It soon became clear to me that one letter wouldn’t be satisfactory. Businesses and consumers have different needs and priorities so I decided to write a separate letter for each. The business letter would be more effective as aggressive and straight-forward while the consumer letter should naturally do a better job as personal and friendly.
After translating the letter to Swedish I began writing another one, aimed at consumers. Since consumers tend to make a lot of decisions based on emotional reasoning, I could have based this letter on emotional appeal. Two reasons made me choose differently.
First of all, these are people that already own a website which means that they need a good reason for redesigning it. Of course, that reason could be an emotional reason but then there is also a slight problem in writing a personal, friendly and seemingly individual sales letter that utilizes emotional appeal. In this case, I believe that providing the reader with rational reasons would leave the client with more credability.
I was happy to see that the client was very pleased with both the result and my choice to go with separate letters. But I have to say, translating to Swedish was harder than I thought. I learned that it takes some time to find the right words and sometimes I had to adjust the sentence slightly to get the right impact on the reader.
All in all, it was a fun and interesting job. And that’s what matters, because you will never become truly great at something you don’t enjoy doing!
Thanks to Wagenius Designs for the opportunity.
The Result at ize.seWagenius Designs