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Collier understood and preached this swim-with-current-rather-than-against strategy. Do not arrive as an interruption or disruption, attempting to di… - Dan S. Kennedy
" "Collier understood and preached this swim-with-current-rather-than-against strategy. Do not arrive as an interruption or disruption, attempting to divert your reader's attention from the object it is focused on, fighting to interest him in something different from what he is already, at this moment, interested in. Instead, align yourself with the subjects already possessing his attention, the matters already garnering his interest, the self-talk conversation already occurring in his mind, and the conversations he is already having around the water-cooler at work or at the kitchen table at home with peers, friends, and family. About this, Collier wrote: “Study your reader first — your product second…. The reader of your letter wants certain things and the desire for them is, consciously or unconsciously, the dominant idea in his mind all the time. He is also engaged by the news or events or public conversations of the day. Put yourself in his place. If you were deep in discussion with a friend over some matter and a stranger came up and said: ‘Mister, I have a fine coat I want to sell you!’ — what would you do? The same thing happens when you approach a man by mail. He is in discussion with himself. If you just butt in, will you be welcome? How would you do it if approaching him and his friend in person? You'd listen and get the trend of the conversation. Then, when you chimed in, it would be with a remark on a related subject. Then you could gradually bring the talk around logically to the point you wanted to discuss. Study your reader. Know what interests him. Listen to the conversation he is already having with himself. Enter where he already is.” There are some obvious, perennially occurring attention dominators, such as seasons and holidays, and linking to these — regardless of whether your business naturally links or not — can be extremely helpful. You need not be a florist, jeweler, or restaurant to utilize Valentine's Day, for example. Beyond that, and deeper
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Additional quotes by Dan S. Kennedy
If you want waiters in tuxedos with white linen cloths over their arms, menus with unpronounceable words all over them, and high-priced wines served in silver ice buckets when you go out for Italian food, our little restaurant is not the place to come. But if you mostly want good, solid, home-cooked pasta with tasty sauces made with real vegetables and spices by a real Italian Mama and will trade white linen for red-and-white checked plastic tablecloths, you'll like our place just fine. If you're okay with a choice of just two wines, red or white, we'll give you as much of it as you want, from our famous bottomless wine bottle — free with your dinner. This restaurant owner took competitive disadvantages and turned them into a good, solid, “fun” selling story.
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FINALLY — YOU ARE A SWEEPSTAKES WINNER!
I don’t know about you, but I enter all those darned magazine company sweepstakes. I go for the Reader’s Digest sweepstakes and I buy my weekly lottery tickets — after all, as a character in the movie Let It Ride said, “You could be walking around lucky and not know it.” In a lot of years, though, I have gone winless. The guys with the balloons and the giant-sized check have not shown up at my door. So the headline FINALLY — YOU ARE A SWEEPSTAKES WINNER! got me. I read that letter. And if you send a letter to every one of your customers with that headline on it, every one of them will read it. What should the letter say? Here’s an example, courtesy of the late, great copywriter, my friend Gary Halbert: Dear Valued Customer:
I am writing to tell you that your name was entered into a drawing here at my store and you have won a valuable prize.
As you know, my store, ABC Jewelry, specializes in low-cost, top-quality diamond rings and diamond earrings. Well, guess what? The other day we got in a small shipment of fake diamonds that are made with a new process that makes them look so real they almost fooled me!
Anyway, I don’t want to sell these fakes because they could cause a lot of trouble for the pawnbrokers around town. So I’ve decided to give them away to some of my good customers whose names were selected at random by having my wife, Janet, put all the names in a jar and pull out the winners.
So, you’re one of the winners — and all you’ve got to do is drop in sometime before 5:00 P.M. Friday and you’ll have a 1-karat “diamond” that looks so good it’ll knock your eyes out! Sincerely,
John Jones P.S.: After 5:00 P.M. Friday, I reserve the right to give your prize to someone else. Thank you.
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