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Fear And Greed Hit The Newsletter Writing HeadlinesAuthor: Decapo How Many Of These People Are Robbing You Blind.
(Headline) Without This Information, You’ll Get Slaughtered In The Coming Years. (Subheading) Please let me lift the scales from your eyes to reveal the sad truth about rip off Britain. (Pledge) The media have trained you to believe that the good guys are bad and the bad guys are good… The article continues with an image, substantiation (maybe a list of the offending parties), distinction (Unique story), a proposal of what the reader should do to avoid being robbed, and finally the shutters would go up. This article would appeal to the emotion of fear. Nobody wants to be robbed of the wealth they have worked so hard to attain. So the reader would be hooked. He would read every word because he would want to know how to protect himself from the evil robbers. That was fear. Next is greed! The Emotion Of Greed. What does greed suggest to you? It might be gaining at the expense of others. It might be rising while someone else falls. These are extreme definitions. More subtle forms of greed include wanting to do well, wanting to be happy or wanting a better life for yourself and your family. This sort of greed is good. It’s ambitious and adventurous. This type of greed is one of the reasons why you have taken this course. To improve your life and ultimately be happy. So greed, in this context, isn’t that bad. Most good articles appeal to this emotion. It’s the epiphany of life enrichment itself. Without greed, no one would want to improve their lives and therefore there wouldn’t be any money in enriching people’s lives. But there is money in enriching people’s lives. On this planet anyway. Now, there is one reason why an article that appeals to greed doesn’t work. Do you know what it is? It’s the believability of the claims. Let me give you an example… “How To Make Money Fall Out Of The Sky” Now although this article may get read, it is not believable. There’s no way you can make money can fall out of the sky. Well, maybe if you got someone to chuck a load out of a plane, but you’d still have to get the money to begin with. And if the article doesn’t hang together by substantiating the claims. it’s dead! And so is the newsletter’s credibility. Kiss goodbye to your subscribers and say hello to Mr Skint. And you won’t mess with Mr in between! So, make it believable but don’t be shy either. Create Better Relationships Within Four Years. Would that get your attention? Please don’t say yes. Let me tell you what would happen to your subscriptions if you ran that headline. In the news the next day, there would a story about a strange bug going about. About 500 people, dotted around the country, would all have been admitted to hospital with SPLIT SIDES. You could change just one word of that headline to make it sparkle. “Create Better Relationships Within Four Months!” Do you see what I mean? Good. Let’s take a look at another, more elaborated example of greed. “How To Get Your Hands On £5,000.00, £10,000.00 Or Even £75,000.00 To Build Your Business!” “Want To Start A New Business Or Grow An Existing One, But You’re Frustrated By Lack Of Finance?” You do? Well I’ve got some great news for you. Imagine all the money you’ll ever need to start or grow a business, sat there in your bank account ready for ploughing in. Ready for action. Ready for profit!. The article would then go on to give you ways to get this money, by simply applying for a government grant. Highly valuable information for entrepreneurs me thinks. Ron Ruhle is a CEO for a publishing company based in Oxford UK called Decapo Publishing. He writes and produces information and training courses for the home business market. He also works as an Consultant for a number of Print Management and Publishing companies. Previously a Major Account Manager for a Government Agency in the communications sector Ron has steered many companies towards the understanding of Mass Comuunications. Article Source: http://www.articlealley.com/article_1368204_12.html
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