© Bill Farquharson, Print Tec Network

Steve Block is a nut. He wrote a prospecting that you simply must see. I have it up on the website somewhere, so you can look at it. However, the letter is copywritten, so beware.

If our nation's schools were perfect, they would generate crop after crop of students with good basics in Math, English, the Sciences, and a general knowledge of how to write a good business letter. As it is, we have counter help that can't make correct change and correspondence which, if it were a car, would be pulled over for drunk driving: they are all over the road.

If you are in printing sales, you have no doubt sat over a keyboard and struggled mightily to craft a prospecting letter which will create such a desire in the reader that they rush to the phone and beg you to come over. It's hard, isn't it? Not everyone can write a good introductory letter and even those who write them professionally (for resale) are so inept it is laughable.

I am not a writing professional and scored poorly on my high school SATs 20+ years ago. But a Rhetoric class I took at the University of Massachusetts/Amherst taught me some valuable lessons I use today in every letter I write. I have developed the ability to communicate my thoughts in writing and especially in two specific kinds of letters: praise and anger. In fact, I thought myself the king of the prospecting letter until I bumped into Steve Block, a gentleman who works for Smith Print in Norwell, Massachusetts. Steve writes a letter you just have to see to believe.* It is the single best print prospecting letter I have ever seen and I guarantee that you will remember him when he calls to follow up. I have long-since bowed to Steve and handed over the throne. More on Steve in a bit. First, the basics of writing a prospecting letter.

There are three sections to any good business letter. In the first paragraph, you say what you are going to say. In the body, you say it. And in the closing paragraph, you say what you said. Make the letter easy to read and easy to scan. Use bullet points and never write more than one page. Follow this simple formula and you have the recipe for effectively communicating your message using an economy of words. The first paragraph, then, might start something like this; "The purpose of this letter is to introduce myself and my company to you in the hopes that you might have a need for our services. We are constantly looking for executives from successful companies whom we can help with any challenges and opportunities."

Next, in the body of the letter, you should make a brief statement or two regarding your particular value statement. That is, something you feel your printing company excels in and the prospect can't live without. Try to avoid the "our service, quality, and on-time deliveries really set us apart" line. It comes across as "we are just like everybody elseÖtry us and see for yourself!"

In the last paragraph, you conclude with an action statement. My recommendation is that you issue a promise to call, but leave yourself some time to do it. Try this; "Thank you for taking the time to introduce myself. I will call you the week of June 18 in order to set up an appointmentÖ." That gives you a week to make the call.

Finally, include a postscript. Even the prospect that breezes over the prospecting letter stops to read the P.S. as if it contains something vital. You might also hand write a quick note on the bottom of the letter.

Now that I have given you the framework, I need to tell you this: The prospecting letter is a colossal waste of time. No one will ever call you based on a letter such as the one I have written. That is not what it is for. It serves only to stimulate a little interest in the hopes that the prospect will remember your name when you call. This is what makes Steve Block's letter so unique. You couldn't forget it if you tried.

According to Steve, whose title reads, "New Business Development", the prospecting letter is the beginning of the relationship you are trying to develop with the client. "Use your personality, be different, and grab attention, Steve says. "My letter causes people to double-take and re-read it several times." No wonder, since the letter reads, and I am quoting exactly here, "Dear ____, Bla, bla, bla, bla, bla, bla, bla, bla, bla, Smith Print, bla, bla, bla, bla, bla, Great bagels, bla, bla, bla, bla, bla, Great ServiceÖ." Steve sends the letter in a purple envelope with no return address. He hand writes the addressee's name and mailing information, therefore making it look like a personal letter. A couple of days after the letter is sent, his sales people are instructed to drop off a bag of fresh, warm bagels and print samples with instructions that they go to the addressee (minus one which is reserved for the receptionist). When Steve calls to follow up, he announces himself not as Steve Block, but rather the Bagel Man. Think he gets noticed? Steve initiated over a half million dollars in volume from his efforts in 2000.* Hail to the King!

"You're wasting your time!" claims Wendy Weiss, principal of Weiss Communications and author of Cold Calling for Women (www.wendyweiss.com). "Prospecting letters are not read. Any samples sent are quickly discarded. Your best bet is to call first, qualify, and then send something in the mail only as a result of that conversation." Interestingly, Wendy also sends any correspondence in a purple envelope. "This way," she says, "my letter stands out and can quickly be recalled when I call to follow up."

The common denominator between both of these experts is to differentiate. This, however, might not be your style. You might be funny-bone challenged and feel uncomfortable using humor in any correspondence. If this is the case, stay in the shallow end and stick with my basic letter and the standard approach.

At very minimum, prospecting letters start the process. For some of us, they force us to do the new business work we know we need to do. The promise made in the letter to make a follow up call is the next step in the process and keeps the momentum going.

One final word on the subject is this: postcards. Business letters are generally scrutinized on a variety of levels before they are opened and read. Is it junk mail? What is the postage? Is this a solicitation? Postcards, however, are almost always read. There is nothing wrong with sending a newsy monthly postcard, not personalized other than the name and address. If the goal is name identification, this approach accomplishes the same thing.

One last note: I'd like to introduce myself to everyone reading this column in the Printing Journal on the West Coast. You are a long way from Boston so I will try to speak up. If you are interested in back columns (I only just started writing for Cygnus in December of 2000), you can find them on my website at www.printtec.com.

*If you would like a copy of Steve Block's incredible prospecting letter, contact me at billf@adelphia.net with you name, fax, and phone and I will get one to you.

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