| Ivan Levison
Direct Mail, E-mail and Advertising Copywriting
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Action Ideas For Better Direct Mail,
Often, when it comes to closing the sale, one terrific argument, one
Here are three stories of how terrific salespeople turned ME from a prospect into a sale.
*** 1. Years ago I was considering buying a million-dollar life
It seemed quite expensive so I gave my attorney a call and asked his
advice. He said
The insurance agent came to the house and asked if my wife and I had
made a decision.
“Ivan, if you die tomorrow, and your wife calls your lawyer, will
HE come to your
This powerful argument stopped me in my tracks. It seemed to clarify
The insurance agent’s ability to defeat my objection and make a
winning argument in
*** 2. I was shopping for a new car and wound up deciding that a
spiffy sedan was
That hung me up. The fact that I couldn’t see the actual car I’d be
buying and just
“This isn’t a problem. We’ll have a professional driver bring it up
and you’ll have
Somehow the idea that the car would be delivered by a “professional
Only later did it dawn on me that there was no “professional driver.”
My mental image of Jimmie Johnson, wearing sun glasses and driving
*** 3. I went into a McDonald's recently and ordered a Quarter
Pounder. The kid
"Fries with that?"
Sure, I answered reflexively. I really wasn’t planning on ordering fries, but what the hell?
You multiply that interchange literally millions of times and you’re
looking at a fortune
Managers of fast food restaurants who don't train their crews to cross
sell and ask "Fries
So what’s the point of the three anecdotes above? To demonstrate
Want my help writing thoughtful, persuasive lead-generation letters,
emails, Web copy,
Let’s go to work!
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