tugboats

WALKED
AWAY FROM

THE DOOR!

So,
what my prospect would see when he or she came to the door was a neat
young guy with his back to her admiring the roses or the lawn or
something. And then, the prospect (generally a woman) would say, "Yes?"

And I'd turn around and say, "Oh, excuse me, I was looking at your
roses. Listen, maybe you could help me, I think I've got the wrong
house."

"Sure. Who are you looking for?"

"The Mergatroid family," I'd say. "I've been asked to get in touch with
them."

"This is the Mergatroid family," she'd say. “You've got the right
house."

"Oh, good! Listen, can I come
in and talk with you for just minute?"

"Why sure. Come on in."

Do you see the difference between the two approaches? The first way
tenses people up. It immediately puts them on guard. The second way
takes the threat out of the situation. It puts them at ease.

Remember
this:

WHEN
YOU WANT PEOPLE

TO TUNE IN TO YOUR SALES

PITCH, YOU'VE GOT TO START

BROADCASTING AT THE FREQUENCY

TO WHICH THEY ARE ALREADY LISTENING!

This
proven principle has many applications. It suggests your direct mail
advertising should be a low-key (but compelling) personal letter and not a drooling, high-gloss
brochure.

It says your ads should look editorial and non-threatening. It says you
should mail postcards and invite people to call and listen to a
recorded message.

Which is a lot less scary than talking to a live person.