Leading Expert

Dear Dr. Jones:

We have a proposal that we believe would be very beneficial to all medical staff members.  Dore & Dore Legal Services will provide our expertise, time and materials free of charge. 

But the real reason this technique works so well isn’t readily apparent.  I see, what really makes it so successful is that no one else does this.  In fact, no one else even considers doing this.

Everyone else either does nothing at all or proposes some cheesy sales pitch that is far more beneficial to them than the union members they want to reach.  All this does is get their proposal a swift trip to the trash basket.

Analysis of the resident expert proposal letter

The letter starts with a simple proposition.  Then, Instead of directly listing a benefit, you refer to the information product we’ve included.

Why is the letter structured this way?  For a number of reasons.  First, It does convey a strong benefit – but it does so through the title of the report.