Image: What kind of bait are you using?

In his excellent book, A Millionaire’s Notebook, Steven K. Scott suggests the proper foundation for marketing lays in three key areas.

1. Develop strong headlines
Grab attention.

2. “Salt” your communications
Draw people in deeper and deeper by “whetting” their appetite for more information.

3. Create emotional word pictures
Paint a vivid picture in your prospective client’s mind of the benefits that they will obtain by using your product or service.

As an example, there was an advertisement in a magazine that enjoyed tremendous success. The headline read: “Just plant these fast growing trees and jump back!” and was an accompanied by an appropriate cartoon. Do you think they sold a few trees?

As Roy H. Williams describes in one of his enlightening works, Secret Formulas of the Wizard of Ads, when typical words, phrases or ideas are used, the result is painfully predictable. Williams calls it “Surprising Broca” – the theater within your mind that anticipates and ignores the predictable.

Be creative. Be colorful. Be original. But don’t be predictable.

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