Clayton Makepeace has released the latest issue of ‘Total Package’. The featured article by Troy White is titled “Breaking Through in Two Pages or Less”. [Article]


Clayton Makepeace has released the latest issue of ‘Total Package’.

The featured article:

Breaking Through in Two Pages or Less

by Troy Whit

Fellow Business-Builder,

A few months ago, I shared some of the success one of my clients saw with a simple two-page letter.

We had mailed a very (very) simple two-page letter to a list of 250 home builders and developers. They had never heard from him before.

Many of them were massive companies who get pitched 10-20 times A WEEK (by companies that do the exact same thing my client does). We had the owner’s name to mail to. Again, they had never heard from him before this.

The letter was not pitching anything for sale – rather offering them an incentive to talk to him.

If they had him in to talk about his service, even if they didn’t buy, they received a gift. Even if they just wrote him back after receiving the letter, we sent them a smaller thank you gift.

Did it work?

One of the people (from one of the largest home builders in Calgary), said this:

Thanks for taking the time to write such a great intro letter for your company. I see many profile letters every week, however yours was particularly engaging. I applaud you for creating something very unique. It’s very refreshing to read something with a personal touch.

I just wanted you to know your profile letter has two great values that I feel are very important in business – honesty and passion.

We saw a VERY healthy 18% response rate to this letter.

The goal of the letter?

Lead generation.

Nothing more … nothing less.

All we wanted to do was to get the door opened so that a conversation could happen.

To me, they are not a lead until someone has taken an action that shows they are interested in talking further.
This did just that. 30+ responses from the big boys in town.

Many of them asked for proposals.

Many wrote to say “hi” and “thanks.”

Many complimented him on the personal tone of the letter.

THE POINT IS: out of a cold list of some of the biggest multi-million dollar companies in the field … dozens of them put up their hand to talk more with him.

Goal #1 accomplished.

We got the leads.

Now the conversions.

I used this same letter approach
with a coaching client a couple weeks ago.
We put it in the mail the Tuesday before Easter. That meant Wednesday and Thursday were the only days for mail to be received. Friday was a holiday so no one saw the mail.

I haven’t spoken with her this week, yet.

BUT, in two days of mail, we saw a 5% response. I estimate that by the time it gets out to the 300 customers on her list, she will see 10-15% of them take the action she wanted them to. That, plus two more follow up steps, and we should do very well with her campaign.

She is selling a mobile eye wear business. If you wear glasses, she will come to your home or office and bring her sample kit. She will walk you through the hundreds of different pairs of glasses she has, and find the PERFECT pair that look styling on you.

She has a 95% close rate once she is in your home or office.

So all we have to do is get an appointment
and she will make money.
A few things to remember:

She has never mailed to her list before (she didn’t even have a proper database before I started working with her. It may sound surprising to you – but a significant percentage of business owners are no different)

Many of these people buy from her repeatedly, despite never hearing from her – BUT, the majority don’t but often enough

She has an amazing assortment of seasonal glasses that they need to see

She loves what she does for a living, but has struggled keeping cash flow consistent

Some of those may sound familiar to you or your clients.

A couple things I wanted to point out about these campaigns:

It was a two or three-page introductory letter (or re-introducing them to their clients). You don’t need to write a 24-page sales letter to open doors and make money. Clayton Makepeace has

THE best blog on the Web for writing compelling copy.

Go through the archives here and you will get hundreds of articles that will help you write compelling introductory letters.

Clayton’s Quick-Start Copywriting System takes it to the next level and delivers the most comprehensive step-by-step formula for writing compelling copy. USE what is being taught here … and find ways to make it fit your business.

But don’t let the idea of a 24-page introductory letter hold you back from testing these strategies in your industry.

It was a very personal letter … selling the idea of a phone call, e-mail or appointment. We even offered them an iTunes gift card if they just phoned to give feedback on the letter.
The first is a business-to-business sales campaign here … and a personal letter is not commonly used (as you can see by the one prospect’s comments above).

The KEY is: This approach is not typically used. The competition sells on price or sends out glossy brochures that say little and look like every other brochure out there.

Even in the business to consumer case study, this type of letter is not used very often.

We spoke about their family, about the economy, and about their specific industry. We showed them that there was a real person behind the letter … versus trying to be a big behemoth corporation that has no face or personality.

Your competitors mistakenly believe that trying to be a big corporation is the way to sell … while these days’ people are buying from real people who are willing to put their face front and center.

We weren’t trying to pitch them on anything, other than an introduction call. We even offered them an incentive to call or e-mail their honest thoughts on the letter. In the eyeglass case, we offered an incentive on spring eyeglass wear if they had her out to their home or office.

We got great feedback, all positive so far, AND we got a lot of doors opened and re-opened.

The model we used with the letter (these letters are my client’s property so I can only show you a template here).

LETTER TEMPLATE

Greetings style headline with FREE offer right up front.

Personalized in their name.

Salutation then get right into something timely for their industry or city they live in.

Introduction of the author – or re-introduction if letters are going to past clients.

State the purpose of your letter – either to re-introduce you to them (and apologize for taking so long to write) – or introduce yourself and share that you want to know if they are 110% happy with their existing solution.

Share a few issues that have come up in the industry in the past month or two.

A second rationale for writing them. Something like what we used here:

I am here to accommodate your busy lifestyle. I am there just for you and will spend as much time with you as you need to help you choose the most … just for you. Appointments can be anytime that is suitable for you… daytime or evenings or weekends.

Now you are showing them that you truly do care, AND you know who pays the bills – THEY DO.

Something personal about you, or your family. The personal approach was very well received in both cases – no matter if they were selling to a $100 million dollar company or to a person who bought a pair of glasses.

Mention that you need HAPPY customers to keep your business growing and your family fed.
Offer a no-risk, no-obligation gift if they have you out to their home or office.

Emphasize the no catch angle:

No pressure to use me in the future … the pressure will be on me to over-deliver and make sure you are happy with my service.

Tell them again that THEY are the ones that tell you how they want to be dealt with:
You tell me what you want from me. How you want to deal with me. When you want me to be there. How you prefer to hear from me.

Reminder that there is a gift just to hear their feedback (customer feedback is ALWAYS invaluable) and a second gift if they have you out to their home or office, even if they don’t buy.

Remind them in the PS that there is no catch or obligation. You are here for them and want to know how you can best serve them.

That’s it.

Very simple. And it works.

It is quite different than anything else out there. I doubt this would work as well as it did if it was done via e-mail – PAY THE EXTRA MONEY and do an actual print letter to a smaller list to test.

Competition has never been higher in the inbox, and never been lower in the actual physical mailbox. I know which way I prefer, and I have seen lots of proof on what paying customers want as well.

Try this out and let me know your results!

Sometimes simplicity is the killer app.

To your success,

Troy White

Editor, Small Business Mastery

Supplement to THE TOTAL PACKAGE

Troy White is a top marketing coach, consultant & direct response copywriter based in Calgary, Canada. He has a powerful approach to growing small businesses and entrepreneurial run ventures on a budget. His FREE Cash Flow Surges newsletter shares tons of great strategies.

He also publishes the incredibly powerful Cash Flow Calendar system that gives you daily, weekly and monthly marketing ideas to promote your business and stand out from the crowd. Click here to get your free tips for growing your business!

Attribution Statement: This article was first published in The Total Package. To sign-up to receive your own FREE subscription to The Total Package and claim four FREE money making e-books go to www.makepeacetotalpackage.com.

The Total Package

*IMNewsWatch would like to thank Clayton Makepeace for granting permission to reprint this article.