Finally, decide on two taglines with http://www.adslogans.co.uk/sloganalysis/sloganalysis.html. This is a fantastic tool that will help you appreciate pros and cons of both finalists. After you’ve tweaked both finalists for a day or two, let your senior management team vote on one tagline they like best.

2. The process begins. You send out your mailing of 200 letters.

3. A week later, follow up with phone calls. Making all calls, including getting back to people who didn't answer phone because they were in a meeting, on vacation, or whatever will take you another week.

4. Send out material to those who requested it.

5. A week later, follow up with people you sent material to.

6. A month after initial mailing, send another mailing to everyone from original 200 who expressed any interest at all, no matter how slight that interest was.

7. A month after that, send out another mailing, or make phone calls to ALL prospects who were interested from first mailing. This means that you've contacted responsives from 200 you sent original mailing to at least THREE times.

8. Six months after first mailing (it's now three months since they heard from you) follow up with another mailing.

9. Three months later, follow up again.

How many clients will you get from that original mailing of 200? My guess, over 12 months, you'll get at least TEN. Twenty would be excellent. (Remember that from two to five is very least you'll get.)

Now, let's imagine that over next two years, each of those ten clients spends $500 with you. Conservatively, that's $5000 from one mailing to 200 prospects.

It's also $5000 you won't earn unless you work on building relationships by following up with your prospects. So when you send a mailing, remember that you need to follow-up. That's where money is.

***Resource box: if using, please include***

When your words sound good, you sound good. Author and copywriter Angela Booth crafts words for your business --- words to sell, educate or persuade. Free ezines: http://www.digital-e.biz/

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