Boron - Chapter 19

This is a totally involuntary reaction. Apparently, what
happens is that when we see something we like our eyes open
up so we can let in more light and see more of it. And,
conversely, when we see something we don't like we do just
the opposite; we try to cut down the flow of light so we
don't have to see as much of it.

Well, I have a theory about all this and what I believe is
that most (or many) of our decisions about how we like or
dislike something are made not in 40 seconds or the first 4
or 40 minutes but rather in the first fraction of a second
that we see something new.

And, I further believe that we unconsciously spend the rest
of our so called decision making time not really making a
decision after all but instead searching for justification
for the decision we have already made.

And, that's why I'm so careful about the "look" of my DM
pieces and MO ads. You see, I believe the "sale" or "no
sale" decision is largely made the instant a prospect sees
your ad and reads your headline.

I think that if your prospect gets an instant "lift" from
just looking at your ad, then he will start reading it and
looking for reasons to convince himself that the promise of
your ad is true!

And, if you don't disappoint him then you have a really good
chance of closing the sale.