Copyright © 2006 Quick Turn Marketing International, Ltd.
Dear Friend,
What is the most powerful, irresistible, GUARANTEED way to get customers interested in your product or service?
Did you guess "low price"? Wrong. Do you think it's "free?" Try again. "Guaranteed"? Sorry -- wrong again.
The answer is simple, but some of the most brilliant copywriters in the world aren't "keyed in" to this #1 consumer magnet, so don't feel bad if you don't know what I'm talking about... yet. You will. The fact is...
Not one in a thousand marketers is familiar with the powerful copywriting appeal that YOU are about to master.
So what is it that makes a consumer go wild with interest and beat a quick path to your door? Before I give you the answer, I want to give you some examples from other media sources that know how to use this amazing appeal very, very well.
As you read these headlines, ask yourself what they have in common?
Television ad:
"Tonight at 11PM, we'll take you behind-the-scenes at the Britney Spears concert."
Magazine cover:
"Secrets to Landing and KEEPING your man."
Tabloid headline:
"Baby Alien Photos the Government Doesn't Want You To See."
Have you figured out the key concept that's at work here? Is your finger on the button ready to "buzz in" with your answer?
Congratulations, you right -- the headlines above are TEASERS, guaranteed to speak to every Nosy Rosy out there.
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The Science Behind the Art of the Tease
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Publishing and broadcasting professionals know that teasers tap into a deep, primal emotion that exists deep inside all of us. A teaser bypasses the brain and speaks directly to your...
Curiosity!
Yup, whether you want to admit it or not, we're all "cats" at heart when it comes to curiosity. Our whiskers start twitching and we have to start investigating whatever it is that has caught our interest. We want to know... we HAVE TO KNOW... more.
And where curiosity goes... sales are soon to follow!
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Teasing is Pleasing
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Think about why news and publishing media use these teasers. Is it because they feel they are
“professional” statements of the corporate identity? No, I don’t think so.
The reason the media loves teasers and uses them over and over and over is that they...
Get Response Like Crazy!
Broadcasters and publishers are hot on the trail of a technique that most marketers have no clue about. Media smarties know that if someone is curious, the person will be compelled to take some action in an attempt to satisfy their lust for nosiness.
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Reader's Digest Gets It Right
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Let me tell you what Reader’s Digest does for every single issue they publish, to build up the most curiosity possible. They pick their stories months in advance and assign titles to them... titles for the Table of Contents.
The titles are for the table of contents, but the Digest team brings in focus groups to pick from more than a dozen "special" titles to put on the paper cover that consumers will see on the magazine standing in line at the supermarket. And you can bet the farm that the titles they choose have been created to generate MAXIMUM curiosity.
For example, if a story is called, “Exercises you can do to lose weight.” They will probably end up with a cover title like, “How to Burn Off Fat Fast!” or “Eat the Foods You Love, Lose the Weight You Want!" or “The Amazing Secret to Rapid Weight Loss."
The people at Reader’s Digest know they have to tease you to get you to pick the magazine at the check out counter. Does this strategy work? You decide:
Reader’s Digest is one of the most successful publications in the world.
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The Itch They'll Want to Scratch
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Everybody’s nosy, and everybody wants to be “let in” on something they think other people know. Even more, we love to know what we think other people DON'T know.
When we Quick-Turn Marketers have sufficiently stimulated a consumer's curiosity, he/she is suddenly driven by a primal urge and ready to follow our every instruction. A consumer will do anything to avoid feeling like "the last to know."
And when a consumer is willing to follow your instructions, there's no better time than that to
start selling!
Your marketing sifu*,
Dan Lok
P.S. If you re-read this letter, you'll see that I used curiosity at the very beginning to whet your
appetite. (Sneaky!)
* A "sifu" is a teacher (See, you learn something new every day!)
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A former college dropout, Dan Lok transformed himself from a grocery bagger in a local supermarket to a multi-millionaire. Today, Dan is one of the most sought-after business mentors on the Web, as well as a best-selling author. His reputation includes his title as the World's #1 Website Conversion Expert.
To find out what Dan is up to now, visit him at:
www.WebsiteConversionExpert.com
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