When you watch a scary movie you get scared and

your body tenses up. When you watch a sad movie

you feel sad and even cry sometimes. When you

watch a funny movie you get happy and even laugh.

As you can see, your subconscious mind can't tell

what's real and what's fantasy.

You can create mental movies when people read

your ad copy. Mental movies can change people's

emotions and some of their physical actions. You

can alter their emotions and physical actions with

words alone. Your words need to explain and

describe what they see, hear, feel, smell and taste

so it triggers their imagination.

Most people don't realize that simple words can

trigger mental scenes or movies. If you see the

word "daughter" and you don't have a daughter

you may just think it's somebody's kid. If you have

a daughter, you will probably picture your own

daughter. Do you see what I'm saying? You need

to really think about what each and every word

means to your target audience.

Any kind of visual can also create mental movies

in peoples minds. It could be graphics, pictures, art

work, web site designs, etc. One simple picture can

trigger hundreds of different emotions, feelings,

moods, physical actions and visualizations. A single

visual can create a mind movie that could be worth

a thousand words.

If you see a picture or even the word snake you

may twinge or look away if you have a phobia of

snakes. On the other hand, if you love the taste of

snake meat you may actually salivate.

In conclusion, you really need to think about what

effect each and every word/visual will have on your

target audience. It could be the difference between

making or losing a sale.

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