The best part is that you only have to drop a few details into copy to set off reader's imagination. The key is knowing which words will trigger response you want from audience. Let's take a look at what you can do to paint just right picture to start getting higher sales. 1. What kind of emotion does reader need to feel before he buys?

Will majority of your prospects need to feel like you're just like someone they grew up with or went to school with before they break out their credit cards? These are kinds of questions you'll have to ask yourself, because even in business-to-business sales it's all about emotional side of selling. When painting picture, be whatever your readers want you to be so that you gain their trust. That way, they'll read every word you've written, right down to when you ask for sale. 2. Choose a situation or experience that's familiar to your readers.

Can Your PR Game Plan be Salvaged?

If, as is often case, you are preoccupied with comm- unications tactics instead of working a plan to actively pursue those outside audience behaviors that stop you from achieving your objectives, answer is yes.

Fortunately, it’s no big deal making switch to a public relations problem-solving sequence that works. Simply accept this reality: People act on their own perception of facts before them, which leads to predictable behaviors about which something can be done. When we create, change or reinforce that opinion by reaching, persuading and moving-to-desired-action those people whose behaviors affect organization, public relations mission is accomplished.

What this approach to public relations can do for businesses, non-profits and associations, is help them alter perceptions, and thus behaviors of their most important external audiences, those with greatest impact on their operations. This can make achieving their objectives much easier, and much more likely.

Here’s how it could work for you.

Sit down and list those outside audiences of yours whose behaviors can damage your organization’s prospects. Then, put them in order of how severe their impacts are, and we’ll work on #1 on that list.

First objective is to create a public relations goal. So, because it’s likely there are negative perceptions out there, you and your cohorts must meet with members of that target audience and interact with them. Ask many questions such as “What do you know about us? Have you had any kind of contact with us? What have you heard about our products or services?”

And while you’re asking those questions, keep your eyes and ears peeled for evasive or hesitant answers. And also for negatives like inaccuracies, untruths, misconceptions, hurtful rumors and false assumptions.

Your public relations goal can now be established using responses you just gathered. And that goal will be specific perception you wish to alter, usually leading to behavior change you really want. For example, goals like, correct that inaccuracy, clearup that misconception, or squash that hurtful rumor once and for all.