If you'd like to inject a powerful psychological element into your next sale letter that can literally quadruple the impact of your claims, then this'll be one of the most important articles you ever read.

Here's why:

One little-talked about way to illustrate the quality and effectiveness of your product or service is to talk about how it works so well...people may have to take some kind of precaution using it.

In other words, it's not simply a matter of if your product works, but that it works so well you have to be careful using it.

Let me give you a couple real-life examples of what I'm talking about:

As one of only a small handful of people on the entire planet who teaches this street-fighting system, I have an ethical duty to tell you these techniques are truly brutal and dangerous. In many cases…


In fact, you can easily cripple or even kill someone…if you don’t know how and when to restrain yourself.

"In fact, this is one of those things Art gets nervous telling people about. Not because it's crooked or illegal. But because it's a tactic for getting money that works so well -- where the money comes in so fast and easy -- that people who don't know how to handle a lot of money coming in rapidly, tend to get in trouble. Just like when someone who can't handle money wins the lottery -- and ends up losing everything -- because they can't deal with it."

Anyway, these are just a couple examples of how to use what I call "precaution copy" to psychologically enforce the effectiveness of your product and claims. Try using it in your next ad and see if response doesn't improve. I think you'll be pleasantly surprised.

Ben Settle is an expert freelance copywriter and direct marketer. If you liked this article then check out Ben's website at http://bensettle.com -- where you'll find over 500 pages of advertising ideas, strategies and tactics just like this one -- as well as rare swipe file ads and hot marketing information not easily found anywhere else.

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