What Made The Difference

Have you ever wondered, as I have, what makes this kind of difference in people’s lives? It isn’t always a native intelligence or talent or dedication. It isn’t that one person wants success and the other doesn’t.

The difference lies in what each person knows and how he or she makes use of that knowledge.

And that is why I am writing to you and to people like you about The Wall Street Journal. For that is the whole purpose of The Journal: To give its readers knowledge – knowledge that they can use in business.

Two billion dollars from a simple story told on a piece of paper. This is the power of copy that begins with the right premise, and lets prospects imagine themselves as the hero (with the help of your offer, naturally).

Just remember, the goal is to get the prospect to persuade themselves through their own understanding, experiences, and desires. The emotional picture triggers a subconscious decision to buy, at which point the sale is yours to lose or retain as the prospects logical mind takes over.