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The Secret Behind The $20 Bill Letter

Security Marketing with $20 Bills

Money…

“Money, get away.
Get a good job with good pay and you’re okay.
Money, it’s a gas.
Grab that cash with both hands and make a stash.
New car, caviar, four star daydream.
Think I’ll buy me a football team.”

(Pink Floyd—Dark Side Of The Moon)

You gotta ask yourself: how many more new deals do you need coming through the door of your business each month so you and your loved ones can live “High Off The Hog” and enjoy your four-star daydream! That, my friend, is how you should be thinking and what you should be striving for.

After all, we do live in America—the land of golden opportunity—at least the last time I checked. The only way that you can do this is by marketing that security business of yours. Using multiple medias: direct mail, newsletters, SEO, Google-Adwords, lead-generation ads, free press, trade shows, and sometimes just some good old fashion U.S. Currency.

Here is a sample of a sales letter that I still use when I want  to get someone’s attention who has a big herd of people, assets, retail stores, apartment buildings, etc, etc. I would only use this letter on the following type of people so please pay attention to this metaphor: Don’t send this letter to the person who has one grain of sand.  Send this letter to the person who owns the whole beach.

Your wife might be saying you can’t just send a crisp $20 bill out the door, but I say, “YES, you can!” First off, it cost you a lot more money to do a face-to-face meeting. I’d guess around 50 bucks (that’s what it would cost me to ride my big-ass SUV into Boston with gas, tolls and parking, and then tack on another $15 for a stogie for the ride home!)  Then it’s gonna be another $40-$50 to take someone to a decent lunch spot (and I like to eat!).

So by sending out a 20 spot, I’m probably saving 80 bucks by doing it through the mail.  Plus my time is highly valuable to me so I don’t just get together with anybody. As you can see, after reading this letter, it’s almost as good as taking Bruce to lunch yourself.  He’s gonna think about you the whole time he’s there eating his lobster roll. Plus he’s going to be watching out for Brittany, wondering if you actually knew which Piccadilly Pub he was going to.

After taking advantage of the free lunch you provided to him, he’s also going to feel that he owes you something and will be thinking of you when a security project comes about or has as colleague or friend that needs your services.   This deal will only cost you $20 and a stamp.  You also don’t have to sit there and make small talk with him, and you only have to pay for one person for lunch!

Do I give great marketing advice or what?!!!

P.S.  If You Want A Copy of My $20 Letter I Suggest You Sign Up For My Smokin $1 Offer.

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