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Evergreen by Alan Weiss, Noah Fleming

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CHAPTER 11

Bringing In New Customers

Creating Optimal Growing Conditions

One of the most beloved metaphors used by direct response marketers and clever copywriters is the concept of the “greased chute.” The idea is that once a prospect starts viewing (or reading) your sales or marketing material, you want to make it incredibly easy for that person to continue viewing (or reading) it, increasingly building interest until the prospect decides it is imperative to buy now, Now, NOW! Picture the customer sliding down a greased chute saying yes, Yes, YES! The next time you can’t sleep in the middle of the night, turn on the television. Essentially any infomercial will exemplify the greased chute in its full glory.

Copywriters and clever marketers have ...

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