The names of the people and businesses in our case studies have been changed to ensure the privacy of the people involved, but the details, recommendations and results are based on actual events from our files. He wasn't achieving any of the goals he had set for this follow-up letter. After reading it, it was apparent why. He was expecting way too much of his customers.
People get bored and distracted 'very' easily.
If you talk about your product, your company and your services in the beginning of your letter, your customers will stop reading immediately. Your prospects and customers don t care about your company, and your successes, they only care about themselves. That s where you should begin your letter. Eliminate the copy about YOUR product and how many uses people have found for your product. You ve already sold these people.