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strike him as they would a prospective customer of the house.
The first shot of the "follow up" (sales letter and sales booklet) is the most important of the campaign, first, because if a buyer is at the other end it is the psychological moment to clinch the sale, and, secondly, because if the prospective buyer is not quite ready the ensuing "follow up" reaches him under a good first impression, which will deepen under further repetition.
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N conclusion, it may be said as a result of many years' experience and observation that the average "follow up" of the average business firm is neither long enough nor rapid enough. A man works into the buying mood slowly, but when he gets there wants to act rapidly. Delay in driving the sales message home is a prime cause of loss of business to a competitor.
When a farmer tills his ground he erects a fence so that neighboring cattle will not get the crop he has planted. A correctly planned and worked "follow up" simply fences in the "prospect" against the "depredations" of competitors and
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