Less is More for Your ALM Cover Letter


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The best part of utilizing American Lifestyle magazine is the customizable freedom you have. A large part of this comes through in your Front Inside Cover Letter—an important part of this process that can really give people an idea of who you are and why they should trust your expertise.

Your magazine letter can say a lot about you and what you bring to the table. It’s important to utilize this chance to be persuasive, and tailor your copies of ALM to each individual who receives the magazine—but it can be easy to overdo it. Follow these three simple tips on making your letter as captivating as possible with the least amount of words.

Know your audience.
Who are you sending the magazine to? Is this someone who you recently added to your mailing list or a long-time client? Are they looking to sell the home they’ve lived in for decades, or are they aiming to buy a vacation home on the opposite side of the country? You can write different letters to different individuals, or groups, based on their situation. Knowing when to differentiate your letters and to whom speaks volumes. This product toolkit goes more in depth of how to leverage the most out of your inside cover letter. Think about the person who’s receiving this copy of American Lifestyle, and tailor your message accordingly. Knowing what appeals to this person can help you construct a thoughtful, yet concise letter.

Use comparisons often.
People love figures of speech—similes, metaphors, analogies, and the like. Comparisons are also a widely used technique in persuasive writing. Take a trip down memory lane and dig up those college writing skills to really wow your mailing list. When your client or prospect reads a comparison to something they know as true, it gives the writing more authority.

End with a strong call-to-action.
Why should they do business with you instead of another agent? Signing off your letter with a compelling and persuasive call-to-action can make all the difference in getting repeat and referral business.  You want to give them a takeaway to remember you by, which can be done by using effective action words, such as get, how,  (“get”, “how”, “now”).

Your inside cover letter can be simple and straightforward, while also generating leads and getting you more business from clients, both old and new. Follow these tips and build a strong client list all through the power of your cover letter.

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