Copywriting Secret Discovered By P.T. Barnum Works On Even Your Most "Sales-Resistant" Prospects

Ben Settle

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If you'd like to know about a secret way to sell your products and services to even the coldest, most sales-resistant prospects reading your copy, then the following information is going to be tremendously valuable to you.

Here's why:

As you know, nobody likes to be “sold” anything. In fact, we all have natural, inborn “sales defense mechanisms" that go on red alert the split second we even think someone is trying to sell us something.

However, you can easily get around this little “quirk" of human nature simply by understanding the art and craft of disguising your true intentions of wanting to sell something until after you gain the confidence of your prospect.

In other words, to lure your customers into your ad in such a way where they get the chance to know, like and trust you before you “pitch" them anything.

Now, the easiest way to do this is through the proper use of sensationalism and drama. By creating a sense of curiosity and interest so intense…your prospects simply have to keep reading deeper into your ad in order to see what the fuss is about.

I call this the “P. T. Barnum” method of copywriting. P. T. Barnum was the greatest promoter of his day and he knew exactly how to play upon a person's sense of wonder and natural curiosity of the bizarre and unknown.

And the way I “lure" people into my ads is with an irresistible promise to “let them in” on some fascinating information they won’t be privy to anywhere else.

You see, I'm not all that interested in selling you anything in the first paragraph or two of an ad. I want to be your buddy first. I want to strike up a conversation with you about something I know you're interested in. Then I want to put my arm around you and say, “Hey man, you wanna see something? It’s great! Wait ‘till you see it. You’ll really like this thing. . . "

And I start leading you down the block while telling you as much as I can about this “thing” I want to show you…without revealing exactly what it is.

You may be mildly conscious this is going on…maybe even totally aware of it. But that doesn’t matter. Because all I'm doing is feeding you all this hot information that's essentially all about you and what you're interested in. Focusing only on connecting with your needs and wants. Reaffirming beliefs and ideas you already agree with and maybe even challenging you on some things you take as fact. All while giving away just enough information to keep you endlessly intrigued.

And I continue to do this for as long as it takes, taking you down the street and around the corner -

“It’s right over here, c’mon…you’re gonna love this!”

- until when the time is right. . . and you just can’t stand it anymore. . . I finally show you this “thing” I’ve been telling you about. Only then - when I've got past your sales defenses - do I switch to full “sales mode" - telling you everything and anything I can about how this product will do all the things I've been whispering in your ear.

And guess what? If I've got the right product for your situation (and at the right time) all concerns about price, ego and acceptance of your purchase by your peers will vanish.

Instead, you’re lost in your own little world - envisioning how much happier, healthier, richer, wiser you'll be as soon as you get your hands on this thing I’ve spent so much time “romancing" you with.

This way, there’s no high-pressure closing techniques required. No wincing when I finally reveal the price. That’s already been taken care of. Only thing left now is to write “Here’s how to order” followed by crystal clear ordering instructions.

A word of warning: Just remember - this is NOT about lying, cheating or “tricking" your prospects. In order to sell like this you actually have to know and care about your market - what they want, what they desire and what problems they have. This is one of the most powerful copywriting tactics you'll ever see. But if you try this technique without understanding and caring about your customers, it'll actually backfire on you. And you'll end up insulting them and turning them away from you forever.

Ben Settle is a direct response copywriter and author of “The Copywriter's Cheat Sheet" - which contains over 300 pages of advanced copywriting secrets and rare swipe file ads not easily found anywhere else. You can get a free copy of his book and read his latest copywriting ideas and tactics at


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