As you round the corner and see your destination, the inconveniences of travel evaporate from your mind.

Poof. You are here now, and everything is new again.

Your children will carry the joy of this place wherever they go. The adventures we have for them are unimaginable.

Leave them with us. We promise they won’t miss you.

Everything you see here is real. This is not a Hollywood facade.

Now you understand why we don’t have to advertise.

You knew you were in love before you got here. Your partner knew it, too. But neither of you are prepared for the wonder of how deeply in love you really are.

Remember. We promise the kids won’t miss you.

It takes only about 20 seconds to read those 118 words, but they leave a hovering question mark that vibrates with curiosity. Where is this place? What is “Everything I see here…”? What caused me to experience “the wonder of how deeply in love I really am”?

I didn’t have to provide those details, because I knew you would.

“Begin with a happy outcome” is one of the secrets of the world’s best ad writers. You must illuminate the imagination of the customer and cause them to supply the details that you have no way of knowing. The customer is the star of a movie you are directing in their mind. Cause them to see themselves smiling joyfully. The hovering question mark that vibrates in their mind is called customer engagement. Lights. Camera. Action.

Great companies puts their energies into the creation of a process that will ensure the happiness of their customer.

Then they insist that their ad writers describe every detail of that process until there is nothing left to surprise and delight you. Until the customer desires the outcome, they have no interest in the process. If you want them to watch your movie, make sure it begins with a happy ending.

Several things were ungrammatical in my 118-word call-to-action,

one of which was a shift from past-tense to present-tense within a sequence of connected sentences. “You knew you were in love before you got here. Your partner knew it, too.” The past-tense verbs within those two sentences take you into a possible future and cause you to look back at an experience you have not yet had. Then I shifted into present-tense verbs. “But neither of you are prepared for the wonder of how deeply in love you really are.” Your mind is now imagining the experiences you will share at this place you have never been, and don’t know how to get to. I never said it was the most romantic spot on earth. You did.

Roy H. Williams

Duane Scott Cerny is an expert on dead people. (Or, more precisely, he is an expert at selling their possessions when they’re gone.) A best-selling author, music producer, lyricist, and newspaper columnist, Duane runs Chicago’s largest antiques mall and fully understands the formula for business success. Thanks to his ability to listen closely to his customers and adapt to ever-changing tastes, Duane is celebrating his mall’s 34th anniversary this year. “Not only is Duane business savvy,” says roving reporter Rotbart, “he is a born entertainer and storyteller. I had a marvelous time doing this interview.” The time is now. The place is MondayMorningRadio.com.

Process Follows Outcome