Jerry's an extremely astute marketer who has enjoyed enormous success doing something that is generally difficult to do; becoming a respected, sought… - Dan S. Kennedy

Get a fix on the prospect/customer/client and on his or her desires; failing to do so will undermine all your other efforts.

Gimmicks too often fail. Saying something of genuine importance and interest to the recipient usually succeeds. You say it with a headline. Yes, I am well aware that advertising has headlines and letters generally do not. However, successful sales letters do. It can go above the salutation or between the salutation and the body copy. It can be typeset in big, bold type while the rest of the letter has a typewritten look. Or it can be put in a “Johnson box,” a device presumably named after an inventor named Johnson, that looks like the one in the letter in Exhibit #8. What your headline says and how it says it are absolutely critical. You might compare it to the door-to-door salesperson wedging a foot in the door, buying just enough time to deliver one or two sentences that will melt resistance, create interest, and elevate his or her status from annoying pest to welcome guest; you've got just about the same length of time, the same opportunity. Exhibit #8 Johnson Box September 12, 2005 Mr. Horace Buyer
President
ACME Co.
123 Business Street
City, State, Zip Dear Mr. Buyer: * * * * * * * * * * * * * * * * * * * * Your headline goes here. * * * * * * * * * * * * * * * * * * * * Body copy begins here and continues normal letter format.

Chiropractic: There are obviously a lot of different niches you could serve in this industry. But, let’s say for a moment that you serve the elderly demographic. You might think that they just want to be able to play a little more golf or keep up with their grandkids. Those things might be true and they’ll certainly admit to them. But if you go deeper, you’ll find that they want to be the envy of all of their friends who are falling apart. That’s the secret ego motivation that inspires them to find you. And further, they do NOT want to be put into a nursing home. That’s the secret fear that has them searching for you. Sell them abilities their friends don’t have and you’ll have them eating out of your hand.