6. Announce a change. Link your sales offer to a current event that will positively affect your prospective buyer. For instance, when the sales tax on hybrids was about to be increased, a dealer sent sales letters to potential buyers, alerting them to the im- plications of delaying their purchase: "The sales tax on hybrids will jump a WHOPPING 4 percent effective next month. You may not think that 4 percent will mean that much money, but on a new 2009 model that increase could cost you an extra $1,500." The sales letter continued: "Couldn't you use that money for something else, say, those extras you've always wanted, like a GPS system or an extended warranty?"​