In 1976, 12 insurance executives spent a day trying to pinpoint the reasons for their success. Their large insurance agency had doubled in size over the last three years. The company's employees had worked hard to achieve a high rate of referrals and were aggressive in their roles as producers. But what factors led to their astonishing success? How did they attract a client? And most of all, what made each client buy and renew year after year?

IT DOESN'T QUITE FIT, BUT IT WILL DO. Dear (Customer Name): Could you market sheet metal parts that were 'pretty close' to specifications...

METALWORKING SHOPS - 'WE DO THE RIGHT JOB' Dear (Customer Name): IT TAKES A SPECIALIST TO DO THE JOB RIGHT. That's why you employ craftspeople who take pride in the job they do - you a...

PRINTERS - FULL COVERAGE PROGRAM Dear (Customer Name): Knowledge and experience . . . that's what you should demand from your insurance agent. Your business is much different from the grocery store...

In the 19th century, businesses had three communication options: The Pony Express, Western Union, and (rarely) the telephone. With the Pony Express, at best you had to wait days or weeks for a response — a lot like a producer trying to cold-call senior executives today.

With Western Union, telegrams had to convey their message in a limited number of words. Today a marketing letter might get through, but the executive has little time to read it and it doesn’t display your verbal communication skills.

SOFT MARKET - EMPHASIZE SERVICE Dear (Customer Name): WHEN IT COMES TO SERVICE, (Your Agency Name) STANDS ALONE. We know you expect top-quality insurance service at an affordable price. At (Your Ag...

SUPERMARKETS - COMPARISON SHOPPING Dear (Customer Name): A SUPERMARKET MAY NOT SEEM LIKE A RISKY BUSINESS . . . yet you know that the risks involved are great. So do we. We're (...