| First - Select your target clients and get the names of specific people you need to talk to.
Mass market form letters usually hit my garbage can before anything else.
When you write your letter, keep the recipient's needs in mind.
Sell then reader on what you can do for them and why you are a better choice than whatever they have been doing before you came along. Make your advantages your selling points - maybe extended hours, or highly personalized services.
And then - follow up with a quick phone call to the person you sent the letter to. It makes you a real person to them - and will be memorable. | 
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