MLM Network Marketing Training-Writing the Perfect MLM Letter

By: Kim T. Gordon

While I was speaking at a conference in Atlanta not long ago, I met a business owner named Bob. He said he continually sent letters out with his company brochures, but he never got a positive response from prospects. In fact, most prospects couldn’t even remember having received anything from him, and others refused to take his follow-up phone calls.

I asked Bob to send me a sample of his mailings. The brochure was professionally produced was clearly not the problem. The sales letter, however, was another story. It was basically a letter all about Bob — what his credentials were, what is company did and how he really wanted to have a meeting with this particular prospect. Like many new small and home-based business owners, Bob had failed to realize that prospect letters, like all other sales literature, must be outer-directed and answer the prospects question, “What’s in it for me?”

Unless you’re writing a letter to your mother, no one wants to hear all about you. They want to learn about the benefits to themselves or their companies of using your MLM company, your products or your services. The best prospect letters are about “what you get,” not about “what I offer.”

A top-flight prospect letter speaks directly to the benefits your prospect will derive by selecting your company or purchasing your Network Marketing products. Make sure you open and close your sales letters with a benefit statement. In between, explain the benefits and what they mean to your prospect. Be sure your closing paragraph states exactly what you plan to do, and then be certain to follow through.

Create one or two good MLM sales letters that you can keep on file and customize for each prospect. That will simplify your sales efforts, reduce the time you spend on each prospect and ensure consistent, high-quality follow up every time.

I’ve written a sample, one-page letter that might be used by the owner of a medical billing and collection service to follow up a cold call. The targeted recipient of the letter is the office manager of a medical group practice. I’ve included my comments in italics after each paragraph to explain the techniques used and how you can adapt the same strategies in writing your own letters.

Sample MLM letter

April 15, 2000

Kathy Wilson

North Hills Medical Group

5252 South Street

Anywhere, IL 60512

Dear Kathy:

Thank you for taking time from your busy schedule to talk about the ways Atlas Medical Billing and Collection Services can help increase the income and improve the cash flow of your group practice. (Note the clearly stated benefits to draw the prospect in and entice her to read on.)

Did you know, last year XXXX Association released a study that showed large practices like yours may lose as much as 20 percent of their income each year to uncollected accounts? Overdue accounts and insurance company disputes cost you even more in other ways — including increased overhead and lack of working capital for raises and equipment. (Using a statistic from a reputable source makes a credible argument for hiring an outside firm to solve the problem. The second sentence further amplifies the fact that the prospect is losing out because she’s not taking action to resolve the problem.)

Working with Atlas Medical Billing and Collection Services, you’ll improve your cash flow and increase the annual income of the entire practice by reducing the number of overdue and uncollected accounts. You’ll get weekly computerized reports prepared on software compatible with your own, with account-tracking codes for easy retrieval of billing records by patient, as well as excellent documentation at tax time. This up-to-date reporting, plus Atlas’s years of experience working with insurance companies and processing claims for Medicare and Medicaid, means peace of mind. So your practice can reduce its overhead costs and you can spend more time with patients, not paperwork. (This is the meat of the letter. It explains how Atlas will deliver the promised benefits.)

I’ve enclosed a brochure with the information we discussed. I’ll telephone you soon to talk further about how choosing Atlas for your medical billing and collection can result in increased income and healthier cash flow for your group practice. (In this closing paragraph, the writer takes responsibility for the next step — telephone follow-up. It lets the prospect know what to expect, with each action moving her incrementally closer to a buying decision.)Sincerely,Judy Smith

President (Even if Judy is the only person at Atlas, using the title of “president” gives her stature.)

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Kim T. Gordon’s columns and articles are read by nearly 3 million small and home-based business owners each month. She is the author of three books, including Big Marketing Ideas for Small Budgets: A step-by-step guide to growing your business.

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