Are you frustrated that your sales letter isn't getting results? Do you wonder how to improve your sales letter writing? Discover how to instantly amplify the selling power of your direct mail and web copy enabling you to potentially break sales records and outsell your competition.
The solution to lackluster results or desire to improve current sales is found in one word. Emotion. Buying decisions are based upon emotion and later backed up by logic.
Legendary sales letter writer Robert Collier once said, "Appeal to the reason, by all means. Give people a logical excuse for buying that they can tell to their friends and use to salve their own consciences. But if you want to sell goods, if you want action of any kind, base your real urge upon some primary emotion."
So how do you inject more emotion into your sales letter writing and the selling power of your copy? Here are 3 ways to emotionally-charge your sales letter writing:
Emotionally-charged Sales Letter Writing
1. Stir Up Pain: Here's where you want to get inside the heads of your readers. Focus on how they have this problem (that your product solves) and that because of this problem, they're hindered, frustrated, troubled and unable to attain their deepest desires because this problem lingers.
You want to agitate their perceived problem and make it seem worse than it really is. You can do this by telling them stories, facts, case histories and linking their problem to bad scenarios to persuade and influence them into believing your product is the solution to their problem.
2. Mesmerizing Stories: Stories evoke emotion. Watch a tragedy, you'll feel sad. Watch a sci-fi movie and you'll probably feel excitement. Watch a horror flick and you'll more than likely feel scared. Weave stories into writing your sales letter that stir up hope in attaining a goal, avoiding trouble or achieving a dream.
You can also craft stories detailing what happened to someone who never took action to solve the problem your product or service is intended to solve. This kind of story will produce fear of loss, which is more powerful than desire to gain in most people.
Use stories that have a "human" element to it. Simply tell a story about someone whom your readers can easily relate to, describing their problem and the frustrations that go with it in detail. And then, illustrate how this person used your product and solved their problem. Consequently making their life or business much better. This kind of story creates a type of "Social Proof"- meaning it cultivates a follow the leader response.
3. Use Emotional Words Instead Of Logical Words: It's no surprise that some words fire off stronger emotions than others. Words like abortion, pro-life, Soviet, or dictator have an immediate effect. Other less controversial words such as mom, dad, family, home, friends, sister, and brother have strong emotional impact. You need to evaluate your target market and find out what key words your market really reacts too.
The key thing to remember is that just about every word has an emotional element to it. If your offer is greed oriented, then words and phrases like "money"; "get rich" ; "six-figures"; and "make money easily" will excite your readers.
Ideally you want to use many small, one syllable words that your prospects can relate an emotion to. Pick five or six key words that will stir up the emotion you want in your reader and subtly plant them throughout the sales copy to spark an emotional reaction.
Whether you're vexed by a sales letter that gets poor results or you already have a sales letter that's getting decent results, you now realize what to do to make it sell more. You simply make your sales letter writing more emotionally-charged and you should see a rise in sales and profits.
Mike Jezek is the creator of Mega-Persuasion Psychology, the science behind "Irresistible Copywriting".