Non-referral "pre-approach" e-mail or snail mail is sent to specific prospects for specific reasons, and set the stage for the approach. The purpose of a pre-approach letter is to:

• Get the reader's attention;


• Introduce a topic of interest to the prospect;


• Establish your credibility; and


• Open the door to further communication.

To be effective, pre-approach e-mail or snail mail should send a specific message to specific, on-profile prospects within targeted groups or generational cohorts (or both), and obligate you to follow up. If possible, letters should be hand-addressed, commemorative-stamped, and signed by you. Many people simply throw away anything that looks like unsolicited mail, unopened.

Try this! Personalized pre-approach mail and brochures can get your message out, but should always be followed-up with a combination of phone or e-mail contacts.

Here's just a sample of the types of e-mail or field-tested snail mail you can send to non-referral individuals and businessowners. See your general agent or trainer for additional letters geared to specific markets and topics.