Thank you very much for these great articles

All the best, Mike.

Web Master Articles
http://www.ezinegalaxy.com

And this is yet another one of those gems you two have generously given:

“And then if you punctuate the whole mess with Michel’s trademark - leaving the reader with a justified positive outlook on their immediate future…if they buy…and the sales pour in. :-)”

No wonder people love you.

This entire thread goes in my 3-ring binder right now.

John

Yes, yes, yes - and the reader’s defense is to stop reading - toss the letter, or click away.

To engage a reader really is a task, when you think that they’re reading your message instead of many other choices over how they might spend their time.

As far as I’m concerned, this conversation regards and defines ‘reason why’ copy and explains why it’s so powerful. It proves every claim, every promise and utterance throughout the copy.

And then if you punctuate the whole mess with Michel’s trademark - leaving the reader with a justified positive outlook on their immediate future…if they buy…and the sales pour in.

Peter

Peter is 125% dead on.

In the context of my article particularly, what Peter says is more powerful — for people need to be lead, to be told what to think (and what to do). Great copy does that.

For if you don’t, then the empty response after the knock on the door leads you to think of so many possibilities — including negativity, apprehension, relunctance, trepidation, doubt and, of course, procrastination. Even if neither of these are logical or called for.

Without trying to sound like a psychologist, or an educator for that matter, let me have a try at providing you with a comprehensive answer.

Let’s consider where the application of this technique is crucial - the ‘lead block’. (Really, it’s important throughout your presentation, but I want to limit the scope of this answer).

‘Lead block’, is my term for the beginning information, or introduction to the reader.

This block includes the pre-head, the headline, post-head and lead copy.

The copywriter’s job, here in this block, is to elicit an emotinally based decision from the reader to read (invest in) the rest of your letter.

There are a number of questions that the reader poses within the first couple of minutes of reading your message. “Who are you? What do you want? What’s in it for me? Why should I listen to you? How much time is this going to take (where does this fit in my immediate priorities)? And so on.

Assuming you’ve written a headline that holds out a promise, or claim, the above questions are in direct relation to your promise or claim.

Proof addresses the questions and abates the critical thinking process.

It’s a process of scruitiny.

Pretend, if you will, that you hear a knock at the door. You ask: “Who is it?” Your voice is probably neutral, or even welcoming.

Suppose there’s no vocalized answer, but another knock. Since your question wasn’t addressed within parameters considered expected, suspicion kicks in.

Suddenly, an answer becomes imperative and your voice becomes demanding: “WHO IS IT?”

“Ed McMahon. I have a check from Publisher’s Clearing House for you”, you hear.

Now, you still scruitinize, but your emotional trajectory changes. A promise has been made. You want to check it out. Why? Because you recognize the voice - proof that the promise will be fulfilled. Or, at least the opportunity may be real. And now you WANT to prove, instead of disprove the promise.

Once established, this ‘crack’ is all that’s needed for an opportunity to make a sale.

The reader’s conclusion, “This opportunity to solve my problem, or relieve my pain, exists”, is all you need. What follows is the compelling thought, “I want to check this out”.

Of course, I’m taking liberty here. The process varies, but I want to give you a solid answer. One you can wrap your brain around.

Onward…

So, the question becomes, “What single, common element can address all of the questions?” The answer is, proof.

I’ll show you how this works right now, by using a few forms of proof.

Pre-head: DOCTOR RECOMENDED (the final medical authority in our, US culture - doctors)

Headline: STOP ALL MIGRAINE HEADACHES (promise or claim delivered as a specific outcome)
IN LESS THAN 12 MINUTES (specificity of timeline)
EASY TO SWALLOW MICRO PILL (details - quality of experience - benefits)
DISOLVES INSTANTLY - GENTLE
TO YOUR STOMACH AND TASTES
LIKE CANDY
Add a chart, testimonials, a statement from a widely recognized authority (the Mao Clinic), statistics, a video case study of someone writhing in pain and 12 minutes later… and other symbols and signals that add up to proof.

Now, critical thinking has nothing to do. It’s always ready, but by the time your reader is through your lead, it should be closer to neutral, until something doesn’t add up, or it stops getting the right messages.

The right messages continue throughout your copy with benefits, metaphors, numbers - tested for 10 years on over 50,000 severe migraine sufferers…, authenticity, authoritative voice of copy, maybe a story about the ‘micro-pill’, how it was developed, the people behind it, the amount of money and time invested in developing it, and so on.

Ok, sorry for the ebook sized answer, but I hope it works for you, John.

Peter Stone

Great article. I especially like the # 3 and this bit by Peter Stone:

“The aim of good copy is to temporarily suspend disbelief, but GREAT copy is to temporarily suspend critical thinking.”

Would you, or Peter Stone, care to give an example how to “suspend” critical thinking?

Thanks again.

John

Given the three tips by Michel Fortin at his blog:

1. Does Your Website Ask For The Order?
2. Give Your Visitors a “Head” Start
3. Pull Them In to See What’s “In”

Clearly