Boron - Chapter 21

"I'm crazy." (all used
car dealers)

"I owe taxes and I've
got to raise money fast to pay them."

"I've lost my lease and
I've got to sell this merchandise right away before it
gets thrown into the sheet."

"I've got to make space
for some new merchandise that is arriving soon so I will
sell you what I have on hand real cheap."

And so on. All of these explanations work and that's why
they are used all the time. However, there is a far more
compelling "excuse for a deal" and if you can find a way to
use it you can dramatically increase your sales volume.

You know what? I just thought of something else you can do
to make your copy more effective so I am going to take a
detour here and tell you about it before I forget. Don't
worry. We'll come back to propositions in a minute.

Anyway, a couple paragraphs back I wrote: "and if you can
find a way to use it, you can dramatically increase your
sales volume."

Now, compare that to this: "and if you can find a way to
use it, you can make yourself a bushel of money!"

Isn't that a lot more powerful? You bet! The words
"dramatically increase your sales volume" do not even
begin to conjure up the visual imagery of "a bushel of
money."

So, write like that. Bring your story down to earth and hit
'em where they live. (In their hearts and their
pocketbooks!)