The Audience

The sales letter is aimed at office managers in the Boston area in companies with 50–200 employees. These office managers are charged with making their companies’ offices as pleasant, healthy, and enjoyable as possible. One of their most challenging tasks is managing lunch and snack orders for the office.

The Creative Challenge

Boston Organics want the sales letter to persuade the managers to call the Boston Organics Corporate Program phone number or visit the website to set up a consultation with a representative.

The benefit for the consumer would be that Boston Organics offers FREE weekly or bi-weekly deliveries of healthy, locally grown produce and created snack items. The Corporate Program allows the office manager to customize the order for his or her office whenever needed and to ensure that healthy food and snacks are always available to their companies. Boston Organics ensures that deliveries are made on time and exactly when the office needs them.

Boston Organics Corporate Program is a cost-efficient, easy way to provide healthy food for offices while supporting local farmers, growers, and food producers.

The secondary aim is that Boston Organics want the manager to sign up for the program. This sales letter is designed to help increase the number of companies involved in the corporate program.

The tone should be friendly, sincere, informational, and helpful and must include the corporate program phone number as well as the URL for the corporate program (www.bostonorganics.com/corporate). I used  555-555-5555 as a placeholder for the phone number.

My Approach - The Letter

I have worked on the letter and the envelop.

The letter is friendly and informative but it also seduces the manager by leaning in on what a hard job they have in running large offices and in keeping everyone happy by way of what the office offers for lunch.

Having worked in the art department of Game of Thrones, I can safely say that art directors and concept artists working 12 hour days are MAD about what’s for lunch.

For the art department assistant, the morning is spent deciding where to go for lunch, taking orders from a huge office, calling the orders in and picking them up or getting them delivered.

If the lunch is good, the afternoon in the office is wonderful. If the lunch is mediocre, everyone is in a bad mood. So this letter stresses that it feels the pain of the managers AND offers a solution - good food, ecologically and organically sourced, with a flexible FREE delivery service to your doorstep.

The Johnson Box in the top right hand corner has all the info about who to call to be part of the programme. After the company logo, this will be the first thing readers will note before reading the letter.

My Approach - The Envelope