Page 65 - Hypnotic Writing - How to Seduce and Persuade Customers with Only Your Words

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WHAT’S MORE IMPORTANT THAN COPY?
Idon’t want you to get hung up on writing. It’s important but it’s not that important. Let me explain it this way:
There are three keys to the success of any direct marketing cam- paign, whether it’s done online or off:
1. The list (or the traffic).
2. The offer (or the deal).
3. The copy (or the Hypnotic Writing).
Out of the three, copy is the least important.
For example, just this past week I completed an e-book on RSS and Blogging, new technologies online. I mentioned the e-book in my recent newsletter. Even though the web site for the e-book isn’t done, and the sales letter isn’t up, so many people rushed to the site, ready to buy the e-book, that my sweet co-author gently said, “Ah, Joe, maybe we should rush things along.”
I thought about it and said, “Just throw something up online, saying we don’t have a sales letter yet, but if you can’t wait and want the book right now, click here.”
She did. You can take a look at it in Figure 12.1.
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