CORRESPONDENCE / Effective Promotions
One of the most inexpensive methods of promotion is to send out a message by mail, fax or email to existing or potential customers …
When a company has a new product coming onto the market, begins offering a new service or wants to increase the level of public awareness of
its current products or services many different methods can be used. One simple and relatively inexpensive method of promotion is to send out
letters, faxes and emails. This type of promotion will generally offer a special deal or discounted price that the customer can take advantage of
to improve the impact this type of promotion has on the reader.
The tone of this type of correspondence is extremely important. The problem arises due to the large amount of‘junk’ mail any company or
household receives on a daily basis. Promotional material has to make an immediate impact, and because of this it has many differences to other
forms of business correspondence. It basically involves sending out unsolicited material so the style and tone need to be more dynamic and
innovative. Effective promotional correspondence involves sending out an informative style message with a promotional tone. To avoid the letter
being simply thrown away unread the message needs to remain informative but at the same time tempting the reader to either want more
information or want to purchase the product or service. The most important factor is holding the readers attention long enough to get the message
across.
There are some common terms and phrases that are used in this type of correspondence. These terms and phrases should be used with caution;
people recognize this type of correspondence and may disregard the content of the message, so use the tone of these terms as opposed to using
them word for word.




‘We would like to inform you about an exclusive offer …’
‘Our company X has just released an exciting new product onto the market …’
‘We are writing to you to inform you of a new development within the automotive industry …’
‘Take advantage of our introductory offer …’
There are some ways to ensure this type of promotion is more effective and ultimately gives the best possible response for th e time and money
that is invested into the campaign. By collecting other examples of similar campaigns it is possible to analyze what is effective in them and then use
these ideas in your own campaign. The use of illustrations can help attract and hold the readers' attention. Avoid the major problem associated
with this type of marketing – simply sending out a large number of letters does not necessarily mean that a fixed percentage will respond. The
target market always needs to be properly identified.
(U.S. English)
1. having or showing realization, perception, or knowledge
______________________________________
2. when a product or service is offered at a cheaper price than normal
______________________________________
3. to make something better
______________________________________
4. as a result of
______________________________________
5. advertising that is sent via the mail, usually unwanted
______________________________________
6. to NOT seek or request something
______________________________________
7. to persuade someone to do something
______________________________________
8. to obtain by paying money or its equivalent
______________________________________
9. careful planning to minimize risk
______________________________________
10. to pay no attention to
______________________________________
11. a special price or deal available for first time buyers from
a certain company or when a new product or service enters the marketplace ______________________________________