December 29, 2006

David Hanton, Marketing Manager 

Gold Coast Marine 

Marine Centre, Coomera 

Queensland Australia 4212 

{Immediately under the addressee’s details, we stuck a sample certificate which was personalised with his business name and personal contact details.
Just above the card we placed a headline
“This card really looks the goods, doesn't it David?”}

{Then we began the letter itself}

Dear David 

Take a moment and tear off this plastic card. Take a good look at it, then I’ve got a few things to tell you about it; 

As you can see, it’s plastic, same as a credit card. It is worth as much as you make every time you move a decent sized boat, but it only costs $2. It gains its value as repeat business from a lifetime customer. 

Someone who always returns to you when they want further sales, after sales service, spare parts or accessories. 

You give it away, and it returns value to you many times over. And we haven’t even begun talking about its value to you as free word-of-mouth advertising. 

What areas of your business would you increase, if you could?

Would you like more boat sales? Do your new boat sales customers loyally stay with you after their warranty has expired? Could your maintenance and servicing division do with a shot in the arm? Are you selling enough marine accessories? 

The card you just tore off this letter can easily help you with all of these things. That’s our Valiant BoatCards Promise: “More Customers Through Your Door” 

Here’s how: 

The magnetic strip on the back contains everything you need to know to stay in touch with every person who ever walked through the doors of your shop. 

A simple card reader attached to your laptop lets you manage the info. Give your Valiant BoatCards out like business cards - this is one card they’ll keep, and use again and again. 

Use it as a loyalty card, or have it topped up with cash value dollars that can go towards the price of items you sell. 

Don’t tell them your special is 20% off! You’ll better your sales by at least 600% if you give them a card which lets them deduct 20% off the price of whatever they want! 

In Summary - here’s what our Valiant BoatCard will do for you (it’s explained in more detail on the brochure I’ve included with this letter). 

1. Beat your opposition’s discounts and get more sales
2. Increase repeat business in your after sales service workshop
3. Keep customers years after you made their original sale
4. S ell even more accessories than ever before
5. Get more prospective buyers into your boat showroom
6. Promote brand awareness of Gold Coast Marine
7. Get better quality referrals . . . and get more of them 

Our Valiant BoatCard system is unique, more powerful, and up to 80% cheaper than any similar cards on the market. It costs you less - no transaction fees, no service contracts. 

There’s no other way to describe it - this is an organic 
WIN - WIN proposition. You WIN , we WIN and the only losers are your competitors! 

Get four movie passes from your own card today 

We’ve specially pre-programmed your sample card (the one you took off this letter) so that you can redeem four movie passes from any Birch, Carroll & Coyle cinema. 

Give me a call and I’ll come to your office and show you how simple our system works for you. 

When will it suit you for me to come over and show you our Valiant BoatCard system by redeeming your free movie passes? Give me a call 1800 1234 5678 {number changed} any time and I’ll set it up for you 

Thanks for your time, 

Best regards, 

{signature}

John W Tottenham - Valiant BoatCards