2008 - Mindset - Mindset

Well, that night, Mama Jo calls me and we get to chatting and, she (my very own mother) tells me what a nice guy [well known actor] is, and how lucky I am to be working with him. She's never really met him, of course... but... she had seen him on TV and in the movies... therefore... she felt she knew him well.

Why spoil her fantasy? "Yes mom, he sure is a nice guy: It's a privilege to know him."

(NOTE? Actually, I do like [well known actor]. He might be a little on the hot-tempered side... but... you'll never have to wonder where he's coming from.)

Forgive me, I digress. Let's get down to brass tacks. Let's say you've got a diet product and, a blind country music singer you can use as your celebrity. How would you handle that? Well, here's how one copywriter (the world's best) recently did it:

Dear Friend:

If you need to lose weight, this will be the most exciting message you will ever read.

Here is why. My name is Ronnie Milsap and I have been in show business (country music) for more than 30 years. Perhaps you've heard some of my records such as "Lost In The 50's Tonight." "Any Day Now." "Stranger Things Have Happened" or, any of the other 127 songs I have recorded on 31 different albums.

However, the reason I'm writing to you is not about country music or show business. In fact. the only reason I even mention my career is because... I have learned... everybody in show business is concerned with their looks, their health, and especially their weight. And, it seems to me, so is almost everyone else in America. That's why I am very happy to tell you about an exciting new diet discovery that works like crazy for everybody who know about it.