A Lesson in Writing Autoresponders from the Pawn Stars School of Business

So, the biggest hit around our house these days? The History Channel series titled "Pawn Stars" …

In case you've never seen it, it's a reality show (and I use that term loosely) that revolves around a Las Vegas pawnshop and the rough, tough guys who run it.

The basic premise is this: people come in looking to pawn or sell a wide variety of items while the cameras roll. And many of these items are either on the "whoa" side (rare civil war relics, sunken treasure) or the "wacky" (a life-size Power Rangers figure — complete with cell phone recharging unit).

And of course, the owners and employees are real characters, which the show's producers play to the hilt. My 11-year-old son eats it up.

But amongst all the reality show hoopla is a marketing lesson that's crucial to the success of your autoresponders. So listen closely …

When the guys are in heavy negotiations for an item and the deal is close, they'll turn to the tried-and-true method of visualization to get the job done.

Let's say the offer is for $1,000, but the customer is still not sold on the price. That's when the pawnshop owners will say something to this effect:

"That's 1,000 dollars, cash money, brand new $100 dollar bills, in your hand right now."

Guess what happens?

Yep — 9 times out of 10, the sellers take the deal. Even if they were adamantly opposed to it just a few seconds earlier.

Why? Because the shop owners triggered the ultra-powerful visualization part of the brain, steering the customer away from the objections.

Now, it's not about the price or the item or the fact that he's most likely getting fleeced by these guys …

Nope — his focus has totally turned to the CASH. How it feels in his fingers … how it smells … how it looks being counted out into his palm.

100 … 200 … 300 … 400 …

And the most amazing part is, at this point, it doesn't really matter how much or how little he's getting — just hand it over and satisfy this sudden gush of the greed glands.

I've watched these pawnshop guys do this time and time again. And it never ceases to amaze me how well they can pull it off.

But here's the cool part … YOU can do the same thing in the autoresponders you write for your clients.

That's right — visualization is an extremely effective tool that can turn stubborn, uninterested prospects into foaming-at-the-mouth-buyers in just a few seconds.

All you have to do is begin "painting the picture" inside their head. And, it all starts with targeting the biggest want/need/desire/problem they're experiencing at that very moment.

For example, in the pawnshop, most everyone who walks in that door with something to sell has one thing on their mind — MONEY.

They want as much cash as they can get, as fast as they can get it. And the shop owners know it.

So, when the negotiations get tight, they start priming the pump by painting extremely vivid, visual pictures of what they're going to receive.

Which means it's not just $1,000. It's $1,000 CASH MONEY.

And it's not just cash money, but cash money in BRAND NEW $100 BILLS.

And, not just brand new $100 bills, but brand new $100 bills IN YOUR HAND RIGHT NOW.

The wheels are really turning inside the customer's brain. And once they're focused on the biggest need they have (and the solution to that need being only a handshake away), it's almost impossible for them to walk.

Do they really have to refer to it as "cash money"? No. But in the mind's eye, cash money is better than just plain ole money, right?

And, are brand new $100 bills any different from the old wrinkled kind? Not at all. But, the perception of those crisp shiny bills in your hand is just too good to pass up.

See how it works?

So, next time you're crafting autoresponders for your clients, here's a thought: write them as you normally would.

Then go back and look at them again with the idea of painting the sharpest, most vivid picture possible.

Highlight the biggest want/need/desire/problem your prospect is experiencing, and search for those mental images that will make it look more ugly and horrible than ever before.

Then position your product as the solution, using even more crisp, clear mental imagery to push them towards a no-brainer buying decision.

This is the secret to helping your prospects paint a powerful mental picture. And I guarantee you … just a few brushstrokes here and there, and they'll gladly take the paintbrush and finish it for you.

This article, A Lesson in Writing Autoresponders from the Pawn Stars School of Business, was originally published by Wealthy Web Writer.

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Published: September 8, 2010

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