The Author Within
BY ESTHER SMITH
Just about every marketer on the Internet claims to be the best around
and would have you believe that no one else knows as much or can teach you
as quickly and thoroughly as they can. It would seem that they erroneously
assume that by admiring someone else’s teachings they will lessen their
marketability as the “great persuader” in salesmanship.
In truth, while they may not admit it publicly, every marketer studies
the technique or style of others on a continuing basis. I’ll be the first to
admit that I seek out, read and revise my methods of copywriting thanks to
the best of the best. And I have discovered that perfection is often flawed.
We are in an age where videos, movies, television, radio and computer
games scream for our attention. They produce more information than anybody
can possibly retain. Therefore, if I want to hold someone’s attention, make
a written offer that compels them to read to the last line and reach for
their wallet — then I must learn to outshine my competition and dazzle my
readers.
If you think back, I’m sure you remember times when you were reading
something so mesmerizing that you never heard the phone ring, or if you did
you didn’t answer it. So absorbed were you that you didn’t realize where an
hour had gone... or, held up a halting hand when someone attempted to
interrupt you with a question. Yeah, I’ve been there too. And that’s exactly
the kind of writing that I’m talking about.
Irresistible writing rivets your eyes to the page. Words are so clear, so
concise that the effect is nearly hypnotic... and you remember what you have
read because it IS unforgettable. The only place to learn this is from the
“proven experts.”
Going back many years, I remember radio programs that my grandmother
listened to daily. They were no more than half-hour serials like Porsha
Faces Life and there was always a crisis at the end of the daily broadcast
that left you hanging... "Tune in tomorrow and answer the question — how will Porsha
react with the news blah, blah, blah?"
In today’s novel writings, each chapter will leave you with a similar
"cliff-hanger," something untold that will stir your curiosity. A good piece
of fiction will not allow you to stop between chapters, and a top-notch one
will forbid you to stop until the end.
Now then — if you can write an advertisement, article or eBook preview
that will stir the curiosity of your reader without giving them the whole
story... if the "cliff-hanger" compels them to fill out a form, send you an
email, or sign up for a free trial, you have discovered the author inside
you.
Copyright © 2004 Esther Smith
Esther Smith is editor of
Partners-For-Profit Newsletter and copywriter for
The Permanent Venture. Each issue of PFP gets a weekly diet of
marketing and advertising reports, free bonuses, ad space and resources
for all your Internet needs.
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