Training with The College of Media and Publishing
Who is this written for? This is written for Hotel Chocolat as part of a potential direct mail marketing campaign. Letters like this would be customised by the customer’s name and sent through the post.
Who is the target audience? This is written for chocolate-loving prospects who view chocolate as a regular treat. They have bought from Hotel Chocolat before and love their products so would be interested in their new product, but need convincing that it’s worth paying for.
What is the purpose? To persuade current customers to invest in a Velvetiser and become a regular buyer of Hotel Chocolat’s sachets. It’s for nudging them from being an occasional buyer to a regular customer.
Hotel Chocolat
Mint House
Newark Close
Royston
SG8 5HL
Mrs Ruby Lake
27 Fantasy Drive
Falseton
N8 4UN
Cream of the chocolate crop: it’s called The Velvetiser for a reason
Dear Ruby,
We know you love “me time” in your own special way, but you wouldn’t mind adding some sparkle to your treat selection. The Velvetiser’s sensational hot chocolates are the homemade luxuries you didn’t know you needed.
“Is it really that good?”
If your tastebuds get to bathe in a pool of chocolate gold: yes. Actual chocolate shavings in each single-serving sachet melt into dreamy creaminess to the perfect hot chocolate temperature. “From one chocoholic to another, this is the best hot chocolate ever,” commented Mia Thomson of Yorkshire in January 2024.
Sourced from Hotel Chocolat’s estate in St Lucia, you can be assured every cup of chocolate goodness has been carefully harvested to gold standard perfection.
“I already have hot chocolate at home…”
If your hot chocolate serves up the basics, you’re off to a good start. Now supercharge your chocolate journey and step into a kaleidoscope of flavours to dazzle your senses.
What mood are you in?
Perhaps you want the rich flavour of 85% Dark to celebrate the end of a chocolate fast? Maybe you need pampering from a mug of decadent Black Forest Gateau? After a long day choose a familiar friend with a Classic 70%, or venture into new realms with Salted Caramel and Clementine? And these are only the beginning.
Coffee fan? You’re in the right place. Hazelnut, caramel and chocolate bring the sparkle to your latte just the way you like your order.
Bowled over by the choice? Us too. Get the ‘Everything Selection’ for the ultimate taste test.
“It just takes too long to make at home.”
We know the struggle. You NEED chocolate: it’s been one of those days. You wait ages for the milk to boil and mix in the powder. You wait again until its combined just right. Now it’s cold.
The pain ends here. All your Velvetiser needs is the milk and flavour sachet of your choice. Decided? Now, showtime: put the lid on and press the button. Delight yourself in wonderful, silky magic at the perfect temperature just two and a half minutes later.
No more waiting in queues in a far-away boutique café for a luxury cuppa. Welcome to your personal barista, and you don’t even have to explain your order.
“I can’t be bothered for the hard work and cleaning…”
Neither can we. When it arrives, just plug in the Velvetiser and you’re ready to get Velvetising. We love simple.
Time to clean? Now we really love simple. The mixer inside is only attached by magnetic attraction. So just lift it out and wash separately. Rinse and wipe the smooth inside clean. Job done. “Easiest hot chocolate ever,” as Rick Mann of London said in October 2023.
Maximise your time in the bath, on the sofa or with the kids. Let the Velvetiser do the work for you. Let it bring you the quality and ease you crave.
“What about the price?”
Dreaming of that pricey chocolate drink in the high street? Save on the expense of going out and treat yourself to a café at home. For one price you can craft unlimited milk and chocolate combinations at your convenience forever. Bring home your chocolate bliss with a starter kit for a £99.95 Velvetiser (including two ceramic cups) and add a box of any flavour for £10. The year-long guarantee is just the beginning.
The proof is in the people. Martha Mair of Oxford reviewed her experience in December 2023 saying, “This is a miracle machine. It’s worth every penny – can’t tell you how glad I am I bought it!”
“I need to know this is worth it.”
Decadence to warm up with on a frosty night. A new addictive iced drink in summer. Luxury to show off to your friends. A well-deserved treat in hard times. A reward for your hard work.
It’s everything you’ve been looking for in a chocolate drink – with a few cherries on top. “This drink is a hug in a mug,” according to Mrs Quentin of Salisbury in November 2023. What are you waiting for?
Take opportunity with both hands now at www.hotelchocolat.com/uk/about-the-velvetiser.html for your chocolate dream to come true.
Yours sincerely,
Laura Deacon
Chocolatier at Hotel Chocolat
T: 03444 93 23 23
P.S. All Velvetisers bought in February 2024 come with any free flavour box of your choice. Order yours today over the phone, email or online!
Disclaimer: This project was written as part of the training for my diploma for The College of Media and Publishing and has not been used by real clients.