I spent a few hours over the weekend watching the TV series,
LOST. And man oh man... do I love the script writing on that
show.
Why?
Because it has me constantly wanting to know what's coming next.
It goes from scene to scene... leaving you on 'cliff-hanger'
after 'cliff-hanger.'
It's similar, really... to the way Dan Brown, the author of Da
Vinci code and 3 other best sellers (Deception Point, Angels and
Demons and Digital Fortress) writes.
He goes from chapter to chapter. At the end of chapter 3...
he'll leave you wanting to know what's going to happen next.
Then he'll 'shift gears' and move onto another aspect of the
story in chapter 4. At the end of chapter 4... you're not only
interested in what's happening next for chapter 3, but you're
also interested in what's next in chapter 4. In short, he's got
you on the line - you're caught - hook, line and sinker!
So how can you use this little secret when writing ads and sales
letters?
Here's an example:
--- Top business people know it's not enough to be exceptionally
good at what they do. They know they must also get their name in
front of their customers. Let's be honest. What good is it to
have the best 'mousetrap' if nobody ever hears about it?
But don't worry. There is now a new way for a business person to
get exposure to their clients... for pennies on the dollar.
And... you'll learn about it in a few minutes. But first... here
is something else you should be aware of... ---
Notice how the little piece of copy above made a HUGE promise...
and then moves onto another subject... leaving you holding on...
reading every word of the letter... waiting anxiously to learn
the secret 'in a few minutes.
Here's another example:
--- It's a strange situation, isn't it? There are people all
over the country who want the exact product you're trying to
sell... and... there's no cost effective way of getting your
message across to them.
There is now a solution to this problem. But first... let's talk
about what you, as a business person, should never even think
about doing... ---
You'll notice here that we've promised a solution to their
problem. And then digressed to another thing we want to talk
about within the sales letter.
Interesting stuff, isn't it? It's simple psychology. Try telling
your husband, wife or partner that you have a secret... but
you'll have to wait until the end of the week before you let
them in on it.
Odds are they'll be desperate to know... and curious about what
they're about to discover.
All for now.
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