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"Social Engineering"

Here's an example of what I'm talking about: A
woman who does T.V. infomercials accidentally included the
following dialogue in the "call to action" part of
her T.V. show,

"There's a huge demand for this
product. So, if our lines are busy, please keep
calling back. Believe me, this product is so
fantastic, it will be worth whatever time and trouble
you have to go through to place your order."

As it turned out, that verbiage dramatically
increased her sales volume and now she uses it in all
her T.V. infomercials. And now, I also use it often in my
space ads or direct mail letters. That's one example of what I
call "Social Engineering".

It's something most copywriters (even the best
ones in the world) don't think about. On the other hand, when
I create advertising, I find "Social Engineering"
occupying about 90% of my thinking time on a project.

Stay with me here: You know the job I just
finished where I got that $50,000 up-front fee? You want to
know how long it took me to write
the advertising? Approximately two hours. But guess what? I
spent five entire weeks thinking about and figuring out exactly WHAT to write.

The client is selling a very sensitive
feminine product. If the advertising wasn't done with just the
right amount of finesse and taste (without losing its sales
appeal) the advertising would have ended up offending
everybody and selling nobody. After five weeks of pondering
the project, I believe I was able to strike exactly the right
cord needed to sell this product. I'll let you decide for
yourself. Below is the ad: