Boron - Chapter 19

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.

Now, what kind of look will give the reader a lift? It's
short of tricky, really. But I think one thing that helps is
if your promotion has a "crisp" look about it. In other
words, the layout should be clean, there should be a lot of
contrast and it should look easy and inviting to read.