Opinions expressed by BIZ Experiences contributors are their own.
While I was speaking at a conference in Atlanta not long ago, Imet an BIZ Experiences named Bob. He said he continually sent lettersout with his company brochures, but he never got a positiveresponse from prospects. In fact, most prospects couldn't evenremember having received anything from him, and others refused totake his follow-up phone calls.
I asked Bob to send me a sample of his mailings. The brochurewas professionally produced and was clearly not the problem. Thesales letter, however, was another story. It was basically a letterall about Bob--what his credentials were, what his company did andhow he really wanted to have a meeting with thisparticular prospect. Like many new BIZ Experiencess, Bob hadfailed to realize that prospect letters, like all other salesliterature, must be outer-directed and answer the prospect'squestion, "What's in it for me?"
Unless you're writing a letter to your mother, no one wantsto hear all about you. They want to learn about the benefits tothemselves or their companies of using your company, your productsor your services. The best prospect letters are about "whatyou get," not about "what I offer."
A top-flight prospect letter speaks directly to the benefitsyour prospect will derive by selecting your company or purchasingyour products. Make sure you open and close your sales letters witha benefit statement. In between, explain the benefits and what theymean to your prospect. Be sure your closing pragraph states exactlywhat you plan to do, and then be certain to follow through.
Create one or two good sales letters that you can keep on fileand customize for each prospect. That will simplify your salesefforts, reduce the time you spend on each prospect and ensureconsistent, high-quality follow-up every time.
Expert Opinion
Day after day, from Oprah Winfrey to your local newspaper, yousee the opinions of experts noted in the media. Do you ever wonderhow you can become a recognized expert in your own field and whatthe benefits to your business might be?
"The advantage of getting quoted by a reporter is that itimmediately positions you as an expert. Then you can use thepublicity as a merchandising tool to improve your credibility andhelp you increase sales," says Los Angeles media relationsspecialist Michelle Lawrence, who has more than 15 years ofexperience placing the comments of the experts she represents inthe press.
Hiring a publicist can help you become a quotable--perhaps evenfamous--expert, but if a publicist isn't in your budget, youcan do the legwork yourself. Here are the key steps:
1. Know who you're targeting and go after themedia they read or watch. "Sometimes [being quoted in] a trademagazine will benefit you more than being on `Good MorningAmerica,' " says Lawrence. It depends on your type ofbusiness and who your prospects are.
2. "Tailor your message carefully to eachpublication," says Richard George, director of publicrelations for the Public Relations Society of America (PRSA) in NewYork City. Familiarize yourself with the media you'reapproaching. Get a copy of each publication, and decide whatinformation you have that will benefit their readers. It's alsohelpful to focus on trends in your industry, not just yourparticular company.
3. Send a "pitch letter" to the media.Start out with a "hook"--something that grabs attention.A financial expert might use a hook such as "Did you know thatby doing xxx, you can save 10 percent of your income?" Thenexplain what your story is about and why you're qualified totell it.
4. After the pitch letter, contact the reporters byphone to follow up.
5. Send each reporter a press kit tailored toinclude just the information they need to do their story.
6. "Be in it for the long haul," advisesGeorge, "because building relationships with the media takestime." Don't stop until you set up an interview orreporters say they're absolutely not interested.
If you have a story to tell and you'd like to hire apublicist, contact the PRSA at (212) 995-2230 for a free copyof The Red Book, a directory of public relations counselors,including publicists who handle media placement.
Contact Sources
Michelle Lawrence, lawrencePR@ aol.com
Public Relations Society of America, http://www.prsa.org
