- Follow up on the job performed for the customer.
- Thank the customer for choosing the company.
- Request two things from the customer: (a) that he or she post comments on the Internet about the company; and (b) that he or she refer family and friends to the company.
- Build customer loyalty.
If the writer had concentrated on these four things and devoted one paragraph to each, he would have had a better letter.
A few other thoughts: I calculated that it would cost around $20 a month to send this letter to forty customers (if the company gets two every day). About $18 would be spent on postage and $2 on stationery, assuming a ream of nice paper cost about $25. Most of the businessman's expenses could therefore be spent on having a professional edit or rewrite the letter.