If your freelance copywriting or consulting business has got to the point where all your new work comes in through referrals, good for you.
But most of us need to do some prospecting for new clients, in the form of outbound marketing. And outbound marketing will typically begin with an email or physical letter, sent to your prospects at work.
Some prospecting letters work pretty well, but many of them bomb. And when they fail, the cause can often be found in the first sentence of text below the salutation.
I’m going to share 3 examples of first sentences that really don’t work very well, and tell you why. Followed by a couple of examples that might help you achieve better results.
Example 1: I see that your company has a Facebook page, but that you’re not updating it regularly.
On the face of it, this line seems reasonable. You have gone to the trouble of checking out the prospect’s Facebook page, and you have found a weakness that should be addressed.
