​​Targeting Letter 
​​
​​Audience 
​​Problem
​​Timing 
​​Message 
​​Employee
​​Budget is tight, could use money. 
​​Lay-off 
​​Please help, I can offer money. 
​​Employee
​​I work so hard, but nobody seems to notice my efforts. 
​​Complaint 
  • ​​FB or SM post
​​Hey look, I’ve seen that you’ve accomplish this: 
  • ​​X, Y, Z
  • ​​Would you be interested in sharing this knowledge with a newbie? 
  • ​​Would you like to be recognized on my blog for being a hero? 
​​Employee
​​I’ve done this for so many years, and I don’t see any point. 
​​Despair 
  • ​​Close friend
  • ​​Family 
  • ​​Changing industries
​​Don’t let your at Sonder go to waste, we know you’ve been laid off, but I think you have valuable experience to share with the world. 
​​
​​Audience 
​​Problem
​​Timing 
​​Message 
​​Investor
​​My investment isn’t turning a good ROI, I’m not getting weekly sales. 
​​Bad quarter
​​Hey there, I can help make you back the money that your last manager lost. 
​​Investor
​​My property manager or employee doesn’t understand my concerns & isn’t taking my ideas seriously. 
​​Firing
​​Hey there, I can be a person you can trust, unlike the last person you had to fire. 
​​Investor
​​How will people remember me? 
  • ​​People I worked with. 
  • ​​My customers. 
  • ​​My supplier. 
  • ​​My enemies. 
​​After this person receives an award
​​I can help more people understand and value your life’s legacy. 
​​
​​Audience 
​​Problem
​​Timing 
​​Message 
​​Executive
​​I’m not performing the way I could be to grow the company. 
​​
​​Hey look, I could provide you with ___ information that could be helpful if you can help me. 
  • ​​Discovered a hidden opportunity
  • ​​Found a bug on your website
  • ​​Discovered an un loyal employee
​​Investor
​​I don’t get along with the board of directors who manage me & the company shareholders
​​
​​I understand that you’ve been through this, and I’ve read your book. I’m seeking to solve the problem of _____ that you once handled very well yourself.
​​Investor
​​I don’t think anyone in the company will like me. 
  • ​​Don’t care if they’re liked. 
  • ​​Do they get respect. 
​​
​​I really look up to you, and I want to share some of the important lessons & ideas that you have with my company. Would you be happy to see your thoughts continue here in Bali, Indonesia? 
​​