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XEROX "USED COPIERS" LETTER
When you want to dispose of used equipment, it's likely the primary benefit is low price. And
that's the way Xerox approached the selling of its used Xerox 550 copiers in a letter written by
Judy Finerty. It featured a simulated newspaper clipping:
Xerox to sell copiers for under $1200!
Next to this was an attention-getting headline:
Introducing the plain paper copier that's so low in price,
you can't afford not to own it!
Copy then builds a strong story for the Xerox 550 copier before easing into the reason for the low
price:
This remarkable copier already has proven technology. It's been tested
and retested. And it works. These machines have simply been
"outgrown" by their previous users. We select only the finest copiers
from this supply. Copiers that have received the tender — even loving
— care of skilled Xerox technicians throughout their history.
We take these "cream of the crop" copiers, carefully clean and disassemble
them, and then rebuild them from the ground up. Defective
and worn-out parts are replaced, working surfaces lubricated and
adjusted. Once this is done, we run a complete operational check.
We put each copier through the same kind of paces it will receive
in your office. Only ones that come out "A-OK" are released for
distribution.
These carefully reconditioned 550 copiers look and perform just like
new.
In fact, we are backing them with the exact same warranty that we
provide with our newly manufactured copiers.
So you get exceptional value — but you pay a very affordable price.
www.greatestsalesletters.com - 305 -