"I
Did It for the Cheese":
How To Make
a Better Mouse Trap & Sell More 'Cheese'
"When
I was younger... I [didn't] want to be pigeonholed...
Basically, now you want to be pigeonholed.
It's your niche."
-
Joan Chen, Actress
From the Desk of:
Fernando Ceballos - Los Angeles, CA.
Dear
Business Owner,
Call
me old, but remember back when the Tempur-Pedic™
bed had just come out? You know -- the super
comfy bed that was NASA certified, ultra
super teched, Swedish mattress so you can
sleep like a baby…
Yep,
years ago this was all the rave.
Being
the nerd that I was (*ahem* AM), I wanted
to learn how it worked. I browsed over to
their website and discovered that they gave
away free information packets, a DVD, and
a sample of the space certified material.
Hmmm....
Free cheese... interesting.
I
was stoked. I mean, how silly of them to
be giving away this 31st century material
away for free? They were just blowing money
& I was getting free stuff and a sample.
All
they asked for in exchange was my name,
phone number, email address, and address
to get the free stuff to me.
It
was an irresistable offer.
Something
for nothing...
I
signed up without a moment's hesitation.
Now,
I wasn't really in the market for a new
bed. Mine, left over from my college years
was still functioning. Granted it's starting
to squeak a bit and sloped a little to the
left but it still had about another year
in it.
Little
did I know that I had fallen prey to their
giant human “mouse-trap” in
exchange for “my piece of cheese”...
The
secret to this is worth a million dollars
to you if you know how to use it.
Send
Them More Cheese
Over
the next year and a half, Tempur-Pedic™
sent me information on the material (“the
cheese”), the bed, and the company.
They
would send testimonials, special offers,
“what others are saying”, the
importance of having a comfy bed... I mean
the works!
I
kept saying, "why do they keep
wasting their money?"
You
see, the makers of Tempur-Pedic™ knew
that while I may not be looking for a bed
right at this moment, there comes a time
in all our lives when we will need a bed.
They wanted to make sure that their bed
was front and center in my mind when that
time did come.
They
even tried to seduced my senses with pictures
of beautiful women comfortably sleeping
on the bed. Very clever...
**
This is where it matters for you, so listen
closely: **
...
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