This sample business letter is modeled after one of the most successful sales letter templates of all time. The beauty of this letter is that it can be adapted to virtually any business situation.
I like to send this letter as the third one in a series of letters. It is important to keep in mind that just a single letter sent once to a prospect who does not know you, will not usually result in any significant results. The key to success is to have a sequence of letters.
Although each letter is unique the call to action is the same. A less effective call to action is ask the reader to call you for a free consultation. That's not a bad idea, it's just that this should not be the first request you make. I would wait until after your prospect has opted into your stay-in-touch system to make that request.
The crucial element is to get prospects to opt-in to your mailing list. The most effective way to do this is to offer some sort of free report or other valuable information. Here is the letter that I recommend that you send out if the first two letters that you send don't get your prospect to respond.
Dear (prospect) Take two (companies similar to the one your prospect is in). Both (similar in specific ways). Both (trying to accomplish a specific task). One (type of company) chugs along at an okay pace. Over time their business slowly grows, but the nagging feeling that "We could be doing better" never quite goes away.
By contrast the second (type of company) continues to steal market share from its competitors both large and small. Year after year it (achieves a particular goal). Why is one (company) so successful and the other so average?
We believe a large part of the answer revolves around the power and potential of (the type of work you do). When you dig down and really examine what accounts for the success of (these types of companies), a key differentiator is (how they effectively implement a solution) The bottom line is that the right type of (solution) can give you an enormous competitive advantage over your rivals, both big and small.
That is the reason I felt compelled to write you this last time to make you a final offer of our free special report (name of report). The report will take you less than 15 minutes to read and it will stimulate your thinking about:
(In this section you list the key benefits that the reader will get by reading the report. These might include the following:) What you should be doing to (achieve a particular objective). How to zero in on what's probably making your (current solution) needlessly expensive.
The most important factor to focus on during any (situation that is about to happen). What the most progressive (companies in this industry) are doing to drive new business results.
At (name of your company) we assist (companies in this industry) achieve outstanding business results by leveraging the power of (what you do). 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 (what you offer) that 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 your current (approach to the particular business problem), I guarantee that you will find some useful and profitable information in this report. It's free and you can receive your copy by visiting our website (name of website) or calling us at (phone number). I look forward to hearing from you.
I find that this letter when sent third in a series of letters motivates readers who read my previous letters but never responded to take the next step and request my free report.