Two and a half men marketing.

Hi,

Whew, it's now 8:03 AM, Sunday morning. I'm going to get this
blog done before I get notice that I need to do another blog
post from an unhappy person.

LOL

Anyway, I'm going to share something special with you today.

If you're not taking advantage of this Blog, then you're missing
out. It's filled with content you can use almost immediately.

Here's a story for you.

On a beautiful late summer afternoon, twenty years ago, two
young men graduated from the same college.

The two men were very much
alike. Both had been better than average
students, both were personable and both -
as young graduates are - and like all young
people, they were filled with
ambitious dreams for the future.

Recently the men returned to their college for their 20th
reunion.

They were still very much alike. Both were happily married. Both
had three children. And both, it turned out, had gone to work
for the same Midwestern manufacturing company after graduation,
and were still there working.

But there was a difference. A Big Difference.

One of the men was manager of a small department of
that company.

The other man was its president.

What made the difference?

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Now here's my question to you. Was that compelling sales copy?

Notice how the story drew you in?

The story goes onto explain how knowledge was the key difference between
the two men and where they ended up in the company.

And it told you how to get the knowledge you need: The
Wall Street Journal.

The complete sales letter was estimated to be directly responsible for
producing $1 billion in revenues for the Wall Street Journal.

THAT'S A LOT OF MONEY!

I'm not sure who wrote it... but WHOEVER wrote the original
letter certainly knew what they were doing. Let's have a
look at some of the reasons THIS sales copy worked so well:

1. Comparison technique: It's as powerful as a 'before & after' diet picture. It basically says "If you want to be a step ahead
of your peers, then you need to read the Wall Street Journal"... but it doesn't shove it in their face.

2. Remember a few blogs back we discussed 'secrets', we talked
about the power of stories. Stories make for more interesting reading, don't they? It's about showing rather than telling. Imagine if instead of telling a story... the author simply said "If you want to be more successful... learn more and buy the Wall Street Journal" or words to that effect.

It wouldn't have the same impact, would it? So many doctors and people in business are doing just that. In fact, I'll bet you, $100 over 96% of the people in business do just that.

3. No hype. By telling a story, you get beyond people's natural defenses and let them come to their own conclusions. This is huge when you're talking about connecting with people and selling them something. Get past those defenses and you're going to be excited at what starts to happen with your conversion rates. If they THINK it's their own conclusion, you're going to hit a home run.

How can you apply this to your business?

- A diet product could explain the difference between 2 identical
sisters. One who used their product and one who didn't

- A mortgage broker could talk about the difference between one
person who went to their local financial institution, and the
other who used their services to get the best mortgage

- A real estate investment company could talk about the
difference between someone who bought a property 30 years ago...
and someone who didn't. And the difference in their financial
position today.

- A travel agent could talk about the way 2 colleagues felt after
their holiday. One stayed at home, and the other went to Hawaii.

- A doctor could talk about the way 2 patients were brought in by
their parents, but only one stayed under Chiropractic Care and how
the x-rays showed degeneration in the non-compliant patient and how
she/he had lost range of motion, was sick all the time, went to the
hospital on a regular basis, and was already in a wheelchair, while
the other patient was still very active at the age of 65 y/o and going
strong.

Think about how you can use it for your business.

Well, I don't want to bore you, so that's it for now...

THANK YOU for reading this.

I do appreciate it.

Sincerely,

Dr. Carney
Chiropractor
copywriter
acupuncturist