Firstly I wouldn't advise sending a letter without being invited to do so. Business people are generally very busy and will only give a cursory glance at mail to assess whether it's a sales pitch or something that has to be attended to. Unsolicited mail that appears to be a sales pitch will generally be consigned to the 'round file' - euphemistically the garbage bin. It is like a spam email.
If you want your letter to be read, first of all make a phone call to the business and ask to speak to the manager or owner. Then introduce yourself and give a brief explanation of TripleClicks and what you can do for him. Ask whether he would like to find out more and would appreciate your sending him more information.
If a letter is expected, it is far less likely to be thrown out without being read.
When you write the letter, follow the rules for writing a business letter and make sure that your spelling and grammar are accurate. If you are not a good writer, find someone to proofread and edit it for you. You want to come across as professional.
Make the letter relatively brief, saying that you are sending it following the phone call of whatever day you arranged to send it. Explain that the enclosed brochure goes into all the details. Tell him the web address and your affiliate ID, or if you have a custom domain (recommended) give him that address. Have a stamp made and stamp your domain on the back of the brochure as well. At the end of the letter, say that you will call back in a few days' time to answer any questions he may have, or clarify anything he was unsure of. Include your email address also so that he may put any questions to you in writing. If he sends you a further enquiry by email, answer it promptly.
The phone call, letter, and follow-up call or email will help to build a relationship with your prospective ECA. If he is local, perhaps you could arrange an appointment to see him and take your brochures and letter with you. I find face to face prospecting better than letters, because the prospect sees that you are a real person and assesses whether he feels you are trustworthy. Don't pretend that you know everything. If a prospect asks a question you can't answer, say something like, "I haven't been in the business very long myself yet and I'm not sure of that. I'll find out for you and get back to you." Of course, make sure that you do.
Those are my suggestions for prospecting for ECAs. I hope they are helpful to you.
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Firstly I wouldn't advise sending a letter without being invited to do so. Business people are generally very busy and will only give a cursory glance at mail to assess whether it's a sales pitch or something that has to be attended to. Unsolicited mail that appears to be a sales pitch will generally be consigned to the 'round file' - euphemistically the garbage bin. It is like a spam email.
If you want your letter to be read, first of all make a phone call to the business and ask to
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