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I got an unsolicited e-mail that gave me no choice but to read it. My interest had to do with the subject line, the headline, the design of the content and the copy.

The subject line was: Jeffrey, How to go from market penetration to domination. OK, I clicked to open:

Then the headline: What one thing determines your success in business, more than any other single factor? OK, I read it. The very tastefully designed letter said:

“Hello Jeffrey,

“If you were asked what one thing determines your success in business more than any other single factor, what would you answer?

“Perhaps you’d say it was down to the quality of your product or service, or your people, or trust, or competitive prices, or availability, or profitability, or the number of customers who return to do business with you again.

“These are the responses I get all the time. Though they’re all good answers, the biggest factor that determines your success in the marketplace is one that is hardly ever written or spoken about … and in 10 years not one person, out of the thousands I’ve asked, has been able to tell me what it is.

“Perhaps you’ve heard me speaking on the subject in the past, or read about it in my book. The point is, once you know that one factor that makes a world of difference, you can take a few simple steps to move your business from market penetration to market domination.

“Just look at Google, which now has 85 percent of the global search engine market; and Apple, now the world’s most valuable technology company, which dominates the market for music players, smartphones, computers priced over £600, and now tablet computers, too.

“When times are tough, you REALLY need to work smart. You need to do what Google, Apple and others have done. You need to know that one factor that can change everything for you.

“That factor is explained in my book on Page 10. And you’re welcome to download a copy with my compliments, with absolutely no obligation. Just click here, enter your name and e-mail address, click the confirm link on the e-mail you receive and you’ll be taken to a page where you can download the book immediately.

“If you enjoy the book, let me know. If what you learn leads to the transformation of your business, as it has for some, then be sure to let me know!

“Warmest Wishes,

“Robert Clay

“Marketing Wizdom Ltd.”

OK, I clicked, subscribed and downloaded the free book, and immediately went to Page 10 to find the answer. … Eh, not so fast. That’s not what this lesson is about. The point of this article is for you to see what got me to “click” and how you can use these same elements in your communications.

The object of an e-mail is NOT to get it opened and read. The object of an e-mail is to get RESPONSE.

Here are the “buttons” Clay pushed to make me “click here”:

• He asked me provocative questions.

• He made me curious.

• The letter had value-driven engagement.

• The message had perceived value to me as a reader.

• The letter had a free “hook” offer that promised “value first.”

• The letter had NO offer or obligation to buy anything.

• Clay offered new information.

• He offered success information.

• The letter offered something about or for ME!

• The letter had the lure of an “answer” about something I want.

Why not study what makes your customers and prospective customers click? What answers are they looking for? Where’s your value?

Or are you just “checking in,” making a feeble (and obvious) attempt at trolling for dollars?

Jeffrey Gitomer can be reached by phone at (704) 333-1112 or by e-mail at salesman@gitomer.com. © 2010 Jeffrey H. Gitomer