Best Regards
Larry Pelley

From here, my biggest question: How many of these emotions can this health newsletter *really* fulfill? Promising to “To halt the relentless march of time” and “To stop looking older with every passing month and start looking younger” is in truth, impossible.

Do you *imply* the fulfillment of these emotional desires, without actually *promising* them? How far must you go to get a response? Most salescopy I’ve seen, in effect, promises complete salvation (wealth, health, etc), which upon failure to deliver, causes another skeptical consumer — and the need for more credibility and proof in future copy. Perhaps that is the key, the weaving in of elements of proof with claims to some degree. But it still begs the question of to what degree!

I read your columns all the time, so I shouldn’t be shocked by how much you reveal, but this one really got bare. I mean nothing-on-but-a-smile bare. Man alive!

I’ll be printing that out as my on-desk reference - a guide to the right way, the right mindset needed BEFORE beginning to write any copy.

Thanks also for sharing your memory of Dr. Martin Luther King’s speech. It’s still a very emotional trigger for me.
I share his words often with my young daughters. They know my dream, live it, and I hope will carry it forward.

Great article Clayton…thank you!

Brilliant, as always.

Thanks for a really wonderful example of how to write a great prospect profile. Happy New Year.

You really nail the whole left brain, right brain conflict. In an efforts to be “logical” in the sale, we forget that people buy for selfish/self-interested emotional reasons.

I like how you broke out the mental state and the emotional state. Although I write primarily B2B copy, this tactic should prove very useful into determining the mind of the business buyer too.

Cheers!

Bernie Malonson

I was totally blown away when I read this.

You reminded me of how deeply I need to understand the prospect to whom I am writing.

I am printing it out and will keep it handy as a reminder of how deeply I have to know my prospects.

Bob Paroski
Wordcrafterscopywriting.com

It’s a compliment.

Amazing Clayton… just simply amazing. When I see things from your perspective, sometimes the world just seems under control. Especially when it comes to salesmanship, in print.

Godspeed,
Chong Xin Yun Seth
http://www.bookedcopywriter.com
http://www.wealth-conditioning.com

To read that story and mention the very sentence from the “I Have A Dream” speech that has glued itself into my head ever since I was 5 years old really touched me.

I approached copywriting in this way already, but to read it in this aspect, it hit emotional cords. And, that story is one I heard before in my father’s friends, and some of my own friends today.

I already know how to do the skills you mention. But, to weave that incredible story in to this article so smoothly is totally awesome.

I am keeping a copy of this article. To hit me like that on a emotional level, I am keeping this article to learn and further develop my writing abilities as a copywriter.

Incredible wisdom. Beautiful article.

Think all you missed out was ethnic origin, and as you so eloquently pointed out right in the beginning of your article, that doesn’t count for squat anyway.

Great article.

Susan