1. "A Simple 'Movie In The Mind' Strategy
That Will Make Your Customers
Slobber On Their Keyboards
Over Your Product"
By Allen Says
Editor, The War-Report
Do you know what the most powerful movie in the world is?
It's the movie that plays in your potential customers mind, it's all about him. It's always about
him. And the good thing is - You have the power to control it. You can direct the movie any
way you want to.
Many people call this technique "Future Pacing". Whatever you wish to call it, future pacing
or movies in the mind, it has the power to get your customer to open his wallet like nothing
else.
However, I've seen this technique used in such a way here lately that literally turns the
stomach. The one thing we don't want is to be obvious that we are using future pacing. Let's
be a little slicker than the next guy...
Some ads have the words "Imagine this" in them like 15 times. Keep telling me to "imagine
this" and I'm going to start resisting your efforts to sell me. Tell your sales message in more
of a story....
Don't Sound Like You Are Trying To Convince Them - That Creates Resistance
Instead, Tell It In An Exciting Story - Exciting Stories Decrease Resistance
We read in pictures anyway so there is no use in telling someone over and over to "Imagine
this". Let the customer do is own imagining because that's what he or she will do
automatically by nature.
Let's say I'm selling a book on being more attractive. The first bold sentence below is one of
the normal benefits you would see in the letter. The next two sentences are future pacing,
mini-movies...
How to release energizing vibrations that stimulate everyone around you positively.
You meet old friends and they are shocked at how different and attractive you seem. The
atmosphere around you is irresistible and the one that used to ignore you can't seem to
move away from your side.
What's it going to be like when the customer gets your product in his hands? That's what you
want him to see with future pacing. What if you're selling the easiest web page building
software on earth?

2. Then you might tell him...."The Wizard web site builder makes creating sites as easy as
water rolls of a ducks back. You wake up in the morning, place your text with a few
keystrokes, click the 'create site' button and you've created a killer sales site before you got
down your second cup of coffee.
It's become so easy and the sites look so good everyone wants to hire you and your friends
think you're a genius. No one knows about the secret weapon you have hidden on your
computer".
You can place these future pacing sentences all throughout your letter. A single sentence
can be a powerful mini-movie.
You run a quick scene through his or her mind of what they will be, have or do when they
get your product.
This can turn a sales letter into a hypnotist session. You're planting the scenes he wants to
see in real life into his mind and connecting it to your product with an iron clamp.
Figure out how you can place mini-movies throughout your letter. But be careful and in good
taste, going overboard can turn a good sales letter into a cheesy one real quick. We don't
want our customers to spew chunks on their computer screen.
Allen Says
The War-Report
Allen@TheWarriorGroup.com
Copyright © 2001 by Internet Warriors.