Last time I went through the formula I always use to start on a sales letter.
The formula will give you the bare bones of a good letter, but it’s emotion that gets readers on your side.
You need to crowbar emotion in whenever, and wherever you can.
Denny Hatch lists these 7 key emotions, and I have found they work wonders:
- Fear
- Flattery
- Greed
- Guilt
- Anger
- Salvation
- Exclusivity
Together, they really will give your sales letter punch.
I try and get them all in – but sometimes, only one or two are relavent.
So let’s see how we’d use them.
Let’s pretend I’m promoting a sales letter how-to video. Here are the lines I’d weave in to the letter /landing page:
Fear:
“There’s nothing worse than waiting for the results of a sales letter campaign. All that time. All that effort. And then it flops.”
Flattery:
“Simply because you are reading this, I’d bet you know more about selling than most. It’s those that study – and apply their knowledge – that get the best results.”
Greed:
“There is nothing more satisfying that landing a big meeting with an ideal prospect – ones that smash sales targets all on their own.”
Guilt:
“We all know the day we stop learning is the day we start going backwards. Sure, it’s nice to put your feet up and free wheel for a while – but while you aren’t pedalling, the competition pulls away. You have to stay on top of your game.”
Anger:
“It’s infuriating knowing that a particular prospect – who is tailor made for your service – doesn’t even know you exist.”
Salvation:
£The reality is it only takes one good client to transform your cash flow and profits. You know they are out there – almost within touching distance – but getting to them? Of course, I’m biased, but this is the answer.”
Exclusivity:
“Let’s be honest, there are very few people out there that can write a letter at ‘C’ level, and get the meeting. But I’m inviting you now to join that elite group.”
That’s all for this time.
Next we touch on Drayton’s secret weapon: charm.
And believe me, it transforms sales letters.
Best
Al