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Home::Copywriting

Touching the Prospect's Emotions in Your Sales Letter

Author : Joe Farinaccio

Your prospect has emotions… and you MUST touch these emotions in
your sales letter. Your copy has to excite. Stir curiosity.
Generate fear. Create deep desire.

If it doesn’t your copy will fail.

The reason is simple. By and large... it’s emotions that move
us. Your prospect might be a man who seems completely unmoved by
anything other than cold logic.

Not true.

Even this kind of person won’t act until he's motivated to do so
by his feelings. You must inject emotions in your sales letter
for him to want to become a buyer.

You Can Do This By Studying 3 Things:

1) Your Prospect. Determine what kind of a person they are. What
is it they REALLY want out of what your product?

2) All the benefits your product will provide to them.

3) The match up. The most important “want” (whether it’s a
desire to have something or a problem to be corrected) within
your prospect determines the primary emotions your sales letter
will target. You’re goal is to link product benefits to these
emotions.

Sound confusing? It does take a lot of effort. You have to train
yourself to think through this process. But you MUST do it. The
success of your letter depends on it.

Take your time. Go slowly. Write everything down on paper.

Ask...

“What is the most important thing my reader wants that will draw
them to my copy?”

“What is the primary emotion I must target?”

Give her what she wants. Offer him what he desires.

Does your product fulfill a desire for wealth? Appeal to vanity?
Promise protection against a certain fear? Propose to make life
easier?

Write the answers down.

Now… how can you use these emotions in your sales letter? What
secondary emotions can your copy appeal to? The more emotional
buttons your benefits hit upon the better.

You must ask these questions. It takes effort but it’s soooooo
worth it.

As you do this you’ll start thinking like a marketer... a
seller. You’ll never look at commercials the same way again.

When you learn how to pack emotions in your sales letter those
“junk”... er... direct mail packages you receive will become
works of art to you.

You’ll recognize the time - - the effort - - the thinking - -
that went into crafting some of them.

Ask, ask, and ask again...

1) Does your prospect want relief from something? (freedom from
anxiety)

2) Are they afraid of something? (fear)

3) Do they want to feel sexier? (vanity)

4) Appear to be stronger? (pride)

5) Have an unfulfilled hope of some kind? (longing for
fulfillment)

6) Are they insecure? About what?

Greed and fear are probably the most targeted emotions in direct
mail. Read some ads and see if you can identify the emotions
they target.

Is it fear? Fear of what? Loss? Of losing health? Fear of death?
Fear of failure? Of just being average... of never amounting to
anything? Fear of physical harm? (In order to target fear in
your copy the fear has to be realistic... genuine... and
specific.)

How about combining benevolence and guilt as emotions in your
sales letter? "Who would do that," you ask? Charity letters and
fundraisers do it all the time. Readers of fundraising letters
often feel guilty about not doing enough to help those less
fortunate than themselves.

How about insecurity? This emotion often lies underneath other
emotions. People are often greedy because they’re insecure about
themselves. (The things they buy and show off are really used to
cover up an insecurity of some sort.)

The American Express sample sales letter (I use as an example on
my website) targets vanity (exclusivity). The emotions in YOUR
sales letter are generated by the benefits your product or
service offers. There are many emotions. Sometimes it’s hard to
know where one emotion stops and another begins.

The following are all potential emotions to stir in your sales
letter ...

Achieve comfort Altruism Anger Annoyance Avoid embarrassment Be
among the leaders Be recognized as an authority Benevolence
Boredom Complacence Confidence Confusion Curiosity / satisfy
curiosity Desperation Disgust Enjoy health Envy Exhaustion Fear
Gain knowledge Greed / make money Guilt Happiness Hope/optimism
Indifference Insecurity / achieve security / protect future of
your family Laziness / avoid effort Loneliness Love Lust
Optimism Passion / attract the opposite sex Patriotism Pessimism
Pride / gain self-respect Resist domination of others Revenge
Sadness Save money / frugality Save time Self-reliance /
independence Shyness Stupidity Surprise Sympathy Take advantage
of opportunities Vanity / be popular / social acceptance Whimsy
Win acclaim Wit

You obviously can't put all these emotions in your sales letter.
Most sales letters target one or two primary emotions and then
appeal to 1 or 2 others. The more emotions you can blend into
your copy though the more powerful your letter will be.

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