“In the right light, at the right time, everything is extraordinary.” – Aaron Rose
A “stick” letter is a letter that goes out as soon as you receive an order. It (1) thanks the customer for his order, (2) resells him on the purchase, (3) reassures him that, in buying, he made a good decision, and (4) asks him to buy something else.
By doing all four of these things, a good stick letter will reduce refunds and increase your profits.
One of the reasons stick letters work so well is that the best time to ask a person for more money is just after he’s given you some. That’s why, ideally and if at all possible, a stick letter should go out before you send the order.
Here’s an example:
Important News About Your Order!
From: Scott L. Haines
President, ABC Widgets
Friday, 2:18 p.m.
June 26, 2003
Dear Mr. Jones,
Not enough people in business these days acknowledge and appreciate their customers. That’s why I’m writing to you personally today to say …
Thank You for Your Order!
I also want to assure you that you made a good decision … and remind you that your purchase is backed by an unconditional, lifetime, money-back guarantee.
If my widget ever fails you, in any way, please return it immediately for a full and fast refund or replacement. No questions asked. No hassles.
Finally, I’m happy to announce that we now offer a special, upgraded, deluxe model of the widget you ordered. It does everything the basic model does … and more:
* It holds twice as much!
* It lasts even longer!
* It takes up only half as much space!
If you’d like to have the extra benefits offered by the deluxe model … here’s the deal: Call our toll-free number before your order ships — within the next 24 hours — and I’ll upgrade you to the deluxe model for only $59 more!
That’s a full 50% savings off the regular price of $xxx.xx for the deluxe model! But, I must hear from you within the next 24 hours.
Here’s How to Upgrade:
It’s easy. Just call our toll-free, 24-hour order line at 1-800-000-0000. Tell us that you want to upgrade to the deluxe-model widget. We’ll take care of the rest. And your order will be shipped the very next day by FedEx Priority Overnight mail.
But remember, to take advantage of this special 1/2-off deal — and the extra benefits of owning the deluxe-model widget — you must call within 24 hours (before your order ships). Thank you.
Scott L. Haines
P.S. I forgot to mention: If you take advantage of this special offer, I’ll also throw in a handy, waterproof storage bag for your deluxe-model widget. A $19.95 value … yours absolutely free. Call now!
That should give you a good idea of what a stick letter does and how it does it. If you put your thinking cap on, there are many ways to adopt and adapt this concept.
As I said earlier, it’s best to send the stick letter before you send the order. But if it’s too much trouble to do so — or just not possible — you can send it along with the order. Simply put it in an envelope that says:
Please Open and Read This First!
Obviously, in this case, you’ll have to change the wording of the letter a little. Maybe offer a different product altogether. Or more of the same product at a huge discount.
Do a little brainstorming. It’s well worth your time and effort — because using a stick letter can boost your profits through the roof … and turn losing or breakeven campaigns into giant winners.