Form letters can kill customers
Many business letter writers don't pay attention to what their message is. They know what they have to 'say' ... but that is often different to the message. Letters to customers come out sounding stiff as a board and have every ounce of empathy removed from them. Too many letter writers are focussed on the "me" rather than on the "you".
Readers - quite rightly - struggle to find the benefits to them hidden in the letter.
I keep letters - both good and bad - in a file that I often refer to for inspiration. This letter from my file is incredibly 'cold'. I've protected the company's identity, but to set the scene they are a men's clothing brand ... and they are not an Image 7 Group client.
Dear Mr Entwistle,
Following the privatisation of <Brand Name> last year, the company has been conducting reviews of all business operations. An extensive review of all discounts given to customers through our retail stores has also been conducted.
The 10% discount you have previously received with the <Brand Name> card will no longer continue. We have enclosed a discount card entitling you to 15% off your next purchase at any <Brand Name> owned retail stores.
Should you have any questions regarding the above, please don't hesitate to contact our Retail Operations Manager, <Name> on <Phone Number>.
We thank you for your ongoing patronage of the <Brand Name> brand and look forward to your continued support.
Kind Regards
<Name>
General Manager, Retail and Marketing.
It was probably the correct business decision to stop discounting. Discounting is seldom a good strategy. But communicate it with some empathy!
Always - and I mean always - have somebody totally unconnected with the content of the letter, read it before mailing.
Do you have form letters used in your company? When was the last time somebody really read them from your client's perspective?
Review them now. It could save a customer ... and your brand.
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