Boron - Chapter 19

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.

If you use pictures they should be, as a general rule, of an
upbeat nature. Do you remember that ad with the before and
after pictures of Christi Dean? You know, almost everybody
liked the look of that ad because the "after" picture of
Christi Dean was so uplifting.

By the way, before I forget one little-known fact that is
kind of interesting is that women like to see pictures of
women in ads and men like to see pictures of men.

I forget why. I just remember that surveys show this to be
true.