Unfulfilled envelope promises destroy the credibility of everything enclosed and everything you have to say. - Dan S. Kennedy

Excuses for Not Doing Well in Business • “Everybody in my city buys by price.” • “Nobody in my town uses credit cards.” • “Everybody in my town is cheap.” • “There’s a giant advertiser in my town.” • “I never get the good leads.” • “It’s the time of year.” • “There’s already too many doohickeys in my town.” • “What I do is so unique, nobody understands it.” • “It’s the economy, it’s my spouse, my staff ...

I knew and trusted the company (Vegas World). I liked the product (the Vegas World package). I believed the urgency-building story (only 1,000 Hawaiian vacations available). I found the premium exciting and desirable.

Always enter the conversation already occurring in the customer's mind.