A discussion about sales, sales tips and advice, and about those who land the deal

This is an exercise, so I need your help.  I'll warn you in advance that this is going to take about ten to fifteen minutes, so get ready.

First, read this.

Go ahead...I'll wait...

OK...you back?

Did you read it?

Great. 

Here's what I got out of this letter, which is web based, and is part of a newsletter that I regularly read and enjoy:

• It's not you typical 30-second commercial on paper.  It's long, it bounces around, and it peppers you with lots of different ideas.
• It has lots of testimonials.  Their past attendees sell you on wanting to go to the conference.
• There's mystery.  They give you about 60% of what you really want to know, but you know you need to go to the conference to get the other 40%.
• It ends with a call to action...if you register now, you'll save $200 of the registration price. 

As a direct marketer, you could learn a lot from this letter.  It's a great approach to selling, and more than that it's a great approach to getting the attention of your audience and keeping it until they buy.