Now… what do you say to Mr. Hardy?

Remember -- you're a stranger to him. Just like your ad will be -- in most cases, your reader is not expecting your email or letter or ad, and you are essentially interrupting his day. (This tactic works even for writing to your own email list, where your reader may be an opt-in or previous buyer, and recognize your name or company. But it's especially crucial when you're writing to a cold audience, who has no idea who you are or why they should trust you.)

This is the point where world-class salesmanship makes all the difference.

What you would say to Mr. Hardy… to inform him that you have something he probably wants, and how to get it… is precisely what needs to go into your first good ad.

I call this the "I'm sorry to interrupt" method of finding the passionate sweet spot of your best sales pitch, fast.

You just take what you would SAY to a prospect in your target audience… and translate it into copy.

Again, you should take a minute to write, type, or record yourself.  Do it now.

If you record yourself, you'll probably have to spend a bit of time later fixing up the language so it reads well.

When you do, you will have an honest-to-goodness sales pitch, turned into a written ad or script for you sales video.