By Kim T. Gordon

While I was speaking at a conference in Atlanta not long ago, I met a business owner named Bob. He said he continually sent letters out with his company brochures, but he never got a positive response from prospects. In fact, most prospects couldn't even remember having received anything from him, and others refused to take his follow-up phone calls.

I asked Bob to send me a sample of his mailings. The brochure was professionally produced was clearly not the problem. The sales letter, however, was another story. It was basically a letter all about Bob -- what his credentials were, what is company did and how he really wanted to have a meeting with this particular prospect. Like many new small and home-based business owners, Bob had failed to realize that prospect letters, like all other sales literature, must be outer-directed and answer the prospects question, "What's in it for me?"......[read more after logging in]

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