I am PhD student studying
the architecture of information controls through user experiences. I
finance my studies by teaching written and visual rhetoric to
undergraduate students. You are a professional. One of your tasks when
seeking new ventures is to approach potential leads and sell them your
services and products. This can be difficult if you are not comfortable
making effective pitches. In this short article, I will share with you a
sales letter technique a sales coach taught me years ago. I teach my
students this technique when they have to craft their own social media
marketing campaigns. It is my hope that this technique will improve your
The sales coach called this technique “Me (Us) — You — Offer.”
This sales pitch technique is for an initial communication with a lead.
You can also use it when writing the introduction of an executive
summary. Start by telling your client about yourself. A sentence or two
is enough. You can pad your profile later in the closing arguments.
Follow this with a short description of your client and a problem that
you will solve for them. Then, explain what you offer your client. Your
offer solves their problem and that’s why they need to hire you.
yourself first so that your leads know whom they are interacting with. I
have used this technique since starting my own start up, animation
studio Toon Doctor®.
As an animator, my core competency is outside of sales. But conveying
the right information to a client about what I could do for them was
always a challenge. I have adapted this simple sales pitch technique
from emails and in person meetings for the classroom.
My students create a social media campaign in the rhetoric course that I teach. Me — You — Offer
is a formula, but it’s just right for students and entrepreneurs
needing to fill a blank page. Even dedicated sales and business
development pros can use this technique. After introducing yourself,
tell your leads about their problems. Identify their needs and what they
do. It is to show your empathy and ability to provide the right
expertise or product is your offer. It is how you will solve your
client’s problem. It shows clients the boundaries of what you offer them
and sets the correct expectations. You can write more than one sentence
here, but stay succinct. If it’s a prospective message, add specific
information about your offer later. Don’t bury your lead under too much
information. Follow the same practice for marketing plans or quotes. Put
specific information about your offer below in the body of your