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Suggest You - Is Your Sales Letter Too Long Or Just Plain Old Boring
Carpet is no doubt a common floor covering in most of the buildings that your company cleans. Carpet is inviting, sound-absorbing and helps with a building's overall health by capturing dust particles and keeping them out of the air. However, if not properly taken care of carpet can be almost impossible to keep clean and can give a negative impression of the cleaning staff. But with the right maintenance program and the right cleaning chemicals, keeping carpet looking great is not an impossible task.It is important to:* make sure your staff has proper training and understands the carpet cleaning process* use the right equipment and keep it properly
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Vibrating Seats:
The seats vibrate as you drive.
"Er... Excuse me?" You think, " Why do I need a car that has seats that shake about when I drive? I mean if I drive over a bumpy road I'll get the same effect won't I?"
--------------------
Blah, blah, blah... What is this doing for your prospects emotional needs? Nothing! It's just another page full of boring old words, Goodbye!
Now if you change the above sentences to something like...
For the auto reversing sensor:
Save Money On Your Insurance Premiums...
The truth about sky rocketing premiums is out. Major insurance companies have admitted that 60% of all claims for minor bumps on vehicles they insu
An Output management solution that makes your print follow you around makes a good mobility solution and can be part of your revenue assurance program.With the advent of mobile computing and moving around from home to temporary offices, customers, overseas subsidiaries and clients, a printer output management solution allows you to seamlessly send your document to a print queue somewhere in your corporate haze of IT and pick the hardcopy up at a printer conveniently located near you.There are now printer independent solutions that accurately or close thereto report paper and toner use over a wide range of printing systems. As IT users have become more edu
You see, their mind is focused on the length of their sales letter rather than the job the sales letter has to do, and when they do that it is impossible to write in a manner that will convince the reader to take action and buy their product.
No, your main focus when writing a sales letter must be on the job it has to do and that, in a nutshell, is to convince the reader that he or she needs to buy your product.
Pay special attention to the word 'need' here. You must focus upon the emotional need of the reader - this could be nothing more than simple 'one-upmanship' over a neighbour instead of a logical need.
For it is a fact that man..
"Buys based upon emotion and justifies that decision with logic."
Just think about that statement for a second. When was the last time you bought something based purely upon cold hard logic? Probably never right? It was your emotions that directed you toward the purchase and the logic that justified it.
Take a shiny new car as an example. (And by the way, 'shiny new' is a subtle emotional trigger...)
If you were to look at the purpose of a car through the eyes of cold hard logic then there would be very little reason to buy one with all the latest gizmos that are designed to pamper you. (and cost you more)
All a car has to do is get you from A - B safely, dryly and quickly. Given that logical explanation, who has need of a radio, electric windows, self adjusting vibrating seats, automatic distance sensor for reversing and so on?
They don't help you in the primary purpose of getting from A - B do they? No, rather they serve to pamper you at an emotional level.
So going back to your sales letter you need to identify these emotional triggers inside your prospect and write about them in an exciting way that is sure to trigger those emotional needs further.
If this means that you have to write 30 pages of copy to do so then do it!
The more you have to write the better the chances you will have of getting the sale.
However...
Don't just go and write thirty pages of waffle or repetition. You should ensure that your pages are full of emotional excitement and not just page after page of boring old features.
You also need to prove how your product has helped others. Social proof in the form of testimonials from other satisfied customers is a powerful addition to your sales copy. They are usually written in a persuasive, emotional way - after all the writer has bought your product and it has helped him or her - and are often all that needs to be added to your copy to convince your reader to buy.
Going back to the car again...
Here are a couple of features that will do nothing to add excitement to your sales letter:
Auto reversing distance sensor...
It has the latest auto-reversing, distance sensing device.
"So What?" You say, " What use is that to me?"
--------------------
Vibrating Seats:
The seats vibrate as you drive.
"Er... Excuse me?" You think, " Why do I need a car that has seats that shake about when I drive? I mean if I drive over a bumpy road I'll get the same effect won't I?"
--------------------
Blah, blah, blah... What is this doing for your prospects emotional needs? Nothing! It's just another page full of boring old words, Goodbye!
Now if you change the above sentences to something like...
For the auto reversing sensor:
Save Money On Your Insurance Premiums...
The truth about sky rocketing premiums is out. Major insurance companies have admitted that 60% of all claims for minor bumps on vehicles they insur
Do you run a business that is centered on other businesses? If so, you likely offer services that many businesses and business owners need. These services may include anything from handling the overflow of customer phone calls to the scheduling of customer appointments. One service that you may want to consider offering, if you dont already offer it, is Voicemail Service. Voicemail service is essential to any business owner, which means that it should be an essential part of your own business, but what if you don't already have voice mail service set up?When it comes to offering voice mail service to their clients, many business owners, just like you, think t
For it is a fact that man..
"Buys based upon emotion and justifies that decision with logic."
Just think about that statement for a second. When was the last time you bought something based purely upon cold hard logic? Probably never right? It was your emotions that directed you toward the purchase and the logic that justified it.
Take a shiny new car as an example. (And by the way, 'shiny new' is a subtle emotional trigger...)
If you were to look at the purpose of a car through the eyes of cold hard logic then there would be very little reason to buy one with all the latest gizmos that are designed to pamper you. (and cost you more)
All a car has to do is get you from A - B safely, dryly and quickly. Given that logical explanation, who has need of a radio, electric windows, self adjusting vibrating seats, automatic distance sensor for reversing and so on?
They don't help you in the primary purpose of getting from A - B do they? No, rather they serve to pamper you at an emotional level.
So going back to your sales letter you need to identify these emotional triggers inside your prospect and write about them in an exciting way that is sure to trigger those emotional needs further.
If this means that you have to write 30 pages of copy to do so then do it!
The more you have to write the better the chances you will have of getting the sale.
However...
Don't just go and write thirty pages of waffle or repetition. You should ensure that your pages are full of emotional excitement and not just page after page of boring old features.
You also need to prove how your product has helped others. Social proof in the form of testimonials from other satisfied customers is a powerful addition to your sales copy. They are usually written in a persuasive, emotional way - after all the writer has bought your product and it has helped him or her - and are often all that needs to be added to your copy to convince your reader to buy.
Going back to the car again...
Here are a couple of features that will do nothing to add excitement to your sales letter:
Auto reversing distance sensor...
It has the latest auto-reversing, distance sensing device.
"So What?" You say, " What use is that to me?"
--------------------
Vibrating Seats:
The seats vibrate as you drive.
"Er... Excuse me?" You think, " Why do I need a car that has seats that shake about when I drive? I mean if I drive over a bumpy road I'll get the same effect won't I?"
--------------------
Blah, blah, blah... What is this doing for your prospects emotional needs? Nothing! It's just another page full of boring old words, Goodbye!
Now if you change the above sentences to something like...
For the auto reversing sensor:
Save Money On Your Insurance Premiums...
The truth about sky rocketing premiums is out. Major insurance companies have admitted that 60% of all claims for minor bumps on vehicles they insu
Pepper spray is an inflammatory agent which is used to inflame the eyes and cause breathing difficulties, which in turn can cause a person who is attacking you to be put into a position where they are unable to cause any damage to you or your property. When a person is sprayed their eyes will literally clamp shut meaning they cannot see at all. If the person is standing, they will immediately be brought to their knees in a coughing fit and will be left with the ability to breath only small amounts of air, enough so that it is uncomfortable, but not restricted so much that it is life threatening.Although the effects of pepper spray depend on the strength of the sp
They don't help you in the primary purpose of getting from A - B do they? No, rather they serve to pamper you at an emotional level.
So going back to your sales letter you need to identify these emotional triggers inside your prospect and write about them in an exciting way that is sure to trigger those emotional needs further.
If this means that you have to write 30 pages of copy to do so then do it!
The more you have to write the better the chances you will have of getting the sale.
However...
Don't just go and write thirty pages of waffle or repetition. You should ensure that your pages are full of emotional excitement and not just page after page of boring old features.
You also need to prove how your product has helped others. Social proof in the form of testimonials from other satisfied customers is a powerful addition to your sales copy. They are usually written in a persuasive, emotional way - after all the writer has bought your product and it has helped him or her - and are often all that needs to be added to your copy to convince your reader to buy.
Going back to the car again...
Here are a couple of features that will do nothing to add excitement to your sales letter:
Auto reversing distance sensor...
It has the latest auto-reversing, distance sensing device.
"So What?" You say, " What use is that to me?"
--------------------
Vibrating Seats:
The seats vibrate as you drive.
"Er... Excuse me?" You think, " Why do I need a car that has seats that shake about when I drive? I mean if I drive over a bumpy road I'll get the same effect won't I?"
--------------------
Blah, blah, blah... What is this doing for your prospects emotional needs? Nothing! It's just another page full of boring old words, Goodbye!
Now if you change the above sentences to something like...
For the auto reversing sensor:
Save Money On Your Insurance Premiums...
The truth about sky rocketing premiums is out. Major insurance companies have admitted that 60% of all claims for minor bumps on vehicles they insu
Some years ago while researching and writing a book on the subject of industrial Buyer & Sales relationships, I also wrote a follow up chapter for future endeavors which has rolled around in the back of my mind ever since. The piece was entitled “The Value of Value”.Alright, I admit it was and could still be, construed as something of a Procurement diatribe but the purpose both then and now is to assist venders recognize and comprehend how Buyers perceive and respond, to the levels of service we receive from distributors and manufacturers when there are problems. (Notice I didn’t say, “reps”)After 20 years of battling repetitive and inane situations and
You also need to prove how your product has helped others. Social proof in the form of testimonials from other satisfied customers is a powerful addition to your sales copy. They are usually written in a persuasive, emotional way - after all the writer has bought your product and it has helped him or her - and are often all that needs to be added to your copy to convince your reader to buy.
Going back to the car again...
Here are a couple of features that will do nothing to add excitement to your sales letter:
Auto reversing distance sensor...
It has the latest auto-reversing, distance sensing device.
"So What?" You say, " What use is that to me?"
--------------------
Vibrating Seats:
The seats vibrate as you drive.
"Er... Excuse me?" You think, " Why do I need a car that has seats that shake about when I drive? I mean if I drive over a bumpy road I'll get the same effect won't I?"
--------------------
Blah, blah, blah... What is this doing for your prospects emotional needs? Nothing! It's just another page full of boring old words, Goodbye!
Now if you change the above sentences to something like...
For the auto reversing sensor:
Save Money On Your Insurance Premiums...
The truth about sky rocketing premiums is out. Major insurance companies have admitted that 60% of all claims for minor bumps on vehicles they insu
There are many events outside of the workplace that can negatively impact workplace productivity. A major holiday and major sporting events (like the Super Bowl, World Cup or NCAA Basketball Tournament) are a few of these possible distractions.As people begin to think about, talk about and focus on these events, their focus may leave their work. Think about it: how many tournament brackets are filled out on office time? How much Christmas shopping gets done online at the office every year?This change of focus can lead to significant losses of productivity. As leaders we can’t remove the distractions – the events will still occur. Our job instead is to do w
--------------------
Vibrating Seats:
The seats vibrate as you drive.
"Er... Excuse me?" You think, " Why do I need a car that has seats that shake about when I drive? I mean if I drive over a bumpy road I'll get the same effect won't I?"
--------------------
Blah, blah, blah... What is this doing for your prospects emotional needs? Nothing! It's just another page full of boring old words, Goodbye!
Now if you change the above sentences to something like...
For the auto reversing sensor:
Save Money On Your Insurance Premiums...
The truth about sky rocketing premiums is out. Major insurance companies have admitted that 60% of all claims for minor bumps on vehicles they insure is due to parking bay mishaps.
"Many people just don't know how big their car is and accidentally bump into another one when manouevering around in busy parking lots..." Quoted an Insurance company spokesperson.
The shocking truth is, Your premiums are being loaded due to others carelesness, but...
Now you need never worry about those fools or how big your car is again, because XYZ model will actually tell you when you are getting too close to another car. This means you have the pleasure of driving and saving on your insurance premiums at the same time.
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For the vibrating seats:
Personal Masseuse, Yours Absolutely Free With Every Car...
Imagine your very own personal masseuse... yours to pamper you as you drive... takes away the stiffness in your back and legs in an instant... You stay fresh and alert whilst you drive and arrive safely at your destination - No other car has massaging seats that will pamper you like a king.
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Don't these two paragraphs create a little more excitement in your mind?
All you have to do when you write your sales letter is keep building more excitement with every word until your prospect suddenly says "Wow! I gotta have one of those!"
It doesn't matter if you have to write 50 pages of copy to create that feeling, as long as you keep the excitement building up your copy won't ever be too long.
Remember that your sales letter has to be exciting and long enough to do it's job otherwise you won't get the sale.
Copyright (c) 2006 Stuart Elliott
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