The average consumer is inundated with sales pitches. So if youre selling a product or service to todays ad weary consumer, if you want your sales letters to get results, youll need a step-by-step plan that breaks down the barriers to buying. A plan that bypasses the head and goes right for the heart.
If the hearts in it, the brain will follow.
Buying anything is largely emotional. Whether its paper clips or plain paper copiers, emotions lead the purchase. Facts, specs and the like are simply used to justify the decision, once made. Which means that everything about your sales letter, every sentence, every phrase must appeal to your customers emotions.
What emotions?
The simple truth is, there are only two emotions that really motivate people: The promise of gain or the fear of loss–with the fear of loss being the stronger. Example: Given the choice of headlines: Save money in legal fees. Or How to keep from being sued. The latter will probably get a better response.
Supporting the promise of gain and the fear of loss are seven key emotional hooks or basic human needs. No matter what your product or service, to be effective, your...
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