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Blockbuster Sales Letters

Blockbuster Sales Letters

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Publicado porcool04321
a great help book for writing letter.
a great help book for writing letter.

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Published by: cool04321 on Aug 09, 2011
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04/18/2013

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An iron law of marketing is that people are creatures of habit.
I always buy Crest toothpaste. I don’t know why. I just always
have, I guess because my mom bought Crest when I was a kid. I know
I need toothpaste. I know this toothpaste works. And Crest is well
known because of relentless advertising over many decades. It would
take some effort to persuade me to switch to another toothpaste.
Other companies are spending billions of dollars to persuade
people to use their toothpaste instead of Crest. But they aren’t having
much impact on me because I’m used to Crest. I’m comfortable with
that brand.

People who have chosen to contribute to your organization or buy
your product instead of your competitor’s would prefer to stick with
you. To switch their allegiance to another organization or comparable
product is to admit that they had made a wrong decision—in effect, to
admit failure. It’s very difficult to change people’s buying patterns,
because this means moving people out of their comfort zone.
People are creatures of habit. But you will lose your customers if
they lose sight of you—that is, if they stop receiving communications.

...Blockbuster Sales Letters

135

Or if they receive communications so infrequently that you are no
longer a part of their regular routine, no longer a part of their everyday
life.

Email makes it very inexpensive to stay in almost daily contact
with your customers.
Your email communications should not all be sales pitches. Very
few should be. Your email communications should provide valuable
information that you know will be of interest to your customers.
You must constantly put your organization, your business, your
service, your product, in front of your customers and leads—just like
Nike, Coca-Cola, McDonald’s, and every successful corporation that
depends on the average consumer for business. This is such a basic
principle of marketing that I am stunned at how few small businesses
understand it.

Chapter Seventy-One

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