When you're planning to mail a lead-generation letter or self-mailer, you probably think a lot about what your offer's going to be, what lists you'll use, etc.

But don't forget to consider the context in which your letter will get read. You see, it's important to understand exactly the way people read your mail and the demands that imposes on the copywriter.

When you're selling a product or service via direct mail, or at your Web site,
you've got to give prospects a LOT of detailed product information.

Why? Because if they're going to part with their money, they're going to want to know all the benefits, all the specs, all the nitty-gritties. When you're asking for the sale, you simply have to answer readers' questions and overwhelm them with compelling reasons to buy.

After all, if you're Louis Vuitton, all you have to do is show a gorgeous model with a
handbag and include your famous name at the bottom of the ad.

The whole point is to create a sense of sophistication and chic. Including any
aggressive sales copy instantly destroys the fragile mystique that is at the heart
of the brand's identity.

Brian Carroll’s new book, Lead Generation for the Complex Sale, is a must read if you are looking for ways to drive more and better quality leads for your sales team year round. I liked Brian's holistic approach which encompasses people, process and tool investments necesary for effective lead generation.

My fellow consulting firm owners and corporate exec buddies often ask me, "Aren't you nervous about being self-employed and supporting a family of six on an unpredictable salary?" My answer to them is, "Yes."

When asked service professionals “What is your greatest challenge in sales?” they chose cold calling and prospecting. When it comes to sales, Cold calling and prospecting are the main challenges for small to medium level business.

Public speaking at events like Industry seminars, Professional conferences, Chamber of commerce meetings are a great way for lawyers and other professionals to establish themselves as experts within a chosen field of expertise.

After leaving a series of voicemail messages for a prospective client over several months and, finally, she picks up the phone. "Marie Trent speaking," she says in a flat tone.

Startled by the human voice on the other end of the phone, the message you spent hours crafting disappears instantaneously from your memory bank. Instead, you blurt out:

"Hi. My name is __ and I'm calling from Generic Services. You've probably heard of us. We're the fastest-growing firm in the market right now and we have locations in 13 different cities. The reason I'm calling today is I'd like to get together with you to explore your needs and show you..."