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Last updated: Tuesday, July 31, 2007

Dont ever use this word when selling !

A true story

An insurance company couldnt work out why some of their salesman were consistent high flyers and others never seemed to get off first base.

So they looked, they tested , they analysed and trained.
But nothing seemed to make sense: all of the salesman used the same basic methods.

And then they discovered it:
All of their worst perfomers consistently used one word - And none of their best performers ever used it.

Would you like to know what the word was.

It was BUT !!!

“Well mr customer, this has loads of benefits for you BUT it only has……”.
And that BUT negated whatever you said.
So look through your copy and if you ever use BUT or ALTHOUGH or HOWEVER replace them all with AND!!!

There is only one time to use BUT and that is if you want to negate.
“This product is $199 BUT it can do XY and Z for you”, has the effect of reducing the impact of price.

What words have all successful ads in common?

Try these:

YOU/YOUR
HOW HOWTO
NEW
WHO
MONEY
NOW
PEOPLE
FREE
AMAZING
ANNOUNCING
QUICK
EASY
WHY
MIRACLE

Or even these:

Startling
Proven
Guaranteed
Big
Breakthrough
Surprising
Secret
Strange
Greatest
Limited
Rare
Glamorous
Spectacular
Powerful
Wealth
Fortune
Increase
Immediate
Successful
Lifetime

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