The darker, the better. You see, by going to the dark side and getting your prospect emotionally charged about their problem, you’re not only getting them subconsciously seeking a solution, but you’re also building trust. You see, by describing your prospect’s problems, even better than they could, it makes your prospect feel understood, and her defenses start coming down. Okay, so let’s say your prospect is relating to the pain in your story (sales pitch) and she’s   emotionally in touch with her problem, and she’s now desperate to find a solution. What then? The answer is monkey-simple:   You give the solution, which of course is your product or service. Simply after the story, just add a call to action like so:  “To see my back pain remedy, check out:”(Sales page URL here) If done right, you don’t even have to mention a single benefit. So there you have it, my Salestrooper. Don’t ever underestimate the power of marketing to the “dark side”. Use it,   and a powerful salesperson you will become.     Kelvin Dorsey ~ Email Marketing Maverick