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through the introduction of factual evi- dence or analysis.) A professional colleague of mine recently 4. Your letter should persuade the reader told me that you ve given some thought to cos- to accept your offer and place an order. metic facial surgery. Or A friend of yours 5. Your letter should motivate the reader to suggested I write to you in confidence about act at once. Reply right away. Send the cosmetic surgical procedures my office per- back the coupon. forms. There s something else I want to share with To hit home, an assumptive letter should you. It s what I call the assumptive letter. It s be personalized, with the addressee s name and often ignored, in fact not even widely known, address laser-printed by a computer. Mailing and yet it has literally massive potential for houses can arrange that for you. I also urge building a company s sales and profits. my business friends to offer major benefits in their assumptive letters. A free consultation, The essence of this technique is to beam perhaps, or a free report with high perceived your letter solely to people who are seriously value all risk-free, with no obligation to buy. thinking about acquiring the products or ser- vices you sell. This is unlike most direct-mail Wind up your assumptive letter with a sales letters, or sales lead-generating devices request for action. which ask: Have you been thinking about investing in stocks? or, Are you thinking Give the reader a name to call, or a short about buying a new car? reply card to fill out and return in a postage- paid envelope. If used correctly, one of these The assumptive approach actually assumes letters will outpull the routine, generalized that the prospects are inextricably desirous sales letters many times over. It s a simply of acquiring the goods or services you offer. great profit enhancer. Please test it the next Where the typical sales letter asks, you state. time you have an opportunity, and let me know For instance, in an assumptive letter for a car how things turn out. You may develop some dealer, you would write something like this: non-proprietary but creative touches of your own that I can pass on to other Breakthrough I know you are within weeks of trading in readers. your Sable on a new model, but I don t know what you ve been thinking of buying. Find People Willing To Be Customers However, before you sign a binding sales There is a wonderful directory that you agreement, I d like you to consider my compa- should spend an enormous amount of time ny s offer. with. It s called the Standard Rate and Data Service List Directory, and it s published An assumptive letter for a real estate firm by SRDS Publishing in Skokie, IL. (800) looking for listings might start out this way: 323-4601 A friend of yours told me that you re about It costs about $350 a year for a subscription. ready to put your home on the market. Before There are about 40,000 different lists you can you list your home, I d like to outline for you the rent and they are broken into two categories: 10 most effective ways to increase the selling mail orders sold and compiled. price and shorten the listing period of any home you will ever sell. If you want to know every engineer in the country or everyone who lives in a home A plastic surgeon might simply say (in his valued at over $500,000, you can identify that. or her letter): Or, you may want to know everybody who sub- Web Site: http:// www.abraham.com E-Mail: apgi@abraham.com Voice: 1(800) 635-6298 scribes to The Wall Street Journal or everyone other channels. who is a member of a particular trade associa- tion. You can identify them. It s very much like the sensible approach to investing: Diversify. Don t put all your When you see the different distinctions and eggs in one basket. ways you can identify and target segments of people and businesses, it opens up incredible I m not saying that you should jump into opportunities. everything at once. Try one or two of my busi- ness-building techniques first, to get used to the The only way you can know this is to spend idea of funnel-vision marketing, as opposed to some time with two things: the aforementioned tunnel-vision marketing. Then, as you have an directory, and the lists of mailing brokers in that opportunity to test and compare one strategy same directory. with another, refine what you re doing, abandon what doesn t click, and then move on to another Mailing brokers are professionals who technique. As you do that, I ll be standing at advise you. I would pick out two or three and the ready, waiting to answer any questions that call them and ask them all the same questions, might come up! because some list brokers are stronger in certain areas than others. In the professions, and even in some busi- nesses, there are traditions that foster a reluc- tance to use anything but dry, old-fashioned Power Principle marketing and advertising approaches. And Number Twenty: some of the rock-hard holdouts won t advertise at all (beyond putting their name in the Yellow Pages!). Develop Multiple Income Sources But I say, Let s lighten up. We re on In my seminars, I often display a stylized the brink of the new millenium, and already drawing of the ancient Greek Parthenon. You in a world of rapidly evolving communications [ Pobierz całość w formacie PDF ] |
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