I just got off the phone with a colleague who was complaining (whining, really) about the fact that nobody seemed to have any money to hire him. It’s the economy, of course. A few years ago, people had money, and he was being hired. Now, it’s dried up. Damn this economy!

To a certain extent, he’s right—things were easier a few years ago. But he was wrong when he said that nobody has any money. Because here’s the truth:

There’s always money for something that’s indispensable.

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I guess I’m getting a new roof. I don’t want to get a new roof, but I guess I’m getting one. I mean, I know I’ve needed a new roof. My neighborhood, and therefore my house, is 20 years old, and most of my neighbors have already replaced their roofs. I’ve been holding out because I’d rather spend my money on candy and ice cream. Still, in the past two or three years I’ve received dozens, possibly hundreds, of flyers from roofing companies—all of which I’ve been able to ignore.

Until now.

That’s because I opened my mail yesterday and found a letter from a roofing company that pretty much closed the sale. After three years of pitches, it came down to one letter. So how, in one letter, did this company succeed where all the others failed?

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