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Long Isabel Marant on Sale Copy Secrets - Keys To Mental Engagement

Long Copy Secrets - Keys To Mental Engagement Master copywriter Robert Collier
often used a technique to get people to read more of his sales letters. You can
use this same technique right now to increase the readership of your web pages
and emails.I'll get to it in a moment. For now, let me tell you a couple of
things about readership in general, and the importance of using long versus
short copy, in most cases.If you're one of those marketers that rebel against
the idea of long copy, and insist that people don't read it, listen up. If
you're copy is boring, or unsubstantiated, or fails to promise the delivery of
an expected benefit, then you are absolutely right. But if you promise the
expected benefit, and use engaging copy that's firing on all cylinders,
effectively attracting attention, building interest, desire, and action, have no
fear. Your prospects will read as many words as necessary to convince themselves
to become buyers. That could mean thousands of words, depending what you are
asking them to do.If the price is significant, or the thing you are selling
demands a significant change of behavior, or even if you are operating in a very
mature, hotly competitive commodity market, you just cannot expect people to
decide favorably with minimal information. They need enough sound reasons to
buy, and they need those reasons appropriately substantiated Isabel
Marant Caleen Studded Leather Concealed Wedge Boots In Brown. Too many
marketers paint pretty pictures, but fall down when it comes to demonstrating
proof.Anyway, getting back to that little technique that Robert Collier used
that I was telling you about.Collier observed that human beings possess a couple
of inborn traits that he used to get them to read his letters. I'm assuming
you're one, so I'm going to include you in this ;=)A) We're naturally curious.
We have an inborn "desire to know" hard wired into our brains. It's instinctive,
part of our survival program.B) We just can't stand having a half baked thought
or idea, hanging around waiting to be finished. If there's an open loop, we want
it shut.So how did the legendary Collier use these to his money making
advantage? He would set up a story, and build up a primary point, and then
before taking that primary point to it's logical conclusion, head off in a
secondary direction, while promising to return to the first one momentarily.His
readers hung on his every word, because they were curious about how the story
would end, and they could'nt stand to leave the first thought unfinished.You can
use this same technique to great effect online. Or you can turn it upside down
like this in an autoresponder series.Instead of introducing the secondary point
toward the beginning of the copy, you introduce it toward the end, leave the
thought unfinished, and promise to close the loop in the next installment.
Collier did this constantly to create a sense of anticipation in the minds of
his periodical subscribers, and you can see the same technique used frequently
in the theatre and in soap operas.To give you an idea of how powerful this idea
is, get this...Psychologists took to studying the behavior of wait staff in
Restaurants. At regular intervals they would question the waiters and waitresses
about the orders they had taken.Almost without fail, the waiters and waitresses
could remember what the people who were still in the Restaurant had ordered,
with a high degree of accuracy. But almost always, they totally forgot what the
people who had already paid their bill had ordered, even though those patrons
had left the Restaurant only minutes before. Because the mind hates unfinished
business, it remains engaged until the event or subject of attention unfolds and
resolves itself in a logical conclusion. In this case, the payment of the check
Isabel Marant on Sale.And in the
case of your sales letter or email sequence, the close. That's a big deal,
because that's where you ask for the money, right?

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