So I am well and truly into my professional practice, and there is not long left before it is all over!
On my latest day in the office, I was given a simple letter from my boss to send out to potential prospecting clients. All it was, was a simple black text on white paper. My boss wanted me to brand and edit the letter to engage the audience he was targeting. When I saw the list of names and their companies I was mean to send this letter too I had to take a big breath to get my head around how on earth I was going to turn this boring bit of text into something AMAZING.
I firstly read the letter about ten times, spell checked it, and grammar checked it and ensured it actually had flow to it. I added in a few descriptive words and took out a couple that were repeated a bit and set it out like a letter should be with the prospects address and date in the top corner, and the correct signature format at the bottom.
I then took the letter to our designers and briefed them on what I was after. The letter was all about how our marketing and PR Company could help your company sour in their field of expertise. so after looking through some images with the designer we found one of a man in a business suit with a toy aeroplane around his waist running. We thought this was quite funny but still in tune with the letter so that was the chosen header image, we captioned below it “let us help your business sour!”
We added in a footer of the companies details and then I added in a few lead generation boxes about calling us for a free consultation or signing up to our monthly newsletter to hear about our marketing tips. With the text I proceeded to underline key points, and bold important sections of information to ensure these would not be missed by the reader.
Once I had completed my draft I showed my boss, and while he was greatly impressed there were some changes he wanted to make it more personalised and like the letter was having a conversation with the reader rather than being as formal as it was. A few more drafts later and it was as close as perfect as you can get.
Although letter writing had always seemed a simple task to me, I really learn how you could take just a simple black letter text and make it into something engaging and actually capture your reader’s eye through imagery, colours, formatting and lead generation. I don’t think my letters will ever look the same from now on!
Until next time
Emeline
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