They almost got me…
Was driving home after dropping my adorable nephew( handsome little fella ) home from school, when a pair of policemen stopped me just after a traffic light.
Frothing at the mouth and sticking their open palms into my window, they demanded I pay for a ticket because I passed an amber traffic light.
What the hell?
Damn light was GREEN when I passed it. It even had a freakin’ arrow pointing for me to go!
Look, I’m a good driver…except when I’m not.
And I’m certainly not going to take this kind of bullshit on a Friday.
I stared the law-keeper straight into his eye. And with the calm of the sea, told him the traffic light was green when I passed it.
But no… The fuzz wouldn’t take any of it and kept insisting I drove through an amber light( stubborn fellas, ain’t they?).
What did I do? How did I squeeze out of this mess?
I kept repeating the same story to the coppers till the got the messege and let me off the hook. I explained it from as many different perspectives as possible.
I had to bludgeon the idea into their head until they believed me
And you know, this is just like how you must repeat your major sales points in your sales letters. In fact, Dan Kennedy lists at least 6 ways you can repeat the same sales point in a single sales letter.
Why must you do this?
Easy. Nobody ever remembered something by hearing it once.
Your customers are like cops, combing through your “sales evidence” to decide if they should but from you. It’s going to take lots of repeat exposure to your best evidence to flip that switch in their heads.
And, to get my help planting enough “sales evidence” to convince even the most thorough customer to buy from you, mosey on over here…
I’m the one in the getaway vehicle…