The Most Persuasive Tool In Advertising

I came across this Gary Bencivinga poem on the "reason why". It made so much sense I wanted to share it with my fellow Warriors:



The Most Persuasive Tool in Advertising

"How can I sell more product?," is the marketer's eternal question.

If you sincerely seek the answer, just follow my suggestion.

When it comes to creating advertising, most advice is for the birds.

But the greatest secret of success can be found in two little words.

No, they're not, as some have written, those standbys NEW and FREE.

Neither are they NOW and SALE, or even YOU or WE.

No, to open minds and wallets and have prospects eagerly buy,

The most persuasive words in advertising are simply, REASON WHY.


Whether you spread your message on TV, the internet or by letter,

You must explain the REASON WHY your product is much better.

And while you're at it, don't forget that your audience won't believe you

Unless you give the REASON WHY what you claim is true.

To close the sale, these two little words once again point the way.

Just give me another REASON WHY I should act today.


There you have it, clear as day. If you want to sell, here's how:

Give good reasons for these three questions—why you, why true, why now?

This little secret works like magic, for all products, in all seasons.

If you want to sell like a superstar, just boldly state your reasons:

First, the reason yours is best. Second, a reason to believe,

And third, a reason to act right now—give these and you'll receive

More sales than you can imagine, gold and riches heaped on high.

The world showers you with treasure when you give the REASON WHY.

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