I'll give you an actual example. Pamela Yellen, the CEO of the Prospecting & Marketing Institute, based in Santa Fe, New Mexico, and I were conductin… - Dan S. Kennedy

Prospecting & Marketing Institute, based in Santa Fe, New Mexico, and I were conducting a multiday seminar for her clients — corporate executives and general agents from life insurance companies — about new methods of recruiting agents. Even though the attendees had paid a very high per-person fee to be there, most had traveled great distances, and the subject was of critical importance to them, we both noticed that on breaks, what most of them were talking about was where

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.

There is a classic sales legend about the hotshot salesman pitching a new home-heating system to a little old lady. He told her everything there was to tell about BTUs, construction, warranties, service, and so on. When he finally shut up, she said, “I have just one question — will this thing keep a little old lady warm?

My sales trainer friend, the famous (late) Cavett Robert, said to sell life insurance or cemetery plots, you have to make your customer see the hearse backed up to the door. That may sound a little grisly, but it's true.