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Collier thought this same idea might
work in print...and boy did it ever!
Here's how he used this concept to
sell 20,000 raincoats at a time (and over a dozen other products).
This letter is really universal in its application, so study it
carefully:
* * *
Dear Customer,
Will you do me a favor?
For twelve years now, you know, we
have been selling the famous "Keepdry" Coat direct to the consumer,
at a savings of many dollars from the usual retail price.
This year I want to vary our line a
bit, so I have changed the fabric to one that looks like a smart
topcoat -- but will still shed rain. And instead of the usual double-breasted
raincoat model, I'm using a single-breasted topcoat model that appeals
to men because it has style, and yet retains that loose, comfortable
look of the well-tailored light overcoat.
I believe that anyone who ever gets
out in stormy or wet weather will like this "Any Weather" Coat better
than any raincoat or topcoat he can buy, but you know how it is
in merchandising -- you can never be sure of such things until after
you have sunk a lot of money in them.
Which brings me to the favor:
I want to make sure of the demand --
or lack of demand -- before we sink too much money in this new coat.
So I've come to you as a customer of the house:
Will you try out one of these new "Any
Weather" Topcoats for me for a week -- WEAR IT -- see how it feels,
how it looks, how it compares with topcoats you have bought at $25
or $30? Above all, how it keeps out wind and rain? And then write
me?
---sidebar---
Letter goes on to explain features and benefits of the new coat
with a special introductory price for customers only.
-------------
Naturally, I am not making offers
like this to everyone, so whether you accept it or not, I should
feel obliged if you would return the card so as to insure against
its falling into other hands.
Naturally, too, your opinion will be
of value to me only if I get it NOW -- before the Fall season has
really opened -- before we are definitely committed for any great
quantity of these new all-weather coats.
Won't you, therefore, fill in the three
simple measurements on the card TONIGHT if you can, and mail it?
On second thought, better mail it right away -- while you have it
in your hand -- so there will be no chance of forgetting it.
* * *
You should notice the subtle psychology used here. People love giving
opinions and helping, so by asking, you make people feel important.
Boardroom reports, one of the top direct
marketing companies in the country, (the people who write Bottom
Line Business, Bottom Line Personal, and Bottom Line Health) are
using this technique for two different offers (which means it's
working very well). Here's the opening to a recent letter I received:
* * *
Click
here to read part 2
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