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75 over-sized comfy rooms that each face ocean! You'll want to make sure you've got your video camera handy as you're unwinding on your private balcony watching daily sunset, listening to waves roll up against shore right outside your window! 3, 5-Star restaurants! And each one of them offers you a minimum of 27 tasty meals and 11 local desserts, all prepared fresh, daily. (Plus, you get our "If you don't like it -- you don't pay for it, guarantee!") And lastly... 2, sun-drenched swimming pools! Both complete with waterfalls... heated jacuzzis... and an in-pool tropical bar, and each landscaped with their own beach and tropical theme. Also, with a snack-bar and grill located within a half-minute walk, you won't ever have to worry about going hungry (or thirsty) while you're enjoying all your outdoor activities! See, when you use 2 examples, you're not able to process what you heard, as quickly and naturally as when you're using 3 examples.
What happens is, inside your head, things just aren't computing right.
Instead of focusing on information, in back of your mind, you're expecting that third item to come tumbling out, and you're left wondering, "Did you not get your third item delivered to you because person couldn't think of one... they didn't know what it was... or maybe they just forgot to tell it to you?
You just can't figure it out, but bottom line is, you didn't leave feeling confident, "at ease" and satisfied. Instead,
You Left... Feeling Incomplete And... ďNakedĒ!
So make sure, whenever you're talking about a list of items, you deliver that third item -- don't just stop after 2.
This "power of three" holds true even if you're saying something in a sentence.
For instance, saying "If you've ever experienced any kind of severe back pain or soreness in your shoulders, our intense 7-minute executive massage, is guaranteed to give you complete and thorough relief, throughout rest of your day"...
Leaves people feeling less complete than saying...
"If you've ever experienced any kind of severe back pain... stiffness in your neck... or soreness in your shoulders, our intense 7-minute Executive Massage, is guaranteed to give you complete and thorough relief, throughout rest of your day."
See what I mean?
Use this curious power of three to make your sales copy read smoother.
You may be interested to know, this "power of three" also applies to total number of fonts you use in your sales copy as well.
You see, testing shows, once you have more than 3 different kinds of fonts on your page, you start scrambling your prospects minds a bit and you begin to lose them.
And as you know...
That's last thing you ever want to do!
And by way, an italicized font, is considered to be a separate font for these purposes.
Craig Garber is one of America's Top Direct-Response Copywriters and Direct-Marketing Consultants. For more copywriting tips, go to www.kingofcopy.com Copyright 2005 www.kingofcopy.com