The Client Letter
October 25, 2012
Sedona, Arizona
Sunny 51 Degrees
I caught the internet business bug way back in 2002. We had just moved to Scottsdale AZ from NYC.
During our time in New York, my wife had a little side business making a very specialized music accessory: oboe reeds.
She mailed out orders and got checks in return.
When we landed in Scottsdale, I got really into selling them online.
I read everything I could.
I found that I was pretty darn good at the salesletter thing (even though I didn’t know much at the time), so I setup a simple site and we sent out a quick email to some of my wife’s previous customers.
The first order came in right away. From that point on, I’ve never been the same. It’s like a drug… that doesn’t kill you 🙂
We grew that business to a nice size and started doing something no one was doing:
We guaranteed the products. These days, a guarantee isn’t so special. But back then, NO ONE did this in our niche.
These products are so subjective, it can drive you crazy. You send some to one player and they’ll call you a genius. You send them to someone else, and they’ll hate them.
Every player is different, so it all depends on their perception.
Two years after we started the guarantee, we were STILL getting people asking if they could return the products if they didn’t like them… 2 years later!
Don’t underestimate the amount of time it takes to get your message through to prospects. It’s easy to do and it’s an expensive mistake to make.
Trust me, they’re NOT paying attention to you… until they are. So whoever is in front of them on a consistent basis wins. PERIOD.
If you’re building your business on hope, stop it today.
Do what it says in here and get smart. I guarantee you will stick out if you follow those suggestions. Mainly because your competition simply doesn’t have what it takes to hammer, hammer, hammer. They are too lazy.
They hammer ONCE, maybe twice — they see that the nail only moved a millimeter and then move on to other “more promising” things.
Big mistake.
Hammer, hammer, hammer, hammer, hammer, hammer.
Consistency is key. But you gotta do the work.