I’m writing you this week’s ezine from my jail cell at the Doggie kennels again. Can’t believe they’ve got the audacity to call this place a pet hotel – I can’t even watch my favorite Alf reruns without getting neck strain (seriously who attaches tvs to ceilings – even in a dog room). Right, back to the business of helping you build yours… let’s talk about the copywriting technique of creating word pictures that make people want your product so bad!  Not sure if you know this or not but we all think in pictures (even us dogs).  If you can get your reader to visualize your idea so clearly that in his own mind he’s built it block by and until a castle emerged – you’ll have successfully created that “burning desire” my Mom talks so much about.

Just picture this: “He was tall, but exceedingly lank, with narrow sloping shoulders, long, lanky arms and legs; and hands that dangled a mile out of his sleeves.  His whole framework hung loosely together like a poorly made quilt.  His head was small…”

Can’t you just picture a gawky, awkward figure resembling the old scarecrow by the barn where my Mom keeps her horse?

Or how about this description of ham (my favorite):

“Deep-sheathed in a thick layer of ivory white fat, it’s succulent rosy meat…”

Thousands of sales have been lost, millions of dollars haven’t been spent simply because so few people know how paint a picture in words allowing their reader to visualize the product being sold.  You see, your sale must first be made in the reader’s mind before it can be made anywhere else!

Oooh! Oprah reruns are starting…gotta scoot.

Bear!