Copyright © 2007 Quick Turn Marketing International, Ltd.

I just got this letter in mail.

I must admit I was a little ticked off, but there are a few lessons you can learn from this so I thought I would reprint part of the letter here. (And, to protect the author's privacy, I won't reveal their real name and book title. I don't want to make them feel bad). 

"Mary M. sent me a link to your website selling a report of your interview of eight successful Internet entrepreneurs for $49.95. Although I really need the book, I first have to earn the funds to buy your book. And to earn the funds, I have to first sell copies of my book titled, "Book Title".

To sell the book I need testimonials from you.My book is motivational, to get readers to the point of taking action. As actions are largely controlled by attitudes, I make the reader aware of this fact. As attitudes are anchored in the belief system of the individual, I discuss three belief systems (the major ones). But I also advance all the way from dreams to goals to written action plans and their implementation.

Please use the enclosed sheet to write your testimonial, place the sheet in the enclosed envelope and send it to me. I look forward to hearing from you soon.

Sincerely yours,

John Smith

What can you learn from this? Did this person do something wrong? The answer is yes. Here's what is wrong with this letter:

1. This person is asking something for nothing! What's in it for me? He is not even my customer and he admitted that he has not bought anything from me. Why would I put my reputation on the line, write him a testimonial, when I don't even know this person? And, when this person has not displayed any REAL interest in me?

2. It's insulting to me. This guy writes a letter like I OWE him a testimonial. Nobody owes you anything. Nobody is obligated to help you. If they do, it's because they are generous, maybe because they like or believe in you. Are you acting like the world owes you a living? Are you a victim or are you an owner? Nobody owes you anything. Nobody's obligated to help you and MAKE you successful. YOU have to make yourself successful. Remember that. It's up to YOU to change your life, you can't rely on others to do it for you.

3. Even clients who paid me tens of thousands of dollars, I still may or may not write them a testimonial. You cannot buy a testimonial from me, that is for damn sure. You have to EARN it.

4. He's so cheap that he has not even sent me the book, for god's sake. He printed out the first chapter and enclosed it with the letter. Do you honestly expect me to write a testimonial for some guy I (1) don't know (2) don't have any information about and (3) don't have a book to provide an honest testimonial for?

5. Another huge problem I have is this. This person is teaching success, yet he's so broke and he couldn't my $50 book. Nothing wrong with being broke. I've been broke. But don't be teaching success if you're not successful. I was very ticked off by that. I hate fake experts, like one of those gurus teaching prosperity don't have a pot to piss in or a window to throw it out of. If you are going to teach people about success, then you better damn well better be successful. This much I know. Otherwise you are teaching crap.

6. He doesn't respect my time. You want me to go to your page and download your book and spend my time reading it and write you a testimonial. What if I am busy? Does he think I spend my days here just twiddling my thumbs away? I'm so busy I don't even have enough time for my own clients, the people I REALLY care about.

Am I a little harsh? Maybe. But business is harsh. It's a tough world out there. But it just shows me that this person's got no business sense whatsoever. Don't act like an idiot. I'll tell you what this guy needs.

First, this person needs my book Forbidden Psychological Tactics .

He needs to learn to understand the basics of human psychology. If you're gonna approach high-power people, put some thought into it.

Don't be cheap and don't waste their time.

Remember, what's in it for them? Why should they help you? And I am telling you, very often it's NOT money. They probably got more money than you do. They're busy people. You better do something outside the box that will capture their interests. Sincerity would be the key.

You have to have more finesse than this guy.

If I were this fellow and I want to get a testimonial from a high-power person like me, here's what I would do:

1. I would buy some products from him. So I get my foot in the door. It shows that I value his expertise enough to invest in his materials. And when I contact him as a customer, he's much more likely to listen to what I have to say.

2. Don't be a cheap bastard. I would send him a printed copy of the book. Personally autographed it. And wrap it nicely and FEDEX the book to him.

3. I would even include a gift basket. It shows that I am sincere and it triggers the Reciprocity. (one of the psychological tactics I teach in Forbidden Psychological Tactics )

4. And here's what I would say in the letter. I am a customer of yours. I've bought your Instant Web Profits System and Turn Words Into Cash . I love your work. They've had a very positive impact in my life. You've always been an inspiration to me. In fact, I've now written a book called, "blah blah blah"… and I even used your copywriting software Instant Cash Copy to write my title. To show my appreciation, I've included a copy of the book. I value your opinions. I would be so honored if you could just take a few minutes and give me some feedback or criticism. (I won't even directly ask the person for a testimonial, I just want his opinions. I don't want to pressure him)

5. If the book is truly great and he likes the book, he WILL give me a testimonial without me asking for it. If the book sucks, the person won't give me a testimonial anyway.

6. And at the end of the letter, I would say something like, I understand you're a busy person. If I don't hear from you, I would understand. (Again, I am not pressuring the person and make him feel at ease)

Do you see how this approach is much more effective?

Do you see how this approach will make the person respond?

Does this guarantee you'll get a testimonial from a high-power person? Hell no. But do you see how doing it this way makes the likelihood much higher?

Okay, enough ass kicking for today.

But I think you get the idea.

How does this apply to you? I don't know, you tell me.

Can you use the same tactic when you approach JV partners? Yes.

Can you use the same tactic when you want to meet with an important business contact? Yes.

Can you use the same tactic if you want a successful person to be your mentor? Yes. Yes, yes and yes.

Money Talks, Bullshit Walks!

 

Dan "The Man" Lok