Remember the people you address are selfish, as we all are. They care nothing about your interests or profit. They seek service for themselves. Ignoring this fact is a common mistake and a costly mistake in advertising. Ads say in effect, “Buy my brand. Give me the trade you give to others. Let me have the money.” That is not a popular appeal.

The best ads ask no one to buy. That is useless. Often they do not quote a price. They do not say that dealers handle the product. The ads are based entirely on service. They offer wanted information. They site advantages to users. Perhaps they offer a sample, or to buy the first package, or to send something on approval, so the customer may prove the claims without any cost or risks.

Some of these ads seem altruistic. But they are based on the knowledge of human nature. The writers know how people are led to buy. Here again is salesmanship. The good salesman does not merely cry a name. He doesn’t say, “Buy my article.” He pictures the customers side of his service until the natural result is to buy.

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To properly understand advertising or to learn even its rudiments one must start with the right conception. Advertising is salesmanship. Its principles are the principles of salesmanship. Successes and failures in both lines are due to like causes. Thus every advertising question should be answered by the salesman’s standards.

Let us emphasize that point. The only purpose of advertising is to make sales. It is profitable or unprofitable according to its actual sales.

It is not for general effect. It is not to keep your name before the people. It is not primarily to aid your other salesmen. Treat it as a salesman. Force it to justify itself. Compare it with other salesmen. Figure its cost and result. Accept no excuses which good salesmen do not make. Then you will not go far wrong.

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Michel: The second law will never believe anything at first. And the third law is people will never do anything at first. So the three steps, I call it the three P’s. Pull them in, prove your case, push them back. And copy, when you should pull them in, the headline, people will scroll down a web page.

So you’ve got tons of things that you can do to pull them in. Headers throughout the copy, the story. Prove your case is of course credibility and proof and all that stuff, and your offer and value buildup and guarantees and testimonials. And push them to act is of course asking for the order, making the offer.

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John: First in the men’s room down the hall, it was just hilarious. I folded up my, I closed up my briefcase and I thought well, we’re not going to get anything done today and Albert, you know, bless his soul, stood up, pushed the secretaries gently out and closed the door, and sat back down and said let’s get to it, and I realized, that’s operation money suck.

If you are the guy who brings in the money into your business, then that’s your most important job. That’s your second most important job, your third most important job and on down the line.

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Michel: We have everybody here now we’re going to start. And I, I want to welcome you all to the call because tonight is going to be an amazing call that’s nothing short of astonishing and it’s going to be something that I, I really am proud of because you see if you want to learn how to write killer copy there’s something that you need to learn above all that.

And, and this is so important because if you want to learn how to write killer copy that mesmerizes your audience and almost rips the money out of their wallets and, and make them feel good about doing it too, you’re in for a real treat. Because the person that’s going to be on tonight is a person that can actually teach you how to do that.

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