Two incidents in one week got me thinking about an ingredient in persuasion that we don’t often hear about.
In the first incident, an accomplished copywriter asked for feedback on a letter he intended to send to members of the local Chamber of Commerce that he’d just joined. The letter was technically excellent. It contained all the ingredients that a sales letter should have, in the right proportions and in the right places – except for one. The letter came across as cold and mechanical. The tone was distant and impersonal. Inevitably, the reader would be conscious that the writer was trying to make a sale, not trying to help out new friends and by doing so, to make a sale.
In the second incident, a woman in my copywriting training program showed me an email she sent to an entrepreneur who was looking for a ghostwriter for a collection of spiritual stories. My trainee had no ghostwriting experience and had never been published. Without any nod toward the usual credentials someone might expect in a ghostwriter, my trainee’s letter expounded on other reasons why she would be perfect for this assignment. She opened with a paragraph on the...
To view and download this full PLR article, you must be logged in. Registration is completely free. Once you create your account, you will be able to browse, search & downlod from our PLR articles database of over "1,57,897+" on 1,000's of niches and 200+ categories without paying a penny. Click here to signup...
