As the prospect reads your ad, certain reasons not to buy pop into his mind. If your ad addresses them, it will be more effective and generate more sales.
Joe Karbo’s famous ad “The Lazy Man’s Way To Riches” is a great example. Written back in 1973, it was hugely successful. Thanks to the ad, Joe reportedly sold over three million copies of his book.
The ad succeeded for several reasons. It started off with attention-getting incongruency, had excellent social proof and credibility, and used a 31-day hold.
Interestingly, a significant portion of the ad addressed objections. Here are the exact quotes...
It doesn’t require “education”
It doesn’t require “capital”
It doesn’t require “luck”
It doesn’t require “talent”
It doesn’t require “youth”
It doesn’t require “experience”
You don’t have to give up your job
If you’re looking for ways to boost the response of your sales letters, Karbo’s ad is an excellent study piece.
You can see the ad here …
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