The Secrets of Selling: How to win in any sales situation

Chapter 7. Finding new business through mailshots

• How to get good lists

• The message in your mailshot

• Knowing how many to send

• E-mailshots

• Measuring the success of mailshots

• The mailshot idea that usually fails

• Running newsletters

	‘You don’t know a woman until you have had a letter from her.’
	--Ada Leverson (1865–1936), writer

The sending of mailshots is a finely tuned business working on tiny profit margins. There are basically two factors that determine whether your mailshot will be successful:

• the quality of your message (what you say)

• the quality of your list (who you say it to).

It is a common error to overrate the value of what is said and underrate the value of who it is said to.

We will look first at who you say it to. In terms of mailshots that ...