WALKING IN THEIR MOCASSINS
How to Write Powerful, Emotion-Packed Sales Collaterals
There is an old Native American saying that goes: “If you really want to know a man, you must walk in his moccasins.”
With this thought in mind, you are ready to begin writing your sales letter. Put yourself in the position of the reader when you write.
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In order to write emotional sales collaterals, you must put yourself into the same emotionally state as your reader! If you want to talk to your reader in a tone and language that they will respond to, you have to put yourself in their head as you write.
One effective means is visualizing. Picture yourself as one of the people who will receive your sales collaterals. Imagine how they are thinking about whatever product or service it is you are writing about.
Think about how it would feel to be living with a limited income for example. How would that affect the way you make a buying decision?
Also, imagine yourself as a busy person who sees twenty sales letters every day. How can you make your sales letter stand out?
What can you say that will really capture attention, address all the readers' fears, and make them feel good emotionally?
When you have answered all the questions that you can come up with, sit down and quickly take some notes. Write out all the questions that you need to answer in your sales letter.
Also write down all the possible fears and objections your offer might face. The goal is to answer each and every one of them in the letter.
This will be a complicated and time-consuming process if you do it right. You will probably need to do several re-writes of your sales letter – and then change it even more as you gain more experience with your prospects or as industry or market conditions change.
But remember, it is better to take the time to craft effective sales letters rather than wasting time, energy and money sending out sales letters that just get tossed away.
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