| SURPRISE! | | | | lottery ticket with his letters and follows up with a call. |
| Dressed all in black and by cover of darkness, the | | | | He uses this letter to get in for appointments to sell his |
| Ninja sneak up on you and catch you by surprise. | | | | consulting services. You might be thinking "wow! that's |
| When you are marketing to business, you can learn | | | | a lot of money per letter", but he has halved the costs |
| from the Ninja and surprise your target clients with | | | | of getting appointments with this Ninja tactic. He only |
| copy and tactics that are far more likely to grab their | | | | needs to send out 20-30 letters to get a couple of |
| attention than if you start off talking about your | | | | appointments, less than half the cost of using a |
| product. | | | | telemarketing company to cold call for him. His letter is |
| The reason for this, of course, is that we are | | | | always remembered because it is a genuine surprise |
| swamped every day by information overload: emails, | | | | to get a free lottery ticket. |
| text messages, letters, urgent calls and headlines all | | | | One brilliant Ninja sales letters for marketing to |
| day long. If you want to get noticed, you have got to | | | | business helped Pitney Bowes sell more photocopiers. |
| be different and stand out from the crowd. To be | | | | Imagine receiving an envelope with "Do Not Bend, IQ |
| different you need to think creatively, get out of your | | | | Test Enclosed" printed in huge letters on it. You will |
| box and come up with something that will be noticed | | | | definitely be surprised by that Ninja tactic! Inside was a |
| by your target market of businesses. | | | | questionnaire to fill in, but all about your office copier, |
| Let's pick an example. If you are sending a sales letter | | | | not about you. Brilliantly written to make you want a |
| out for marketing to business, how will you make it | | | | better copier, they improved their response over |
| stand out from junk mail? You need to apply the Ninja | | | | previous ads by 138% and got far more sales |
| technique again. If your letter is not noticed, it will just | | | | appointments confirmed. |
| get tossed in the bin after a couple of seconds. You | | | | So, if you want to get better results from marketing to |
| need to do something smart to get noticed. | | | | business, remember the Way Of The Ninja - use |
| One self-employed friend of mine sends out a valid | | | | surprise to draw your customers in. |
