Here's a sales letter template you can use when your initial communication gets ignore. Naturally, in an ideal world, a single email or letter would result in an immediate response. However, if that was the case, everyone would get as much new business as they wanted, with just a minimal amount of effort.
Unfortunately we live in the real world which means that a lot of our marketing efforts fall on deaf ears. So when we get ignored we have a couple of choices. We can say to ourselves, "Well he wouldn't have been a good client anyway", which may be beneficial to our egos, but doesn't do much in terms of actually getting us more new business.
The alternative is to follow up with another letter or email. While that sounds like a practical and sound step, it raises the question of "What exactly am I suppose to say?" Here's a template I frequently use that gets a good response by actually leveraging a small amount of guilt.
I'm a big fan of using guilt as a tool for getting people to do what I want, but it's important to keep in mind that a little bit goes a long way. Thus you'll notice in this letter that the guilt is used sparingly. However, that doesn't mean it's not effective, so I encourage you to give this letter a try the next time a prospective client ignores you.
"Dear (Prospective Client)
Back in early December (or whenever you sent the letter/email) I sent you a letter/email offering you a copy of our latest free report (NAME OF FREE REPORT)
Amid all the mail you get on a typical day, perhaps my letter got overlooked or maybe you were just too busy at the time to respond. However, since we specialize in working with clients such as you, I wanted to write you again. I firmly believe that the information in the report will be particularly valuable to you.
Now I realize that the topic of (YOUR SUBJECT) may not excite you. However, I'll bet that (THREE SPECIFIC BENEFITS) are all very important to you. (NAME OF REPORT) will take you less than 15 minutes to read and I guarantee it will stimulate your thinking about:
• SPECIFIC BENEFIT 1
• SPECIFIC BENEFIT 2
• SPECIFIC BENEFIT 3
At (NAME OF YOUR COMPANY) we assist (COMPANIES IN THIS PARTICULAR INDUSTRY) achieve outstanding business results by (DOING WHAT?). Clients commend us for our willingness to dig deep and fully understand their specific business challenges before we offer any sort of recommendation or potential solution. We know that at the end of the day, what you care about most, are solutions to the most vexing business problems you face. We believe that (YOUR AREA OF EXPERTISE) will help you achieve your goals, but that first and foremost the business problem must be clearly understood.
Even if you're completely satisfied with (THEIR AREA OF POTENTIAL PAIN), I guarantee that you will find some useful and profitable information in this report. Again the report is free and you can receive your copy by visiting our website (www.) or calling us at
I look forward to hearing from you.
Best Regards, (Your name/title)"
You'll notice that the "call to action" in this letter is to request the free report. I find that you will get a much higher response rate if you make a soft-offer of additional free information, rather than asking for an appointment at this stage in the relationship building process.