Chapter 2
“Don’t Write – Telegraph” *
(Wheelerpoint 2)
“DON’T WRITE – TELEGRAPH” means: get the prospects IMMEDIATE and FAVORABLE attention in the fewest possible words. If you don’t make your first message “click,” the prospect will leave you mentally, if not physically. A good sales presentation should use as few words as possible. Any word that does not help to make the sale endangers the sale. Therefore, make every word count by using “telegraphic” statements, as there is no time for “letters.” Learn the MAGIC of making your “selling sentences” sell! How to Approach Prospects People form “snap judgments.” They make up their opinions about you in the first ten seconds, and this affects their entire attitude toward what you have to sell them. Give the m a brief “telegram” in these first ten seconds so that their opinion will be in your favor. Make the wires “sing” – so you, will be given the chance to “follow up.” I find, after analysing 105,000 sales words and techniques and actually noting the resul ts of tests of them on 19,000,000 people, that this is the “magic” used by most star salesmen who make single sentences sell! For our example of this Wheelerpoint, let me again go back to the vacuum cleaner, and remembering the ten “sizzles” in this clea ner, let us see how we can formulate them into ten- second “telegrams.” “Telegrams” That Click Open Prospect’s “Mental Pocketbooks” “No other cleaner can use Positive Agitation until 1950.” “The Grit Removers take out dirt you never knew you had.” “You may forget to clean the bag, but the Time -to- Empty Signal won’t forget to remind you.”
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