440 passages, newest first · 75 ms
THE
BIG FAT CABLE
THAT SAVES THE DAY!
I'm
sure by now, my point is obvious. What I'm saying is you'll generally
do better if you try to "reel in" your prospects than you will
be shouting at them like some demented banshee. I've said it before and
I'll say it again...
YELLING
IS NOT SELLING!
Now,
let's try and apply what we've learned here. Many years ago when I was
selling the Americana Encyclopedia door-to-door, I was told to dress in
a suit and tie, walk right up to my prospect's door with my briefcase
in hand, knock loudly, grin like hell and paw the ground…
Standard sales technique.
But it wasn't for me. Nope. What I did instead was, I didn't carry a
briefcase, I didn't wear a suit and tie and I didn't act like
an adrenalized positive thinker raring to bust that
door. I generally went to the door dressed in slacks and a short-sleeve
dress shirt, rang…
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…
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:
Do
you need more customers?
Hot
New Reports From Top Ad
Expert
Reveal 5 Amazing Secrets
1. What to write on a
simple postcard mailing that will make people
flood into your business!
2. How to mail up to
100,000 letters per week at no cost whatsoever. Not
even postage!
3. How to get the name
and address of every man, woman and child
who is ever likely to become one of your
customers!
4. How to get yourself
and/or your business featured on cable TV
without spending a penny!
5. How to make your ad in
the yellow pages 400% more effective, without making it bigger!
Call
for free brochure.
(323) 851-8275
This
then, is my harpoon shot carrying my skinny little silken cord
across the bow of my target. What happens next is, when they call
in, we capture their name and address and they receive a…
Feburary
24, 1988
Dane Spotts
Zygon Corp.
325 E. Hillcrest Drive #203
Dear Dane,
I know that, as a business person, your
time is very valuable. Therefore, I'm sending $5.00 with this letter
because I'm writing to ask a favor and I want to pay for it in advance.
Don't worry. It's not very complicated
and it won't take much of your time. All I want is for you to call me
or my secretary and give me a decision on something after you read this
letter. It'll only take a moment.
Anyway, the reason I'm writing is
because you answered my ad today in the Los Angeles Times. I'm sure you
remember the ad. It's the one that refers to the hot new reports I've
created that reveal the following 5 amazing secrets:
What to write on a simple
postcard mailing that will make people flood into
you business!
How to mail up to 100,000
letters per week at no cost whatsoever. Not even postage!
How to get the name and
address of every man, womean and child who is ever likely to become one
of your customers!
How to get yourself and/or
your business featured on cable TV without spending a penny!
How to make your ad in the
yellow pages 400% more effective, without making it bigger!
Listen: these reports are free. You
get them with a trial subscription to my newsletter and, you get to
keep them even if you decide to cancel your…
Won't you please give my proposition
you immediate
attention? All the details are inside the sealed envelope I"ve enclosed
with this letter.
By the way, just in case you think I'm
some small-time guy who doesn't know his stuff, consider this: over the
years, my clients and subscribers have included:
Earnest
& Tove Borgnine
Jay Abraham
ITT Financial
Vikkin Lamotta Cosmetics
Wang Laboratories
CareerTrack Seminars
Cunna Insurance
Dun & Bradstreet
Mark Harold son
Suarez Corporation
Prentice Hall