Let's go through the direct mail piece. You send the sales letter, a reply card and, hopefully, you wrap it all in a tastefully selected envelope that will get the letter opened.

You get some reply cards back in the mail. Great! Now you've got some real live prospects. So you send them a brochure. But wait...something is missing. The prospect opens the envelope, takes out the brochure. He or she hopefully reads it. Then what?

Then what indeed. You need a letter in that envelope that tells the prospect what to do after the brochure is read. You need a follow-up letter.

Here are the points you want to put in the follow-up letter:

1. Thank the prospect for sending in the reply card.

2. Refer to the enclosed brochure. For example:

"As you'll notice when you read the enclosed brochure, our product will save your company hundreds of dollars monthly."

3. The third paragraph should sell a bit more. For example:

"Not only will it save you money but it will make your business attractive to your clients. They will want to do business with you."

4. Wrap up the benefits of your service or product. Don't say you're the biggest in the state. Who cares but you? Tell the prospect what you can do for him or her. How will prospects benefit from using your product or service rather than that of a competitor? That's the point you want to make here.

5. Call for action on the prospects' part. Tell the prospect what you want him or her to do. If you want prospects to phone you, say that. If you want them to expect a personal call from you, say that. Whatever action you want prospects to take as a final action before the sale is made put in the next to the last paragraph.

6. Finally, make the final paragraph about two sentences long. Three or four at most. Put a powerful pull here to convince the prospect to take action. Persuade the prospect. Put a sense of urgency in you wrap-up without sounding too pushy. Make the prospect want to take action NOW.

For example, "Since your companies' money is important to you, save as much of it as you can. Let me show you how. Call me today. Start saving tomorrow."

The follow-up letter can make the sale. It should be sent after every mailing to those people who have responded in any way. The follow-up letter will put money in your pockets.

About the Author

Susanna K. Hutcheson is a professional advertising and direct mail copywriter with clients all over the world. Visit her Web site at http://www.powerwriting.com. Her email address is powerwriter@powerwriting.com. Telephone: (316) 684-0457.