Boron - Chapter 16

So, meanwhile back at the ranch I believe we were talking
about how to create desire and, as I was saying, here’s how
we do that: What we do to create desire is we describe the
benefits our prospect gets if he buys our product or
service. Now, in the case of an investment orientated offer
what we have to offer is the prospect of making money. At
least this is our main attraction. So, what's let's
do is let’s help him to picture in his mind the benefits of
having more money. Don’t think it’s not necessary. Remember,
you must always do even the obvious. Here then, are
some benefits of having more money:

New car - impress your friends and family, ride in
comfort and luxury

Nice house - comfort, luxury, and status

Peace of mind - no worries about bills or financial
emergencies

Vacations - money lets you travel the world, go where
you want when you want

Attract the opposite sex - money, as any fool knows,
makes you much more attractive to the opposite sex - it
gives you more opportunities to meet them in nice places
also

Leisure time - money buys time: perhaps the best
reason of all for having fun goes

Alright kiddo, we’ve got his attention, we’ve got him
interested, created desire and now what’s left? Go back to
our AIDA formula and you will see that that last “A” stands
for action. And that’s just what we’ve got to get, action!
Action in the form of him sending us an order.

You should pay very close attention to how I get
action in my MD and DM pitches. I do this better than
anybody. I am very thorough when it comes to closing a sale.
Here’s a little of example of how I do it. “Would you like
to get in on this great investment opportunity? Would you
like to be one of the privileged few who actually own a
piece of the finest beach in Maui? If so, it’s easy to
order. All you have to do is fill out the order coupon and
send it to me with your payment, etc., etc.”