Power Sales Writing, Revised and Expanded Edition: Using Communication to Turn Prospects into Clients, 2nd Edition

CHAPTER 7BE LIKABLE TO WIN THE BUSINESS

Those of us who use love as a point of differentiation in business will separate ourselves from our competitors just as world-class distance runners separate themselves from the rest of the pack trailing behind them.

—TIM SANDERS, LOVE IS THE KILLER APP

Picture this: you are in the market for a widget. Because many companies sell widgets, all slightly different, yet strikingly similar, you spend a couple of hours researching your options. As you suspected, prices are pretty much the same across the board, and differences are minimal. You decide to send identical e-mails to two of the companies, one that has a long history of widget selling and another that is a younger upstart. You make a pact with yourself ...