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SECTION VII
INQUIRY AND LEAD-GETTING LETTERS
Most of the letters discussed so far have concentrated on getting a "final" action through the
mails. However, there is another category of direct mail letters that is equally important — those
seeking inquiries or leads for sales personnel.
Frequently, a whole series of mailings is involved. There is not only the letter to obtain the inquiry
or lead, but also letters to answer the inquiry, lay additional groundwork for a sales call, and provide
follow-through.
Like the business-to-business letters in the preceding section, many inquiry and lead-getting programs
go to select audiences and thus are often not known to the broad direct mail community.
The examples shown here, however, are representative of the letters that are designed to accomplish
these important tasks.
AT&T INFORMATION SYSTEMS "MERLIN LEAD-GETTING" LETTER
The primary objective of most direct mail is to make a sale. However, reaching this objective quite
often starts with a letter designed to solicit inquiries — getting the "prospects" among a list of
"suspects" to raise their hands and do something to identify themselves.
The letter shown here is a typical inquiry solicitation letter — not a classic letter, but an excellent
example of laying out the facts and then asking those interested to identify themselves. It starts
out by identifying the audience for which it is intended — small businesses:
Meet the MERLIN TM Communications System. The first selfprogrammable
phone system designed and manufactured by AT&T
expressly for small businesses like yours.
Then, in crisp, straightforward language, it identifies the benefits of the product:
The MERLIN System is so simple, anyone can take calls. Put them on
hold. And transfer them with just a touch. It doesn't require an operator.
Or a receptionist. Or a secretary.
The MERLIN System has built-in smarts. Like one-button dialing of
your important numbers. It provides an intercom, pages, sets up conference
calls and even remembers busy numbers — so you can redial
them with one touch.
After laying out the benefits, it asks those interested to take a first logical step:
To learn more about the MERLIN Communications System please
read the enclosed brochure. Then call the specialists at the Small
Business Connection of AT&T Information Systems. They'll answer all
your questions. The number is 1 -800-247-7000 Ext. 124.
www.greatestsalesletters.com - 334 -