2. Find out who exactly you should be talking to. Learn something about them.

3. Give them proof – examples of work that did well, testimonials, and results.

4. Send something (be it a letter or an original mailing pack/gimmick*) they cannot ignore.

Make sure you say something relevant to them and to their business and problems. Relevance matters more than cleverness.

44 years ago I got an immediate interview offer from David Ogilvy by sending 5 pieces of work, with results, because that is what he said he liked to see, plus a testimonial from Peter Mayle (now a famous novelist) who had worked for him.

The letter began, if memory serves me right: “Dear Mr. Ogilvy, You have never heard of me, but I have an ability I know you prize. I know how to make people buy things.

I hardly ever see people not because I don’t need anyone but because virtually none send me anything that follows these rules – and most of the stuff on their sites is rubbish.