Expanding Customer Purchases
For example, a specialty shoe store that has a group of customers that buy the latest fashions each year. They may only need to inform these
customers of the merchandise availability, and perhaps give them an exclusive buying opportunity before it is offered to the general public.
Example Letter: If the item you are offering your customers is unique or if you are introducing your clients to an additional product or service,
you may want to elaborate on the benefits to motivate your clients to purchase.
Let me share with you a possible letter the shoe store, whose customers always bought the latest fashions, might send to these clients.
Dear Mrs. Hansen, (personalize if possible)
We just received the exclusive “Austrian Virgin Lamb Boots”, which have been unavailable due to the incredible demand in Europe. We are the
first in the Northwest Suburbs to get our hands on just 20 pair of these elegant boots that keep your feet warm even at minus 30 degrees. We
wanted to offer them to you before we make them available to the public. (self-serving benefit – warmth and Why they should buy from them -
exclusive.)
The leather goes through a process where they hand stretch it and work the special softening and waterproofing agents deep into the leather.
This gives them the unparalleled softness and enables them to continue looking new for years to come.
The virgin lambs wool, which is the key the incredible warmth achieved, is so soft you feel like you are slipping your foot into a sea of the finest
down feathers, yet it is twice as strong as synthetic liners.
The natural materials provide complete waterproofing while allowing your feet to breathe. (Why they should purchase + Specific benefits and
the outcome they will receive - warmth, durability, unique.)
We will be putting these rare boots on display October 15th. We wanted to give you an opportunity to purchase them before this happens.
(The specific action you will take.) Since we only have three pair in your size, you will need to come in as soon as possible. (The specific
actions they must take.)
The price is just $399 for these elegant boots that will last a lifetime. No other boots that we are aware of provide such styling, warmth and
durability. They come with a 30 day unconditional 100% satisfaction guarantee - “If you don’t feel that they are the warmest, most comfortable
winter boots that you have ever worn, simply return them to us for a 100% refund.” In addition, they carry a five-year warranty against
manufacture defects. (Risk aversion.)
As a special bonus, we will also offer you a 25% discount on any other footwear you buy at the same time. (Value added services/bonus.)
We look forward to seeing you soon.
Mary Thompson
The Foot Gallery
PS Julia Roberts is wearing a pair of these elegant boots on her trip to Switzerland – You can see them in the October issue of ABC Magazine.
Powerfully targeted isn’t it? And as you can see your customer database continues to be of profound importance.
Laser Marketing
A manufacturer of durable but comfortable dress shoes could target by employer, say retail sales companies.
Shoe Store