If you have ever in the past -- or think you ever will in the future -- angered your customers in some way, shape or form (whether your fault or not), and want to make things right with just a simple sales letter, then listen to this:

One of the most useful pieces of advice I ever heard when it comes to soothing angry customers, came from Dan Kennedy in one of his newsletters a few years back when he said,"it's hard to be mad at someone who gives you ice cream."

He was talking about how some airline had dropped the ball on the passengers, and to make up for it, they gave everyone free ice cream.

I've seen this in other areas, too. I know a person who saved her job after a terrible mistake simply by getting everyone at the office a pizza and donuts the next day.

The point?

It's hard to be angry or mad at someone who does nice things for you. It's actually how abusive people -- even the ones who do truly evil things to other people -- get away with their shenanigans for years.

And you know what?

It's also how smart businesses soothe their customers anger when they mess up, too.

And one of the best ways to utilize this principal is with a simple "sales" letter.

All you have to do if you make a mistake -- no matter what it is -- is immediately send out a letter apologizing profusely. And...in addition to all your apologizing...you also give them a gigantic deal so unbelievably generous they can't help but like you again.

Like for example, let's say you sell a line of information products on making money.

If you want to get back on your list's "good side" simply tell them they can pick any one of your products for 90% off and get another one free. Something to that effect. The idea is to offer them something they can't refuse and will feel good about getting.

They win because they are getting a tremendous deal. You win because you keep the customer and maybe even make a little profit out of it.

If you've never had to put a customer "fire" out before, keep this article for future reference. If you ever do mess up, it can not only save you a lot of money -- but it can possibly even make you money, too.

Ben Settle is an expert copywriter and direct marketer. If you liked this article then check out Ben's website at http://bensettle.com -- and get your hands on over 500 pages of advertising ideas, strategies and tactics just like this one -- as well as rare swipe file ads and hot marketing information not easily found anywhere else.