tugboats

ABOUT
NOT DOING ANYTHING

THAT WILL MAKE HIM

PSYCHOLOGICALLY UNCOMFORTABLE!

Now,
when you ask someone to buy your goods or services, you are asking him
to disrupt his comfy routine. And, if
what you're selling is new to him, you're asking him to do something
very uncomfortable which is to make a decision
that will alter his lifestyle.

And
listen, it is just as uncomfortable to alter your lifestyle up as it is
to alter it down. You see, in a word, the thing that's most
psychologically uncomfortable for humans is...

CHANGE!

Any kind of change, good or bad.
Which means you must use great skill in order to sell someone a new
product or service. Most direct response advertisers don't acknowledge
this. What they do is, they act like all their prospects are "already
pre-conditioned" to buy their wares.

Which just ain't so.

Look,
if you're a dope dealer and you walk into a room full of strung-out
junkies, you can get away with a simple pitch like...

Hey
scumbags! You

wanna buy some heroin?

And
that's the way all too many folks in our business approach

their
would-be-customers – as though they were already eager for what they're selling.

Let me tell you something: the average American is subjected to some
1,500 sales pitches every
day.

HEY
SCUMBAG! YOU

WANNA BUY SOME

HEROIN?

HEY
YOU!
HERE'S YOUR

CHANCE TO GET TIME-LIFE AT

HALF THE NEWSTAND PRICE!

HEY DUMBO! YOU

WANNA BUY SOME

GOOP THAT GROWS

HAIR ON BALD HEADS.

ARE
YOU FAT?

OUR NEW PILL LETS YOU