Business cover letters can accompany other print marketing pieces in your mailing, acting as a greeting, a sales pitch, and a “next steps” proposition. Here are some tips to help you outline, style, and sharpen your next letter:
Promise a benefit in the headline or first paragraph and lead with your strongest sales point.
2. Supporting paragraphs
Expound on your most important advantage and tell readers what they will specifically receive as a benefit of your services.
3. Supplemental evidence
Back your statements with statistics, examples, endorsements, or testimonials.
4. Call to action
Tell the reader what is lost if he/she doesn’t act. Rephrase the benefits in a closing offer that incites action (i.e., deadlines, limited time offers, act-now incentives).
Rephrase the benefits and state your ideal outcome or objective. Reference any enclosed documents/resources and communicate a positive plan of action in a summary statement like this:
“Please review the enclosed proposal, try out the loan estimator on our website, or call me at ____ with questions. You’re welcome to contact me at your earliest convenience, or I’ll plan to follow up with you on Wednesday, May 1.”
Polish your presentation with these style guidelines:
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