Credentials Vs Benefits

 Often the first contact you have with a prospective client is by letter.  Now in the world of first contact letters there is “Good”, “Better”, and “best”.  “Good” is what you might expect, a “Hi, I’m so and so and I’d like to talk with you about our interiorscaping service”.  “Better” goes the next step and adds to the first info about “Who we are”, the awards we’ve won or the organizations we belong to.  Then there’s “Best” a letter that gives the reader an idea of the reasons they should be talking to you, reasons like saving money, receiving prompt service, professional service and so on.  In other words, why and how they will benefit by using your company.

You also need an attention-grabbing headline that offers a major benefit and follow up with a paragraph that supports the benefit featured in the headline.  Don’t make the letter too long but easy to understand and to the point.  Personalize your letter by writing in a friendly, courteous tone and include a call to action or state you’ll be calling to follow up.

I recommend having three or four different letters each one targeted at a different market segment such as Hospitality, Office, large public spaces, and so on.  That way you can hit on the benefits your company provides that differ for each segment.  Example:  Hospitality – maybe you have a floral division.  Offices – your attention to security issues.  Large public spaces – flexible scheduling of services.  You get the idea.  Take a look at the letter(s) you are currently using.  Do they talk benefits or brag how great you are? 

Maybe, just maybe, its time to revise them.

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