How To Create Sales Messages…

So Your Prospects Will Remember You And Then Take Action And Buy From You

9 Ways to Make a Lasting Impression that Motivates Prospects to Buy – Part III

Here are three final lessons that have been gleaned by studying the most effective direct response marketing campaigns over many decades, including the experiences of the ‘Father’ of direct response, Claude Hopkins:


You want people to internalise your key sales message well before they get to the point of placing their order. So repeat it. Often.

Unfortunately, many people just aren’t as observant as we want them to be. They’re not dumb or stupid; they’re just busy. Therefore, to get a good message remembered, you have to flaunt it.

So for example, you should give your prospect multiple examples and illustrations of how your offering will actually change their personal or business lives. And each time you should encourage them to take the next-step in your subtle sales process i.e. to respond to your offer and call to action.

I’ve seen 16-page sales letters re-state the offer 6 and 7 times within their message. So don’t be shy about saying the same thing twice… or more than twice.


Here’s another lesson from the brewing trade. If you’ve followed my work for any length of time you’ve very probably heard me talk about Claude Hopkins.

Hopkins is the genius who wrote the short but powerful book "Scientific Advertising" back in the 1920s. David Ogilvy said "Nobody should have anything to do with advertising until he has read this book seven times. It changed the course of my life."

Hopkins was also the brilliant copywriter who helped Schlitz Beer, then the number five brand in the U.S., rocket into first place. How? After a visit to the Schlitz Brewery, Hopkins had seen what rigorous steps the company took to keep their beer pure and clean during the brewing process.

How come, he asked, you don’t tell your customers you’re doing this? Because every other beer company does it too, came the answer. Yes, but they don’t tell this story either, said Hopkins. He created a series of ads that told the story in rich detail, and Schlitz sales took off.


If you’ve heard it once, you’ve probably heard it a thousand times. Every good sale is sealed with a crystal-clear call to action. In yours, you want to tell them — in no uncertain terms — HOW to buy…

"Pick up your phone. Dial this number. Claire will answer. Tell her this…"

"Click on this link. Complete the simple form on the right hand side. Hit submit."

You want to remind them specifically WHY they should buy…

"Remember, in 9 out 10 tests, only the ‘Lightening Computer Processor’ was able to complete all tasks simultaneously, without affecting speed."

And of course, you want to do all this with enough urgency to get the buyer to act now. Because if they don’t do it now, you know what happens. It goes into the ‘I’ll get around to it later’ pile… which then turns into the ‘this all needs to be dumped’ pile. You don’t want that to happen. So you urge them to buy now, before time runs out…

"I’m not sure how long supplies will last. We didn’t expect this much demand. So I urge you to email me by 5-00pm today… if not sooner."

So there you have it.

Make your message memorable or be forgotten in an instant.

That’s it for now. If you would like more free information and help to improve your marketing, please take a look at my website and sign up to my free Common-Sense-Marketing Revealed Newsletter.

Best Regards

Richard Lomax,

For more free marketing advice, reports and strategies visit

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