Here's an example of a teaser I wrote for a lead generating direct mail package targeted at pilots who are in market to buy an airplane. The product in this case is a one fifth share in a light aircraft, an aircraft that normally sells for over a quarter million dollars.

"Attention Pilots! Finally... lowest cost, most hassle free and safe form of aircraft ownership available anywhere. (It's brand new and radically less expensive than you think. Details inside...)"

Greed and fear (and a whole bunch of their emotional first cousins) reside inside of everyone. They well to surface at different times and for different reasons in each of us. When they do, it's as if they grabbed us by our lapels and shook us to get our attention.

And getting your prospects' full attention is a must if you want them to reach for their wallets.

Here's an example of how this works.

Imagine you're walking all alone through a graveyard at night. The full moon disappears behind a cloud as a distant clock tower ominously strikes midnight. Suddenly you hear what sounds like a large stone slab scraping against stone. Your eyes must be playing tricks on you in gloom, because just ahead, door to that crypt seems to be opening all by itself…

I'm pretty sure this situation would have your complete attention. In fact, I bet you would be highly receptive to taking action (a headlong race to front gate?) depending on what was offered up next. All because of a little fear.

And so it is with a well written sales letter or other persuasive piece of copy. Before any selling takes place, you first have to get attention of your prospect. You do this by connecting with your prospect on some emotional level. This sets stage for selling message, and ultimately call for action.

While copywriter has many arrows to draw from in emotional quiver, greed and fear are two of most powerful.

There are many kinds of fear - fear of financial loss, fear of lost health, fear of humiliation, fear of pain, fear of losing out on a once-in-a-lifetime golden opportunity. The list could go on and on. It's job of copywriter to identify which will resonate strongest with target prospects.

Greed too comes in many flavors. While word itself seems to suggest base human instincts, greed has its positive attributes. Is it greedy to want a better standard of living for your family? Is it greedy to want to advance to top of your profession, or to be a more talented pianist? A better lover?