A 21 page analysis of a one page sales letter that resulted in a 75% response
jslogan.com
jslogan.com
His basic premise is that in order to reach people, you need to do you homework and deal with the decision makers in a way that encourages them to action.
Of his two scenarios, the first is more interesting- Recognizing that people in large companies are often looking out for their own interest more directly than that of the company at-large, he positions the letter to them as a take it or leave it solution, reminding them that he's sent it to their colleagues as well.
This is reminiscent of a point Seth Godin makes, which is that it's harder for someone to do nothing, than to say no.
The author of this letter tries to put the executives in a position where they are Making a Decision not to meet. They are choosing to pass up the offer, not just declining to do it now.
That's a powerful position to take, particularly when you're trying to get a meeting.
If I recall correctly.from previous forum posts, PG said that last year he had started out with three piles- Meeting, No Meeting, and Maybe.. Eventually, he moved everyone from the Maybe pile to Meeting. It's worth the time and money to avoid the risk of passing up something that could be great.
It's that sort of decision- "I better at least listen to foo, or I'm missing out", that opens the door for meetings.