What Words To Say To Influence Customers To Buy – Pt 2

Here is part 2 from my previous post:


Next, Halbert pointed out there will be a dramatic difference in the reaction a mother would have between the two letters.


Then he asked, “What is the cost difference between the envelopes?”  Answer: None


Next he asked, “What is the difference in the energy it took to address the envelopes?”  Answer: None


Third he asked, “What is the difference in the amount of postage costs between sending each letter?” Answer: None


Fourth he asked, “What is the difference in cost between the both sheets of paper?”  Answer: None


Fifth he asked, “What is the difference in energy and time it took you to write that letter? “ Answer: None


Then he said, “One of the letters would have caused a tight special bonding and loving feeling with everyone.  Yet the other would have created despair, unhappiness, and sadness.”


Then he asked this key question:  What is the difference?  There is only one.


Before you read the answer, think about it a moment to sharpen your insight.


The answer is: Words


To re-quote Halbert, he said: “The written word is the strongest source of power in the entire universe.”


Admittedly, the second one written to my mom was enormously uncomfortable.  Halbert collected the letters at the end and mailed them.  Thank goodness they were addressed to ourselves because if my Mom would have read that I would have been heartbroken.


Nevertheless, it cemented the principle into my DNA.   Words are hugely powerful.  When creating ads and coupons, do not insert words without careful thought.  That is ridiculously lazy as there must be more careful thought creating it.

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