Using Two Magic Words

When writing or communicating with our prospects, our choice of words is front and center. We describe what we’ve been offering successfully to others. We note that their situation is very similar to that of the customers we’ve already helped. We leave the door open for a phone call or a sales meeting. These are the building blocks of a three-sentence solicitation, for example. Similarly, there are multiple nuances to crafting an elevator pitch or writing a successful one-page proposal.