Written by David Husnian on November 28th, 2009
I got a lot of nice e-mail about my previous post, What’s the Copywriter’s Most Powerful Psychological Tool – see http://StreetGuideToCopywriting.com/blog/conversions/most-powerful-tool, thanks.
This time I want to look at an important topic that you don’t read a lot about and that I call the “neglected little sister, the sub-headline; fortunately, it builds directly upon the Most Powerful Psychological Tool!
Even the term is confusing because it is used for 2 entirely different things in a sales letter.
First, it is used for the secondary headline under the primary headline. You know…
“Buy My Wonderful Product So That YOU Can Become a Trillionaire,
Live Forever and Sleep with Every Beautiful Women on the Planet”
And You Won’t Believe Why I Will Pay You For the Privilege
The second part, “And You Won’t Believe Why I Will Pay You For the Privilege”, is the sub-headline.
The other use is to break up the sales copy into sections to keep it interesting, be informative, and as a “skimmer magnet” — to stop and capture the attention of skim readers.
Both are important but this time I’ll be talking about how your can use sneaky techniques to…
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Written by David Husnian on September 24th, 2009
After the last post on using commitment and consistency to increase conversion rates, I received some questions about some of the other C’s of copywriting.
Great copywriting is like putting together a puzzle where each piece trigger that emotional or leads the reader down a nicely paved path toward your ultimate goal.
We’ve talked about many of the pieces in the past and will talk about many in the future.
So we’re going to look at two more “puzzle pieces” that are actually pretty fun to use (hey, I don’t get out much 
The first is one that psychologically prepares the prospect to easily purchase what you want to sell at the price you want them to pay.
It’s “devilishly” subtle and works great when done right.
You see it a lot both on the Internet and off it, but lately Internet Marketers have so abused it that is some niches it doesn’t work as well; it still works but you just have to do it better.
What am I talking about?
Written by David Husnian on September 17th, 2009
I read this a quote by Leonardo Da Vinci that got me thinking about a “secret” conversion technique that is startlingly successful. The quote is:
“It is easier to resist at the beginning than at the end”
Essentially, what this means is that once someone has started down a path it is much easier to continue down the path than to change to a new path.
There have been psychological studies showing this to be true, even if there is no rational reason to continue, even if there are reasons not to continue.
In fact, my mother did just that. She started down a career path that she didn’t like due to circumstances and necessity when she was young and stayed in that career for decades long after the necessity passed; in fact, she is still in that career while admitting she has always hated it.
That’s a large scale example but I used it to show the point Da Vinci was making in a big way.
Fortunately for us, it is true even in small things and can be used to turn your conversions from simmering to boiling.
It’s all about what is called…
Click here to read more on Get a Commitment, Get a Sale – The Power of Commitment and Consistency
