Dear Sales and Marketing Executive “You Have Less Than Six Seconds to Capture
Prospect’s Attention!” 1. Which headline is best? Is it one that stresses a problem as in, “Do You Make These Mistakes in English?” or, one that offers a solution as in, “How to Win Friends and Influence People!”?
The answer is to run an inexpensive test using both of these headlines!
2. When you use words “How to” in your headline, you are using two of most powerful words you can use to get attention.
3. A bold main headline emphasizes importance of message.
4. A list of bulleted points in body of your letter is good. But numbered points have more impact because they are sequential.
When you say something like, “Here are three reasons why…” you make reader curious as to what each of those reasons is.
Insert Semi-Bold Subheads like This
5. When you insert two or three semi-bold subheads you make your letter much easier to read.
Use a Subhead to Illustrate a Benefit
Some readers will scan your subheads first to find out if rest of your letter is worth reading.
A New Courier Font is Very Readable
6. A New Courier Font with an unjustified or ragged right edge helps make your message look more like a typed personal letter than a display advert.
Here’s a Tip You May Want to Consider:
7. Don’t put name of your company or contact information at top of your letter. It’s best to put it at end.
8. Watch Your “I’s,” “you’s” and “me’s.” So far, word “you” or “yours” have been mentioned thirteen times, whereas, “I,” “me” or “my” have not been mentioned at all!
9. Prospective customers don’t care what you want. Their main concern is what they want. Here’s another hot tip:
10. Features Smell! Benefits SELL! Prospects couldn’t care less about wonderful features of your product.
11. Prospects will be interested in knowing how they could benefit from your product or service.
12. Turn features of your product into benefits for customer!
13. Phrases that encourage prospect to read on include: “For these three reasons:” “Here’s why:” “Here’s another hot tip:”
14. Cut paragraphs to no more than four lines if possible.
15. Making some words bold as in “make your main headline as bold as possible” and “Insert subheads,” turns them into powerful hypnotic commands!
People Buy for Emotional Reasons
16. People buy for emotional reasons, not for logical reasons. The emotional involvement is what moves them to buy. Then they use logic to justify their decision.
People Use logic to Justify Actions Tell Them How They Will Benefit
17. The prospect might not feel need for product, but they will become emotionally involved when they picture themselves using product or service and benefiting from it.
For example, I have a couple of 18ct gold wrist watches. I don’t need two expensive watches, but second watch looked dressier.
The moment I pictured myself wearing it, I had already sold it to myself.
Afterwards, when someone said, “Do you need two watches,” I said:
“No. But I think famous-name watches in solid gold can only go up in value.” Push Prospect’s Hot Button
18. To make sale, your sales copy has to push prospect’s emotional hot button and push it hard.
19. Sales copy that is embedded with subliminal commands induces action.
