zaza interesting facts

One thing I failed to emphasize when I wrote
so many copywriting "lessons" recently is... how
important it is to make your sales message interesting and
thought-provoking.

Let's take another look at those 35
Interesting Facts and see if there is any way we can use them
to start a sales letter or an ad that would capture a reader's
interest... and... allow us to smoothly segue into our main
selling message.

By the way, if you are not familiar with the
word "segue" here is the dictionary definition, "to move smoothly and unhesitatingly from one state, condition,
situation or element to another." For our purposes, a
segue is simply a slick way of capturing someone's attention
which makes it possible for us to make a logical and seamless
transition to the really important message (why they should
buy something from us).

Shall we begin with Interesting Fact #3?
That's the one that says, "There are 293 ways to make
change for a dollar." We could put up a big sign in a
retail store and have a contest to see who would be the first
of our prospects or customers to come up with all 293 ways
listed on a piece of paper. The winner would get something
valuable, like a big screen, high-definition television set.
Then, the "losers" would all get a letter telling
them they didn't win the contest (but telling them who did)
and also informing them they have won a valuable second place
prize. Perhaps that valuable second place prize could be a
drastic reduction in the price of the television they were
competing for, justified by all the time and effort they put
into the contest. Perhaps the prize could be a waiver of any
down payment necessary for them to purchase the T.V. Whatever.

Now let's talk about Interesting Fact #34,
which is, "There are 336 dimples on a regulation golf
ball." Suppose we started a sales letter like this:

Dear Friend,

Did you know there are 336
dimples on a regulation golf ball? And guess what? It
is the material directly
beneath each of those dimples that determines how far
that golf ball will go when you hit it with a golf
club. Even though all regulation golf balls have 336
dimples, the material immediately beneath of those
dimples varies greatly from brand to brand.

Now, there is a brand new golf
ball that has a tiny circle of material called "Zoomonian"
beneath each dimple. Zoomonian has qualities found in
no other material. The main quality that makes it so
unique is... it retracts under pressure (like when
it's hit by a golf club)... but then... it "unretracts"
(snaps back to its regular size) faster than anything
else known to man.