| There's one thing that separates those popular | | | | in if she mentioned the experience of seeing my |
| articles that get distributed everywhere from the | | | | name in print. Every writer gets a rush when that |
| ones that languish in obscurity - and that's imagination. | | | | happens. It never gets old. What common experience |
| To give your articles the imagination, inspiration and | | | | does your target audience share? Quickly describe it |
| zip needed to get you the results you need, consider | | | | and you've got them hooked, at least until the next |
| using a tried-and-true copywriter's technique. Paint | | | | paragraph. |
| the picture. It's what copywriters do all the time to | | | | 3. Offer a clever twist on your "picture" to draw |
| draw readers into whatever they're selling. It's one of | | | | readers into the rest of your offer. |
| the most powerful tools in writing because it draws | | | | Here's an example: Remember how it felt to go to |
| on the most powerful part of the human brain: The | | | | Gino's Steaks on a Friday night to get a cheese |
| imagination. | | | | steak with extra Cheez Whiz and onions? There was |
| The best part is that you only have to drop a few | | | | no better way to spend a Friday night if you grew |
| details into the copy to spark the reader's imagination. | | | | up on the streets of Philadelphia. |
| The key is knowing which words will trigger the | | | | Now you don't have to run to Gino's anymore to |
| response you want from the audience. | | | | have that same great Philadelphia cheese steak that's |
| Let's take a look at what you can do to paint just | | | | famous the world over. Of course, the reader isn't |
| the right picture to start getting higher sales. | | | | necessarily from Philly, but after reading that first |
| 1. Know which emotion the prospect feels before he | | | | paragraph he wishes he were - and he wishes he had |
| buys. | | | | one of those cheese steaks. |
| Will the majority of your prospects need to feel like | | | | 4. Use negative pictures, too. |
| you're someone they grew up with before they | | | | Try describing something your audience desperately |
| break out their credit cards? This is the kind of | | | | wants to avoid, their worst nightmare. You'll have |
| question you have to ask yourself, because even in | | | | their complete attention because they can feel it in |
| business-to-business sales, it's about the emotional | | | | their bones that you're going to tell them about an |
| side of selling. When painting the picture, be | | | | easier way to eliminate at least one headache in their |
| whatever your readers want you to be so that you | | | | lives. |
| gain their trust. That way, they'll read every word | | | | Whichever picture you choose to paint, make sure it |
| you've written, right down to when you ask for the | | | | draws out an emotion from your audience. Once you |
| sale. | | | | have that emotion, use it to make your readers feel |
| 2. Choose a situation or experience that's familiar to | | | | with every ounce of their beings that they need |
| your readers. | | | | your product or service right then and there. |
| For instance, a writing coach would instantly draw me | | | | |