Marketing Lessons From New York Most Notorious Criminal

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May 7,1931 was D-Day .

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It was a day New York would never forget.

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Over 15,000 people gathered to watch a spectacular display..

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…of what exactly?

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Two movie stars in romantic gyration?

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Or a heavenly performance from an iconic popstar?

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I wish so…

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All of New York gathered to watch the end of the notorious 18 year old who troubled the city ..

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…his name was Francis Crowley

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Popularly known as the "two Gun Crowley".

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He earned this name because he used two pistols to finish off his victims.

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And to think he was less than 18 years when he began to send shivers down the entire city makes his story almost unbelievable.

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Francis and his boys once broke into a jewellers house and blasted him with his 2 pistols..

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On another occasion, Crowley was driving with his girlfriend when the police stopped him..

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Can I see your driving license sir? Asked the officer..

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…without saying a word Francis killed the man before he had the chance to pull out his gun.

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Then coming out of his car..

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He shot him 5 more times with the officer's gun.

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And what did Crowley think of himself?

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I will tell you but let's get back to May, 7,1931…

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150 armed policemen exchanged gun fire for two plus hours,they had finally discovered the hideout of the notorious criminal.

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When Crowley discovered towards the end that he was overpowered by the raging police men…

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He hurriedly wrote a letter .

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…with blood stained hands that left the white paper red..

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Crowley said..

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"Under my coat is a weary heart but a kind one-one that would do nobody any harm"

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Now, pause here

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Imagine this serial killer..

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A man who instantly killed anyone he presumed guilty and worthy of death..

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A man who would kill at the drop of a feather and at lightening speed.

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…yet he never thought he did anyone harm.

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His mind rather found a way to justify his devilish act.

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Well, if notorious Crowley, a masterclass killer wouldn't criticize himself.

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How much more me and thee?

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So here's the lesson..

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Never criticize, condemn or name-call your prospect when writing your sales letter.

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Seek to empathize not criticize.

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The truth is..

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Most of them are aware they are wrong, they just don't want to hear it from you!

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And of course there's the issue of "almighty ego" they have to protect..

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And the question I usually ask most client and copywriters is ..

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Do you want to BE RIGHT or do you want to BE RICH in sales?

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You see, your prospects are going through hell, let your sales letter bring them to heaven

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Let it remind them of salvation and ignite a sense of hope they can't find anywhere else..

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Tell them..

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I understand how you feel and what you are going through isn't new to you..

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So and so had similar problems and here's how we were able to solve them …

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That way..

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You are sure of never blowing your cash into thin air.

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Again, this is all energy.

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If you genuinely sow the seed of empathy in your sales messages..

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…you'll not only have a customer, you'll have a friend

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One that will promote your product or service anywhere, anytime, any day and in any place…

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Go ahead now and give it out the RIGHT ENERGY.

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Remember, what you give is what you get.

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Peace And Love Always

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Emmanuel Walters

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