How much of the unsolicited mail or email you receive goes in the rubbish bin?
I’d like to bet pretty much 90% does. Why is that? Well, typically because this correspondence is focused on them. It all about ‘How good their company is, their products or service.’
So, I’d like to flip ideas on this conventional marketing approach on its head and instead focus on stimulating interest but focusing on the key issues or interest of your customers.
But what should you include to produce this type of communication?
Here are the 4 steps to create engaging correspondence.
- Introduce yourself personally and your organisation.
- Note your expertise in working with their peers in the sector.
- Share how you have helped overcome key business issues they face.
- Invite to share some fresh ideas and experiences to see if they can add value.
- Include a date & time you will call to see if the issues were relevant and of interest.
Next, think of the deliver method you will choose, most people will email this content, but how many emails to you receive in a day? 30-40? And if it’s from someone you don’t know there’s a strong likelihood you will simply hit the delete button before even reading it!
How many personally addressed letters did you receive last week? Probably none right or this month even?
So, why not consider writing personal correspondence to prospects using quality stationary and even hand-write the envelope for a personal touch. Automatically, you start to differentiate yourself as someone who’s thinking differently from the herd.
Be sure to follow up at the appointed time (1-2 days from delivery) as promised.
Last week a client called me who initially rejected this as an old-fashioned snail mail approach. However, he was pleased to report some of his rookie salespeople had taken up the idea and written to twenty prospective clients. They received three calls back from prospects requesting meetings and following their own telephone follow ups a further two meetings had been arranged. He confessed he never thought this approach would work but now he’s glad they tried it out.
So, I encourage you to drop a line to some ideal prospective clients and start some new and engaging conversations this week!
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