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<\/a>world\u2026\u00a0 Well, as long as I was wishing I thought I\u2019d wish for something I really really wanted – and frankly, who cares about being your boss\u2026<\/p>\nSo, if you run a big firm, make that a list of your top 500 prospects.\u00a0 And make that a $100.\u00a0 Frankly, if these \u201ctop prospects\u201d aren\u2019t worth the money to get each of them to call you, you need to rethink your list\u2014and your business revenue models.\u00a0 But for now, suppose they are and you have this list.\u00a0 Here\u2019s what to do.<\/p>\n
Write a nice letter about how great your service is and how great your products are. Blah blah blah – it doesn\u2019t matter what you say here, they won\u2019t really read it. But up in the top right, type the following:<\/p>\n
If this number: 6675657<\/strong><\/p>\n Matches your WINNING NUMBER<\/strong><\/p>\n ~ 6675657 ~<\/strong><\/p>\n You have won a CROSS PEN!<\/strong><\/p>\n You\u2019re a WINNER!<\/strong><\/p>\n Please call me (610-642-1000) to redeem this letter for your FREE CROSS PEN.\u00a0 Thanks and congratulations!<\/strong><\/p>\n No one knows all the numbers are winning numbers, and they don\u2019t have to know.\u00a0 They\u2019ll just see that they are a winner.\u00a0 Everyone likes to be a winner, and everyone likes Cross pens. You can buy them for about twenty bucks if you shop around.<\/p>\n If possible, print the \u201cmatching number\u201d you showed in the center in a different typeface or a different color so it looks like you stamped it on the page.<\/p>\n I did a variation of this promotion for a client at a trade show to get high-end attendees to stop at our booth.\u00a0 You could see their face light up at the end of our isle when they caught their first glimpse of our booth!<\/p>\n It was really easy to tell who these folks were – they came bounding down the isle, unflinching gaze locked on our booth like we would leave or it wouldn\u2019t be there if they turned away for a second.\u00a0 As they got closer, you could see the big smile on their faces and tightly clutching our letter in their sweaty little hands.<\/p>\n Results?\u00a0 Ouch: we ran out of pens in the first hour!\u00a0 Then, despite buying all the Cross pens from every local office supply store in the area before lunch, we ran out again by 1:30.\u00a0 Finally – we had to give \u201cCross Pen Gift Certificates\u201d (rain check), and our promise to send everyone a pen when we got back.\u00a0 It really was a great and successful promotion.\u00a0 If you have a booth at a trade show, this promotion rocks.<\/p>\n Do this right and your own prospects will all be winners.\u00a0 You\u2019ll be a winner by having your best prospects call you<\/span> – isn\u2019t that nice for a change?<\/p>\n Not so fast.<\/p>\n Whether you hand prospects a pen or send it in the mail, it\u2019s important to have a nice letter go with it.\u00a0 Even though people will be happy they\u2019ve won, the value YOU receive from the promotion (as the contributor of the gift) is in the letter – and it should be a great one.\u00a0 Anyone can give out a pen, but the letter is your chance to change a prospect into a client, or solidify a valuable client relationship.<\/p>\n Fax me a copy of your letter that accompanies each pen (610-642-6832) and I\u2019ll tune it up, no charge. If it really stinks, I\u2019ll just scribble \u201cThis Stinks\u201d on it with my big red pen and send it back.\u00a0 New letters from me are available to really kick up your response, but I ain\u2019t cheap – just really good.\u00a0 Did you want cheap?\u00a0 Or maximum response?<\/p>\n Next, when you give someone a Cross Pen, you might offer to have it engraved with their name on it.\u00a0 While it won\u2019t be an immediate gift, it will have greater value over time both when it arrives at their office and forever more.<\/p>\n It costs a few additional bucks, but can be worth it.\u00a0 Engraving their name on the pen assures it will go in their shirt pocket instead of in their desk drawer.\u00a0 And yes, by having it arrive in the mail it will leave a greater brand impression of you and your company.<\/p>\n Last, if you want to see how important this letter can be and how it generates clients – drop me a note.\u00a0 Write your name and address on the back of that $20 you\u2019ve owed me since the 4th paragraph, and I\u2019ll send you a sample letter.\u00a0 OK, fine: I\u2019ll send it for free.\u00a0 Hey, when you get right down to it I\u2019m pretty nice.\u00a0 Right?<\/p>\n – Jeffrey<\/em><\/p>\n