When Court TV's Nancy Grace was prosecutor in Fulton County, Georgia, she got a guilty verdict 100% of the time. That is why they gave her the nickname ???Amazing Grace.?? She's a mean-streets scrapper with a marksman's eye and a velvet tongue. On the radio she revealed one of her tricks of the trade. She told us what she used to say to juries to win her convictions. And I think it will help you in writing copy because... ... the same principles apply, whether you're sending a bad guy to jail, or sending your prospects to reach for their wallets. Amazing Grace said she would tell the jury that the standard of proof was ???beyond the shadow of a doubt.?? And what did that mean? Nancy would tell them: it meant reasonable certainty, and moral certainty. ???Reasonable,?? she would say, referred to the head; ???moral?? referred to the heart. When the head and heart are certain, you have belief. And belief is what it takes to convict. Now most of us writing copy are looking to create a different kind of conviction than what a courtroom prosecutor is looking for. But the word ???conviction?? still very much applies; for if you can create conviction in the minds and hearts of your prospects, they will be all the more ready to take the action you want them to take. Most copy appeals, at best, only to the head or to the heart. Big mistake. Appeal to both. Fortunately, thanks to miracle of mass media, you don't have to face down Amazing Grace to learn this important lesson. Sincerely, David http://bit.ly/1Qe2Gr8
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