Sam, My Border Collie's Internet Marketing Advice! No 9

You have permission to publish this article electronically or in print, FREE of charge, as long as the bylines are included and you only mail to a 100% opt-in list.

Sam (that's my 12 year old Border Collie) and I were walking again through the Bush (Australian countryside).

Sam as usual was ranging out from me checking for the Eucalyptus trees that needed his marketing skills.

When we reached our usual rock beside the fallen log, Sam and I looked at each other, each busy reading one another's thoughts.

Suddenly it dawned on us simultaneously that for once in such a long time we were both thinking about the same thing and I owed him an explanation.

I burst into laughter and Sam grinned as only Border Collie's can. I said to Sam O.K. you can start off.

Without any further to do Sam launched into his questions. "You know this morning when you were writing that letter for your autoresponder? You were writing it as if you were writing to me, weren't you?"

Yes Sam, I was. I always write to you when I'm writing letters like that.

"Hey! I love this bit. Now I get to ask the questions for a change. Gordon! Why do you always write your sales letters as if they were for me"?

Well Sam , it's like this. For a start I love you and I know you're very smart. I mean, I couldn't put one over on you even if I wanted to.

I also know that you will only accept something if it's true blue, or fair dinkum. Plus, I wouldn't hurt you for the world, that's how much you mean to me.

With these feelings and thoughts about you Sam, I am guided to write so that, I'm happy to give what is the best for your needs.

"Why didn't you just ask me straight out, you great galoot?" asked Sam.

Sam, you're missing the point. I wasn't actually writing to you at all.

With that Sam retorted. " Hey, I always make things simple for you. I'd appreciate it if you'd return the compliment, if it's not too much trouble, that is"

O.K. Sam, let me explain. I had to write a letter that was to be placed on my autoresponder and then when I advertise that the message is there, people I don't even know who will come to read it.

What happens, when you meet a stranger or even a dog you don't know?

"Well usually the hair on my back does up, my tail becomes more erect, I stiffen and I even growl a bit. Sometimes I even make sudden moves forward like I'm going to bite their leg off".

EXACTLY Sam! Now you know what I do as a marketer, I sell opportunities, advertising and most importantly myself. So how would it be if I followed your lead and acted towards a stranger in the same way as you do? I'd be up the creek without a paddle old son, that's where I'd be!

The reaso
I always write to you is simple. I want to write to a total stranger with all the emotion, respect, trust and generosity that I feel for you.

Writing becomes more meaningful, it flows easier and I'm always reminded to give the best benefits and the best deal to my new friend.

That way I not only have a much better chance of selling my opportunity but I have created an even greater opportunity and that is to make new and lasting friendships.

O.K., there are a few other things that are necessary to write a really good autoresponder letter.

For instance you need to know the product backwards and insideout. Then there are the list of features that you need to convert to benefits.

But overall, the most important part of the writing process when you're dealing with people you don't know from Adam is your preparedness to approach them as you would your best friend.

"I knew that's what you were thinking as soon as we sat down here", said Sam. "Do you always think of me when you want to write or even talk to a stranger"?

Yes Sam, you see you're man's best friend! Now come on and we'll go get some lunch.

"About time too!" said Sam. He always has to have the last word.