Did you know, if you threw an unused bullet into a fire it would explode?
Of course you did. It’s so obvious even a nine year old could figure it out.
Mind you, I’m not trying to start a pro-gun / anti-gun argument here. Just gimme a moment to explain myself ( and take your flame wars elsewhere ).
Here’s where it gets twisted.
Did you also know, the only reason a bullet is so dangerous… is because the force of the shot is focused forwards by the barrel?
It makes sense if you think about it
Guns with long barrels tend to be moar accurate at long ranges. But that’s only because the barrel directs the force of the shot in one direction. And this effect is amplified by the “rifling” in the barrel. Modern rifles have a corkscrew like pattern inside to get the bullet spinning for massive damage.
Now, if a bullet fires outside the gun, it can’t do any serious harm at all.
It’s completely useless.
In face, you’re at greater risk from being hurt by the empty bullet casing than the actual bullet. And even then it’ll be a mild would at best.
Without focus, a bullet’s power is about as useful as tits on a bull.
And the same applies to the core central sales message in copy.
Without a clear focus on what the copy is trying to do.
Who it’s trying to sell to.
Which benefit it’s trying to sell above all others….
Then the core sales message just explodes everywhere. Spreading itself too thin to have any sales power.
Your sales message is your bullet, and your customer’s wallet is the target
You must “rifle” your shot to make sure it hits the mark. Penetrating all of their objections, and shooting through their questions until they’re ready to buy.
Making sure your sales message does not shift too far from it’s central core message.
Oh, and one moar thing.
If you want to join forces with me and land a bull’s eye with your next sales letter, landing page or ad… then hit me up at:
and let’s get ready, aim… and fire