Letters, brochures or newsletters that speak the prospect's language or address topics of importance to businessowners or professionals in a particular market segment will be remembered. Samples appear in the next section. Business disability brochures are available from Supply. A variety of prospect and client newsletters are available commercially.

Consistency is the key to both direct mail and e-mail. Schedule ten to 20 pre-approach letters to names on your list and mass mail 100 letters each week. Then, follow up with both repliers and non-repliers. In the next section, we'll suggest an effective, highly professional conversational telephone technique you can use for these follow up contacts.

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Ohio National is not affiliated with, nor does it endorse or sponsor, any particular prospecting, marketing or selling system.

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