“Anne,” I asked my wife, as she bundled up her coat and scarf, preparing to go out into the cold, blustery New York City streets.
“Whatever happened to that guy I used to work with — Robert White? You used to be friendly with his wife, remember?”
“Craig, Bob White… is dead…”
A shocking admission or statement, a quote, an interruption in someone’s thought pattern or a slice of conversation.
Each of these things on their own, can be used to open up a sales letter or even a space ad. What you just read was an example of all of them being used together, to open up a dialog.
Remember, nobody jumps out of bed first thing in the morning, hoping to read your ad. If you don’t engage them in a provocative manner, rapidly… then there’s no way in hell you’re going to engage them in a financial manner, either.
Now go sell something, Craig Garber
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{ 3 comments… read them below or add one }
Good stuff Craig, I immediately opened the email ( not unusual for your emails) but was wondering where you were going with the content.
Thanks for explaining what you were doing and how we can apply it.
“…Engage in a provocative manner, rapidly”, is so true.
Lately I have seen usage of “Re:” prepended to the subject line in an attempt to get me to open email that I have subscribed to. This is provocative. I am seeing this in the Real Estate Investing world and don’t know who thought this was a good idea. A bogus reply “Re:” is annoying and has caused email unsubs on my part. Obviously we can be provocative without being abusive or spammer-like.
Thanks guys, and yes, I can’t stand the fake “Re:”crap and i can’t imagine it’s very effective, but who knows?
I hate anything that’s not real (like “Re:”) but some will say I create things that aren’t real, too.
Craig