Endorsed Marketing - Endorsed Offers Part 3
Components Of An Effective Proposal Letter
Here’s an example. The endorser I approached was the owner of a letter shop. Letter shops have machinery that takes your mailing, inserts it into envelopes, seals the envelopes, and applies the postage. This is done at a fraction of what it would cost you to do it by hand.
Letter shops have clients that send out very large mailings – and spend a lot of money advertising with direct mail. Their customers are excellent prospects for my direct mail consulting and copywriting services.
The structure of the letter is to focus on the benefits my endorser and her customers receive. I also give her an overview of how the letter that will be sent to her customers is structured – using a valuable gift as a way of showing her appreciation for past business.
One critical point: I make certain to assure my endorser that the gift will be of the highest value without any sales pitch or pressure on the people receiving the letter.
I close by informing the endorser that I'll pay all the costs and run the entire project. Then I let her know I'll be calling her in a few days. This is critical, because as attractive as your offer may seem, other businesses have their hands full just keeping up with the day-to-day grind. If you leave it up to the endorser to contact you, very few of them will. So you must take the initiative to make the contact yourself.
How To Maximize Your Endorsed Offer Efforts
I have a very simple process I use to find the maximum number of prospective endorsed offer partners and close the most deals. Here are the steps:
1. List any business you know would be an excellent candidate to be an endorser
2. List every business you come in contact with in a given month
This includes all businesses you frequent for personal reasons and all businesses you frequent for business reasons.
3. List every customer or client you have who belongs to an organization of people similar to them
4. Make a copy of your Ideal Client Profile
5. Review your list of businesses from Steps 1 through 3. Answer these questions.
Ø Which of these already do business with your Ideal Clients?
Ø Which businesses that contact your Ideal Clients are not in direct competition with you?
Ø Which of these would be easiest to strike an endorsed offer deal with?
Ø Which would bring the most profit for the least amount of time, effort, and money?
The result of this process is a prioritized list of prospective endorsed offer partners. One thing to keep in mind is the all-important component of credibility. The easiest deals to close are with businesses or clients who already know you. While it's possible to set up endorsed offers with companies you don't have a track record with, it will take more time and effort than with companies that already know and respect you.
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