In the beginning… there was light… (or at least, there should be)
If you like music, think about some of the most powerful music you’ve ever heard, and then ask yourself why it’s so powerful.
Chances are good it has to do with a certain level of energy or enthusiasm it infuses you with. Certain emotional hot-buttons it pushes, deep inside of you.
You need to keep in mind that enthusiasm is the lifeblood of all your communication, and it’s especially important in selling. And it’s actually critical when it comes to selling in print.
That’s why one of the hardest parts of your ad or sales letter, or even your brochure, is the beginning.
After all, it’s hard to open up with enthusiasm. It’s hard to be a big fireball without being “too much” for someone, isn’t it? Plus, it’s also hard to start at “10,” isn’t it?
After all, we’re not amplifiers, are we? We don’t have switches, right?
You don’t walk into the gym and do your heaviest set first, you typically warm up and work up to those heavy poundages.
So here’s what I want you to do. I’m not going to go over actual openings because we’ve spent a lot of time on this in the last few weeks, but I want you to think about some of the difficulties you have with “getting started” when it comes to writing…
Post some of them on my blog at http://blog.kingofcopy.com
And then, tomorrow we’ll cover some strategies you can use to make “opening with enthusiasm,” much easier.
O.K.? (Also, pay close attention to today’s P.S.)
Now go sell something, Craig Garber
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