Hey There,

You may have heard of a term called “modelling” before, not the skimpy kind… The modelling that I’m referring to is the act of taking a successful approach to something and building your one around it. The second letter example below is most likely what I would model when approaching potential JV partners.

You’ll find this post is slightly different from the usual tone as it doesn’t actually come from me. I decided to re-publish this article from marketing expert Daniel Levis however due to it’s appropriately timed arrival and very valid points.

Best Regards,

Daniel

A Damn Good Idea

Done Darn Poorly…

Dear Web Business-Builder:

Last week my wife came in with the mail and dropped a thick, heavy, yellow envelope on my desk.

Inside was the worst JV pitch letter I’ve ever received … and I’ve received a few.

In fact, I don’t think a week goes by that I don’t get several of these thick, heavy, yellow envelopes in the mail pitching me on some kind of “HOT” JV action. And many more arrive by e-mail.

Do I mind getting these unsolicited solicitations? Not at all …

I think a program for reaching out to competitive and complementary businesses to establish potential joint venture relationships is one of the most profitable things you can possibly do.

The relationships I’ve established in this way have gone on to deliver my best and most profitable customers. So I welcome these JV offers from others with open arms, and read every one of them.

Most I reject.

But I respect anyone with the initiative to approach me.

And some I accept.

I wish I could accept more, actually. But I receive so few good pitches it’s truly pathetic.

Most of them are so bad they go straight in the trash. And it’s a pity. Some of the products are probably good.

Here’s the letter I found tucked inside the book in the thick, heavy, yellow envelope I received last week:

Dear Reader,

I’m happy to send you this copy of How to Wow by Frances Cole Jones, the go-to guide for success by making a lasting impression.

In today’s fast paced world, knowing how to sell yourself in any situation is vital. Corporate coach Frances Cole Jones has helped numerous CEOs and public personalities present their best selves in boardrooms and in person. Now in this book she shares her easy-to-follow success strategies on how to: make lasting impressions with simple introductions, use the twelve most persuasive words effectively, motivate your team under a deadline, deliver speeches that bring people to their feet, and much more. From asking the right questions to giving the right answers, How to Wow will give you the confidence to be calm and commanding in all you do and to impress anyone anywhere anytime.

I’ll think you’ll find this essential guide to be both fascinating and helpful. I hope you like it and decide to share it with your friends and colleagues. Please feel free to send me an e-mail to let me know what you thought of the book. I look forward to hearing from you.
Best,

[Person’s name here]
Marketing Associate
The Random House Publishing Group

First of all, let me say thanks to the person who remains nameless for the free book. But this letter misses the mark on so many levels you could easily lose count.

For starters, I’m not vain enough to believe I’m the only one who got one of these little masterpieces. But is that any excuse for addressing me as “Dear Reader”? I mean, they must know my name, or how would they have addressed the envelope?

The first paragraph is dry as Melba toast, but I suppose, forgivable, as an introduction. I’ll keep reading …

The second paragraph is too long and should have been broken up into several paragraphs. The first two sentences of this paragraph try to establish credibility for the author of the book. The first sentence delivers a truism. This is a tried and true persuasion technique. Say something they have to agree with. But this truism seems trite and patronizing. And the payload (the credibility statement that follows) is vague and dull.

Credibility is not a problem this company should have had. The letterhead above the body copy reads “The Random House Publishing Group”. Unless you’ve been hiding under rock your entire life, you know who they are. They’ve been around forever. Presenting credibility before benefit is a huge mistake in this case.

The remainder of the paragraph delivers a few fascinations designed to whet my curiosity about what’s inside the book. These bullets seem unfocused and don’t really get my juices flowing.

When I get a pitch letter like this, I’m not initially concerned about what’s in the product anyway. I could care less until I know what it means from a business perspective.

By now, I’m 99.9% convinced I’ve wasted my time reading this letter. But there’s just one short paragraph left. There must be a point to sending this thing in here somewhere. So I keep reading. It gets worse …

In the final paragraph I expect to find the quid pro quo. You do this, and I’ll do that. But no such luck. I’m supposed to read the book and share it with my friends and associates. Why?

And then the final insult: no signature.

I find it truly amazing that in today’s day and age of brutal competition … shrinking profit margins … and absolute marketing clutter that any company could be so out of touch and out of control to allow such a mindless, brain-dead effort out the door unchallenged.

It boggles the mind.

Some ivory tower marketing muckity-muck must have gone out and hired someone obviously clueless, and set her loose without the slightest bit of training or oversight.

How would you have written this letter?

Well, you might start out by taking the time to mail merge my name. Duh!

Dear Daniel,

And surely you’d have come up with something a little more compelling as an opener. Heck, you might even come out and tell me why I should spend my valuable time reading your letter, no?

If you’re looking for a drop-dead easy way to generate a flood of hot new subscribers for your e-mail list … then this is going to be one of the most exciting letters you’ve read this year.

And once you’d promised me something I actually want, you’d probably give me a few details, wouldn’t you?

Here’s why …

One of our star authors, Frances Cole Jones, has just released her much anticipated new book, How to Wow, and we’d like to feature you as an esteemed contributor to a massive launch day bonus package we’ll be offering book purchasers.

On launch day, dozens of high profile information marketers will be notifying their lists of this watershed new book. If you agree to be one of them, then hundreds, perhaps thousands of highly qualified buyers will be referred to your squeeze page to download your bonus.

I don’t have to tell you that every one of those leads has the potential to blossom into a new customer and fresh new profits for your business.

Then you’d anticipate my question: Now that sounds pretty good, but what about my subscribers? Is this quality material they’ll be interested in? And you’d answer:

And your subscribers will love you for alerting them to this groundbreaking new book. It’s jam-packed with priceless wisdom for entrepreneurs who need better, faster, and more efficient ways to persuade in today’s cut-throat business environment.

And my next question as well: OK, but who is this woman, I’ve never heard of her? And you’d answer:

How to Wow delivers the very same cutting-edge mass-influence strategies Frances uses to position her private clients for huge business-building home runs on “Oprah,” “Larry King Live,” C-SPAN, CNN, The Discovery Channel, “Access Hollywood,” ESPN, and many more top shows.

Then you’d sit back and think. What objections might Daniel have that would cause him to hesitate?

These proven communication techniques can be used by any business, large or small, in any setting, to positively influence customers, business partners and employees. I have included a complimentary copy of How to Wowfor your review.

And last but not least, you’d tell me what to do next. You’d tell me what you’ll do if I comply. And why I should drop everything and do it right now.

The deadline to lock in this lucrative opportunity to flood your list with hot, new, proven buyers is <date>. Please let me know as soon as possible that you’re on board by calling my private JV hotline — xxx xxx xxxx. As soon as I hear from you, I’ll send you our simple instructions for including your bonus on launch day.

Yours for higher profits!

Plus you’d sign it, wouldn’t you? Of course you would.

<sig>

Is it just me, or does anybody else see this as just another example of what’s wrong in the developed world today.

• Too much insulation from reality … and the realization that if you don’t put serious effort, care and excellence into everything you do … your company is going to end up right where it belongs — pushing up daisies.
• Too many managers sitting around giving orders … without getting into the field and getting their hands dirty once in a while to see what’s really required.
• And too many employees without any skin in the game … spoiled by decades of good times … and who just don’t care.

What it really means is there’s more opportunity for freelancers and small, nimble, entrepreneurial companies to thrive than ever before.

Until next time, Good Selling!

Daniel Levis
Editor, The Web Marketing Advisor
THE TOTAL PACKAGE

This article was first published in The Total Package. To sign-up to receive your own FREE subscription to The Total Package and claim four FREE money making e-books go to www.makepeacetotalpackage.com.