Today, let’s talk about the appeals you create in your direct response copywriting. Because appealing to what someone wants the most, is one of the easiest and most powerful ways of not simply “getting” their attention… but commanding their attention.

And just the same way the shortest distance between two points is a straight line, the way to most effectively appeal to your buyer is by being as direct as possible.

So for instance, while many people would say something like:

“Learn how to write copy and sell like a pro!”… this doesn’t hit you smack dab in the middle of your biggest want the same way this does:

“Yes, you can be a MUCH better writer: give me five days and I’ll show you how!”

Here’s another example:

“Train your dog to ‘Sit!’ and obey 11 other commands in 20 minutes or less!”

Is more direct and more compelling than:

“Yes your dog will behave if you know how to ask him”

See the difference between these two? Yes, they both allude to end benefits and not features, but the first one is far more action-oriented and more directly tied to what you want. It also taps into the buyers own (most likely) frustrated experiences.

The truth is, the secret to getting your buyers attention is simply to understand and recognize these subtle appeals.

That’s why I always advise clients to become consumers in their own marketplace, to find out what their buyers really want. To interview and speak with their customers, and to cast a wide net and dig deep, to figure out what the best appeals are.

Because when it comes to success, as W. Clement Stone once said, it really is these little hinges that swing big doors wide open.

When it comes to direct response copwriting, pay attention to the subtleties. Because that’s what separates people who are “doing well,” from people who are “making a killing.”

Now go sell something, Craig Garber

P.S.  “How To Make BIG Money, Really Fast” – uncover exactly how I do this in Chapter 17 inside “How To Make Maximum Money With Minimum Customers” – ships immediately via U.S. First Class Priority Mail.

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