The Ultimate Sales Letter 4Th Edition

Formula #3: Winners and Losers

Three Letter Formulas That Let You Transcend Price Questions

Formula #1: Problem-Agitation-Solution

I consider Robert Ringer's bestselling book Winning Through Intimidation to be one of the most useful business books I've ever read. From that book and my own experiences, I learned that the hardest deal to make is the one you desperately need or really, really want to make. Somehow, the other person always senses that, and it scares him or her awa

Exhibit #10 Dear Computer Hater, DO YOU HATE YOUR COMPUTER? DO YOU OWN A COMPUTER THAT WON'T DO WHAT YOU TELL IT TO DO? ARE YOU AFRAID TO BUY A COMPUTER — EVEN THOUGH YOU KNOW YOU NEED ONE? ARE YOU CONFUSED BY COMPUTER-BABBLE? In a recent survey taken by the Small Business Research Institute, over 74% of the small business owners who had purchased

This is a variation on #4. American Express has used this tactic for years in connection with its cards, particularly its Platinum Card. It appeals to the person's desire to be part of an elite group, for approval and recognition. These five applications of Intimidation Technique are part of a broader context I teach as Takeaway Selling. It does wh

Once the problem is established, clearly and factually, it's time to inject emotion. This second step is agitation. That means we stir up the letter recipients' emotional responses to the problem. We tap their anger, resentment, guilt, embarrassment, fear — any and every applicable negative emotion. We want to whip them into a fervor! We want to ma

These three formulas can be used separately or combined in a single sales letter. At least one of them and probably all of them can work for your business.

… if your response is received after our supply is exhausted, it will not be accepted and your check will be returned uncashed. This is intimidating!