To generate painting leads, you’ve probably spent time crafting content for your website, posting on social media, or running paid advertising campaigns. But if you’re looking for another way to reach your target audience, consider writing a letter to advertise your painting company. Mailing a sales letter to existing and prospective customers can help showcase a particular service or promotion and grab their attention.
Here are a few types of prospects you can mail a letter to:
- Property Managers
- General Contractors
But you can’t just throw some words on a page and expect them to convert into sales.
If your mind goes blank when putting pen to paper, we can help you craft an easy-to-read and attention-grabbing sales letter. We’ve put together a quick guide on how to write a letter to advertise your painting service. Here are five tips for writing a more effective letter:
1) Put Yourself in the Customers’ Shoes
A sales letter needs to grab your customers’ attention within the first few words, otherwise, it’s likely to be thrown in the bin. To craft an attention-grabbing letter, you should put yourself in your customers’ shoes to better understand exactly what they’re looking for. Don’t write it from your point of view — you shouldn’t write what you want to say but what your audience wants to hear.
You only have a few sentences to convince them to keep reading through the entire letter. If you don’t grab their attention from the get-go, you lose the opportunity to generate leads from your sales letter. Making the letter as personal as possible is an effective tactic. Whether that means addressing the letter by name or creating a letter focused on a particular service for specific neighborhoods in your service area, there are many personalizations you can include.
2) Make It Organized and Easy-to-Read
Few things are more overwhelming than opening a letter that is one giant block of text. Your painting company’s sales letter needs to be structured and easy for your customers to read. As you would with a term paper, begin your letter with an introduction, followed by the body content, and wrapping up with a conclusion.
Your introduction should clearly explain who you are and what the purpose of the letter is. Then, the body of the letter would be your sales pitch. In this section, you should include not only what you can offer them, but an explanation of the benefits of your painting services. Clearly explain what makes you stand out from the local competitors and why you’re the best painting company to work with. Lastly, you should conclude your letter by summarizing everything you just shared in the letter and provide the customer with a call to action.
Depending on the length of your sales letter, it can be beneficial to break up the content with headings. Doing so makes it easy for the customer to skim the letter and get to the most important parts that relate to them. We recommend having no more than four or five paragraphs. You want it to be long enough to get your point across but not too long that your readers lose interest halfway through.
3) Write in a Friendly Tone
One of the most beneficial things you can do is to write your painting company’s sales letter in a friendly tone. When too formal, your company might not come across as one that your prospects want to work with. Ensure that you’re being both clear and informative but in a friendly and warm tone that draws in your readers and gives them a reason to want to call you. If they feel like you’re an old friend, they’re going to feel comfortable choosing you for your painting services.
4) Explain the Benefits of Your Services
Within your marketing letter, you need to make your prospective customers want to hire you for painting services. To do this, you need to explain to them not what they need, but why they need you to do the job. With many competitors in the painting industry, there are a lot of companies for them to choose to work with. Your goal is to explain to them the benefits of working with you over all of these other painting companies. What makes your painting company the best choice? Make your sales letter stand out from the crowd by not selling your services, but simply offering a variety of benefits that other companies can’t compete with.
5) Include the Desired Call to Action
The goal of your painting company’s marketing letter is to convert existing and prospective customers into sales. To do this, you need to guide your customers to perform your desired action. Do you want them to redeem a promotional offer that is exclusive to the letter? Should they schedule an estimate for a new painting service you’re offering? Whatever it is you want your customers to do, include this during the conclusion section of the sales letter. Be clear and to the point, but be sure to maintain your friendly tone.
It’s also imperative that you ask them to seek action quickly. If running a promotional offer, add a timeframe to the deal to add a sense of urgency into scheduling the service. By making your customers feel as though they’re getting an exclusive deal that is ending soon, they’re more likely to call you as soon as they receive the letter. Whether you have a new service offering you’d like to promote or you want to book some of your services with the highest profit margins, offering a special offer is an easy way to get your phone ringing off the hook.
Don’t forget to include your painting company’s contact information. You want to make it as simple as possible for your prospects to contact you with questions or to schedule an appointment. Be sure to include your company name, phone number, website URL, email address, and anything else that you think would be useful to your customers and help them to get in touch.