According to Wikipedia (the pre-eminent source for internet wisdom!), the child's toy commonly called the "Yo-Yo" dates back nearly 2500 years.

Seemingly simple, skilled Yo-Yo experts can perform a variety of complex maneuvers with obscure names such as "Fansaws," "Machine Chop," and "Alien Invasion."

But the basic premise of the Yo-Yo is clear - let it go and reel it in.

Exactly what you need to do with your marketing message when generating leads. Here's how it works:

1. Pump up the value of what you're offering.
2. Tell them "but this may NOT be for you..."
3. Reel them in with a clear call to THEM specifically

Deviously clever? Perhaps... especially since it works on a deep subconscious level. We ALL want the something we're told we can't have. Therefore, when you take away - even if just for a moment - the benefits of your valuable service or product, the prospect can't help but call out "But wait, I want that!"

Give the "Yo-Yo Technique" a try in that next piece you create. I'm sure you'll like the results.