they are going to analyse anything, they are going to seek any tip to make the sale, and often miss the gold under their feet.Be simple.

structure, sentence and headline, my favorite salesman never use them, and I often buy.

be simple, be natural, and again be human, what world world are you living in?

something tend to be insane in this maniac trying of understanding costumer behavior, stop analysing them, sell.

it begin with a "Hi", then a "smile", then "How are you", all focused on you and a simple hand giving in your direction, but copywriter miss the contact.

making rule, and theory on "How to sell for human", and no theory my friend, no theory, people are doing the same without any question, without standing in dilemma, in long hours trying to figure out the " why", "how" and "what would be the consequences".

my favorite salesman would smile if I call him "master of persuasion", he would smile and forget client standing here waiting for their command, yes he would.

mastery shine in his eyes, and his own preoccupation is How to satisfy you, how to give you the best, how to make you happy.and nothing else.

how to make contact and human touch in copy?

ask your daughter.

ask your kids.

how you ever give a look to kids paint? it isn't a fine art , but how meaningful they are, at least they bring you a smile.

how communicative they are?

my favorite salesman tell story too, and never end them, he is too busy for that, he is to occupied for that, and he promise always to tell you the rest but never do, and you come again to hear the rest.

interruption in speech, he is too busy, but he always smile.

how to make a smile in word?
how to make charisma and sympathy in words?

just an other set of question, and no answer.

people are to give in question, more and more and forget that the mean answer is to live and to give it a LIFE.

what is DEAD in your copy, and will this bring an other question?

there is a need to the return to basis, to simple words, to pure intention, so never make your fingers in theirs pocket or in their mind, Be free and let their choices be free , and then it come to you the holly gift, the award that no theory will bring to you.

persuasion in words is an other myth.

when persuasion is in the intention words fail in their mission.and they are so innocent.

words are innocent, innocent, innocent and for the last time innocent so please hear me, hear me, hear me and never travesty them.

"survivor" the music is playing again, are you ready to go in action.

words by words, line by line, proof by proof be simple, and never anticipate.
let it be fluent, let it be easy and let them read, never go in their mind.
you will never spend their money.

it play again.

my favorite salesman is a wise man, and speak less, listen more and speak less.

your copy have just to sell no more, just sell and never make their decision.

people are to dream about this the ultimate fontasme, of getting the power to make others decision, but they will never do, and they will never achieve it.

persuasion in word is an other myth.

You do make a lot of sense my friend. But I have to agree also that understanding human nature and being able to put your self in the prospect's shoes goes a long long way in the selling process. Here's also something I read today that I thought was pretty good. Enjoy:


A few years ago, British Rail had a real fall-off in business. Looking for marketing answers, they went searching for a new ad agency – one that could deliver an ad campaign that would bring their customers back.
When the British Rail executives went to the offices of a prominent London ad agency to discuss their needs, they were met by a very rude receptionist, who insisted that they wait.
Finally, an unkempt person led them to a conference room – a dirty, scruffy room cluttered with plates of stale food. The executives were again, left to wait. A few agency people drifted in and out of the room, basically ignoring the executives who grew impatient by the minute. When the execs tried to ask what was going on, the agency people brushed them off and went about their work.
Eventually, the execs had enough. As they angrily started to get up, completely disgusted with the way they’d been treated, one of the agency people finally showed up.
“Gentlemen,” he said, “your treatment here at our Agency is not typical of how we treat our clients – in fact, we’ve gone out of our way to stage this meeting for you. We’ve behaved this way to point out to you what it’s like to be a customer of British Rail. Your real problem at British Rail isn’t your advertising, it’s your people. We suggest you let us address your employee attitude problem before we attempt to change your advertising.”
The British Rail executives were shocked – but the agency got the account! The agency had the remarkable conviction to point out the problem because it knew exactly what needed to change.
As Yogi Berra once said...
"Before we build a better mousetrap,
we need to find out if there are any mice out there."