing Analysts Translation Company cautions though that the significant facts must relate to the product or service you’re selling.  Note how this opening begins with a statement that leads directly to the topic:

You know what small, multifunction copiers did for you in the past.  Discover what they can do for you now. ..At a special, low direct mail price.

The SHARP MX-B402 multifunction copier is the result of five-years of SHARP research and development.  Merging the latest imaging, microprocessor and network technologies, the SHARP MX-B402 offers you high quality copying and reliability in one of the smallest multifunction copiers that SHARP has ever made.

The proceeding openers follow these guidelines:

  1. They have a you perspective
  2. They respect the reader’s intelligence
  3. They’re brief (story openings are exceptional)
  4. They’re original and interesting
  5. They avoid overblown language
  6. They avoid misleading or preposterous claims
  7. They create persuasive appeal.

An Introduction: Direct Mail and E-Mail Marketing Using Translation Services

Direct mail marketing uses the mail to sell goods or services through e-mail, letters, catalogs, brochures, pamphlets, postcards or any printed material sent by mail to attract consumers.

Direct mail selling is a multibillion-dollar enterprise.  According to the Direct Mail/Marketing Association, in 1982 direct mail selling accounted for $40 billion in sales, or 4-percent of all retail sales.  Companies such as L.L. Bean, Neiman-Marcus, Land’s End, and Hammacher Schlemmer do the majority of their business through catalog sales and internet.  Sears, Roebuck and Company began its $18 billion yearly retail business by mailing its popular catalog to rural populations.  Sear’s catalogs were successful because they targeted a specific market (i.e., rural) that had no easy access to large stores.

According to Tampa Translation Services, direct mail and e-mail selling has increased dramatically because of its convenience and ability to reach non-English speaking markets at affordable rates.  Not only do consumers have the convenience of at-home comparison shopping, but they can also buy specialty items not found locally, in their local language—anything from bulletproof vests to buffalo steaks.

This week, we will be focusing on one form of direct mail selling: sales letters and e-mails.