Let’s go back a couple millennia. When King Philip II of Macedon was invading Greece like a bad case of herpes.
He planned to invade Spartan lands, and sent a threat saying:
“I advise you to submit without further delay. If I bring my army into your land, I will destroy your farms, slay your people, and raze your city”
The warrior Spartans stood unfazed. And only bothered to send back one word:
Philip didn’t touch Sparta after that.
And neither did his great conqueror son.
Alexander the Great.
Alex the G…
The undefeated military commander who forged one of the largest empires in the world before his clock turned 30…
Decided to tiptoe WIDE around the Spartans too.
Here’s why I share this little story with you…
Although Philip’s threat balloon got popped good…
He had the right idea.
You want to paint a clear and throbbing picture in someone’s head.
A picture they can practically step into and touch… jolts their pains… or lets them taste the sweet fruits of heaven you offer them.
An easy way to do that?
The word ‘if’.
It’s a magical word.
Probably second-in-command to ‘You’ as the granddaddy of marketing words.
If you want an easy excuse to call someone out and summon their fanged nightmares and caressing desires…
If you want to grip their attention all the way to your next thought…
And if you want to do it naturally, without desperation… with a picture so vivid it punches them in the heart…
Then use the word ‘if’ to get them there.
See what I did there?
Try it out.
Learn it well.
Become an addict.
Make ‘if’ your gateway word to the good stuff.
Bake that into your next marketing brownie.
And see whether your sales spike this year.
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