John Carlton critiques a letter to business owners, and discusses the short memories of prospects and customers.
When you refer from somewhere else, you often want to let them know what you are referring to. Let’s expand this a bit. If you’re writing a letter to someone who’s answered an ad saying “Attention Business Owners…Would you like to double your profits in the next 30 days or less? Call for this free report”. When the free report comes, the cover letter should say “Hi, Bob, recently you replied to my ad, which read, and then write the thing down.
Because so much, even if it is the next day, even if you are doing email and you are responding within a few minutes, so much stuff can happen in between there, that you have to short-cut this memory thing. So, every time you can do it, especially if you are doing 2 steps because, as you notice, every time someone responds to your initial plea for action, goes to here, goes to here…you are losing people, all the way down the line. So, you want to minimize that.
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