Fan Mail
Want your sales letter to get past the gatekeeper? Have a loyal client write it for you.
Imagine if you went to the door of a private club, rapped on the door three times, and were confronted by a bulldog of a doorman who demanded proof of membership. You explain that you're really not a member, but you've got this great cufflink-and-tie-clip set that you know the members would love, and you only want a few minutes inside to share your wonderful product with them. Chances are, like in a Daffy Duck cartoon, the slamming door would smash you flat in the face.
So you retreat behind a rock to develop a different strategy for getting inside. The next time you walk up to the door, you're arm-in-arm with a club member who describes you as a business associate he would like to introduce to the other members. You're ushered in, the member introduces you to others and tells them about your product . . . and you sell quite a few cufflinks and tie clips.
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