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Challenge to your reader

by ThomasOMalley
8 replies
I like putting a challenge to my reader in my copy. What kind of challenges in your copy have you used? Here are some good examples I have found:

1. So it's up to you:


A month from today, you can be nothing more than 30 days older-or you can be on your way to getting rich. You decide.


(Joe Karbo's "The Lazy Man's Way to Riches" ad)



　
2. Listen, my friend, you have a watershed decision in front of you right now. You can either ignore this letter and continue your current course...or...you can order my book and...

Examine It For A Full Year
On A 100% No Risk Basis!
(Gary Halbert's "The Amazing Money-Making Secret of a Desperate Nerd From Ohio" letter)


3. So here you are. You're holding dynamite. Do you light it and throw it in a field to watch the dirt blow up, or do you light it and throw it where you know lay hidden gold?


FACT: The choice is yours. Use this material wisely.


(Joe Vitale article)

　

4. So consider:


Right now, you hold in your hands the key to your future. Will you and your family start moving toward the college education which can lift you up among the elite and wealthy? Or will you do nothing? It's up to you. But I certainly hope you choose the path that will change your life forever...for the better!


(p. 393, letter in H.G. Lewis, World's Greatest Direct Mail Sales Letters)



Best,

Thomas O'Malley
#challenge #reader
  • Profile picture of the author travlinguy
    Your challenge will depend on your market. If you were writing something for Rich Jerk you might say something like,

    Okay, butt-wipe. That's the deal. Personally, I don't care what you do. If you want to stay a broke loser whacking it in mamma's basement to get your thrills, that's up to you...

    You get the picture.

    If you're selling a fertility program to women who've had a hard time conceiving, well, the above wouldn't work. You'd obviously want to go with an emotional appeal tied to the points you've made in the letter.

    So, it just depends.
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    • Profile picture of the author Viramara
      Originally Posted by travlinguy View Post

      If you're selling a fertility program to women who've had a hard time conceiving, well, the above wouldn't work. You'd obviously want to go with an emotional appeal tied to the points you've made in the letter.
      So, it just depends.
      It's easier too if your target market is desperate. tell something like :
      "If you decide not to buy XXYZ ebook today, think about this. You will still have the same skin problems tomorrow. You will still feel unhappy about your appearance and you will continue to fall prey for the latest scamster selling skin creams made with toxic ingredients."

      (I copy that from Skin Lightening Report last year and it's verrry compelling targetting desperate buyers)
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      • Profile picture of the author recessthegreat
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        • Profile picture of the author Neil AM
          I love the challenge tactic. Obviously it needs proper framing for your target market, but get it right and it can be hugely effective.

          I think one of my favourites (from the MMO niche) is:

          "Will you needlessly carry on the frustrating cycle of buying product after product with no results to show for it?"

          Who's going to answer 'yes' to that?
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  • Profile picture of the author Avery Berman
    Love it. The only thing about sales that I hate is that there are so many effective tactics, that I often forget about some to make room for new ones.
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    • Profile picture of the author ThomasOMalley
      I agree, travlinguy.

      Any challenge you make to your reader must make sense in the context of your letter and your market.

      Best,

      Thomas O'Malley
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      • Profile picture of the author wilmath
        Number 27 of Joe Sugarmans Psychological Triggers is Mental Engagement. The example he used is an ad he ran selling an alarm chronograph. (a watch).
        The watch he was selling was priced at $99
        In the ad he reminds the reader that a Seiko chronograph costs $300. Then he informs them that a jeweler pays $150 for the watch.
        The reader has to do the math and then finds out that a jeweler does quite well with a Seiko. Maybe too well.
        Joe pointed out that the reader had to do some mental work to come to that conclusion but by doing so the comparison is more startling.
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  • Profile picture of the author Marc Rodill
    Originally Posted by ThomasOMalley View Post

    I like putting a challenge to my reader in my copy. What kind of challenges in your copy have you used? Here are some good examples I have found:

    (etc.)

    Best,

    Thomas O'Malley
    Swiiiiiiipe. Thanks,

    Marc
    Signature
    Long Lost Warriors! The Secret Sales System! Act Now! Buy Now! Right Now!
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  • Profile picture of the author SERPWizzard
    Pre qualify your reader then lay the challage out is a great way to up it a notch.
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