What makes me mad about great copywriting is simple. It leads me. It brings out my impulses and guides me to where writer wishes to take me.

In fiction, that's a wonderful thing. It makes story more enjoyable. However, when copywriters do it, conclusion of work inevitably involves me spending my money and I hate that! Either that or, if I refuse to spend my money, I never get to read conclusion.

In other words, great copywriting can make me feel out of control. I'm educated in art enough to see what they are doing, yet masters can still guide me where they will --- and I hate it!

Now, having said that, what is it about great copywriting that draws us in? Yes, I'm done whining and can get to point now.

I've narrowed power of great copywriting down to two things.

CURIOSITY

The desire to know is a powerful force. It's led to word 'secrets' being WAY over used, but that is why it is used.

People want to know. If you've got something, and you know how to taunt with it, you can make sale.

That may be a somewhat crude way of looking at it, but it's truth. Great copywriting is more or less taunting. However, and this is important, it's taunting that offers a solution.

It's offering solution, a way to fulfill that driving need to know, that urges people to buy. The solution can only be accessed, however, when reader takes action. The action is either a purchase, a click to another web site, filling in a form, or whatever copywriter is looking for.

When writing, it's important to first define action you want people to take at conclusion of your words. Defining action you want them to take guides you in your writing.

When using curiosity as a motivator, hint at information your solution will provide reader once they take action you desire. Give bits of information that will allow them to begin to see what you are driving at, but save majority of information, or what will tie all your bits of info together, for after you get reader to take action.

Tell them what they will know after they access your solution and create enough desire to know that they themselves will overcome any objections they may have.

BENEFITS

Expressing benefits reader gets with your solution is another method leading people to action. Not only can you create curiosity, but you can show how your solution will benefit them.

Ever notice how first two pages of most ebooks or info reports you get are same?

If you think about it, I'm certain you can tell me exactly what it is they all go over, can't you?

Of course you can. What is it they ALL talk about?

All together now...

"The DREAM of Making It BIG!!!"

They begin with compassionate approach about how frustrating it is to know 'BIG' marketers are all getting rich and you are not. Then, they describe to you details of "The DREAM of Making It BIG!!!". You know, more money, more power, influence, time and freedom. Then, they close with how what they have to offer will get you 'over hump' and well on your way to realizing your dream.

Ok fine, compassion bit is aimed at making a connection with you. That's good, we've discussed how that is important before. The closing where they offer to speed you on your way toward realizing your goals is fine, too. If they have a good product and believe it will help people then fine, say as much.

But...

Why do we have to go over details of "The DREAM of Making It BIG!!!" every stinking time?

What, you don't think I KNOW why it is I'm here to begin with? You don't think I have that dream right there in front of my mind at all times?

Why in 'h-e-double Eiffel Tower toothpicks' do you think I'm sitting at my computer at two in morning reading your stupid ebook in first place?!

Why do we have to spend all that time at start of every sales letter and every ebook going over details of "The DREAM of Making It BIG!!!" again and again and again?

Can't we just skip obvious and get to point? Can't we just get to heart of what you are offering or what it is you are trying to teach me?

Why indulge in all that fluff? Get to meat! Just think of how many electronic trees you could save if you didn't use so many electronic pages!

Unless, wait, is this a contest or something? It's that why everyone spends so much time laying out their version of "The DREAM of Making It BIG!!!"? Is it just a contest to see who can drum up best description of The DREAM? To see who can best describe ultimate in Internet marketing success?

Well, in that case, move over GURUs! Move over you piddley little haphazard metaphor for financial freedom writing fools!

The MAN is here.

Feast your eyes, my friends, on "The TRUE, Ultimate DREAM of Making It BIG!!!" I mean after all, I am BEST writer (of my own articles) Internet has ever seen!

Stand back ye flies! Let true exponentially exciting, yet not necessarily true, DREAM writing begin!

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Frustrated, are you?

Do you lay awake at night, restless, because you have not yet discovered secret for driving hordes of herds of countless of maniacally insane amounts of credit card waving traffic to your web site?

Do you long to know secrets of Internet GURUs who have already taken $250 out of your bank account so you can take $25000 out of each of their accounts as a bribe for not giving those secrets away to others?

Well, then, I know exactly how you feel because I, too, felt that frustration just this last week. That is before I discovered secrets of GURUs written on lid of a jar of orange marmalade I got out of my granny's cellar.