call The Inner Score Keeping System dwells.

Simply put, it's a fundamental model that you can use as a metaphor to help explain way prospects govern their inner decision-making.

It's true that a potential buyer will profile several things

in background while evaluating an offer. Many little decisions are made along way that lead up to BIG yes or no final decision.

Some of these are subconscious thoughts while other times

one may even notice their own mind chatter. However, in any case, a decision process is in action.

In situation where a prospect is evaluating a sales

offer, here is an overview of events going on deep inside prospect's mind.

While responding to offer, prospect instinctively invokes a scoring system, which helps in evaluating offer.

We ALL have this judgment system inside of us that we respond with.

This Inner Score Keeping System occurs mostly behind scenes as we don't focus on inner process. Although it is transparent to us, it's still there.

It deals with balancing scale of acceptance and rejection. When we buy, it assists us in weighing our decisions based on emotions and logic.

When positive emotions are triggered in a sales offer, they theoretically score acceptance points, which are intended to collectively add-up over rejection.

Rejection points always lean toward discouraging buy.

In order to accomplish this, you need to create effective sales copy.

Good copy includes many elements: voice and style, proper grammar, spelling and punctuation, emphasis on benefits and much more. Let's talk a bit about each of these.

Voice/Style

Your messages should sound professional without sounding "stuffy'.

You need to find your unique voice to connect with your subscribers. Pretend that you are sitting across table from a friend and write as if you were speaking to them (leaving out, of course, things like swear words or references to your personal life).

You should also keep close watch over pronoun usage. Talk directly to subscriber and avoid using word "I" as much as possible. Be personable, but not too personal.

English 101

We all make mistakes in our writing at times. Your subscribers will probably forgive you for a few gaffes. However, you don't want to send out horribly written messages. Always run your copy through a spell-checker. Brush up on your grammar and punctuation skills if you've gotten rusty.

Focus on Benefits