Boron - Chapter 21

"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!)

Well, Bondo, I just came up from my visit with you and Eric
and it sure was good to see both of you. You know, a lot of
people believe it would be better for all concerned if I
never had a relationship with {name deleted} again. And,
they may very well be right. But I can't help it; I love her
and I miss her like crazy.