The Art of Leverage... right after the story of what the Music Companies did... I draw your attention to: underutilised resources.

Mike raised an interesting point about the "cost" to get the word out about your underutilised resources vs the possible return you might get.

Granted, getting the word out could take up a fair bit of time and money for little reward, with some underutilised resources. But the same could be said of any business venture.

That's why we test, analyse the results, make a change, test some more, analyse the results, compare with the first test, make changes, test some more, analyse the results, compare with previous results, etc., etc., etc.

One thing you can try - which I have had profitable success with - is not to try and sell right off the bat, but plant the idea of FUTURE USE.


Dear Friend,

You're a busy person so I'll be brief and to the point.

My name is Michael Ross and I'm with BusinessName. We offer [what you offer - no benefits, just the facts of what you DO]

Should you require our services at any time... either now or in the future... please call. And to make it easier to find our number I've attached a business card to this letter. Please make sure you keep it in a safe place - just in case you need it.

Well, that's all I have to say. I merely wanted to introduce myself and our specialist service to you. To let you know there is a service available to [what you do] should you ever have the need.

Thanks for taking the time to read this.

Cordially,

Michael Ross.

Or you can do something like what Hugh did with his flyers.
http://www.sowpub.com/cgi-bin/forum/webbbs_config.pl?read=8242

The beauty of Hugh's method and my method is: calls come in long after the marketing has taken place.

Both methods are low-pressure. And neither mentions benefits. So those who call are super-qualified because they are able to turn the features into benefits in their own head.

Hope this helps,

Michael Ross.


Get your own, personal copy of The Art of Leverage. Click here.