tugboats

"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.

It also means you should maybe consider doing more two-stepping then
you do now. For example, I'm now in the process of expanding my
subscriber base to include a lot of small business owners who are not
usually well versed in the ways of high-impact direct marketing.

And, one of the ways I'm trying to rope these people in is to
start by running a small display ad in the business sections of daily
newspapers like the Los Angeles Times.

Here's
what the ad looks like: