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Foot - I write a pretty good business letter, but as Steve and Lab have picked up, cold selling is completely different. I also bin many letters and put off many callers on a daily basis.
To be fair, this is mostly because we've been targetted incorrectly - we get calls re business mobiles, water coolers, vending machines etc and we're a tiny office and a registered charity.
All I can say is lay out what you are offering as clearly and concisely as possible. And try to make it eye-catching. Free gifts always get your letter a second look in every office I've worked in, but of course that can involve huge outlay if you've not narrowed your mailing list down.
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