the middle of your pitch.

**A Tough and Demanding Audience**

So here’s how you can start using this technique to strengthen your copy: Imagine you're presenting your idea, concept or product to a room full of potential prospects. But this time, the “ground ru

After 11 years in sales, I’ve put together and delivered more sales presentations, briefings, and demos than I care to remember. But the nice thing about repetition is that after a few dozen presentations you get very good at reading body language.

You can easily tell when the audience is engaged, when they’re confused, when they are bored, uninterested -- even angry and inpatient. (And that’s a good thing because you can quickly switch gears in response to this feedback!)

I’ve seen it all. I’ve had people fall asleep on me (great boost to my self-esteem, as you can imagine). I’ve had others so excited, they almost cried (ok -- maybe I didn’t really see tears).

Luckily, I’ve never had anyone walk out on me or ask me to leave.

But that changes when you write copy. In essence, a direct response piece -- whether it’s a sales letter, an email, self-mailer, or landing page -- is a sales presentation on paper.

And every time a prospect tosses your letter in the recycling bin -- or hits the delete button -– he or she is in “walking out on you” right in the middle of your pitch.

**A Tough and Demanding Audience**

So here’s how you can start using this technique to strengthen your copy: Imagine you're presenting your idea, concept or product to a room full of potential prospects. But this time, the “ground ru

l when the audience is engaged, when they’re confused, when they are bored, uninterested -- even angry and inpatient. (And that’s a good thing because you can quickly switch gears in response to this feedback!)

I’ve seen it all. I’ve had people fall asleep on me (great boost to my self-esteem, as you can imagine). I’ve had others so excited, they almost cried (ok -- maybe I didn’t really see tears).

Luckily, I’ve never had anyone walk out on me or ask me to leave.

But that changes when you write copy. In essence, a direct response piece -- whether it’s a sales letter, an email, self-mailer, or landing page -- is a sales presentation on paper.

And every time a prospect tosses your letter in the recycling bin -- or hits the delete button -– he or she is in “walking out on you” right in the middle of your pitch.

**A Tough and Demanding Audience**

So here’s how you can start using this technique to strengthen your copy: Imagine you're presenting your idea, concept or product to a room full of potential prospects. But this time, the “ground ru

eat boost to my self-esteem, as you can imagine). I’ve had others so excited, they almost cried (ok -- maybe I didn’t really see tears).

Luckily, I’ve never had anyone walk out on me or ask me to leave.

But that changes when you write copy. In essence, a direct response piece -- whether it’s a sales letter, an email, self-mailer, or landing page -- is a sales presentation on paper.

And every time a prospect tosses your letter in the recycling bin -- or hits the delete button -– he or she is in “walking out on you” right in the middle of your pitch.

**A Tough and Demanding Audience**

So here’s how you can start using this technique to strengthen your copy: Imagine you're presenting your idea, concept or product to a room full of potential prospects. But this time, the “ground ru

t response piece -- whether it’s a sales letter, an email, self-mailer, or landing page -- is a sales presentation on paper.

And every time a prospect tosses your letter in the recycling bin -- or hits the delete button -– he or she is in “walking out on you” right in the middle of your pitch.

**A Tough and Demanding Audience**

So here’s how you can start using this technique to strengthen your copy: Imagine you're presenting your idea, concept or product to a room full of potential prospects. But this time, the “ground ru

the middle of your pitch.

**A Tough and Demanding Audience**

So here’s how you can start using this technique to strengthen your copy: Imagine you're presenting your idea, concept or product to a room full of potential prospects. But this time, the “ground rules” are tougher than usual.

Your prospects have agreed to sit down and pay attention. They will not interrupt you. However, they’ve made it clear that if anyone loses interest at any point during your presentation (even in the first 10 seconds) that person is allowed to walk out of the room.

Yup. They can just pick up their notepad and leave for good.

Rude? Maybe. But that’s your incentive to try and keep as many folks engaged as possible. The more “attendees” you still have in the room at the end of your presentation, the better your score.

By putting yourself under this kind of pressure, you’ll be forced to take a harder look at your copy. You’ll have to now make sure that all the critical elements are present.

You’ll also be forced to trim the filler that doesn’t add anything to your core message -- and cut out the empty hype that will send attendees running down the hallway screaming in pain.

**Critical Elements to Consider**

Here are some important elements to pay particular attention to:

* Prospect Pain. Do you unders