A Story About Two Young Men

On a beautiful late spring afternoon, twenty-five years ago, two young men graduated from the same college. They were very much alike, these two young men. Both had been better than average students, both were personable and both – as young graduatesare – were filled with ambitious dreams for the future.

Recently these men returned to their college for their 25th 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.

But there was a difference. One of the men was manager of a small department of that company. The other was its president.

What made the difference?

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Now, was that compelling sales copy, wasn't it?

Notice how it drew you in?

It goes onto explain how knowledge was the key difference between the two.
And shows you how to get the knowledge you need: The Wall Street Journal.

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

I’m not sure who wrote it… but they 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 ‘secrets’ ago, we talked about the power of stories. It makes more interesting reading, doesn’t it? It’s about showing rather than telling.
Imagine if instead of telling a story… he 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?

3. No hype. By telling a story, you get beyond people’s natural defenses and let them come to their own conclusions.

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.

Think about how you can use it for your business.

By: Scott Bywater

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Scott Bywater is a professional direct response copywriter and the author of Cash-Flow Advertising. To get a complimentary copy of his special report '7 Ways To Increase Your Turnover... No Matter What The State Of The Economy' (valued at $29.95) and a free subscription to his "Copywriting Selling Secrets" ezine where you'll discover how to write ads and sales letters that make people line up and practically beg you to do business with them visit his web site at www.copywritingthatsells.com.au