| |
| |
|
Copywriting Information |
|
|
|
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
MORE RESOURCES:
Original content improves on-page SEO so copywriting is also an ... - NewDesignWorld (press release)
Copywriting - Google News |
|
|
|
RELATED ARTICLES
Website Promotion: 10 Secret Motivational Triggers That Make People Buy Unless you know the secret motivational secrets that make people buy, your efforts in website promotion may not be fruitful.Here are some website promotion triggers to help you:1. Do You Make These 5 Mistakes When Writing Sales Copy? Writing copy has sometimes been compared to an "art." While it does take creative skill to write great copy that generates results, there are some mistakes that you should avoid to make sure that your copy is read and acted upon. 11 Reasons Not to Hire a Freelance Copywriter (and Why Theyre All Poor Excuses) Think you can take the Copywriting Challenge on your own? Allow me to convince you otherwise! Here are eleven reasons why business owners typically choose not to hire a writer, and my argument for each.Excuse 1. SEO Copywriting: 7 Tips So you finally built a website for your home-based business. How exciting is that!? Now you just have to let people know you're out there. Revealed: The $12,500 Copywriting Formula Have you heard of Brian Keith Voiles? Probably not, but if you have eyes you've seen his ad campaigns and you probably even bought products that he created ad campaigns for. Would you like to have the formula he gets paid $12,500 to put into use for Fortune 500 Companies?Well then, today's your lucky day, isn't it? If you follow this formula whenever you write a sales letter or an ad you'll see how well it increases your success. How To Really Connect With Your Customer In Your Copywriting One of the least talked-about areas in copywriting education is voice. This is probably because it's tough to set general rules for something that's so personal to each of us. Bullshit Avoid the use of the word Bullshit It is important in this new paradigm of political correctness to tone down the language a bit. In this present period if you use such words like Bullshit, even when you are describing something that definitely is complete and total BS; it makes you look just as bad as what ever you are describing. Health and Fitness: A Huge Industry in Need of Writers Think about how much you read about and spend on health and fitness.Do you ever exercise? Take supplements? Go on a diet? Visit the doctor sometimes? Most of us do all four. Four Things Every Web Site Headline Must Do As you know, I'm constantly making the point that the text on web sites is not given enough attention. Which is unfortunate, because the headlines on site pages make huge demands on the skills of any writer. How You Can Proofread Your Own Work Putting out a high quality product is a given these days. With all the competition out there, you have to look great in every aspect. How To Write Headlines That Get Attention No doubt, the headline is the most important part of any advertisement or sales letter. The reason is very simple. Real Estate Professionals Need You to Write for Them! Ask yourself these questions:Are you an experienced writer?Do you want to stay at home to write?Do you want to work for yourself?Do you learn new things quickly?Are you interested in a broad number of subjects?Do you feel like you're being pigeonholed with your current writing and you want to branch out?Do you have a flair for marketing?If you answered "yes" to any of these questions - or even better - several, you may have found a new career!It's more important than ever for real estate professionals to market themselves legally considering the laws regarding email and telephone sales seem to change daily - depending on which court is hearing the case. Many experts speculate though that eventually some sort of anti-telemarketing law will be enforced and while it's much more difficult to regulate email, it's still being made more and more difficult to use this form of marketing and sales. Can Anyone Succeed as a Freelance Copywriter? This is a question that can be answered in a lot of different ways.But let's start with a perfectly simple and honest answer. What a Ghostwriter Can Do for You Do you ever have brilliant ideas for articles, books or a website, but never get around to doing anything about them? Don't feel like the Lone Ranger. Trust and credibility are vital in creating consumer confidence. How to Write Profitable Ads Regardless of how you look at it, the most important aspect ofany successful business is its advertising. In fact,the success of any business is largely dependent on good advertising. Better Copy: The Interview is the Key Most of us spend our days persuading others to buy our service, product or idea. Here is how to create powerful marketing copy to make your job easier: INTERVIEW YOURSELF. The Truth About Negative Commands (Dont Read This!) Everyday when I read promotional emails and advertisements, or listen to television commercials and dialogue in shows and movies, or hear people around me in everyday life use commands such as the following examples, I feel dismayed for them.This is because I understand something that many others do NOT!And, since learning what I now understand, while I am BOMBARDED every day from all directions with commands like those listed below, in all their variations, I feel worse and worse for not speaking up!I feel especially badly for all those advertisers out there who are ignorant about this, because I also realize they are often sincerely excited about what they are sharing and are working very hard to attract the attention of others. 7 Essential Tips for Reviewing and Approving Copy Nothing can turn strong copy into a 97-pound weakling faster than a flawed review process. The result is severely handicapped marketing efforts and, alas, fewer sales. The Power of Saying You Can If you have children, you will doubtless remember saying to them, "You can do it."It's what we say when our toddlers first struggle to their feet. The Lost Art Of Fundamental Copywriting What ever happened to good old fashion, fundamental copywriting? Has anyone seen AIDA? I mean, before you can run, you first have to learn how to walk, right? Yet, I see it over and over again. Marketers who can't even write a simple headline are trying to "hypnotize" readers with "psychological copywriting," because that's what a few of today's copywriting experts are telling them they should do!I'll let you in on a little secret.
|
| home | site map |
| © 2006 |
