Boron - Chapter 21

I Am Offering You

This Deal Because You

(By Virtue Of Some Unique Circumstance)

Are So Special

This bears a little explanation. Listen to this: Once upon a
time I wrote a letter to sell a family crest wall plaque.
This letter contained a photograph of the wall plaque just
like I have talked about doing and what that letter told my
reader was something like this:

Dear Mr. So and So,

I thought you would
like to see what the So and So family crest
looks like in full color so I am sending you the
enclosed wall plaque.

The reason we have
the So & So wall plaque in stock is because we
needed to take some pictures of our products for
publicity purposes and So & So is one of the
family crests we used when making our samples.

However, now that
we are finished with our PR campaign we have
this plaque in stock with your family crest.

And, since we can't
sell this wall plaque to anybody unless they are
named So & So we have a very limited (as you
know, there aren't many So & So's) market for
it.

And, therefore,
since your name is So & So we'd like to offer it
to you at a true and honest discount of X
percent!

Did this approach work? Wow! Did it ever! Like...

40 Million In Sales!

You know, I'm sad and it's hard right now to keep on keepin'
on but that's what I'm going to do.

And so, as you can see, in that last example I found a way
to show my customers that he was unique and valuable to me.
Now, let's see if we can come up with some other ideas along
this line: For example: