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.
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) All 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 determines 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 is most important thing my reader wants that will draw them to my copy?”
“What is 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?
Write 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 upon 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 commercials 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 recognize time - - effort - - 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)