I mean does reader really believe that you have confidence behind your product? Do you confidently show them that you know your subject, and through your selection of words and phrases, are you displaying confidence that this product is one that will solve their problem?

Confidence makes us buy, because we begin to see that person knows their subject. The lack of confidence in a sales letter shows us they don’t feel comfortable with what they’re saying. It comes across as unsure.

It might not sound like much. You’ve read that giving potential customer specific benefits that offer a solution to their problem is biggest hurdle. But reality is sales depend on how you present your material as to build confidence in you as well as your product.

Confidence sales. There was a time when I was a telemarketing sales manager. I know, but don’t hate me. Though I might have interrupted a few dinners or got you up of couch, I am about to teach you something here.

My job was to teach telemarketing reps how to sell. I would center in on someone that wasn’t making any sales, listen in to them, then after a few calls I would let them listen in as I took one for them. I would mimic their sales pitch, using almost exact same words that they did. But nearly every time I did this I would make a sale on my first call where they had struggled through about thirty presentations without even a nibble.

Whether it's a defense attorney or prosecution, first thing a lawyer does is read jury members.

He does his best to get inside their heads to determine exactly what will get them to decide in his favor. The best lawyers are great people readers.

You must learn what people's hot buttons are just as any good attorney does. Also like a good lawyer, you must realize your audience reacts on an emotional level.

When you're presenting your case you must grab them by their emotions.

He also appeals to all their senses. So should your sales letters.

If you're selling food, your letter should literally make them water at mouth.

If you're selling opportunity offers, reader should be made to see all goodies their new found money will bring.

So how do legal beagles accomplish this?