BrightBlueIdeas : sales package

The problem that BBI faces is that their competition - other marketing firms - has too often applied meaningless words to marketing. The result is that prospects have grown wary (and weary) of the word "marketing". It no longer holds value because it no longer holds meaning.

BBI's three founders want to capture prospects with a the message that they understand the hurdles they face. This is ot become their value proposition.

FBN co-founder Wesley Picotte manages this project. After an initial consultation with BBI's co-founders, it's agreed that a sales letter can sufficiently convey thier message. Their audience also is defined - executive-level sales or operations officers, divisional vice presidents and presidents.

Wesley immediately recognizes that, through habit, the three founders think as a group rather than individuals. His solution is to seperately interview each, using the FBN interview methodology. He gets them talking about themselves and their dreams, and their extensive knowledge begins to shine.

Combining research on BBI's competition and prospects with his interview findings, Wesley assembles a sales letter.  Typically, letters are one page in length. He realizes that the information he holds is of great value and decides to forgo this convention.  The letter goes long (about one and one-half pages in length).

The letter achieves a 75 percent response rate from fortune 500 executives across the nation.