Letters ~ Copywriting Samples
I love writing letters for clients. They can be very personal, very responsive
to current developments, and very tightly focused. Whether the letter stands
alone or is the nucleus of a direct-mail package, there’s a limited amount of
space in which to tell your story and move the recipient to action.
This selection of letters runs a gamut of goals, from conveying bad news to
attracting new business. To protect my clients’ current programs, none of these
samples are recent.
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Competitive Defense Letter
Independence Bank (2001)
What would you do if a big competitor moved into your market area? This NY
bank decided to go on the offensive. To win over non-customers, my letter had
to sell a partner, not just a product. |
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Capabilities Letter
American National Bank (2002)
When your company makes an acquisition, it’s a great opportunity to remind
customers how smart they are to have chosen you. Here’s a capabilities letter
that’s not just fluff. |
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"Leveraging the Moment" Letter
Synovus Financial (2002)
You probably wouldn't print an expensive brochure focusing on current market
conditions — but a letter can easily take advantage of what's happening
now. This product message went to investment customers disappointed by a prolonged
down market. |
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Usage Incentive Letter
Harris Bank (2000)
How do you encourage inactive customers to make more use of your services?
The John H. Harland Company came up with an incentive that inspired me to put
extra sizzle in this letter. |
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