drum up new business help!

[podder]

Hi,
I need to start posting out letters to local companies to generate more work but I have hit a brick wall! I have not got a clue how to word the cover letter or what to put in it. I am a sign writer and want to introduce myself to small businesses..... I have got a flyer designed to post with the letter but the letter is really holding things up, I have seen a few letter templates online but they all seem a bit naff!

Any help would be amazing
thanks Podder

 

[vicxky]

Hi,

Having written quite a few promotional letters for companies on a range of topics. You need to have a hook, that encourages them to be interested in your company against competition. You're writing the letter to introduces yourself, tell them why they may need your services-what benefits can they recieve from using your services, such as increased business and then finish by detailing why you are better than competition, but you have to do this subtly. Do you have a unique selling point and strap line? If so, use this to shape your letter. The letter has to reflect what your brand is and what you are offering and also has to appeal to who you are targeting. Who will you be sending the letter out to?
Vicky
Skala Marketing

 

[podder]

Thanks thats some great pointers!
i am going to send the letters to small companies like plumbers/sparkys/painters/gardeners pretty much every sort of trade that involves using their vehicle as an advert for their business.
the approach i want to take is the fact that most small 'cheap and chearfull' sign writers bang out any old cr*p. I want to get across to the customer that the design is just as important, my flyer has got a large wasp on one side with the slogan 'dont get stung'....a bit cheesy yes but i guess it will get noticed when the junk mail is opened.

 

[vicxky]

It will get noticed. Have you thought about how it relates to your brand though? Are you trying to get the message accross that they will get stung if they do not have a well designed sign? And going with the fact that it can really effect their business if the signage isn't well designed?

Vicky
Skala Marketing

 

[podder]

I wanted to get the point across that ppl seem to concentrate to much on the price, i know price is always important and i price competitively but i also offer a design service which helps the customer get the most for their money instead of knocking out the job in times new roman.
Image is important for any business if they want to stand out from the crowd and want to give the impression of a competent and established set up.
I just need to word the letter that isn’t to patronising and doesn’t blab on saying how good i am and how naff the competition is.....

Thanks for your input

 

Hi there

Visit a website selectabase.co.uk they have a useful sales letter writing tool for some inspiration

Have a look

 

[joshc]

Hi, thanks for recommending our site Capital Law - hope it helps you Podder.

Whilst on the site you might want to check out a service called Startupsplus as well. You can sign up to receive details of new businesses starting out each month in your local area - could be a good market for people who need signs creating for their new business.

Also Startupsplus usually detects high numbers of tradespeople such as electricians, builders, plumbers etc - also your target market. Give the team a call on 01304 382211 if you're interested.

 

[scooter]

did'nt realise there was a selectabase member on here, I have been recommending you guys to everybody on here

Regards

 

[MickD]

I tried to take a look at selectabase.co.uk, unfortunately I am unable to reach it? Not sure if the site is down. Will have to try again tomorrow.

 

[Craig Dewe]

Think about what benefits you are offering the potential customers and write from that point of view. Off the top of my head I would get some figures on how far an average car travels in a year, add in some estimates of people that could be seeing it as they travel. Then translate that into dollars. The benefit: attracting more customers.

Then show you know what you're talking about by discussing problem areas with current signage. Doesn't attract attention, doesn't line up with the business. Show examples of plumbers trucks designed like toilets and what not. There's plenty of cool vehicle design pictures floating around the Internet. Show them how this could get them some great word of mouth (and word of mouth for you if you do it right).

The bottom line is you want to stand out and be different. By showing that you can do it, you show you can make your customers stand out too.

Hope that helps.

 

[maria102]

Hi Podder
Have you got a website you could link to on here (if you joined up of course) and there is a retail forum http://www.retailforum.co.uk/ advertise on there?

Kind Regards
Maria

 

[Spiritas]

...and more about what you show in your case. Also how consistent you are in your approach.

If I were you I would look to divide my products into a set of categories. I.e. Outdoor signs, Indoor Signs, Vehicle Signs and maybe Temporary signs.

I would then produce a leaflet for each category. Nothing too fancy but some nice examples of the signs and then a few words about why poor signage should be replaced because it can reduce morale for staff puts a taint on a business, discourages customers etc.
Now you have established a bit of need you can propose your quick, easy experienced service and hey presto pack the thing off in the post.

The category route means you can send a flyer every 3 months to stay top of mind as well as making it easy to avoid sending inappropriate information to people who don't need it.

Oh and remember to speak customer language to customers. Your probably a sign "maker" to them not a sign "writer".

Hope its helpful.

 

[podder]

Thanks for that Spiritas, some very helpfull pointers.
thanks everyone

 

[Julies bookkeeping]

I know I am a bit thick sometimes but I just been on selectabase website, looked at how many leads etc, it came up as app 60 pm so went to next stage to get a quote monthly 249 sure this cant be right lol where did I go wrong.

 

[Fine French Foods]

The sign writer thing threw me off straight away. My first thoughts are that you do the signs outside a pub or shop. Even if I required vehicle signage, it would be binned because I wouldn't make the connection. If you listed on the flyer the different types you do, it would help.

The only way I can think of showing your quality is with pictures, should that be on the flyer or via a web link. Everyone says they are the best or high quality but for most it is nothing more than words and the public are used to that.

The final thing (if you don't already) would be a cheaper design your own service. Let them download the template and they fill it in with you then putting their design on the van or alternatively just sending them the vinyl.

One of the problems I had when I chose vehicle graphics was actually choosing who to use so hopefully you can find a way to stand out.
How about uploading your flyer for all of us to see? Everyone would give constructive criticism as well as spot any mistakes.

 

[podder]

Thanks FFF i will upload my flyer design tomorrow!

 

[Fine French Foods]

Look forward to it. The bit about final thing I wrote was meant to say a nice service to offer.