Friday, December 23, 2011

The Secret of Writing Limpd*ck Copy


If ever you want to make sure your copy bores your reader to tears... there are two things you should never have.

On the other hand, if you want copy that is engrossing... persuasive... and sells your product or service like hot cakes...

Well chief, here's the proverbial 'secret sauce.'

At the end of the day, your copy - and marketing in general - must have two elements.

It must be bold and it must be bias.

End of story.

Even copy that comes across as fair ("All our competitors are smart folks, too") eventually comes to the conclusion that they are the best.

I cannot think of a single successful promotion that violated this principle.

David Ogilvy's "Man in The Hathway Shirt" (cleverly ripped off recently ala "The most Interesting Man In the world") is bold by saying and behaving in a unique or unusual way. It's biased because the product they are endorsing is the ONLY one they will accept.

"I don't usually drink beer. But when I do, I drink Dos Equis."

A simply sentence, but it oozes both things we've discussed.

This is what makes prediction packages so potent in the financial world. The sheer ballsyness of saying, 'The Dow will hit 3,300' or 'The stock market will crash by 2013' is irresistible.

The human mind is programmed to want someone who can show them the future. Someone who says, with confidence, "This will happen."

Enthusiasm is infectious. And when you're making a prediction - and you do it well - the enthusiasm radiates from the copy.

Of course, this works anywhere. Not just predictions, but coming out and saying, "All of those guys are great at lawn care. Amazing in fact. But... they're not willing to take the extra step. that, or they can't. But I will. I have. And as a result, I can offer you something much better than any of them ever will."

People are charmed by that sort of talk.

Anyway, I'm off. Had to make this quick. The spawn (my children) are calling.

Over and Out,

Angel "Skinner" Suarez

Wednesday, December 21, 2011

Come Take A Ride With Me


I have to be quick today.

Lots of stuff on the agenda to take care of - not even sure if you'll get one of these posts tomorrow.

But let me get to it.

Today, I want to address something I just recently had an issue with.

Not personally, though. A fellow copywriter had a bit of trouble with a client.

Here's the gist of the scenario: my friend wanted to use a "hero's journey" in his copy.

However... the client didn't want the conventional hero's format. On the contrary, they wanted more of a 'deification' story.

There are several issues with this - and my friend's client is not the first.

The truth is that we all get carried away with hero's journeys. We want to portray the editor/client in the most positive light. As the true "best of the best."

Hell, the clients want that.

But doing so brings great risk.

The farther removed from the "everyman" you become, the less impact the journey has.

Let me put it bluntly: at every step of the hero's journey... from motivation to means of success... the reader MUST see themselves in place of the protagonist of the journey.

They don't read it like "I" as in your client. The brain tricks them. It says "I" and they think themselves.

They become the character. This becomes their story. Through it they live the experience vicariously.

Which is why you must tread carefully.

You cannot be inhuman. You cannot be far removed from the human experience, emotions, and trials.

Every film that has a superhuman being puts the superhuman being through very human experiences. Every film that has anthropomorphic creatures features them going through human experiences.

Think of why they have something as simple as love. Love is all too human and it can make even the wisest, most cunning men act like your average person.

They do this for a reason.

We have to relate. without relating, there is no connection. No connection, no rapport. No rapport, no trust. No trust, no action.

And there's only failure.

The hero's journey isn't meant to paint you as the expert. Or wise. Or super successful.

It is there to make your prospect feel that way.

Keep this in mind - it's absolutely ESSENTIAL.

Don't screw it up.

Over and Out,

Angel "Skinner" Suarez

Tuesday, December 20, 2011

The King Pin of Copy Mistakes


Today, I want to talk about something near and dear to my heart.

And if we ever 'talk shop' in person, chances are you'll hear my gripe about this to some extent.

Because, in my opinion, it is the BIGGEST mistake made by copywriters today.

I say that without blinking.

The biggest screw up.

It's really not what you'd expect, either.

My friend, it truly is the 'King Pin' of copy mistakes.

It's not...

...A bad offer

...A bad headline

...Bad writing

...High price

...Too short a guarantee

...Wrong font

...Wrong font color

...Lack of subheads

...You get the idea.

Truth be told, all of that's important. Some more important than the rest. However, none of them are the biggest mistakes I've seen made.

But not having this ONE thing pretty much invalidates all of the rest.

It's going to surprise you. Quite frankly, it flies in the face of what most believe. Or at least what's being taught about copy.

But if you've read the masters - Caples, Ogilvy, John E. Kennedy, Collier, Hopkins, Schwartz, Reeves, etc - then you'll understand what I'm saying on some level.

The missing ingredient?


Did you feel the earth shake?

I did when I first learned about having a logical structure to your copy.

Makes perfect sense, too.

After all... 'reason why' is the foundation of all copywriting, marketing, and advertising.

When you have a logical structure, you're simply finding a reason why from point to point and assembling that argument in a persuasive format.

Lack of logic leads to confusion.

Your copy becomes unreadable because, as the old saying goes, 'The confused mind always says no.'

Start with clear points.

Your first point should be something they already believe or can easily wrap their minds around OR can be easily and quickly proven.

And you build your argument from there.

Think of this as your copy's skeleton - it is simply the structure that gives everything shape and form. You still have to put the blood vessels, muscle, flesh, hair, and so on. But it's easier to do when you have direction.

It's easier for you to write and easier for prospects to read.

And when they're done reading, they'll have a crystal clear understanding of WHY your product is great. Why YOU are the ideal person to buy from. Why everything about this makes sense.

Master the logical structure - make sure it's always present - and you'll be ten steps ahead of your competition.

Over and Out,

Angel 'Skinner' Suarez

Monday, December 19, 2011

Guess Who's Back?


I'm back.

Here to sweep away the dust and give everything back its ol' shine...

But more importantly, impart some powerful, game-changing marketing and copy strategies.

Now, you may be wondering, "Oh Angel, you dirty little man... where have you been?"

Busy, chap. Busy, busy, busy. And in this industry, 'busy' is important. Never good to be an idle copywriter or marketer.

As they say, idle hands are the devil's tools.

However, I've been getting bored. Too much routine. And now, some big things have happened that shook up my foundations.

So here I am, back to pulpit to do what I do: preach.

And it just so happens I preach for an orthodox religion - one which has taken its licks, been kicked, demeaned, dragged through the mud, and still comes out strong.

We have our heroes, we have our saints.

Direct response, my friend. This 'mad world.'

Anyway, I've blathered on long enough.

Let me kick off my return with something good.

How about a little lesson in 'finessing'...

How To Turn Coal Into Diamond At The Stroke of A Pen

When writing copy, there are times when you simply can't get rid of the 'crap.'

If you're a freelancer, it might be the client's unwillingness to bend on a guarantee.

Could be a price point.

Could be a difficulty with the product itself.

Who knows - there's a lot of stuff.

And when it comes to writing copy and marketing, you will inevitably have to tackle these issues.

That's why it's important you know how to finesse.

Let's take the financial world for example.

Currently, there is a trend most financial publishers will not bend on - after 60 days, 90 days, whatever it may be, the customer can get a refund of all there money... minus a 10% processing fee.

That's a bitch, isn't it?

Especially when you consider it's usually the higher priced products who have that stipulation... so if they pay $800, they can still only get back $720 at the end of the guarantee period.

However, there is a way to finesse this. It's subtle, it doesn't seem like it's a big deal... but you cause what Gary Halbert called a "paradigm shift."

Fundamentally, it's a reason why.

And therein is the 'trick' to finessing: tell them why, and make it a reason they can instantly wrap their minds around.

Stansberry & Associates, one of the most successful financial publishers in the world, has said before in their copy... "(this is only to dissuade people who will buy our product, take all the reports and investment ideas we give our members, and promptly cancel their subscription)."

Simple. But it makes a lot of sense, right?

I mean, it almost feels like betrayal. Like theft. Like this generous thing you're doing is being abused and your members deprived of the proprietary information they have paid good money for.

Hell, if you have to do something for legal reasons, say it!

"naturally, this would NEVER be my choice to do. If I could, I would do x, y, and z. But I can't. The law of The United States Government prohibits me from doing so. I hope you understand I'll do what I can to make this as easy as possible, in spite of that."

There's the ticket.


Anyway, that's all for today.

Over and Out,


PS. I got a new nickname recently I like: "Skinner."
Think I'm going to use it from now on. We can even call this blog "Skinner's Slice."

Clever, right?

Tuesday, February 15, 2011

Death By Perfection

G'day Friend,

I'm not a perfect guy.

Truth be told, I have a large number of imperfections. I can be rude, blunt, and sometimes pretty dismissive. I'm also quick to get heated, sometimes.

I feel uncomfortable writing that, but I'm being honest. I use some vulgarity in my writing (as you'll notice in my other writings), and I don't suffer fools lightly.

It's disappointing, because I try to be tolerant and level-headed. And typically, I pull it off. But that's for the sake of being polite.

Well, screw it.

I'm just myself. And I wanted to tell you that.

BUT, what's the point?

This: being YOU, just you - warts and all - will make you more attractive to customers. Not only that, but it'll make your business FAR more profitable, and attract to you the kind of people you want to work with.

Listen, people KNOW when you're not being yourself. There's an awkwardness to the way you speak, or a "blank," when you don't quite understand how to proceed on that train of though.

There are just obvious, gaping holes in your writing and presentation when you're not being you.

So why not just be you?

Let your personality shine through your marketing and your copy. Let readers see "You" (or at least, the "you" which is your client, if you freelance).

People are attracted to people. And the moment you start showing them that you're a person - that you put your pants on the same way, one leg at a time- the hotter they'll be for you.

Anyway, that's all I have time for - sorry for the briefness.

Over and Out,


Monday, February 14, 2011

You're Talking - Are They Listening?

G'day friend,

Sorry for the delay. I broke my daily post vow. Let's see if I can get back on track. It's a fresh new week - I hope the weekend has seen you to good health.

Happy V-Day, by the way. (Just in case you forgot)

By the way, if you didn't take advantage of the fact today is V-Day, especially if you own a restaurant, a florist shop, or anything or that sort... You should give yourself several hundred lashes. Right now. A big, fat, burst of profit to be made. And to make that profit, all you had to do was send a postcard. I mean, that's not so hard, right? Yeah, of course not.

Anyway, enough preaching from the pulpit. If you don't mind, I'd like to jump right into this.

My topic today is something near and dear to my heart- conversation.

You know, I swear... When I read the copy some people write, I feel like they're speaking to me from a podium. And not speaking to me in an inviting, "faux-conversation" sort of way. Really, I just feel like I'm being told something.

That's a no-no. See, whenever you're writing, you're trying to imitate face-to-face selling. Makes sense, right? I mean, copywriting is "salesmanship-in-print" or "multiplied selling."

If you sold anything face-to-face or on the phone, I'm sure you know what's the one thing you MUST do... Can you guess? Don't worry - take a swing at it.

Build rapport? Precisely, amigo.

And how do you build rapport? Conversation!

Look, I've covered "research" in some depth. I have a few posts dedicated to just that subject, so I recommend you look through a few of the back-issues.

But truthfully, even if you know your prospect SO WELL he thinks you're sleeping under his bed... It means NOTHING if he feels like it's a one-way conversation.

The goal is this: you should make each sentence "feel" like it's being spoken. Be casual. Write as if you actually ARE speaking to someone. Read your writing out loud- read it casually, with all the question marks and exclamation points...

Would you REALLY talk to someone like that? If not, then you drop it. Because the MINUTE your prospect picks up on the fact this is all artificial - that you're "talking at him," he's going to toss your letter... delete your email... or click away from the page (no matter if you have 30 downsell mesages).

OK, would you like an example? You rascal.

Well, you should have one right now. Take a gander at my writing. Pretty simple. You should be trying to gauge each sentence. The sentence itself must be organic. Once you do that, the words flow into sentences, the sentences into paragraphs, the paragraphs in more paragraphs... And they do it all seamlessly.

The best advice I can give you is "writes likes you talks," warts and all. I mean, you can clean it up after you're done. That's the beauty of typing/writing letters.

Anyway, hope this helps you. Do some practice, and you'll get the hang of it.

Over and Out,


PS. By the way, another great way to get better at "clear" sentence flow is to handwrite the successful ads of other copywriters. Try and capture their ebb and flow.

Thursday, February 10, 2011

The Biggest Lie In Copywriting

G'day Friend,

Probably gonna piss a few people off today. But oh well. That's how it is.

Listen, I've seen pretty much every book on copywriting. Heard every guru speak. I know what they all have to say about the one big thing - the "most important thing" - in copywriting: your headline.

Now, there's a few truths I want to share about headlines. But I won't do it all in this post. Otherwise, it'd be 30+ pages. So we'll keep it simple.

The first thing I want to mention is this: a great headline can't save a bad offer.

Now, on the flip side - a great offer never gets read if there's a bad headline. But a "good" headline works just as well if you've got a great lead and ass-kicking offer to the right market.

Look, if you've got a GREAT headline... I mean, this thing is magically, sinfully good... That's fantastic. But if your offer ain't worth the paper it's printed on, then the headline is pretty much crap, too. The whole ad is crap.

So, what's the "offer"?

1. The product
2. The bonuses
3. The price
4. The ETA (estimated time of arrival)+ MOD (Method of deliver)
5. The Guarantee

(I'm sure I could create an awesome acronym out of that)

For example...

I am going to sell you the Uber-Wrench. Uber-wrench shoots lasers and can weld.

That's pretty cool in itself, right?

But for the $99.99 you'll pay for Uber-Wrench (plus $10.57 shipping), that's all you get.

For the right market, that could be enough. But the right market (because I promise you, white collars guys or dudes who never fix their own stuff will never even know what this is) probably would not be so hot to dish out $100+ for a friggin wrench. They gots a wrench. It works good. Why should they be giving you their waterbill money for a fancy wrench?

Puts things in perspective for you, doesn't it? Remember... when they give you money for one thing now, that means they have to use money for something else later.

SO, let's sweeten the pot a bit.

"With your Uber-Wrench, I'll include 3 free gifts - together, they have a total value of $127. They are... BANG (something they want)... BANG (something they want).... BANG (something they want). But you want pay the total value of this package, which is easily $226.99... You'll just invest the $99.99 in the wrench itself, and I'll throw everything else... absolutely free! And if you invest before XX/XX/XX, I'll even strike another $20 off your package, for a total of $79.99!

Not to mention, you ever get my 9-month "No-Risk" guarantee. So if you think the product is not worth it after 9-months, I'll give you a prompt and courteous refund of every penny.

You'll receive the entire package via UPS Ground in just 5-7 business days."

Wow. That sounds MUCH BETTER than "Give me $99.99 for the Uber-Wrench," doesn't it?

A quick note about the bonuses:

1. The bonus should be something they would actually WANT
2. The bonus should be capable of selling by itself on its own merits
3. The bonus should not be outrageously valued UNLESS it has been sold at such a price before

Look, if you've a lot of credibility with your list - you can get away with not having those 3 qualifications. But it's going to be an uphill battle.

Anyway, keep all of this in mind. It'll make your ad a heckuva lot better.

Over and Out,


Wednesday, February 9, 2011

What Eminem Can Teach You About Selling

G'day Friend,

The other day, I started listening to rapper Eminem again.

Now, whatever your feelings about the guy... his brilliance cannot be denied. Considering he went from trailer-trash broke in a pre-dominantly Afro-American area... And now has several albums that have gone platinum? He's considered one of "the greatest rappers of all time." Definitely one of the most successful, at least financially.

My point is, this guy knows his stuff. He knows how to go from zero to hero.

Anyway, I was watching Eminem's movie, 8 Mile. Great film. I highly advise you check it out. (If anything, it's a great underdog story).

I don't want to ruin the film, but there's a scene at the end. If you've seen it, you'll know what I'm talking about.

In this scene, Marshall/Rabbit is in the middle of a rap battle with the current champion of the underground rap scene. This guy has gone up against various rappers and torn them apart. What happened in these battles was pretty much ripping the other person apart through rap lyrics made up on the spot. (Freestyle rap).

Throughout the course of the movie, Rabbit has endured serious hell.

A friend of his had a sexual relationship with his girlfriend. Another friend, a mentally handicapped guy, accidentally shoots himself in the leg (everyone jokes it's a more "private" part he shoots). His white-trash upbringing is put on display and made a major joke all the time.

Lots of stuff.

So, here he is... Up against "Papa Doc," the guy who is champ of the rap scene. More than that, he's the leader of this group that has tormented him. This group has been responsible or involved in a lot of his hardships during the film.

Now... he knows this guy has a lot of ammunition. A lot of private, damaging information. Stuff that he couldn't counter and was absolutely true. The crowd would eat it up.

What does he do?

HE tells them.

He tells the crowd everything about himself - fundamentally making his entire rap about all the terrible stuff he's gone through.

And then, he has the "cojones" to tell them at the end... He doesn't want to win! Screw it. And go ahead, "Papa Doc," tell this crowd something they don't know about him.

He drops the mic and walks off stage.

And what does his enemy do? What CAN he do? There's nothing to say. No ammunition. Nothing he could say they don't now know.

.... Now, what happened? What did he just do, that is ALWAYS talked about in marketing and selling (particularly copywriting)?

Two things:

1) A damaging admission

People are more willing to trust you if you share something personal. If you don't put yourself on the pedestal as flawless, people think more kindly of you. They WILL trust you.

Frank Kern - again, don't care how you feel about the guy - has said before that he proudly displays his controversy with the FTC. Why? Because it builds trust. It's a "damaging admission" that gives you more credibility.

2) Take-Away Selling

People absolutely, unquestionably, RABIDLY want what they can't have. Or the less you want THEM, the more they want YOU. That's the entire secret behind the pick-up artist world. It's why women want the "bad boy."

If that makes you angry, get over it. You do the same thing.

The more desperate you seem, the more repelled people are.

Like Dan Kennedy said, "People want to deal with successful people."

Are successful people begging for business? No. And the less apparent you are - the less critical you make someone else's compliance in your eyes - the more they want to become important to you.

And Eminem/Rabbit did it brilliantly.

Anyway, get the film. I won't reprint the lyrics here... lots of vulgarity. But check the movie out at Blockbuster or something.

Over and Out,

Angel Suarez

Tuesday, February 8, 2011

Why I Steal My Customers Shoes

G'day Friend,

Well, I hope you enjoyed yesterday's post! It's the first of several ad critiques to come. I may even begin critiquing the stuff I get in my mailbox. That could be fun.
(I actually get some pretty great pieces).


Today, I'll be talking with you about a subject near and dear to my copywriting heart: stealing my customers shoes... so I can wear them.

See, the truth is... you can't sell anything, to anybody, without walking a mile in their shoes. Now, do I literally steal their shoes? No. I couldn't handle the bad publicity. But I do work very hard to understand my prospects. I work harder at it than most copywriters could imagine.

(70+ pages of notes, a "Prospect Psychology" analysis, a fully "functional" fictional person from my target market, and a slew of other things).

Why? Why all the friggin' effort to just get someone to buy a $47 DVD? Because people WILL NOT trust you... if you don't understand them.

"Nobody cares how much we know until they know how much we care."

A trite statement, but very true.

The most important - yet least glamorous - part of copywriting is research. All the sales arguments, all the techniques and strategies and offers... None of it means a damn thing if your prospect is a blue-collar worker who hates your white-collar attitude/language. They want you to share experiences with them.

People want kinship.

Man finds joy in man.

Your copy, your advertising and marketing, has to speak with them in the same tone as a friend would speak to them. They have to trust your voice like they would trust their friends recommending something to them.

It's tough. It'll take about 50-75% of the time you spend on a project. Now, if you're pretty familiar with the market... the time may be shorter.

If so, you need to be constantly updating it. Pay attention to what they're paying attention to. See how their beliefs change or are reinforced.

So, what do you need to know?

1. Their beliefs.

How they feel about you, about the product (or products in your category), about their situation (what your product relieves).

2. Their desires.

What do they WANT? What's their endgame? What keeps them up at night, indigestion boiling in their stomach?

3. His MO (Modus Operandi)/Behavior

What does he act like, when faced with the above? When you bring his beliefs and desires together, how does he react?

This is pretty much anticipating his objections.

By the way, the "Customer Psychological Analysis" sheet should look like this:

"Frank is a Right Wing Conservative. He doesn't like the state of the country. He saw what happened to Vietnam and to a lot of his friends. He doesn't believe in depending on anyone or letting anyone control your life.

As a result, Frank feels insulted or disgusted by an "obvious" attempt at handholding. He wants to feel like he has made a decision on his own merits, but with subtle guidance."

Of course, you'd make it more productcentric. How he feels about different things and how they influence his view of your product/service.

But notice... I didn't say "my market feels..." I said FRANK feels. You need to do this. It's vital. You don't want to see your market as a big, amorphous blob of dollar bills. You need to see them as people - individual people - with hopes, dreams, and desires.


Because you're not speaking to an amorphous blob of people. You're speaking to each person, individually, in their home. And while talking to you, that's the only person you should be speaking to.

Keep that in mind.

Over and Out,


Sunday, February 6, 2011

Three Little Capitalististic Business Owning Pigs

G'day Friend,

Every night, I tell my daughter a story before bed. Maybe I'll make it up off the top of my head for her. Maybe I'll read a book to her (Harry Potter, An Island Called Liberty, The Last Unicorn, etc). Or maybe she'll tell me a specific story she wants to hear, and I know. Then I'll tell the tale.

Well, one of her favorite stories is "The Three Little Pigs." And honestly, this story always fascinates me.


Because in this story, you have these three pigs. They all decide they want to do the same thing - build a house to live in. So one builds it from the straw, one from sticks, and one from bricks.

Well, when the Big Bad Wolf comes along... he EASILY blows away the houses of these two other pigs. But the enduring, superior construction of the third little pigs house is just unfazed by the wolf's attack.

In the end, the other two little pigs sought shelter with him and followed his example. They began to build their houses out of bricks, too.

The wolf was soundly defeated.

So, what's the correlation? How do these little pigs represent business owners (among many other things, like lower, middle, and upper class)?

Let's start here:

-Straw House Piggy - This pig was two things:

1. Lazy

2. Cheap

He wanted a house, but he didn't want to put in the time and resources to have a good house. He just build one and hoped it would "chug along."

This is like the person who gets into business "just to be their own boss."

(Uh, bud... doesn't that mean you're still an employee? Kind of a vicious cycle there)

-Stick House Piggy-

This piggy WANTED a nice, stable house. He even put some work into it. But truth is, he was a little scared. What if the brick house didn't hold up? What if it bombed?

A whole assortment of things with this piggy. He's where a vast majority of business owners are.

People like this usually can BECOME brickhouse piggy after years of encouraging influences.

-Brickhouse Piggy-

Notice who everybody runs to when things go to shit, eh?

Brickhouse piggy has set up his barrier. When the 'wolf,' the economic difficulty - the business cycle turning - comes 'round, he's ready.

This is the entrepreneur, steadfast. His marketing has been stronger; trackable.

In the end, the other two piggies, after seeing the virtues of the brickhouse piggy, decide to follow in his steps.

So, in your business... have you set it up to be a straw house, stick house, or a brickhouse?

Which little capitalistic piggy are you?

Over and Out,


PS. Sorry for the short post. It's on the late side, and I've been busy today. But I thought I share this quick insight with you.

Sunday, January 30, 2011

How To Get Johnny To Sell His Liver

G'day friend,

This one today is deep.

Before I begin, let me just say... sorry for the delay. Been a while - I've been very, very busy. But I was reading recently, and was just inspired to make this post when I realized I had a few spare minutes.

OK, let me tell you about myself: I am an ardent student of Austrian Economics. By consequence, I'm really a student of human action and behavior. And pretty much, anyone who studies marketing is an amateur behavioral psychologist, or praxeology (the study of human action).

Anyway, there's a reason this is so important to learn: because to sell anybody ANYTHING, you have to understand how their mind works. You have to grasp what kinds of emotions they experience with your product... when they think of buying it... why would they want to buy it...

In the end, what motivates them to ACTION.

Not thought. Not consideration.

What moves them from the thinking to the doing.

You can't make money on people thinking about your product or service.

Sounds simple, right?

Now how do we do it.

Well, the BEST explanation I've discovered was not in a marketing book. Or a course on selling. Or anything actually geared towards instruction of marketing. (Though, those books are all great).

The best definition I found was actually in a book about austrian economics.

"Human beings can only be motivated to do something - to cure a discomfort or satisfy a need - when the SATISFACTION granted is greater than the effort involved to acquire it."

Here is an example:

Suppose we have Johnny. He's got a liver, like most people. He's also flat broke.

Johnny gets approached by a strange man - his name's Frank.

Frank says, "Hey Johnny. I need a liver. You have a liver. You need money. I have money. Want to work something out?"

We're going to imagine there are no organ donors who are just out there, willing to do this. For the sake of the example.

Now, unless Johnny just LOVES donating his liver... chances are, he won't be interested. Not unless it is, in his mind, worth the time and effort associated with selling his liver (we'll say PART of his liver, since you can't live very long without one. A lesson in itself).

Anyway, Frank says, "Johnny, I'll give you $100 for your liver."

Johnny thinks about it. The surgery, the time off work, the testing and preparation, the recovery from the transplant.

"Sorry, Franky. No go. You'll have to do better than that."

"How about $1,000?"

Same story.


Now Johnny's appetite has been whet. $10,000 smackaroos... He could pay off his debts and get ahead on rent. But wait... how long would he be out of work, and what about the medical bills for his post-surgery pains?

With some hesitation, Johnny says no again.

Now Frank... he needs that liver. We'll say he is having liver failure, or a close friend. Someone he is willing to drop big wads of cash to help. So you see, Frank is also in the middle of selling... of human action. How much money is he willing to spend to save his or someone else's life?

Ah, you see the intricacies here, right?

So Frank takes a deep breath and says...

"Johnny, I'll give you $25,000 AND I'll cover all your medical expenses. Plus... I'll pay off your $3,000 debt."

Johnny just made his decision. He is getting a lot of financial help that he needs, he's able to help somebody out, so on and so forth.

Listen, this may offend some people or be irrational... But that's EXACTLY how human action and psychology works.

If you want to motivate your customers into buying your product... next time sell like you're trying to buy their liver.

You've got to make the money they spend - the time used - every NEGATIVE seem negligible in comparison to the outcome.

Make them feel like there is really no way they won't come out on top.

And you'll have a winner.

Over and Out,