Letter PerfectInk the deal with a solid sales letter.

While I was speaking at a conference in Atlanta not long ago, Imet an entrepreneur 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 entrepreneurs, 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?"