Touching the Prospect's Emotions in Your Sales Letter

Written by Joe Farinaccio

Continued from page 1

6) Are they insecure? About what?

Greed and fear are probablyrepparttar most targeted emotions in direct mail. Read some ads and see if you can identifyrepparttar 145427 emotions they target.

Is it fear? Fear of what? Loss? Of losing health? Fear of death? Fear of failure? Of just being average... of never amounting to anything? Fear of physical harm? (In order to target fear in your copyrepparttar 145428 fear has to be realistic... genuine... and specific.)

How about combining benevolence and guilt as emotions in your sales letter? "Who would do that," you ask? Charity letters and fundraisers do it allrepparttar 145429 time. Readers of fundraising letters often feel guilty about not doing enough to help those less fortunate than themselves.

How about insecurity? This emotion often lies underneath other emotions. People are often greedy because they’re insecure about themselves. (The things they buy and show off are really used to cover up an insecurity of some sort.)

The American Express sample sales letter (I use as an example on my website) targets vanity (exclusivity). The emotions in YOUR sales letter are generated byrepparttar 145430 benefits your product or service offers. There are many emotions. Sometimes it’s hard to know where one emotion stops and another begins.

The following are all potential emotions to stir in your sales letter ...

Achieve comfort Altruism Anger Annoyance Avoid embarrassment Be amongrepparttar 145431 leaders Be recognized as an authority Benevolence Boredom Complacence Confidence Confusion Curiosity / satisfy curiosity Desperation Disgust Enjoy health Envy Exhaustion Fear Gain knowledge Greed / make money Guilt Happiness Hope/optimism Indifference Insecurity / achieve security / protect future of your family Laziness / avoid effort Loneliness Love Lust Optimism Passion / attractrepparttar 145432 opposite sex Patriotism Pessimism Pride / gain self-respect Resist domination of others Revenge Sadness Save money / frugality Save time Self-reliance / independence Shyness Stupidity Surprise Sympathy Take advantage of opportunities Vanity / be popular / social acceptance Whimsy Win acclaim Wit

You obviously can't put all these emotions in your sales letter. Most sales letters target one or two primary emotions and then appeal to 1 or 2 others. The more emotions you can blend into your copy thoughrepparttar 145433 more powerful your letter will be.

Joe Farinaccio is a copywriter and direct marketer. In addition to writing sales letters for online clients Joe specializes in creating successful direct mail packages for small and medium sized businesses. You can learn more about how to market your business successfully and sign up to receive his free monthly Ezine at

"Freelance Business Writers - How To Get The Best From Your Writer"

Written by Niall Cinneide

Continued from page 1

To find freelance business writers, you simply need to look throughoutrepparttar internet as vacancies are quickly snatched up by anyone interested in your project. For example, posting on a relevant message board can be beneficial. To ensure they arerepparttar 145277 quality individuals you are looking for, set up a contract, contact them regarding your specific needs. Communicate withrepparttar 145278 individuals to find an understanding ofrepparttar 145279 demands before you agree on one. Who can provide you with what you want, inrepparttar 145280 best manner? Quality, on target work can come from employment that is contracted with a good understanding ofrepparttar 145281 needs of both parties as well as being able to communicate effectively.

Visit for more Articles, Resources, News and Views about Freelance Writing. This article may be reprinted in full so long as the resource box and live links are included intact.

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