E-mail: Another wonderful tool at our fingertips to generate new business. But are you going about sending sales-related e-mails the wrong way? Sadly, many people are, including a particular salesperson who “cold” e-mailed Jim Logan, blogger at B2B Rainmaker. While Logan keeps the guilty party’s identity confidential, he shares the e-mail and asks his readers if they can spot the mistakes. The following is a copy of the e-mail:

My names is [Joe Salesperson] and I am contacting you on behalf of [Company]. We are a lead validation and management provider. As an affiliate network, you know the importance of lead quality and understand how vital it is to the success of your business. We are currently offering two validation platforms at highly competitive prices and very flexible contracts. [Company] might be able to add value to your already existing business. Our platforms can be easily white labeled and we offer dedicated account support and easy campaign setup. If this is something that interested you I would love the opportunity to further discuss what we can offer you.

Any consideration is greatly appreciated.

Thanks,
[Joe Salesperson]

According to Logan, this e-mail has “plenty” of mistakes. Can you find them all? To find out, click here to read his follow-up post.

While some advertisers are putting the brakes on spending, this may be a good time for your agency to look towards bulking up other streams of revenue. Author and New York Times writer Rob Walker recently took note of agencies’ extracurricular activities, which are ranging from launching clothing lines to signing book deals. Walker muses that while these are all good ideas, he wonders if agencies should pursue endeavors that boost their image and do some good for others? He believes that by tackling a social or environmental issue in the public spotlight, agencies can use their persuasive skills to support a cause, while investing in the future of their agency and most likely scoring new business in the process.

“Such a campaign could prove an excellent means of retaining top talent…and an agency that could demonstrate how its persuasion prowess made the world a better place would definitely stand out in a pitch meeting,” he writes. “Such a campaign might actually help the overall image of your profession… Maybe you’d have a convincing case study to point to that shows your profession-or your agency, at least-has something going for it besides innovation and smarts: actual values.”

Read Walker’s article, “Ad Business: Do Something Useful!” in its entirety here.

When speaking to an audience, presenters should view all attendees as potential clients. Whether at a conference, luncheon, or trade show, speakers can gain quality leads from any speaking engagement, but many presenters miss the opportunity. Why? Perhaps they don’t add any special touches to their presentation. Anne Scarlett, president of Scarlett Consulting, believes special touches are vital if a presenter is to walk away from a speech with a healthy list of prospects.

“When done well, quality presentations followed by multiple touches will go a long way towards increasing your firm’s visibility and positioning you as an industry expert,” she writes. “Executing a range of steps before, during, and after the presentation will provide you with high returns from your speaking engagements.”

Scarlett goes on to offer up her take on what one should do before, during, and after a speaking engagement. Before giving a speech, one should:

• Ask for-and review-the attendee list in advance.
• Send attendees an email or snail mail in advance to describe the learning points from your presentation.
• If you have in-person access to attendees before your speech, take time to mingle.
• Look at the speaker roster.
• Get fully acquainted with event/conference hosts.

By taking these steps, you’re able to pique interest in your speech, focus your content, and make connections with other speakers (who may even be potential leads themselves.) Check out the rest of Scartlett’s article, which includes tips on what to do during and after speaking, by clicking here.

Lately, it seems like everywhere you turn there’s bad news: Rising gas prices, failing banks, low consumer spending, etc. What’s an agency to do when it seems like the economy is in upheaval? Despite the poor business sentiment, agencies should maintain their cool so they can successfully navigate these difficult times.

Marc Brownstein, Brownstein Group president, addresses the issue with his employees via memo, which was reprinted on AdAge.com. He acknowledges that yes, marketing spending will likely drop and proposals will go unanswered. But, Brownstein says that agencies can make it through the turmoil and come out as “stronger, smarter” agencies.  He suggests doing the following:

• Focus more on helping current clients.

• Seek out opportunities to improve the agency internally.

• Actively keep an eye out for new business.

Read Brownstein’s full memo here, and make sure to read the comments posted by other readers. Many offer some more great insight, particularly for smaller agencies.