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Chapter 21. Create a Relationship

Ask any sales professional what most customers really buy: the product or the salesperson? You guessed it—the human element can make all the difference. Individuals in all walks of life relate more to people than they do to chemical components, manufacturing materials, or technical jargon. That is why top salespeople memorize facts such as their customers’ favorite sports, hobbies, and restaurants. Many even save this information in computer programs developed specifically for creating customer profiles.

As a writer, you can borrow this technique by making your readers feel as if they are the only people receiving the message from you. Mass mailings are rarely as effective as one-on-one contacts, so target your appeal to the individual.


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