AmbatchMasterPublisher : Written by Gary Halbert
AIDA!
From:
Jewfish Creek
Dear AmbatchMasterPublisher, Friend, & Subscriber,
There is something a tiny bit different about this newsletter from all of the other newsletters I have written in recent years. Did you catch it?
- AMBATCHMASTERPUBLISHER
Just in case you didn’t, if you’ll reflect a moment, all of my newsletters in recent years have said, “From: South of Jewfish Creek” or “From: North of Jewfish Creek.” That’s because during the past several years, I have measured where I am on this planet in relation to the location of Jewfish Creek.
Jewfish Creek is approximately two miles long and it is located at the northern tip of the Florida Keys. There is a small drawbridge which has to open up for you if you are on a boat of any size going either north or south on Jewfish Creek. This drawbridge is located on the road which goes over Jewfish Creek which is known as either U.S. Highway 1 or A-1-A. Incidentally, U.S.1 goes north all the way to the northernmost part of Maine… and… south to the southernmost point in the continental United States in Key West, Florida.
For many people, the 18-mile stretch of U.S.1 which Jewfish Creek flows beneath is known as what you might call a “Second Mason-Dixon Line.” If you are anywhere south of Jewfish Creek, you are in Monroe County, Florida in which all of the Florida Keys are located. If you are almost anywhere north of Jewfish Creek, you are in Dade County which encompasses all of Greater Miami.
Jewfish Creek is not just a physical location. It is a boundary between two distinct civilizations. South of Jewfish Creek (in the Florida Keys) almost all the people you encounter will be laid-back, “American-Americans” who are basically content on minding their own business and leading pleasurable lives.
When you are north of Jewfish Creek (in Greater Miami) most of the residents are “Latin-Americans” who live dysfunctional lives at such a frenzied pace, it is hard for the rest of us to comprehend. And, in Dade County, English is for real a second language. Some of the stores in Miami actually have signs in them that say: “English Spoken Here.”
My legal address is the same address on the masthead of this newsletter. However, since I live on a 52′ ocean-going houseboat, most of the time my resident address is wherever I choose it to be in South Florida.
For those of you who know about such things as a GPS Device (Global Positioning System) the precise geographical location of Jewfish Creek is 2511.015N 08023.268W.
OK, now that I’ve given you a fair amount of information which probably held no interest for you whatsoever, let me switch to a topic about which I know you are extremely interested in… which is, of course…
Making More Fungolas!
Listen, you know what the hardest part of writing a sales message is? It’s getting started. And do you know what is the most-often missing ingredient in a sales message? It’s the sales message doesn’t tell an interesting story.
As I’ve repeated endless times in this newsletter, the formula for making a sale via direct response is AIDA, which stands for:
|
Attention Interest Desire Action |
Many people spend most of their time (and justifiably so) on writing compelling headlines. But often, what comes after the headline is not of much interest to the reader. So, what I’m going to give you this month is a bunch of real world ways to begin a sales message by starting to tell a story devised to capture your reader’s attention.
Here are the examples:
AmbatchMasterPublisher
