| There should only be one, over-riding reason why | | | | minds. |
| you're doing anything in your marketing. | | | | This brings them much closer to buying your |
| Know what that reason is? | | | | products. |
| Of course! To increase the response rates of your | | | | Here's an example of what can happen when you |
| sales promotions! | | | | use pictures of your product in use, in your |
| Because that leads to... | | | | marketing. First, go to this website and look for the |
| Making Yourself A Nice Little Boat-Load Of Cash! | | | | picture of the couple using the wine-cabinet, about a |
| Today I'm going to let you in on a little-known secret | | | | third of the way down the page. |
| about how to use "pictures" in your sales promotions, | | | | I had my client use this exact same photo offline, |
| the right way... and the wrong way... so you can start | | | | using this web copy as a long-form sales letter. |
| turbo-charging your existing promotions, immediately! | | | | Want to know how the sales letter did? |
| First of all, if you're using pictures -- whether in | | | | O.K., I'll tell you: We sent out 40 letters to a cold list, |
| newspaper or magazine display ads... online... or in | | | | at an average cost of $2.25 for each letter: it was a |
| sales letters -- make sure, no matter what, you're | | | | $1.38 each for the printing, 83 cents for the postage |
| using real-live photographs and not drawings. | | | | on each letter, and another 4 cents for the envelope. |
| People "bond" better to other people, not to | | | | The first mailing, my client got 10 orders worth |
| "drawings of other people". | | | | $20,970 Dollars, and since your second and third |
| Think of any picture of a little infant you may have | | | | mailings will usually give you at least the same number |
| seen. You can't help but smile, right? | | | | of orders your first mailing produced... we're |
| The truth is, you wouldn't have had that same | | | | expecting another $21,000 Dollars worth of business |
| reaction if you were thinking about a "drawing" of an | | | | from this mailing. |
| infant now, would you? | | | | Not bad, hey? |
| Second, if you're going to be using photographs of | | | | There was one tragic thing, though. The painful part |
| your goods or services, show your products or | | | | of this was... |
| services actually "being used". | | | | He didn't have 400 names instead of only 40! |
| See, assuming the people who want your products | | | | So remember: |
| are reading your ads in the first place... action-shots | | | | If you're going to use pictures, use photographs... and |
| draw your prospects "into" your sales messages, | | | | nothing else. |
| making your prospects visualize themselves using | | | | If you're going to show a photo of your goods and |
| your product. | | | | services, show your product or service actually being |
| For example: Most of the time, when people are | | | | used. |
| selling swimming pools, they show you a beautiful | | | | And lastly, I didn't tell you this before, but I'm going |
| empty pool surrounded by an immaculately clean | | | | to tell you now: Always put captions underneath your |
| deck. | | | | photos. People tend to look at photos with captions, |
| But wouldn't you be a lot more likely to picture | | | | and then read the caption itself, but many times, |
| yourself drifting lazily on the surface of your pool, | | | | photos without captions get ignored. Why? |
| with a cool drink in your hand... the sun beating down | | | | It has to do with your early programming from way |
| on you from up above... beads of sweat pouring over | | | | back in elementary school when you were trained to |
| your eyebrows and dripping onto the edges of your | | | | read using textbooks, and then later on, newspapers. |
| sunglasses... if you saw a picture of someone doing | | | | All the photos always had descriptive captions |
| that exact same thing in that photo of the swimming | | | | underneath them, didn't they? |
| pool you were looking at? | | | | And think back... what was the first thing you did |
| And don't you think you're a lot more inclined to buy | | | | when you saw a photo with a caption? |
| a pool if you can actually see yourself in that pool | | | | Chances are, you looked at the photo and then you |
| relaxing, right now? | | | | read the caption. |
| Here, try something: I want you to close your eyes | | | | Well... just like bakery bread-slicing machines... some |
| right now and totally immerse your thoughts with | | | | things never change. |
| nothing else but that picture of yourself relaxing in | | | | What's going to happen is, your prospects will be |
| your pool... without a care in the world. | | | | doing the exact same thing when they're reading |
| Your kids are having fun close by (and not fighting | | | | your sales promotions: First they'll look at your |
| with each other for a change)... your partner's on | | | | photos, and then they'll read the captions underneath. |
| their way in, wading over to you with a fresh cold | | | | Good pictures always lift your response rates. Start |
| icy drink... and there's not a cloud in the sky. | | | | using them the right way, immediately... and you'll |
| O.K... Now... Snap out of it! | | | | guarantee this. |
| How did you feel? | | | | Here's something else I bet you'll find unusual: Did you |
| Refreshing, right? | | | | know, studies show men actually prefer seeing |
| So you understand then, you want your prospects | | | | pictures of men using your product, and women |
| visualizing themselves using your products, so they | | | | actually prefer seeing pictures of women using your |
| start getting involved with your product in their own | | | | products? Yes, it's true! |