| If you want to multiply the sales of your ads and | | | | If you are writing to people who are really feeling |
| sales letters...then listen to this: | | | | the pressure at the pump, then that would be a |
| The very best ads and letters connect with their | | | | great example of a news event that can be |
| readers on more than just a surface level. | | | | worked into your ad. |
| By that I mean, yes, they tickle their senses and | | | | For example, in my area some of the savvier car |
| stoke their desire to buy but they also do | | | | dealerships are offering a certain amount of free |
| something else: | | | | gas and oil changes. And their sales, from what |
| They get in sync with what their readers are | | | | I've gathered, are through the roof on new cars. |
| thinking and feeling about. | | | | And that's just one example. There are all kinds |
| They tap into their emotions and make people | | | | of big news events going on every day. |
| think the person who sent the letter is "one of | | | | The key is to know what people are reading |
| them." Someone who feels and understands | | | | about in the newspapers (and online), hearing |
| what's important to them. | | | | about on the radio and watching on TV. |
| Now, there are a lot of ways this can be done, | | | | Because if you can work a big news event into |
| but in this article I want to touch upon one that | | | | your ad -- even if it's just a passing references |
| doesn't seem to be talked about that much. And | | | | (as long as it's relevant, of course) -- then you will |
| that is simply relating your ads, your offers and | | | | be getting that much more in "sync" with your |
| even your headlines (if applicable) to big news | | | | readers and making them that much more likely |
| events that have just occurred. | | | | to buy from you. |
| Let's take the high gas prices, for instance. | | | | |