|
|
| www.1001TopWords.com |
|
|
Touching the Prospect?s Emotions in Your Sales Letter
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. Not true. 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 the 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 the 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. Ask... "What is the most important thing my reader wants that will draw them to my copy?" "What is the 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 the 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 the 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 the 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 the time - - the effort - - the 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) 6) Are they insecure? About what? Greed and fear are probably the most targeted emotions in direct mail. Read some ads and see if you can identify the emotions they target. Is it fear? Fear of what? Loss? Of losing health? Fear of death? Fear of failure? Of just being average... of never amounting to anything? Fear of physical harm? (In order to target fear in your copy the fear has to be realistic... genuine... and specific.) How about combining benevolence and guilt as emotions in your sales letter? "Who would do that," you ask? Charity letters and fundraisers do it all the time. Readers of fundraising letters often feel guilty about not doing enough to help those less fortunate than themselves. How about insecurity? This emotion often lies underneath other emotions. People are often greedy because they're insecure about themselves. (The things they buy and show off are really used to cover up an insecurity of some sort.) The American Express sample sales letter (I use as an example on my website) targets vanity (exclusivity). The emotions in YOUR sales letter are generated by the benefits your product or service offers. There are many emotions. Sometimes it's hard to know where one emotion stops and another begins. The following are all potential emotions to stir in your sales letter ... Achieve comfort Altruism Anger Annoyance Avoid embarrassment Be among the leaders Be recognized as an authority Benevolence Boredom Complacence Confidence Confusion Curiosity / satisfy curiosity Desperation Disgust Enjoy health Envy Exhaustion Fear Gain knowledge Greed / make money Guilt Happiness Hope/optimism Indifference Insecurity / achieve security / protect future of your family Laziness / avoid effort Loneliness Love Lust Optimism Passion / attract the opposite sex Patriotism Pessimism Pride / gain self-respect Resist domination of others Revenge Sadness Save money / frugality Save time Self-reliance / independence Shyness Stupidity Surprise Sympathy Take advantage of opportunities Vanity / be popular / social acceptance Whimsy Win acclaim Wit You obviously can't put all these emotions in your sales letter. Most sales letters target one or two primary emotions and then appeal to 1 or 2 others. The more emotions you can blend into your copy though the more powerful your letter will be. Joe Farinaccio is a direct-response copywriter. Joe specializes in writing sales letters and direct mail packages for small and medium sized businesses. You find our how Joe can help you with your advertising or to learn more about writing sales letters and direct mail packages visit his website at http://www.sales-letters-and-marketing.com
|
|
|
|
RELATED ARTICLES
Accelerate Your Freelance Copywriting Master Business Plan! Ever wish for your own copywriting business? Its the Headline, Stupid! - Writing Powerful Headlines "It's the headline, stupid," is the sign that hangs over my computer screen. It reminds me that to write effective articles, press releases, sales letters--whatever I want people to read--I need a powerful, grabber headline or title. 10 Things You Should Expect From Your Website Copywriter As websites and electronic commerce are becoming more and more common, business owners and marketing managers are realising that quality web copy is every bit as important as impressive design. And with the ever increasing importance of search engine presence, the role of web copy has never been more critical. Help, Help, Help, Sell Here's a fundamental difference between copywriting offline and copywriting for the web... 9 Tips for Great Design of Your Marketing Materials 1) Don't just hire a good designer. Hire someone who has had plenty of experience designing business collateral. Your designer needs to ask you the right questions about the project. And he/ she needs to be able to turn the design round reasonably fast too. Direct Mail Sales Letters Flow Better With Subheads A subscriber to my newsletter asks: "Got any good pointers on writing great sub-heads?" Yes, I do. Here they are. Calls-To-Action: Making Them Fit Makes All the Difference It was going so well, so what happened? Many copywriters get off to a wonderful start: The headline is compelling, the body copy is benefit-filled, but then comes the call-to-action and the whole thing falls apart. Why? It could be a dozen different reasons, but one of the most common I've seen is that the call-to-action doesn't fit the target audience. Getting Over Copy Shock A few weeks ago I wrote some copy for a business owner "Marvin." My copy was hard-hitting but honest and down-to-earth. He's really good in his field, so coming up with benefits was easy. What wasn't easy was convincing him to run with the copy on his duller-than-dust website. Website Advertising: 10 Tactics To Make Your Ad Copy More Impactful If your ad is not generating a lot of sales, the reason may be because it is not effective. Freelance Technical Writers - How Much Are You Worth? Where can you find out about freelance technical writing pay? Is there a place where you can go and find out where you stand? As with any field, pay is determined by several things, not just because you can do the work. Instead, it is about how you work, what type of work you do and how well you work with other people. It is often said that you cannot get experience without experience. That is true when it comes to these jobs as well. But, if you want to know about technical writing pay, then look at the characteristics you possess first. A Quick Free n Easy Content Writing Course I do not pretend that a one-stop shop solution to content writing exists, but my experience has taught me, that working toward a 100% effective writing formula isn't a complete waste of time. How to Write Adverts that Forces People to Respond Think for a moment some day and consider the kind of advertising you see in your post box, on the TV, on your computer, on the radio, etc. Then ask yourself this question, "Would I buy this or not?" If you say "No," then ask yourself why. If you say "Yes," then ask yourself why. Magic Words That Sell and What Words to Avoid We all know words are powerful. Whether written or spoken, according to advertising legend David Ogilvy, some of the most persuasive words to use in marketing are: Five Sections of Your Copy Guaranteed To Get Read Only about 20% of your copy is going to get read. The rest will simply be scanned. I'm sure you've heard the statistic before. It's nothing new. While it might sound frightening or frustrating, it's a fact of copywriting life. So what do you do next? Give up? What difference does it make if only about 20% will be read anyway? Kick-Start Your Juices Listen, consider this scenario. Ghostwriting: Your Questions Answered Many people feel they have a story to tell or an experience to share. But time is precious and not everyone can make the words sing on the page. But there are people who can make the whole experience hassle-free. A ghostwriter will do all the work while you get all the credit. Some common questions about the ghostwriting process are answered below.What does a ghostwriter do?A ghostwriter edits, writes, collaborates, and researches on behalf of someone else who becomes their client. Many biographies of celebrities and television personalities have been ghostwritten. 3 Keys to Better Online Copywriting Doing the copywriting for your own website without the proper knowledge and tools is pretty much like flying blind in a snowstorm without piloting experience or instruments. Power Keys To Writing Power-Packed Marketing Copy In order to maximize your sales efforts and fully seize your greatest profit potential, these essential elements are a "must-have" and "must-apply" in all of your action-driven marketing communications. Top 3 Rules for Writing Effective Copy One thing all successful Internet marketers have in common is that they're good copywriters. If you want to have a profitable online business, you need to know how to write a copy that motivates people to buy your product... a copy that sells! 16 Golden Rules of Master Copywriting You could spend thousands of dollars on advertisement and have extremely low or no results in sales because of your poor planed copy. You shouldn't be amazed by the fact that huge corporations all over the world do that mistake and waste millions of dollars on false advertisement campaigns.
|
| © Athifea Distribution LLC - 2013 |