Copywriters Podcast

A friend of mine had an old Fender Stratocaster guitar he wanted to sell. He put up an ad on Craigslist. The price was good and he got five people to come by and look at it. Most of the people liked the way the guitar played, but they all kind of hesitated and nobody bought. He asked me what was wrong. I looked at the guitar. It was clean enough and it had new strings. It sounded good, but it looked kind of dull. “Get something to polish it up with,” I said. “Then raise the price $100, and you’ll sell it.” My friend said he wasn’t that much “into appearances.” But he was so frustrated that he followed my advice anyway. And, guess what? It worked. The first person who came by from the new listing looked at the guitar… played it for five minutes… pulled the exact amount of cash out of his pocket… and walked out the door with my friend’s old guitar. My friend smiled. After the buyer left with the guitar, he admitted he was dumfounded. How could one coat of polish make such a difference? As it turns out, the same