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Like a swift arrow straight to the heart...
The credit is actually due to you!
What got me going down this rabbit-hole right now was I stumbled across an old post... And listened to your "Spiders and Snakes and Mice, Oh My!" audio...
or here's a direct link to the audio...
I had forgotten we still had that up! (It's hosted on one of my ancient websites...)
What is the "sizzle?"
As Elmer explains... It's the emotional appeal...
When you consider his example "sizzles" - they all have an emotional component to them, where the listener would have an emotional reaction...
This is an important lesson for an often logical-brained fellow like myself...
I sometimes forget!
I also like how he gets it so compact ("Don’t write – telegraph!")...
I do believe in "long form" copy - but there's something quite nifty about getting it quite compact like that...
And of course, Elmer Wheeler's examples are fantastic examples of what you have called "stimulus-response"...
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