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Tables of Contents for Streetwise Sales Letters
Chapter/Section Title
Page #
Page Count
Introduction
xi
General Promotion
1
102
Mass Marketing
Announcing a new product (Retailer)
4
1
Announcing a new product (Software)
5
1
Announcing a new product (Alarm)
6
1
Announcing a new product (Nonprofit)
7
1
Announcing a new product (Magazine)
8
1
Announcing a new product (Generic)
9
1
Announcing a new service (Employment)
10
1
Announcing a new service (Retirement)
11
1
Announcing a new service (Legal)
12
1
Announcing a new service (Benefit)
13
1
Announcing a new service (Generic)
14
1
Announcing a new service (Training)
15
1
Selling existing product (Generic)
16
1
Selling existing product (Shoes)
17
1
Selling existing product (Golf Clubs)
18
1
Selling existing product (Carpeting)
19
1
Selling existing product (Voice mail)
20
1
Selling existing product (Art)
21
1
Selling existing service (Security)
22
1
Selling existing service (Donation)
23
1
Selling existing service (Dating)
24
1
Selling existing service (Financial)
25
1
Selling existing service (Training)
26
1
Selling existing service (Web)
27
1
Selling company's image or feature (Banking)
28
1
Selling company's image or feature (Consultant)
29
1
Selling company's image or feature (Copiers)
30
1
Selling company's image or feature (Software)
31
1
Selling company's image or feature (Packaging)
32
1
Brochure and catalog cover letters (Nonprofit)
33
1
Brochure and catalog cover letters (Cookware)
34
1
Brochure and catalog cover letters (Generic)
35
1
Brochure and catalog cover letters (Training)
36
1
Brochure and catalog cover letters (Travel)
37
1
Brochure and catalog cover letters (Apparel)
38
1
Brochure and catalog cover letters (Magazine)
39
1
Brochure and catalog cover letters (Software)
40
1
Promotions---coupons (Percentage)
41
1
Promotions---coupons (Discount)
42
1
Promotions---intro offers (Generic)
43
1
Promotions---intro offers (Voice mail)
44
1
Promotions---intro offers (Bikes)
45
1
Promotions---intro offers (Tires)
46
1
Promotions---intro offers (Memorabilia)
47
1
Promotions---intro offers (Ice cream)
48
1
Promotions---bonuses (Office)
49
1
Promotions---bonuses (Cable Web)
50
1
Promotions---events (Hardware)
51
1
Promotions---events (Charity)
52
1
Promotion response from (Publisher)
53
1
Reminders of end of promotion or sale (Cleaning)
54
1
Reminders of end of promotion or sale (Retailer)
55
1
Reminders of end of sale or promotion (Generic)
56
1
Reminder of end of sale or promotion (Credit card)
57
1
Reminder of end of sale or promotion (Retailer)
58
1
Reminder of end of sale or promotion (Mall)
59
1
Web and Internet
Announcing new Web site (Journal)
60
1
Announcing new Web site (Gaming)
61
1
Announcing new Web site (High ticket)
62
1
Announcing new Web site (Nonprofit)
63
1
Encourage customers to order over Web (Office)
64
1
Encourage customers to order over Web (CD)
65
1
Changes in Web site (Generic)
66
1
Changes in Web site (Personnel)
67
1
Changes in Web site (Nonprofit)
68
1
Changes in Web site (Portal)
69
1
Changes in Web site (Research)
70
1
Ask Web customer to revisit (Bookstore)
71
1
Web letters about Web site (Privacy)
72
1
Web letters about Web site (Redesign)
73
1
Announcements
Sale or promotion (Car sale)
74
1
Sale or promotion (Outsourcing)
75
1
Sale or promotion (Ski shop)
76
1
Sale or promotion (Film)
77
1
Letters to increase traffic (Mall)
78
1
Letters to increase traffic (Mall)
79
1
Sale promotion (Photography)
80
1
New or expanded catalog (Fine art)
81
1
New or expanded catalog (Generic)
82
1
New or expanded catalog (Sportswear)
83
1
New or expanded catalog (Cookware)
84
1
Corrections (Artwork)
85
1
Corrections (Generic)
86
1
Event-Related Campaigns
1st Preshow from organizer (Trade group)
87
1
2nd preshow from organizer (Trade group)
88
1
Follow-up from organizer (Trade group)
89
1
1st Preshow from vendor (Printer)
90
1
1st Preshow from vendor (Golf retailer)
91
1
1st Preshow from vendor (Training)
92
1
1st Preshow from vendor (Publisher)
93
1
2nd Preshow from vendor (Printer)
94
1
2nd Preshow from vendor (Golf retailer)
95
1
2nd Preshow from vendor (Training)
96
1
2nd Preshow from vendor (Publisher)
97
1
Follow-up from vendor (Coaching)
98
1
Follow-up from vendor (Printer)
99
1
Follow-up from vendor (Publisher)
100
1
Follow-up from vendor (Lawn care)
101
2
Current and Former Customers
103
68
Lapsed or Lapsing Customers
Accompanying a catalog (Clothing)
106
1
Accompanying a catalog (Office)
107
1
Renewals (Audio club)
108
1
Renewals (Magazine)
109
1
Offers to lapsed customers (Retailer)
110
1
Offers to lapsed customers (Bank)
111
1
Offers to lapsed customers (Generic)
112
1
Offers to lapsed customers (Airline)
113
1
Offers to lapsed customers (Catering)
114
1
Relationship Maintenance
Personal note of thanks (Generic)
115
1
Personal note of thanks (Account)
116
1
Congratulations (Promotion)
117
1
Congratulations (Engagement)
118
1
Holiday or birthday notes (Birthday)
119
1
Holiday or birthday notes (Holiday)
120
1
Thanks for referral (Broker)
121
1
Thanks for referral (Designer)
122
1
Thanks for referral (Financial)
123
1
Thanks for referral (Ad agency)
124
1
Referral or testimonial (Web designer)
125
1
Referral or testimonial (Charity)
126
1
Thank-you promotions (Dept store)
127
1
Thank-you promotions (Catering)
128
1
Follow-up, cross sell (Product)
129
1
Follow-up, cross sell (Delivery)
130
1
Follow-up, cross sell (Generic)
131
1
Follow-up, cross sell (Seminar)
132
1
Damage control (Rude employee)
133
1
Damage control (Support)
134
1
Making contact (Sending article)
135
1
Making contact (Reschedule)
136
1
Making contact (Confirm event)
137
1
Making contact (After purchase)
138
1
Making contact (Dormant client)
139
1
Ticklers (Share news)
140
1
Ticklers (Encounter)
141
1
Responding to complaints (Agency)
142
1
Responding to complaints (Restaurant)
143
1
Buck sheets (Seminar)
144
1
Urgent issues (Web developer)
145
1
Urgent issues (Press issue)
146
1
Urgent issues (Photographer)
147
1
Urgent issues (Credit card)
148
1
Urgent issues (Down payment)
149
1
Announcements
Change in sales policy (Shipping policy)
150
1
Price increase (Tuition)
151
1
Price increase (Generic)
152
1
Price decrease (Wireless)
153
1
New ways to contact (Web site)
154
1
New contact (Financial advisor)
155
1
New contact (Generic)
156
1
Changes at company (Demotion)
157
1
Changes at company (Salesperson)
158
1
New distribution channel (Manufacturer)
159
1
New uses for Web site (Complaint)
160
1
New uses for Web site (Comments)
161
1
New retailers (Lawyer)
162
1
New retailers (Consultant)
163
1
New ways to pay (Online)
164
1
New ways to order (Season tickets)
165
1
Changes at Client
Introductions (New position)
166
1
New product (Supplier)
167
1
New service (Web designer)
168
1
New service (Law firm)
169
2
Prospecting
171
62
Prospecting Specific People
People you've met (New (Generic)
174
1
People you've met (New (Generic)
175
1
People you've met (Old (Car dealer)
176
1
People you've met (Conference follow-ups-Insurance)
177
1
People you've met (Conference follow-ups-Web designer)
178
1
To referrals (Facilitator)
179
1
To referrals (Facilitator)
180
1
To referrals (Accounting)
181
1
To referrals (Manufacturer)
182
1
Cold letters to targets (Construction)
183
1
Cold letters to targets (Potential client)
184
1
Cold letters to targets (Lead from purchase)
185
1
Cold letters to targets (Web design)
186
1
Cold calls (Charity)
187
1
Trial offers (Fundraiser)
188
1
Trial offers (Cleaning)
189
1
After initial contact (Lost sale)
190
1
After initial contact (Cold prospect)
191
1
Cold letters for appointment (Training)
192
1
Cold letters for appointment (Sales)
193
1
Requesting RFP (Training)
194
1
Requesting RFP (Payroll)
195
1
Customer queries (Timeline)
196
1
Customer queries (Customization)
197
1
Cover letter with proposal (Training firm)
198
1
Questions about RFP (Training firm)
199
1
Revising proposal (Consultant)
200
1
To proposal or bid (Web designer)
201
1
To proposal or bid (Generic)
202
1
With direct mail (Web consultant)
203
1
With direct mail (Training firm)
204
1
To indication of interest (Travel agency)
205
1
To indication of interest (Window)
206
1
To indication of interest (Furniture)
207
1
To indication of interest (Outdoors trip)
208
1
Tours or visits (Security)
209
1
Tours or visits (Carpenter)
210
1
Tours or visits (Seminar center)
211
1
Tours or visits (Nursery)
212
1
Closing letters (Low price, quality)
213
1
Closing letters (Before and after)
214
1
Appointments (With decision maker)
215
1
Deadline extension (Furniture)
216
1
Contracting
Cover letter (Signed contract)
217
1
Clarifying contract (Clarifying)
218
1
Confidentiality (To client)
219
1
New Client
Welcome and follow-up (Web designer)
220
1
Welcome and follow-up (Nonprofit)
221
1
How to contact (Generic)
222
1
Introduction to company (Insurance)
223
1
Introduction to company (Outfitter)
224
1
Thanks for business (Restaurant)
225
1
Thanks for business (Cable)
226
1
Confirm first appointment (Architect)
227
1
Confirm first appointment (Ad agency)
228
1
Confirm first appointment (Benefits)
229
1
Confirm first appointment (Caterer)
230
1
Confirm first appointment (Funeral home)
231
2
Hiring Others
233
36
Bidding Process
RFP to vendor (Multiple suppliers)
235
1
RFP to vendor (Specific task)
236
1
Acknowledge receipt of proposal (Displeased)
237
1
Questions about proposal (Negative)
238
1
Request modification (Addition)
239
1
Request modification (Internal policy)
240
1
Reject proposal (Lacks experience)
241
1
Reject proposal (Generic)
242
1
Cover letter with proposal (Agency)
243
1
Asking questions (Affiliations)
244
1
Cover letter with revised bid (Eliminating)
245
1
Cover letter with revised bid (Philosophical)
246
1
Follow up on bid (Budget)
247
1
Request for presentation (Generic)
248
1
Withdrawing (Budget)
249
1
Hiring and Contracting
Acceptance of proposal (Generic)
250
1
Agency confirms terms (With revisions)
251
1
Letters about contract (With revisions)
252
1
Confidentiality (Generic)
253
1
Freelance agreements (Association)
254
1
Ongoing Maintenance
Review of agency (One-time)
255
1
Change in client contact (New contacts)
256
1
Change in agency contact (New addresses)
257
1
Change in agency rates (Fees)
258
1
Change in client plans (New media)
259
1
Change in client plans (Date)
260
1
Dissatisfied (Strategic)
261
1
Dissatisfied (New media)
262
1
Satisfied (Sales)
263
1
Termination
Termination of agency (Charity)
264
1
Termination of agency (Account mgmt)
265
1
Agency leaving client (Budgets)
266
1
Request for Rates
Print
267
1
Web
268
1
Internal Memos
269
94
Coupon Promotion
Explanation of promotion (Discount)
272
1
Explanation of promotion (Get 1 free)
273
1
Change in promotion (Qualifying)
274
1
Results of promotion (Disappointing)
275
1
Introductory Offers
Explanation of intro discount (Copiers)
276
1
Explanation of intro discount (Generic)
277
1
Change in intro discount (Qualifying)
278
1
Change in intro discount (Discount)
279
1
Explanation of intro offer (Hardware)
280
1
Explanation of intro offer (Nonprofit)
281
1
Changes in intro offer (Hardware)
282
1
Changes in intro offer (Hardware)
283
1
Results of discounts, offers (Bad news)
284
1
Special Events
Announce (Club)
285
1
Announce (Store)
286
1
Change in (Store)
287
1
Change in (Store)
288
1
Results (Positive)
289
1
Results (Poor)
290
1
Bonus Program
Explain (Travel)
291
1
Explain (Cable Web)
292
1
Changes (Generic)
293
1
Results (Clothing)
294
1
Ad Campaigns
New campaign (Repositioning)
295
1
New campaign (Announcing)
296
1
New campaign (Relaunch)
297
1
New campaign (Benefits)
298
1
Change in campaign (Consumer)
299
1
Change in campaign (Competitor)
300
1
Change in campaign (Creative)
301
1
Change in campaign (Targeting)
302
1
Results of campaign (Negative)
303
1
New agency (Internet)
304
1
Changes in Processes and Policies
Policies (Generic)
305
1
Processes (Sales reps)
306
1
Processes (Design)
307
1
Roles, responsibility (Diffusion)
308
1
Travel policy (Staff)
309
1
Commission (Flat)
310
1
Territories (Redistribution)
311
1
New technology (E-mail policy)
312
1
New technology (Intranet)
313
1
Advertising (Start)
314
1
Advertising (Direction)
315
1
Media relations (Manufacturer)
316
1
Internal changes (Reorganization)
317
1
Internal changes (Move)
318
1
How to handle leads (Commissions)
319
1
Brochures and Catalogs
New prices (Training firm)
320
1
Changes to catalog (Wrong date)
321
1
Changes in Prices or Pricing Structure
Price decrease (Online retailer)
322
1
Price decrease (Online retailer)
323
1
Price increase (Generic)
324
1
Price increase (Insurance)
325
1
Pricing structure (Structure)
326
1
Product or Service Updates
New product or service (Delaying)
327
1
New product or service (Offering)
328
1
Changes (Name)
329
1
Changes (Service)
330
1
Discontinuation (Retail)
331
1
Discontinuation (Backlash)
332
1
Training (Designer)
333
1
Training (Internet)
334
1
Miscellaneous Internal Correspondence
Help co-worker out of slump (Slump)
335
1
Congratulations (Solve problem)
336
1
Congratulations (Strong sales)
337
1
Sharing client information (Newspaper)
338
1
Sharing client information (Criticize)
339
1
Motivating staff (Summer Fridays)
340
1
Memos about ad agency (Team)
341
1
Firefighting urgent issues (Backorder)
342
1
Firefighting urgent issues (Staffing)
343
1
Trade show planning and execution (Foreign orders)
344
1
Updates on Sales Performance
Good news (Manufacturer)
345
1
Bad news (Very poor)
346
1
Bad news (Media)
347
1
Mixed news (Overstocked)
348
1
Communication with Other Departments
Finance, Accounting (Discount)
349
1
Finance, Accounting (Discount)
350
1
Information Services (Database)
351
1
Internal Ad Agency Correspondence
Termination of account (Policy)
352
1
Media relations (Policy)
353
1
Staff updates (Staffing)
354
1
Account management to media (Information)
355
1
Account management to media (Information)
356
1
Account management to creative (Target)
357
1
Account management to creative (Rejection)
358
1
Account management to agency (News)
359
1
Media to account management (Recommendation)
360
1
Miscellaneous correspondence (Talent)
361
2
Soliciting Customer Input
363
20
Surveys and Questionnaires
Cover letters (Feedback)
366
1
Cover letters (Web-based)
367
1
Cover letters (Inventive)
368
1
Cover letters (Input)
369
1
Survey in letter (Company)
370
2
Survey in letter (Open-ended)
372
1
Thanks for participating (Selling)
373
1
Involving Customers in Product or Service Development
Invite to focus group (Accounting)
374
1
Invite to focus group (Generic)
375
1
Invite to product testing (Manufacturer)
376
1
Invite to product testing (Get ideas)
377
1
Confirmation (Confirm)
378
1
Confirmation (Web access)
379
1
Thanks (Unsuccessful)
380
1
Results (Catalog)
381
2
Distributors
383
7
Communication with distributors (New product)
385
1
Communication with distributors (Partnerships)
386
4
Instructions for CD-ROM
390