Below is a real life email exchange between X-Gaming Customer Service (A Future Now Client) and one of their site’s visitors…the names have been changed to protect the not-so-innocent.

—–Original Message—–
From: Customer
Sent: Sunday , June 27, 2004 12:08 AM
Subject: Bulletproof?

hi i am just wondering if the x-arcade is really bulletproof

—–Original Message—–
From: Xgaming, Inc
Sent: Monday , June 28, 2004 10:39 AM
Subject: Bulletproof?

Not literally sir, it is made of wood.

Herbert

Customer Service Representative

Roy H. Williams “The Wizard of Ads” explains the above interaction with far greater eloquence than I can. He calls it “The Wizard’s First Rule” and teaches it in his Magical Worlds Communications Workshop taught exclusively at Wizard Academy. You should go.

In the same workshop Roy also teaches a communication technique called “Particle Stack” which we used extensively when writing the X-Gaming home page copy. The copy has been live less than a week and we have already seen some nice increases in conversion.