Letter Writing Tutorial Tool
- Step 1 Hook Your Reader
- Step 2 Paint a Picture
- Step 3 Time To Tease
- Step 4 Bullet Point It
- Step 5 Add Call to Action
- Step 6 Don't Forget To P.S.
- Step 7 Final Review
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step 2 - paint a picture
Having hooked your reader with the headline work hard on the first paragraph, this is where you will engage your reader and make him want to read more. Don’t make it too long, short and punchy is better for example good and bad:
good:
Mr John Smith
27 Good Street
Good Town
Kent
ME22 1LL
One day special offer on all barbecues and garden furniture this Saturday.
Dear Mr Smith,
Are you looking forward to lazy summer evenings lounging on a recliner with a glass of wine and delicious barbecue fragrantly cooking by your side? We have some great offers on barbecues and garden furniture at our store in Brickside this Saturday.
This example paints a picture of what you can do with a barbecue and furniture as the old saying goes “you are buying the sizzle not the steak”. The paragraph paints a picture and tells the reader what is on offer where and when
bad:
Mr John Smith
27 Good Street
Good Town
Kent
ME22 1LL
We are delighted to offer all our customers new and old some very special offers on our fantastic barbecues including our range of gas barbecues and garden furniture.
Dear Mr Smith,
Our range of gas powered and charcoal barbecues and garden furniture are on offer at our shop where you can see them displayed. We have kettle barbeques, Australian griddles and Hibachis and a range of tongs to go with the same and chairs.
The sentence structure and wording is clumsy and not easy to read, plus it just lists what there is rather than what you can do with it
now you have a go:
Mr John Smith
27 Good Street
Good Town
Kent
ME22 1LL
Dear Mr Smith,