The Hidden "Buy Now" Button

Wouldn't it be wonderful if your prospect had a hidden Buy Now button and you knew exactly how to activate it?

Well, here's the good news.

We all have them and finding them is a technique that can be learned.

In fact, it was all revealed way back in 1931, long before email and the internet.

Heck, long before computers.

Back when direct mail meant snail mail and was the only alternative to face-to-face selling.

By a man named Robert Collier.

Who became a millionaire by applying the principles he discovered.

Back when "millionaire" meant a lot more than it does today.

The Letter Book

Here is a quote from Robert Collier's The Letter Book:

“The reader wants certain things. The desire for them is, consciously or unconsciously, the dominant idea in his mind all the time.

You want him to do a certain definite thing for you. How can you tie this up to the thing he wants, in such a way that the doing of it will bring him a step nearer to his
goal?

Getting your reader's attention is your first job.

That done, your next problem is to put your idea across, to make him see it as you see it - in short, to visualize it so clearly that he can build it piece by piece in his own mind as a child builds a house of blocks, or puts together the pieces of a picture puzzle.

The mind thinks in pictures, you know. One good illustration is worth a thousand words. But one clear picture built up in the reader's mind by your words is worth a
thousand drawings, for the reader colors that picture with his own imagination, which is more potent than all the brushes of all the world's artists.

And the secret of painting such a picture in the reader's mind is to take some familiar figure his mind can readily grasp, add one point of interest here, another there, and so on until you have built a complete word picture of what you have to offer.

It is like building a house.

You put up your framework.

You add a roof, doors, sides, windows, doors, stairs, until you have your structure complete.

You would not start with one side, or the roof.

You get a solid foundation first; then you add to it logically, piece by piece, until you have your finished building.”

Is a Picture Worth a Thousand Words?

We've all heard the saying "a picture is worth a thousand words".

But Robert Collier turns that on its head.

"But one clear picture built up in the reader's mind by your words is worth a thousand drawings, for the reader colors that picture with his own imagination, which is more potent than all the brushes of all the world's artists."

Your Most Important Takeaway

This training course has covered many aspects of better copywriting.

But the most important principal is this:

Every piece of copy you write, from sales letter to short email, has one primary purpose. And that's to create a picture in your correspondent's mind that will move them towards the desired action.

Keep that in mind at all times and success will follow inevitably.