Boron - Chapter 18

Sound good to you? It sounded great to me. So, what I
did is I went off on a camping trip by myself and there, all
alone in the woods, I created a 5-1/2 x 8-1/2 four color
catalog which featured about 70 attractive items that could
be ordered personalized with my customer's family crest.

It bombed.

It didn't even return our mailing costs! So, what next?
Well, at that point, what I did is I took the 3 best selling
items in the catalog and I put together an 8-1/2 x 11
brochure that featured only 3 items.

It did only slightly better than break even.

What?

Groan. What to do, what to do?

Here's what I did then: I wrote a very personal sales letter
and I enclosed a snapshot of the best selling of the three
items in the brochure. The opening of the letter went like
this:

Dear Mr. Noble,

I
thought you might like to see what the Noble
coat-of-arms looks like in full color so I am
sending you the enclosed snapshot.

Etc., blah, blah, blah, etc.

40 Million Dollars!

That's right kiddo. That letter brought in 40 mil while my
other "more professional" attempts fell flat on their rears.

What's the moral here? The moral is YOU CAN DO A BETTER
SELLING JOB WHEN AT FIRST IT DOES NOT APPEAR YOU ARE
ATTEMPTING TO DO A SALES JOB.

And, when I come back, the subject of my next teaching will
be the importance of the fact that "YOU NEVER GET A
SECOND CHANCE TO MAKE A FIRST IMPRESSION!"

I Love You And Good Luck

Dad