In our current economy where services are becoming more and more commoditized, the new economy, even now, has begun to center on experiences – the next evolution of services. And not just any experiences, but those that are perceived to be authentic on some level. So a successful business now pays attention to everything that might affect the customer’s experience (yes, including things in which the ROI isn’t entirely obvious or calculable), as well as openness, transparency, honesty, care, and respect.

The way to grab the vital attention of a consumer is to appeal to their emotion and logic, but emotion first. Reel them in with emotion, and remind them why they’re there with logic – and you’ll create loyalty.

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I’m starting a business, so one big thing I need to succeed is clients. How on earth am I going to get them?

Well, there’s the obvious ways for starters, like knocking on doors, cold calls, cold emails, advertising, etc.

So I started by making some cold calls. Not too many, just a handful – which, as you might expect, didn’t get me much of anywhere.

One business I called told me that for my type of call, they prefer to receive emails instead, and she gave me an address to write to. So I wrote up what I thought was a good email pitch and sent it off to that business and a few others while I was at it.

Then I ran across some blog posts (1, 2, 3, 4, 5, 6, 7) about how to do that very thing better and realized I had room for improvement, so I am summarizing them here for myself and anyone else who finds this useful. I’ve put them in a relative order that they should be considered.

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