Hello Everyone,
I am about to embark on a project that speaks to higher-level, CEO's, CFO's, etc and would like to know if anyone here could pass on any swipes or good information in writing for people of this caliber.

I recently listened to one of Michel Senoff's audios and the interview spoke briefly about this topic.

In the interview it was mentioned that this market has very little time on their hands and don't have much time to read long copy.

Also mentioned: That bullets are better to get the point across.

If anyone has experience writing to this market, either post to this thread and give me your feedback or PM me.

Any help in way of tips or information you can give me would be most appreciated.

Thank you.

PS - I do have a good editor that will be checking my grammar/spelling.

I should also mention that our marketing model will consist of "off-line" as well as online.

Hi Steve,

As you know, I spent years selling to this market. I'd be happy to review your letter and make any suggestions that would be helpful.

Just email me.

Susan

For this market, I highly recommend taking a look at The One-Page Proposal by Patrick G. Riley...even if you're writing more than one page.

Regards,

-Mike

Hey Steve -

The One Page Proposal is excellent. A quick read, too.

Another great resource is

Selling To VITO (The Very Important Top Officer) by Anthony Parinello

Good luck on the project!

I've heard positive things about TOPP... I need to check that one out again.

I also suggest, "The Power to Get In." It's one of the most powerful books I've ever read on the subject of high-level selling.

And it works -- I've personally used the system taught... with great results.

Steve, the delivery mechanism can also be an important factor -- maybe as important or more important than the copy. Because if they don't get it and open it, they certainly won't read your copy.

Fed Ex, Courier Services, etc are a great way to get over this hurdle.

You know... you can arrange with a courier service where you email them a PDF, they print it and then hand deliver it to someone. That's VERY powerful -- I've done it with amazing response.

Also... lumpy packages.

Ever read how Donny Deutch got his first big account for his dad's agency? Seems he sent the guy car doors and all sorts of stuff. Pretty cool.

Back to the copy...

Long copy works -- we all know that. But, I would suggest you not send long copy as a "first" letter to a top exec.

And, if you do, put a lift letter on it... something that telegraphs the offer and the benefits of reading all your other "stuff."

Hope that's useful.

When you're in a high-stakes sales situation where getting some one person's attention can make or break your business, I highly recommend reading Mischief Marketing by Ray Simon (should be for sale on Amazon.com). Lots of great anecdotes of creative marketing techniques for such a situation.

Good luck,
Marcia Yudkin

I so disagree with the whole "They don't have time" theory.

People ALWAYS have time (and money for that matter) for things that interest them. Every client I've ever worked with claimed his or her customers "Are different" "Don't have time" "Don't Read."

There's some faulty logic that CEOs and other high power executives don't have time to read. Every successful CEO I know travels throughout the country, plays golf, attends many events (both social and professional), etc. They seem to find time.

And guess what they're doing in the back seat of the car when being driven to the airport, when waiting for their flight, and when comfortably seated in first class? They're reading. They're reading magazines, newsletters and direct mail.

Just recently I encountered this. "They don't have time," "They're busy," "They're too professional, they won't read traditional direct mail." However, I knew that wasn't true. So I created a huge direct mail promo, featuring a 12-page letter with a photo of a blonde "amazon" on it. Nobody (other than me) thought it would work. They mailed it and it totally changed the way that division of the company now works. It was a breakthrough that continues to mail. Dan Kennedy even featured it in an issue of his Look Over My Shoulder newsletter.

I'll make one more point--then my rant is over.

Imagine if you wanted to get work from a high level executive as a copywriter. Would you send him or her just one page? Do you think some high level executive is going to call you and give you a $10,000...$15,000...or $20,000 job based on a one page letter? It's possible, but if it's me (which it has been in the past) I send a complete package that gives the recipient all the info. he or she needs to make the purchase.

Of course, after having gone on my little tirade, there are exceptions, i.e. lead generation, multi-step selling, etc. But the reason you do those is not because “people are too busy.”

Someone, and I wish I could remember who said this, said "I don't have time to read short copy." He instinctively knew that the solution to whatever problems he had, could not possibly be revealed in a short one-page letter. So why bother to waste his time? However, send someone who has arthritis a 48-page report on how to naturally relieve pain in 5-minutes, and he'll read every page of it.

Whew...hope that helps.

James

Wow! Never thought I would get so many responses to this thread.

Thank you all for your great input and fantastic resources.

Susan, I will definitely have you take a peek before it goes to the client.


James, I just happened to hear this from an audio between Michael Senoff and Barry Bidell (Clyde Bidell's son). I never heard this before, but it definitely grabbed my attention seeing as I am about to write to this market.

Thanks again everyone for some awesome input. I will definitely be checking into these books you all have mentioned here.

You make some valid points James.

But, it's naive to make broad stroke statements about who a "CEO" is and what they will or will not read.

Example: The product/promotion you did with the "blonde."

It's unclear here what types of people received your mailing -- or what the offer is.

CEO? CEO of what...

$200K company, $5 Mill, $500 mill?

Again... there's certainly not enough information given to tell Steve... "You can and should send a long-copy promotion to top level execs."

The point you made, which is extremely valid, is that people will read all they can about what they are interested. And, of course, that includes CEOs...

But you damn well better get to the point quickly to let a guy know what it's all about if he's running a multi-division operation with back to back meetings all day.

Then, of course if he's interested... or thinks it should be read by someone other than him... he'll take action.

Food for thought!