How To Enhance the Personal Appeal Of Your Sales Letter

Written by Ray L. Edwards

Probablyrepparttar most effective form of advertising is word of mouth. And there is a reason for this. You will more readily take a friend's advice about a product she has used than trust an advertiser's blurb.

One ofrepparttar 145777 lofty goals of a great copywriter then is to be transformed into a trusted friend ofrepparttar 145778 reader. Instead of writing as to a crowd you can write as to one person sitting on a park bench next to you --- a friend. This proven strategy will explainrepparttar 145779 format ofrepparttar 145780 sales letter used in direct marketing and fast becoming quite popular in online selling.

Letters written in this personal style reducerepparttar 145781 buyer's resistance and ushers you into their circle of confidence and advice. The more cold and formal style of writing common torepparttar 145782 corporate world leavesrepparttar 145783 reader feeling small and 'talked down to'-emotionally unmoved.

It's a tenet of effective copywriting that your letter must be emotionally appealing because people buy based on emotions and then justify their purchase with logic. Being guided by our emotions is not just relegated to small purchase but to ANY purchase we make.

In a recent TIME magazine article discussingrepparttar 145784 skyrocketing house prices, it was interesting to readrepparttar 145785 author's suggested reasons for this recent real estate craze:

"The boom is as much an emotional story as an economic one. It's aboutrepparttar 145786 excitement of potential wealth,repparttar 145787 fear of missing out andrepparttar 145788 envy towardrepparttar 145789 guy next door who bought for a third of what you paid. … andrepparttar 145790 embarrassment of feeling too poor for your neighborhood as houses around you are torn down …" --America's House Party - June 13, 2005

Unless your sales message resonates emotionally with your prospects then you'll lose potential sales.

Here are a number of ways to increaserepparttar 145791 personal appeal of your sales letter:

1. Write as to one person. Imagine that person sitting right across from you and write as you would speak to them. When a prospect reads your sales copy you want him to feel singled out ofrepparttar 145792 crowd and not as a part of some wider audience.

2. Tell a personal story. If you createdrepparttar 145793 product to solve a personal problem then tell this story. The reader will more readily feel akin to you since they are struggling withrepparttar 145794 same issues.

3. Use your picture withinrepparttar 145795 sales letter if possible. Adding a face torepparttar 145796 letter can greatly enhancerepparttar 145797 emotional appeal ofrepparttar 145798 letter. You must be cautious, however, if your appearance will in anyway offend your market segment. If you are a 'skin head' with bright tattoos and are trying to reach mothers of young children omitrepparttar 145799 picture and depend onrepparttar 145800 words.

4. Include your signature atrepparttar 145801 end ofrepparttar 145802 letter. Even if you are cautious about using your actual signature you can use a handwritten style font as a substitute. 5. Admit to common human weaknesses. This doesn't mean that you have to start a prayer meeting confession session but you can admit to not being perfect. The American public especially likes to know that you are "real", which means that you have a few black spots. People shy away from 'know-it-alls' and 'goody goody' personalities. You don't want to portray this in your copy.

Touching the Prospect's Emotions in Your Sales Letter

Written by Joe Farinaccio

Your prospect has emotions… and you MUST touch these emotions in your sales letter. Your copy has to excite. Stir curiosity. Generate fear. Create deep desire.

If it doesn’t your copy will fail.

The reason is simple. By and large... it’s emotions that move us. Your prospect might be a man who seems completely unmoved by anything other than cold logic.

Not true.

Even this kind of person won’t act until he's motivated to do so by his feelings. You must inject emotions in your sales letter for him to want to become a buyer.

You Can Do This By Studying 3 Things:

1) Your Prospect. Determine what kind of a person they are. What is it they REALLY want out of what your product?

2) Allrepparttar benefits your product will provide to them.

3) The match up. The most important “want” (whether it’s a desire to have something or a problem to be corrected) within your prospect determinesrepparttar 145427 primary emotions your sales letter will target. You’re goal is to link product benefits to these emotions.

Sound confusing? It does take a lot of effort. You have to train yourself to think through this process. But you MUST do it. The success of your letter depends on it.

Take your time. Go slowly. Write everything down on paper.


“What isrepparttar 145428 most important thing my reader wants that will draw them to my copy?”

“What isrepparttar 145429 primary emotion I must target?”

Give her what she wants. Offer him what he desires.

Does your product fulfill a desire for wealth? Appeal to vanity? Promise protection against a certain fear? Propose to make life easier?

Writerepparttar 145430 answers down.

Now… how can you use these emotions in your sales letter? What secondary emotions can your copy appeal to? The more emotional buttons your benefits hit uponrepparttar 145431 better.

You must ask these questions. It takes effort but it’s soooooo worth it.

As you do this you’ll start thinking like a marketer... a seller. You’ll never look at commercialsrepparttar 145432 same way again.

When you learn how to pack emotions in your sales letter those “junk”... er... direct mail packages you receive will become works of art to you.

You’ll recognizerepparttar 145433 time - -repparttar 145434 effort - -repparttar 145435 thinking - - that went into crafting some of them.

Ask, ask, and ask again...

1) Does your prospect want relief from something? (freedom from anxiety)

2) Are they afraid of something? (fear)

3) Do they want to feel sexier? (vanity)

4) Appear to be stronger? (pride)

5) Have an unfulfilled hope of some kind? (longing for fulfillment)

Cont'd on page 2 ==> © 2005
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