How to write a letter about the product



    Hello! I continue to talk about letters in the blog of old friends - Text broker.

    One of the most common questions for me at various retail conferences is how to properly write a letter about a new product on the customer base. Almost everyone steps on the same rake, which then interferes with life. The main points are:
    • Never try to hide flaws.
    • Write strictly after the release of the product and experience of personal use.
    • Do not even think about trying to give it to everyone.
    • Do not crush with technical specifications.

    Well, do not forget that any trip to the store today is a subspecies of entertainment. Therefore, it is worth arranging a small show from the presentation of the goods - for example, lowering it from a hill, driving through it with KAMAZ or, even tougher, giving it to a six-year-old child. Or a raccoon. It is possible and easier. I'll tell you now.

    The most important thing is not to steam


    To get started, let’s go through the errors above again. So, the most terrible sin of any marketer or PR specialist is to promise more than there is in reality. This is expressed in the wildest desire to exaggerate the attractiveness of the product. Once it works. Twice this works worse. For the fifth time, no one already believes you, and you turn into a company, "breeding suckers." Therefore, it is right to promise less.

    You must wait for the actual appearance of the product and try to use it the way your customers use it. Yes, it will take several days, but it is damn important. If you yourself did not participate in the development (and this is most often the case), then you will discover a couple of new unusual things that you would not have known in life if you had not started using the product. Secondly, you will identify possible flaws. Thirdly, while you play with this thing, the first users will already make up their minds - this way you will insure yourself against unforeseen shortcomings that have surfaced where no one expected. This happens with any product, so you should think of it as a process, not an exception.

    When you have an understanding of what's wrong with the product, be sure to mention it. The world is full of rainbow announcements - and little comes true in practice. Do not get around the problem points, talk about them right away. If you are objective, they trust you. The buyer is not a fool, and he will find the necessary information about the shortcomings himself - it is better if you do it for him, so you will at least have control and the opportunity to explain why this is so. I recall stories with professional cameras (those without “green” auto modes) - if you don’t say in advance that nothing will work without the two higher ones, they will be bought by rich bros, and then they will call from Canary in support and promise to hide the one who made such Bespontovy fotik that even the phone shoots better.

    In general, always think that customers know where you live.

    Further, do not try to sell the goods to everyone. Clearly indicate who needs it and why, and talk about it. Segment and differentiate until you realize that you can recommend without a doubt, with your own words. If you are trusted, this sells best.

    Well, do not crush the characteristics - but be sure to mention what this means. In simple words.

    Now, how to write, and what you need in a letter


    Typically, a product has a description on the site where it is more or less detailed. In the letter on the client base (this is the initial task), of course, duplicating this is possible, but not worth it. It is better to arrange a small show of what you did with the goods.

    Here the main tool is also your personal experience of use. Tell us exactly how you used this thing (or give examples from customer practice), tell us about the development and tasks (and solutions, of course), explain why the product is exactly the way it is. That is, either arrange the tricks with the product (crash tests, unusual use), or let me look behind the scenes of development, or give something unusual and interesting about the product.

    For example, I was once asked about a Swiss watch. Offhand, there were several off-topic topics:
    1. Find people who wore the previous generation of these watches and ask what they like there.
    2. Make a list of the stars that wear this series.
    3. Show crash tests - dip the clock in a bath with foam, in boiling sea water, cook in borscht, throw it in the window with Nokia 3310, sit on them, flick on the glass with keys, freeze, fry with meat and so on.
    4. Talk about what specific difficulties were during development and how they were solved, that is, give more “ins and outs” about the product.
    5. Well, just start by unpacking and tell about your impressions in two weeks of use in comparison with other watches.

    Remember that the most powerful topics are those where there is your point of view and something useful (or entertaining) for your reader at the same time. Here, in the newsletter, it will be especially noticeable. And, of course, do not forget that if you cannot read the letter aloud to a friend, it is better not to send it.

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