Copywriting Brain Surgery How To Make Even Your Most Outrageous Claims 100 BelievableCopywriting Brain Surgery How To Make Even Your Most Outrageous Claims 100 Believable

One of the most fascinating things Eugene Schwartz (arguably the single greatest copywriter who ever lived) teaches in his book "Breakthrough Advertising" is the concept of "Gradualization", which he describes as:

"the process of starting with facts your prospect is already familiar with and is willing to accept, and leading him logically and comfortably through a gradual succession of more and more remote facts -- each of which he has been prepared in turn to accept"
And there is probably no better example of this than his "Why Haven't TV Owners Been Told These Facts?" ad. ?In this case, he was selling a book showing people how to fix their tv sets. Only problem was, most people (at the time) didn't believe they could fix their own tv set, no matter how "easy" someone (or some ad) said it was. ?Especially back then -- when tv sets were pretty much a mystery as far as how they worked.? It would sort of be like seeing a headline today that says:

"Now! Save $100,000.00 By Performing
Your Own Brain Surgery!"

Would you be capable of believing that?

Me neither. ?

However, if you were properly "prepared" for the above claim...before it was sprung on you...then maybe, just maybe, you would be able to believe it.

Especially if the ad started out kind of like this:

An Open Letter To Anyone About
To Have Brain Surgery:
Did you know your brain functions a lot like the computer you are reading this message on? ?It's true. Just like your computer, which responds to your commands via an electrical pulse created each time you give it "orders", your brain responds to and sends "commands" to the rest of your body via a similar process of electrical impulses...
And so on and so forth. ?

Okay, I know I'm "stretching" things here quite a bit with the brain surgery analogy. ?But I think the point holds: When you have a product with a really outrageous, and hard to believe claim...you have a much better chance of the prospect reading your ad if you begin with a statement quickly and readily agreed with and then, as Schwartz puts it -- "leading him logically and comfortably through a gradual succession of more and more remote facts -- each of which he has been prepared in turn to accept"

If you want a true power education on how this is done, then I'd suggest studying Schwartz's "Why Haven't TV Owners Been Told These Facts?" ad in microscopic detail.? I promise you -- it'll be one of the most fascinating studies in advertising you'll ever read. You can download the ad free at: http://bensettle.com/TV.h tml

by Ben Settle
References and Bibliography

Would you be capable of believing that?

Me neither. ?

However, if you were properly "prepared" for the above claim...before it was sprung on you...then maybe, just maybe, you would be able to believe it.

Especially if the ad started out kind of like this:

An Open Letter To Anyone About
To Have Brain Surgery:
Did you know your brain functions a lot like the computer you are reading this message on? ?It's true. Just like your computer, which responds to your commands via an electrical pulse created each time you give it "orders", your brain responds to and sends "commands" to the rest of your body via a similar process of electrical impulses...
And so on and so forth. ?

Okay, I know I'm "stretching" things here quite a bit with the brain surgery analogy. ?But I think the point holds: When you have a product with a really outrageous, and hard to believe claim...you have a much better chance of the prospect reading your ad if you begin with a statement quickly and readily agreed with and then, as Schwartz puts it -- "leading him logically and comfortably through a gradual succession of more and more remote facts -- each of which he has been prepared in turn to accept"

If you want a true power education on how this is done, then I'd suggest studying Schwartz's "Why Haven't TV Owners Been Told These Facts?" ad in microscopic detail.? I promise you -- it'll be one of the most fascinating studies in advertising you'll ever read. You can download the ad free at: http://bensettle.com/TV.h tml

Ben Settle - EzineArticles Expert Author

Ben Settle is a seasoned freelance copywriter and direct marketer. If you liked this article then check out Ben's website at http://bensettle.com -- where you'll find over 500 pages of advertising ideas, strategies and tactics just like this one -- as well as rare swipe file ads and hot marketing information not easily found anywhere else.

Rated:NR/0 Votes
7 Views
Add To My Article Reading List
Add To My Article Reading List
Print Article
Print
More Article By Ben Settle
More Article by Ben Settle
Share
More Articles From Copy Writing
More Articles From Copy Writing
Related Articles and Readings
Leaders Click It Into Gear By: Richard Gorham
"Click It? Into Gear!Ever wonder how two people can be in the same meeting, hear the same speaker communicate the same message - yet once the meeting is over, each person's perception of the event is totally different?Why the different perception? How can one individual think the meeting was terrific ...
Home Owners Disclose the Facts By: Sameer Panjwani
One of the most common causes for disputes occurring after the sale of a home arise from the buyer finding defects in the property, defects which were not disclosed to him by the owner before the sale of the property. If you are the owner of a home that you ...
Psychiatric Psychiatrist A Joke on Psychiatry By: Martin Skov
A few weeks ago I went to see a psychiatrist.We talked about how I was feeling. I really wanted to hit him in the face when he asked that. I didn't do that. I regret that now. No, I replied politely and asked him if he thought I came there ...
Who Doesnt Love Ya Baby By: Peter Hunter
People leave their jobs because they are not happy.I saw recently a list of "General reasons why people decide to leave their jobs", and against each reason there was an action.Each action was something that, it was suggested, the manager could do to change the working environment. Something the manager ...
Nothing In This World Is What You Are Being Told Whats a Commoner to Do By: Dennis Diehl
I asked him, he being a retired CIA agent whose path and mine crossed briefly in this life, "If you can't tell me what you did, can you at least tell me what you learned?" His reply woke me up to what I already knew and suspect most humans know ...
The information provided in this article and/or the comments is the sole responsibility of their respective authors and does not necessarily reflect the opinion of ezinepost.com. ezinepost.com  does not endorse any article and/or comments published by our web users unless otherwise noted. 

Member Panel

login to submit articles and more

StatisticsEZINEPOST.COM

  • » Active Categories: 419
  • » Active Articles:252096
  • » Active Authors:32163
  • » Active Members: 35787
  • » Statistics Updated:
    - Sat Aug 11th, 2018 01:04PM EST