Dear Paul Brown,

Let them know why they have been approached. 

It engenders a feeling of exclusivity.

We hope you enjoyed our show last year. 

You will be pleased to hear that we have

Write a brief introduction and description of the

created a brand new work   (a sentence 

work or enclose a flyer to sell the show. The letter

should sell  the deal  on offer. 

or two here about show).

Offer an incentive that benefits them (a free

Because you are a supporter and

ticket) and benefits you (build sales in your first

enthusiast of our work, we would like to

week when you need word of mouth to get your

encourage you to introduce a friend by

supporters in early).

offering you one free ticket when you

Create tension by warning they may miss the offer

purchase a ticket in the first week of the

if they don't act now.

season.

Clarity of what the offer is: the language is simple

Bookings are already coming in so to take

and direct.

advantage of the  buy one get one free 

offer, you must book by (date).

Put a deadline on the offer so they must act now

before they forget. It also means you obtain advance

Fax back the booking form below to   or

bookings.

send at no charge to freepost   or email

Make the response mechanism straightforward

us on  

and clear about how to action it.

4

Direct mail 

Direct mail may be making way for electronic communication but many people still prefer a

physical item in their hands. Above is an example of a piece of direct mail. You may mail

this or just as easily e mail or post it on your website in a secured  members  section. 

The letter is sent out to recipients on your supporters' database. Its aim is to ensure they

attend   and at a preferred time for you. The amount of information included in the

letter depends on how much they already know about your show. If you can personalise

each letter by doing a mail merge then all the better.

Including a booking form with the letter is a straightforward way for recipients to respond.

It should include:

  their contact details

  details of which performance they are booking for

  the cost of the ticket and the saving they make

46

Smart arts

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Toi huatau