I get a lot of emails asking if it’s better to send a letter, or make a phone call.
And the answer is: whichever way you decide – make it compelling.
For example, if you’re an insurance agent sending out random letters, why on earth would you make it boring and corporate and try to get two out of one thousand to respond to you? Why not write personal letters to people who just moved into the neighborhood (a list that is very easily attainable) and tell them where the five best restaurants are? Or tell them where the highest rated doctors or dentists are.
The best way to engage that new prospect is to offer them your community knowledge in the form of a welcome instead of trying to tell them what a great insurance agent you are.
It never ceases to amaze me that people try to connect by introducing themselves, stating the service that they offer, and then bragging about it. Those types of letters are typically used by the recipient to start a fire on a cold day.