If there is a cardinal sin, it is...

> Then your copy, does your prospect even get
> to your offer or are they bogged down
> reading about YOU. If there is a cardinal
> sin it is focusing on YOU before you give
> them a reason to care.

Gordon,

Telling "your story" is often used as a way
to hook the potential customer...to get them
to identify with your plight, your pain,
or your joy. Your "story" is used to give
them a reason to care.

I remember Larry Thompson (I think that was
his name) of Herbalife fame was always teaching
new distributors in the training tapes to be
sure and tell their story when sharing the biz-op
with potential distributors.

Avoiding the emphasis on "you" as it refers
to "your company" and "your product" with no
reference to how it benefits the customer (WIIFM)
is what I think you are bringing to our attention.

If you ignore the customer and what he needs or
wants, and go on about how great your company is
and how long you've been in business, etc., your
soon-to-be-lost-customer responds, "Who cares?"
and goes on the next postcard, or website.

Thanks for your great insights, Gordon.

Be blessed,

JDB


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