6) Are they insecure? About what?

Greed and fear are probably most targeted emotions in direct mail. Read some ads and see if you can identify 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 copy 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 all 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 by 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 among 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 / attract 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 though more powerful your letter will be.

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