Three Keys to Business Prospecting Letters - Supporting Bo Barron

     Please let me state up front, that Bo Barron inspired me to write this blog about letter writing campaigns.  I am forwarding along some additional insight to his brilliant post on letter writing as a result of some recent trial and error.  My biggest error, albeit unintentional, is that I am unable to write addresses legibly, and I do not have an assistant to write them for me.  Too many M.D. tests and treatments have yet to find the cause for the problem.  Once I get the cure, out will come the pen.  From this ordeal I have learned two things about letter writing if you cannot get your envelopes handwritten:

I. Envelopes

1. Use a Normal White High-Quality Business Envelope -

Print the address and your return address directly onto the envelope with your printer.  People pay attention to quality paper.  Furthermore, they like that you made the effort to do it without labels.

2. No Labels -

SPAM is what labels scream. Einstein here thought that labels on good personalized cards would work, even with the phrase beneath the signature, "Trust me, you do not want to see my handwriting."

3. Return Address - Be Crafty

If you are permitted, exclude your company's name from the return address.  Oops, that says "solicitation" and consequently "permanent recycling."

II. Recipients- Google Them

1. Their Name -

L. Wesley..., a significant financial institution's CEO goes by "Wes."  Think about about the ramifications of your addressing the letter and him by his formal name.  Besides the trash, he will talk to to his buddies.

2. Get Their Title - 

Beyond the simple mistake of assuming their title, find out how it is actually listed.  

III. Headers and Footers

1. Header Replaced with a Footer -

Quality envelopes are still virtually transparent.  Therefore, the recipient can see that the letter is a virtual "sales call."  Make the header something generic like "From The Desk of John Doe."

2. Bend the Footer Back -

This should be obvious, but if you do not bend the paper properly, you will make the footer visible.  Now, you have done all of that work, and you still get "permanent recycling."

These are my thoughts.  What are yours?