The Boron Letters

However you accomplish it, here’s what’s important: Once someone has raised their hand and expressed interest in your products, services, solution, or information and you put them on your path, they should be moved forward toward the sale at a prescribed yet flexible pace, with a lot of nudges by mail, email, fax, drives to different websites, tele

Your headline should attract and connect, your body copy should empathize and persuade, and your call to action should spell out the specific action you’d like them to take next.

Why should you buy a coat from John Blair, whom you have never seen, when there is a perfectly good store a couple of blocks away, where you can look over the stock of coats, try on as many as you like, and if you fail to find one that fits you exactly, you can have one altered until it does. Why should you take the trouble and risk of sending for