The Big Prediction

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The Big Prediction is a provocative forecast that engages your reader by saying something meaningful to him. By offering him some kind of significant future benefit.

It may be his chance to make a fortune in hot, up-and-coming, technology stocks. Or the chance to save himself from a deadly slew of viruses that will crop up in the next three years.

The benefit can arise out of a negative or a positive situation. (After all, averting a potential disaster can be just as powerful as – if not more powerful than – acting on a profitable opportunity.)

But, in either case, the benefit must give your prospect a real reason to read on.

And notice that I say “your prospect.” The big prediction – like promises, testimonials, and all the other direct mail techniques – must be tailored to your specific prospect.

So, if your prospect is a health-conscious individual, you might make a Big Prediction about the increased number of FDA regulations that will prevent him from getting the cure he needs.

If he’s a financially oriented prospect, you may talk about an upcoming government overthrow that could destroy his overseas accounts…

And that’s the first big truth about The Big Prediction. The Big Prediction has to engage your targeted prospect by offering them a meaningful future benefit.

But, not only does it have to be benefit-oriented; it also has to be bold enough to capture your reader instantly – and make him forget that he’s being sold. The prediction could be about something surprising, disturbing, or even exciting.

Something like, “In the next five years, we’ll be faced with a depression that’ll make 1929 look like a picnic.”

What financial prospect wouldn’t want to know about this forthcoming depression. Notice how it immediately distracts your reader from the fact that you’re trying to “sell” him. His interest is piqued, he forgets that he’s reading a sales letter, and he delves right into the copy. Even if he finds this prediction hard to believe, we’re still OK. Because he’ll stay with us long enough that we can prove it to him.

A word of caution: Predictions don’t work if they’re made too far into the future (such as 20 years out). If the prospect doesn’t see himself being affected by the prediction, he won’t care about it. Generally you want to shoot for two to three years out.

And there’s the second big truth about The Big Prediction. They are so bold that the reader forgets – almost instantly – that he’s being sold.