Uncovering the Secrets of Contact Marketing
A great letter, Heinecke states, starts with a hook that gets the prospect’s attention while also engaging them with an immediate point of agreement on an issue that should be addressed. This is where his cartoons work so well, especially when personalized.
Next, the letter should include a value statement, “confined to as few words as possible,” Heinecke says, on how you can solve the prospect’s problem.
Then, a “hold-back” device, or premium of high value, can be offered in exchange for the chance to discuss the opportunity at a meeting. Bring that gift to the meeting. Don't worry — he offers lots of resources to find the right one.
The last paragraph should ask the recipient to take the call, and also be succinct in this task as well.
Your signature should include elements that enhance your standing or VIP profile, to put you on the level of your C-level target. Again, Heinecke helps out with an entire chapter on how to make over your status.
Besides using a P.S. to quickly restate the reason for the meeting request, Heinecke’s last recommendation for the letter is crucial: use a jargon-free, conversational tone to establish an emotional connection with the prospect.
This is in line with the whole objective of the book: to use honesty and openness to begin new relationships on a human level and provide real, ongoing value to the prospect while producing impressive sales and partnerships.