I hope you had a fun and relaxing weekend. I am working on something huge...really...so I called upon one of my first mentors, Dan Kennedy is going to discuss an underutilized marketing secret that can make your profits soar....
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"The Power Of Drama"
By Dan Kennedy
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Dashiell Hammet, the famous mystery writer, once gave other writers this advice:
When in doubt, have someone come crashing through the door with a gun.
His advice reflects the power of drama.
You need to remember two things: it's hard to get anybody's attention, and, two, it's hard to keep their attention.
In TV-land, the most recent innovation forced on the networks has been to cut opening graphics, titles, music, etc. from their shows and jump right into the show, from one show to the next, without commercial breaks - otherwise they lose the viewer. This is just one illustration of how it is increasingly difficult to hold onto anybody's attention.
Real drama is one way to get it. When O.J.'s Bronco "chase"came on TV, America stopped in its tracks and watched - and kept watching.When Mike Tyson bit Evander Holyfield's ear off, America talked about it for days. These are equals of having someone crash through the door with a gun blazing.
How can you create this kind of drama in your copy?
A few quick examples...
A letter for a business opportunity:
After Bill Harrison went into the boss' office and closed the door, the secretaries gathered outside - and listened asthe boss said: 'I'm sorry, Bill, but we're eliminating your entire department - and your job." After 22 years there, what would he do? How was he going to be able to tell Barbara? Would they lose their house?
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A letter for a weight loss product:
My ex-husband brought that young bimbo to our favorit erestaurant again last Friday night - but he couldn't keep his eyes off me. He was so obvious about it, she lost her temper, threw a glass of wine in his face, and stormed out -and he had to chase after her like a puppy!
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A letter for life insurance:
The meeting stopped in mid-conversation.....everybody froze......as Harry suddenly clutched his chest and keeled over his desk. Minutes later, he was dead.
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Thank's Dan! Great advice as usual!
Kick butt, make mucho dee-nero!
~Dave Dee
P.S. My annual "Luck of the Irish" Blowout sale on all of Dan's products is happening soon. Stay tuned!
PPS: Have you seen my new online catalog. Not only does it give you some great marketing advice, it reveals the story about how I got started in this biz. Check it out at http://www.davedee.com/catalog.htm
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