Emotional Direct-Response Copywriting: The last picture show

There’s an old expression that goes something like, “The fastest way to a man’s heart is through his stomach.”  For me, that’s not particularly true, but I do know the fastest way to a buyers wallet, and that is, through his heart.

And the fastest way to his heart is to share a story with him.

See, sometimes people get caught up in the technical aspects of writing, just a little too much.  So for instance, in your effort to make sure you’re sharing benefits, you’ll list 25 bullet items.

But this alone isn’t going to work.

And maybe in your desire to try and get your prospects involved, you’ll use photos – dozens and dozens of photos.

And this too, won’t work.

Because the way to your prospects heart is to create a movie for him.  A picture show that shares a story he can believe in.  Something he can own as if it were almost his own story.

This is the ticket to making the true emotional connection you need, to get your buyers to dip into their wallets and give you their credit card numbers.

If you’re selling hand-made wood furniture, telling your buyers you’re using better wood than anyone else out there, is only going to take you so far.  But sharing a story like this, closes the deal:

“29 years ago, back in 1971, when my father started this company, he made a commitment to build these tables, using fresh North Carolina Ash Wood, only.

And here’s why.  See, for the first five years after he and my mom got married, the only piece of furniture they had in their living room, was an old hand-made table made out of Ash, that had been passed down from my maternal great great grandmother.

They couldn’t afford to buy new furniture, but because this table never seemed to look old or out of place… and because it looked almost brand new, even though it was over 75 years old… they never even gave it a second thought.

Somehow, the table had its own warmth that seemed to spread throughout the entire room, and guests would always comment about it.  Today, this special table sits in my own dining room, and now it can also be sitting in your dining room, sharing it’s warmth and tradition, and the memories your family will make around it, for years to come.”

I don’t care what you’re selling – stories like this — mini motion-picture shows you create… are a hell of a lot more powerful than any picture you could use.  And that’s something… you can take… to the bank.

Now go sell something, Craig Garber

P.S.  THREE Critical Selling Mistakes: Which one of them are you making right now?  It’s all inside Chapter 11 in my book, “How To Make Maximum Money With Minimum Customers,” which ships out immediately via US First Class Priority Mail and comes with a LIFETIME guarantee

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About the Author

Craig GarberAuthor of "How To Make Maximum Money With Minimum Customers, " and publisher of Seductive Selling - an offline marketing newsletter currently read in 15 countries, world-wide. In a nutshell, I do two things: 1. I show you how to attract a reliable, steady stream of pre-qualified leads who are ready to do business with you NOW... 2. And I increase your net profits and cash-flow, by increasing your customer, client, or patient value -- often, dramatically. How do I do this? By developing, and helping you implement, unique, personalized lead generation and marketing strategies... using compelling sales messages that push your customers emotional buy-buttons. I've worked with over 300 clients in more than 104 different industries, since March of 2000, and I really enjoy what I do. I'm a stable, reliable, happily married family guy with three kids who loves life and always follows through on my commitments and promises. I love to listen to music, workout, read, travel with my family, take pictures, and go bass fishing. I always say "Yes," when it comes to good cigars, good books, and good coffee :-)