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How to eSign a document: eSignature legitimateness for Sponsorship Proposal in India

if you're working on a letter that you plan to send to your sponsorship prospects in the hopes of later on submitting a proposal and securing some cash for your events or your sponsorship opportunities then you're going to love this video where we talk all things sponsorship letter check it out hi there my name is Chris Bayliss president and CEO of the sponsorship collective and before we dive in make sure you hit the subscribe button and click the bell icon to be notified every time we have a new video so what exactly is a sponsorship letter I like to think of there being two basic frameworks or options for a sponsorship letter the first is really just a cover letter for a sponsorship proposal now we're not going to talk a lot about that in this video because we covered at length in all of my blog posts and videos on the sponsorship proposal itself the second type of sponsorship letter is the one that you use when you're having trouble getting through to a prospect in other words you've tried emailing you've tried calling it's not getting in front of the people you want to be getting in front of and so you use a sponsorship letter to get their attention to get them to take notice to get them to agree to a conversation or a phone call or a meeting or maybe even a full-on proposal the idea that you just send out a sponsorship letter to a prospect they read it and fall in love with your opportunity and send you some cash is not correct so if your goal coming into this video is that you're going to create a blanket sponsorship letter that you're gonna send to every brand let me save you months of work and frustration and tell you that's not going to work so what is going to work well it depends how you define working if your goal is to get a prospect to speak to you and agree to a meeting then you can make a sponsorship letter that you can use again and again that will work in terms of getting you that meeting and then that meeting can be used to submit a proper proposal and go through the full sponsorship sales process that we talked about in our videos and on our blog so what should go in a sponsorship letter then at least one that works it's definitely not an opportunity to copy and paste mission vision history and all that stuff from your website and slap it on to a letter and just send it out through a mail merge to do you know to the 5,000 prospects that you've downloaded off the internet it's not something you used to spam people on LinkedIn these tactics simply don't work but what does work is a well-thought-out well-planned letter and when I say work I don't mean a hundred percent of the people you reach out to are going to respond I mean five to ten percent of people you reach out to like what they see and agree to a phone call it doesn't sound like much but it's a whole lot better than the zero percent you're getting by just a blast obvious thing to include in your sponsorship letter is a description of who you are now most people use the letter to do nothing but describe who they are and that's a big mistake spend two maybe three sentences not paragraphs explaining who you are maybe that's your history maybe that's your mission maybe that's what makes you unique and and special in the marketplace but two or three sentences max the next thing to include is the reason you're getting in touch now the reason you are getting in touch or sending them a message in the first place actually has nothing to do with you your reason for getting in touch is not you need money you'd like money and they have money so why not give you money now when I when I phrase it that way of course you're thinking I would never do such a thing but if you spend the first paragraph describing who you are and then talking about what you would do with the money should they give it to you then talking about where you're gonna put their logos you are in fact falling victim to this trap so the reason you're reaching out is about them all about them you've done your research you you believe that this company should have interest in your opportunities you believe you can add value to this company and help them advance their goals which could be sales employee retention branding sampling whatever the goals are but focus on what about them made you want to reach out and talk about your audience which is ultimately their target customer or your shared customers attendees etc so very short paragraph one about you slightly longer paragraph two about them and why you're reaching out and then ultimately the rest of the sponsorship letter focuses on the most important thing in sponsorship sales which is your audience now you really can't have too much information about your audience this is a letter and not a full-on proposal so you do want to stay within the confines of one page and you want have lots of white space and bullets and you want to avoid cramming too much information into a small space but aside from the confines of the letter you really can't talk about audience too much not just middle-class families or 5,000 people attend our event or or come to our facility or a million people go on our website you want to actually talk about demographic information psychographic information coming purchases preferred brands basically that which makes your audience tick the things they care about the things they love and why this company should have an interest in getting in front of that audience if you can't articulate who your audience is your potential sponsors really aren't going to see much value in working with you next after your audience information our sample activations not a list of gold silver bronze opportunities definitely not the amount of money you're looking for from this particular prospect instead some of the unique and interesting ways that you've worked with your sponsors in the past that helped them achieve their goals in other words you want to prove to this prospect that you're more than just a gold silver bronze partner who's gonna put logos on signs and expect that to be enough instead you want to talk about the interesting experience activations you've done again nothing complex here in terms of data you really just want to have a paragraph and maybe a couple of bullet points about the the unique and interesting things you've done with your prospects in the past the last thing to include in your sponsorship letter is describing exactly how and when you plan to follow up remember the letter is not the sales tool you are you want your prospect to know that you're serious about working with them you've sent them a letter addressed to them but you've emailed it directly to them you're not starting it with to whom it may concern or dear friend you've done your research you've made a connection and now you're telling them here's how I plan to follow up this letter isn't to introduce myself I'd love to meet with you are you available on such-and-such a time I will give you a call tomorrow at 10 a.m. to confirm that you'd like to move forward and have a conversation in other words you're not leaving things to chance and hoping they'll just send you cash you are now pursuing a real relationship with this prospect so when should you not send a sponsorship letter well if you have no contact no connection you don't know who the recipient is on the other end of your email or if you're going to send a an old-school letter in the mail if you don't know who that individual is you don't have to know them you don't have to have a relationship with them but you have to know who they are name job title you have to have done some research if you don't know who you're sending your messaging to you should not send a letter you got to get that information first you should not send a sponsorship letter if you have no audience data if you don't know anything about your audience you are not ready to prospect you are not ready to start selling you need to understand who your audience is before you send your letter before you do your outreach you should not send a sponsorship letter if you are trying to bring in cash for an event property and opportunity in a month from now or three months from now if the timing is too tight sending a letter to a cold prospect in hopes that they'll have a discovery meeting in hopes that they'll invite a proposal that they'll truly consider and then negotiate with you you'd need at least six months so if timing is too tight don't send the sponsorship letter so seven best practices for the sponsorship letter one make sure you have a contact or a connection doesn't mean you have to have a relationship with this individual but you have to know who they are and why they would have any interest in hearing from you at all - personalized personalized personalized you have to make sure you customize and personalize your sponsorship letter based on your research 3 remember who the letter is about this is not about you it's about them you're trying to offer them being your prospect of your sponsor value you're offering them to be a marketing partner number four keep it short if you find yourself talking about yo you you who you are your history really irrelevant details to a sponsorship prospect its cover right it means you don't know enough about your audience your opportunity or how you can add value keep it short the shorter the better always ask for their help or their opinion you want to get to know their goals what they're trying to achieve and how you can help them achieve those goals you don't do that through assumptions you don't do that through hard sales you do it by asking for their help asking for their advice and asking how you could offer them value 6 you are trying to book a meeting that is the purpose of the letter focus on setting a date and a time and actually getting your prospect to the next level which is for a phone call or an in-person meeting and number 7 avoid boring pleasantries to whom it may concern I hope this note finds you well dear friend dear supporter these things do nothing in fact I would argue they take away from the value of your letter how many times have you received an email from someone that says dear potential customer that you read in detail you deleted it immediately but if someone sends you a letter that addresses you as a friend they've clearly done their research they use your name in a familiar way you're more likely to read it now remember the goal here is not to get a hundred percent of people responding to your letter or maybe that is the goal but it's unrealistic 110 percent response rate is considered outstanding in the marketing space and the cold email called prospecting space you get 10 percent of people you reach out to to respond and agree to a call you're doing a phenomenal job and so adding things like dear friend to whom we may concern those kind of things it really lowers the likelihood that you're going to hear back basically it just sounds like any other solicitation message all right so we've gone over the sponsorship letter some common pitfalls to avoid some best practices but I also want to invite you to check out the blog post I'll link to it in the show notes below because we go into quite a bit more detail about the sponsorship letter and actually there are four pre-written letters for you to review and basically to just copy and paste and use as you see fit last but not least remember the sponsorship letter does not make the sale you do so get out there have real conversations with people good luck [Music]