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1. Empathize
with the reader.
Dear Homeowner: Do you enjoy your home? I mean REALLY enjoy it?
Does it feel good at the end of the day to walk through that door,
kick off your shoes, and just be…home?
2.
Use the “ah-hah!” factor. “You’ll
never get rich on your salary alone.”
3.
Turn a potential negative into a positive. “Note
the hail marks on some of these apples. These are proof of their
growth at high mountain altitudes, where the sudden chills from
hail storms firm the flesh and develop the natural fruit sugars
which give these apples their incomparable flavor.”
4. Ask a provocative question. “Do you want
to know what Hong-Kong millionaires have that you don’t, besides
LOTS of money? Then read the booklet “Secrets of Hong-Kong
millionaires” for stunning answers.”
5. Make a quick transition from your attention-grabbing opening
to the sales pitch. When disaster strikes and your
family’s in danger would you stop to ask “how much will
this cost?” Of course not…”
6. Use details. I’ll send you a check for $4,195.27
just for selling one order.
7. Be SINCERE! “I’d pay for shipping, but
to tell the truth, we’re just starting out and the total dollars
just on shipping would break us, but to you, individually it’s
very little. Bear with us a little longer, and I’ll pay the
shipping on your next order. I promise.”
8. Avoid contradictions. “Susan Jones is a cut
above the rest, the kind of woman advertisers dream about. There
are 26,000,000 more just like her in our readership.” See the
contradiction?
9. Narrow the focus. For “Global business strategists
in the lubricant additives industry.” “Women who always
like their homes to look like they’re ready for the photographer.”
10. Make your product sound irresistible. “Few
things are as good as an ambergold dew-streaked glacier-cold beer
on a steamy-hot summer night with bugs being zapped all around yo.”.
11. Use FEAR as a motivator. “Previous owners
of these numbers have thrown them right into the trash. That means
millions of prize dollars uncollected.”
12. Address the prospect’s most common complaint.
“Is their anything worse than jock itch? Yeah, when you can’t
scratch.”
13. Make your offer in the first few paragraphs. “There’s
no gift more meaningful to your beloved children than the one inside
this folder.”
14. Flatter the reader. “You, lady, are an uncommon
woman. We found your name in the 1974 graduates list summa cum laude.
That’s why only women like you can appreciate…”
15. Inject your personality and background into the copy. “Hey,
I didn’t make that much when I was a doctor.”
16. Highlight your guarantee. “If you don’t
get yourmoney back, within 10 days from our receipt of your return,
we will send you a credit for $50.”
17. Make it easy to respond. “You can get back
to us by phone, fax, e-mail, letter or log on to our website.”
18. Use FREE and YOU . ( To be legally free, something
must be unencumbered by ANY consideration, remember, or your credibility
goes out the window.) “For responding quickly (by June 3) you
will get a FREE…”
19. Give the reader useful and important information. “80%
of small businesses fail in five years. 80% of THOSE fail in the
NEXT five. Here’s how to make sure you’re not a statistic.”
20. Have your target demonstrate your product. “Here’s
a neat test. Take our product and hook it up to a faucet. Pinch
the hose, then turn on the water…”
21. Promise to share a secret. “What banks will
never tell you is on page 12 of “Secrets of Hong-Kong Millionaires.””
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