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Just about every marketer on the Internet
claims to be the best around and will lead you to believe that no one else
knows as much or can teach you as quickly and thoroughly as they can. It
would seem that they erroneously assume that by admiring someone else's
teachings they can lessen their marketability as the "great persuader" in
salesmanship.
In truth, while they may not admit it
publicly, every marketer studies the technique or style of others on a
continuing basis. I'll be the first to admit that I seek out, read and
revise my methods of copywriting thanks to the best of the best. And
I have discovered that even perfection is often flawed.
We are in an age where videos, movies,
television, radio and computer games scream for our attention. They produce
more information than than anybody can possibly retain. Therefore, If I want
to hold someone's attention, make a written offer that compels them to read
to the last line and reach for their wallet --- then I must learn to
outshine my competition and dazzle me readers.
If you think back, I'm sure you remember
times when you were reading something so mesmerizing that you never heard
the phone ring, or if you did you didn't answer it. So absorbed were you
that you didn't realize where an hour had gone... or, held up a halting hand
when someone attempted to interrupt you with a question. Yeah, I've been
there too. And that's exactly the kind of writing I am talking about.
Irresistible writing rivets your eyes to the
page. Words are so clear, so concise that the effect is hypnotic... and you
remember what you have read because it is unforgettable. The only place to
learn this is from the "proven experts".
Going back many years, I remember radio
programs that my grandmother listened to daily. These were no more than
half-hour serials like "Porsha Faces Life", and there was always a crisis at
the end of the daily broadcast that left you hanging. "Tune in tomorrow and
answer the question -- how will Porsha react to the news that blah, blah,
blah?
In today's novel writings, each chapter will
leave you with a similar "cliff hanger", something untold that will stir
your curiosity. A good piece of fiction will not allow you to stop between
chapters, and a top-notch one will forbid you to stop until the end.
Now then --- if you can write an
advertisement, article, or eBook preview that will stir the curiosity of
your reader without giving them the whole story... if the "cliff-hanger"
compels them to fill out a form, send you an email, or sign up for a free
trial, you have discovered the author inside you.
© 2004 Esther Smith
About
the Author: Smith has published numerous articles and writes a blog for
all artists:
http://the-self-taught-artist.com/blog.html
She also coaches new students on how to leave the time-for-money trap and set up
Leveraged Income for life.
http://thepermanentventure.com/dcc.htm If you can’t sing or ride a
bull, you better learn how to make your money work for more money. |