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Article Surfing ArchiveHow To Make SURE Your Prospects Stay Glued To Your Sales Copy! - Articles SurfingIf you want to make sure your prospects stay GLUED to yoursales copy once they start reading, then this is the mostexciting and important message you will ever read! Keeping your prospects glued to your sales copy isn't easy,but remember what I said yesterday: The sole purpose of your first paragraph is to get you toread your second paragraph. And being the smart marketeryou are, you therefore "automatically" know, the purpose ofyour second paragraph is... Correct! The purpose of the second paragraph is to get you to readthe third paragraph. Good going there sunshine -- no need to bring you back fromthe dead -- at least not yet anyway. So today we'll look at the second paragraph of our mockdisplay ad. Again, you can check out that original ad (and even printout a copy of it) right here: http://www.kingofcopy.com/tips/real_estate_ad_071505.htm The second paragraph says, "We have developed a completelyunique real esate system which not only helps our agentseasily earn over $100,000 a year, but also pro-videsexceptional service for our many clients." Good things about this: BLuntly, any goodness thisparagraph delivers iscompletely submarined by the one completely stupid andamateurish move this writer made. And here it is: As soon as you started saying "WE have developed", yourimmediately started raising your prospects "bullshit"detector. See, right away, your telling them... THIS IS A SALES PITCH! Which completely nullifies anything going on that's actuallygood here. When you write your sales copy, although there areexceptions to the rule (like when you're telling a storyabout yourself, for example), you want to write this glowingreview about your product, as if it was coming from anunbiased and neutral third party -- someone with NO vestedinterest. Also, I'm not sure "providing exceptional service" issomething that's a primary benefit to realtors who may beinterested in this product. It may be a benefit, but it's probably not something you'dhighlight in your display ad. Here's something I might say instead: "You see, an amazing new prospecting system has recentlybeen developed that totally turns the tables on yoursellers and buyers. Instead of worrying about whereyou're going to find your next seller, using thissystem, your sellers end up being the one's HOPING to findyou!" And so, from the beginning, your copy so far, would readlike this: "If you are a highly motivated real estate agent with aburning desire to increase your commissions by at least$100,000 dollars in the next six months -- regardless ofwhat level you're at now -- and if you're sick and tiredof dealing with buyers and sellers who really aren't assincere as you felt they were up-front... and you've had it"up to here" with people trying to whittle your commissionsdownto practically nothing... then this is the most excitingandimportant message you will ever read! You see, an amazing new prospecting system has recently beendeveloped that totally turns the tables on your sellers andbuyers. Instead of worrying about where you'regoing to find your next seller, using this system, thesellers end up being the one's hoping to find you!" Tomorrow we'll check out how to continue on with thisparagraph, and we'll see what else you must include in yoursalespitches, so they're a little more convincing than thosebeauty pageant contestants who all say "World Peace"whenever they're asked what their one wish is. If you check out this tip online, you'll be able to see theitalics and emphasis I've placed on certain words forpausing and sounding purposes. You can see that here: http://tinyurl.com/98ojw Now go sell something, Craig Garberhttp://www.KingOfCopy.com P.S. Check out all the prior archives you've been missing, right here at:http://www.kingofcopy.com/tips/tiparchives.html
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