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"The Secret Ingredient
to a Killer Sales Letter!"
By Matt Lopilato
"The Secret Ingredient to a Killer Sales Letter!"
© Matt Lopilato, All Rights Reserved.
In this new article you will learn:
=> What every money-making sales letter MUST have
=> The vital importance of creating a mental imagery
=> The real reason why people actually buy from you
=> ...and more!
Have you ever wondered what separates a money-sucking,
smash hit sales letter from one that bombs miserably?
What is that illusive secret ingredient? What must every great
sales letter have to make someone frantically whip out their
Visa and buy now?
The answer to these questions can be sized up in one word!...
...EMOTION!
Today we will discuss what this most important secret ingredient
is that makes the difference between a big winner and an even
bigger loser.
I get asked a lot to critique display ads and sales letters.
And the problem is that everyone paints the same picture.
They talk about themselves, their company: "We've been in
business for 25 years; We're the biggest dealer in the county;
We've been #1 for 3 years straight; We're the cheapest
plumber in the city...etc.
These are known as features. You know what? Who gives a damn about
them! As a prospective buyer, I only care about what this product
or service WILL DO FOR ME! How will it help me and better my life
in some specific way?
That said, having features sprinkled into your sales letter is fine
but the thrust of your message should be benefits which means
building a bond with your prospect using emotional triggers.
You must get inside your prospect's mind and VISUALIZE what they
are thinking, feeling, and determine what solution they desire
(their need or want).
You need to understand what their most burning issue(s) are as it
relates to your offer and then structure your sales letter in such
a way that you make a very specific connection with your prospect
by addressing these burning issues and how you can provide the
perfect solution.
Only then do you now enter the conversation currently going on
inside your prospect's mind at that very moment. When you do this
right, you will have now captured their full attention!
You can accomplish this in two ways -
1. Use emotion-based words targeting "avoidance of pain or loss",
and/or
2. Use emotion-based words targeting "gaining or achieving
something"
Craft your sales message using emtional verbiage that triggers your
reader to pause an IMAGINE, or VISUALIZE the solutions (Benefits)
they can obtain by using what you offer.
People buy based on emotion and then justify the purchase using
some kind of logic factor.
By the way, this is not some pie in sky psycho babble...It's a proven
human fact! One side of the brain operates strictly on emotional
triggers and the other side operates on logic.
There was a study done some time ago I read about that spoke about
how they surveyed a group of people who had just bought a new car.
They asked each person ultimately why they purchased that
particular car.
98.3% of the people polled stated an emotional benefit of some kind
as their primary reason for buying. (ie: I love the way it feels
when I drove it, I loved the way I felt driving it; I loved how I
looked and felt in it; This car is me!)and so on...
...Then they proceeded to back it up with some secondary, logic-based
reasoning like it gets good gas mileage, or it was less expensive
than other similar models.
Think for a minute when you have purchased something. How do you go
through the decision making process? What triggers the ultimate
purchase? I think if you were to do a self-test you would find
similar results. I know I do.
Have you ever heard of the saying that a buyer buys YOU, not
necessarily your product or service?
Well it's true. But why? Because the buyer is going on an emotional
feeling, a gut instinct, a voice inside their head saying they like
you better than the other guy. At this juncture, it is
emotion-based decision making not logic-based.
Notice these words: feeling, felt, trust, scared, fear, losing,
winning, successful, self-image, need, wish, dream, hope,
self-esteem, pride, achieving, want, desire.
These are emotional trigger words that in the proper context will
drive prospects to action.
This is what you need to do in your sales letter. Get inside your
reader's mind and try to imagine what questions, concerns, fears,
wants, desires, needs they potentially could have and what
solutions they are thinking about when they first open their
browser to search for information online.
Then, convey your solution to their problem by using wording that
paints an image in their head, a visualization, of how great it
will be once they buy their solution from you; How much better
their life will be; How much more successful they will become; How
good they will look and feel; How their self-esteem will grow; How
much better they will play golf; How much more money they will have...
I think you get the picture.
So, before you sit down to write your sales letter, create a bullet
list of all the potential negative emotions surrounding your
prospect's problem.
Then create a list of positive emotions which they will experience
by way of purchasing your product or service.
Lastly, make a very small list of powerful, meaningful features
about your product or service.
Do this correctly, and you will have just eliminately 99% of your
competition, simply because most don't know or understand this
stuff your learning, therefore they're not doing it!
Until next time...
To Your success,
Matt Lopilato
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