Here’s one company that knows the best person to sell shoes to is… someone who just bought shoes.

About two months ago, I bought a pair of Doc Martens on sale at Zappos.com. They’ve got an extremely shopper-friendly website – and good prices too.

Last week, I received this e-mail:

“Just wanted to let you know, we’ve got just one pair of your shoes remaining in stock. After that, we’ll never have these again.”

I ordered them that minute.

It goes back to Michael Masterson’s concept of the “Buying Frenzy,” which he explained in his book Ready, Fire, Aim:

“If you want to maximize the lifetime value of your new customer, you shouldn’t let him cool off after that first sale. Instead, you should send him an immediate thank-you note, along with a bounce-back promotion that replicates the psychological trappings of the prior purchase and stimulates in him, once again, the desire to buy something from you.”

“This is not about high-pressure selling… but about putting the customer in an environment where he can do what he wants to do: Buy once and then keep buying!”

[Ed. Note: Learn more about Michael Masterson’s concept of the “Buying Frenzy” in his bestselling book Ready, Fire, Aim: Zero to $100 Million in No Time Flat – plus, get dozens of powerful techniques for taking your business to the next level. Get your copy right here.]

Charlie Byrne

Charlie Byrne is a former Senior Copywriter and Editorial Director for Early to Rise. Charlie spent the earlier part of his business career as a systems analyst, project manager and consultant in New York City for Fortune 100 companies including Philip Morris, Digital Equipment, and Citicorp as well as New York University and Columbia University. He then spent over ten years at Reuters Ltd and Interealty Corp designing and implementing financial, real estate and news information services. In 2003, he joined Early to Rise as a senior editor and copywriter. Since then he has helped publish over 1000 editions of ETR, resulting in gross revenues of well over $25 million. He has also produced dozens of winning sales letters and promotions, including two that brought in over $200,000 in under 24 hours, another two that have grossed over $1 million each, and a single sales letter that sold 25 units of a $10,000 product.

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