How To Emotionally-Charge Your Copywriting To Boost Sales
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Are you frustrated that your sales letter isn't
getting results? Do you wonder how you could make a satisfactory sales
letter even better? If you said, "yes" to either of these questions
then I invite you to read on, as you will be richly rewarded. In the next
few moments you are going to discover how to instantly amplify the selling power
of your direct mail and web copy. Enabling you to potentially break sales
records and outshine your competition.
The solution to your lackluster results may be found in one word.
Emotion, as you may already know buying decisions are based upon emotion
and later backed up by logic. Here's how legendary sales letter writer
Robert Collier put it:
"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 websites and direct mail and thus
turbo-charge the selling power of your copy? While there are many ways to
'emotionally-charge' your sales letters, for our time together let's focus on
these three shall we?
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 - I already don't have to tell you that
stories will obviously 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. My
advice to you is to weave stories into your sales letters 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 usually a more powerful motive
than desire to gain in most people. You can also use stories that have a
human element to it. Simply tell a story about someone whom your readers
can easily relate too, 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 reactions than others. Words like
abortion, pro-life, Soviet or dictator has 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'll stir up the emotion you
want in your reader and subtly plant them throughout the sales copy to spark an
emotional reaction.
Whether a sales letter that’s performing terribly vexes you or you already have
a sales letter that's getting decent results, you now realize what to do to
help it sell more. You simply make it more emotionally-charged. As
of right now, you know three shortcut ways to make your sales letters more
emotional. They are: stir up pain; use mesmerizing stories; and
weave emotional words into your copy. Go ahead and start making those
changes and if you do this correctly, you should see a rise in sales and
profits.
About the Author
Mike Jezek is a freelance copywriter who specializes in writing web copy, direct mail and magalogs. He has written for major mailers as well as notable Internet marketers and companies. You can read some of his copywriting articles at www.mikejezek.com/copywriting-articles.html and sign up for his free Psychological Tactics email course at www.mikejezek.com
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