Start Your Sales Collaterals With Emotion
You will have to test this, but try to figure out the single most powerful emotional reason that a person would want to buy your product or service. This will make up the “headline” of your sales materials.
Now there is considerable debate among our researchers and the experts that we work with about using headlines in your sales letters and other sales collaterals.
Some of the sales professionals that we work with believe that starting a letter with a headline is a sure indicator to the reader that it is a sales letter.
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But our research has determined that people scan their mail quickly. And so, just as people are used to reading headlines in newspapers, they are looking for the headline in any correspondence they receive. So you have to grab them fast and grab them emotionally with your sales collaterals.
So begin your sales letter by creating a powerful, attention-grabbing headline. Use bold type across the top of the page for this part so that, if nothing else, at least the headline is seen by your prospects.
Since our research has determined that more than 85% of the power of any sales letter is in the headline, make sure, first, that you use one. And second, make sure it is a moving, emotional statement. You might look at these powerful examples:
- "Find a Job Which Will Give You the Income You Deserve"
- "Your Health Could Depend On the Questions You Ask Your Doctorr"
- "Live A Longer, Happier Life By Taking the Right Types of Vitamins”"
Just under the headline, use what is known as a sub-headline. This is a short phrase that further acts as a hook to bring the reader into the letter. The headline catches their attention and the sub-headline drags them in deeper.
So where does the sub-headline come from? It's usually another emotional reason, or it can also be a supporting benefit to the main headline.
For more on headlines and sub-headlines, check out the emotional selling sections of FEAR Selling.
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