Is Your Sales Letter Too Long Or Just Plain Old Boring?
Copyright (c) 2006 Stuart Elliott
Interestingly enough the majority of people who ask me whether their sales letter is too long have missed the boat somewhat.
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 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.
--------------------
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.
--------------------
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.
.
EVTV1 Brings Seinfeld to Its Video Portal
Mokena, IL (ContentDesk) May 26, 2006 -- EVTV1 announced today that its video portal at www.EVTV1.com has authorized Seinfeld video content streamed for users. The video clips are available for viewing on the site for free.CEO Jaffer Ali said, Presently we have chosen fifteen clips from various seasons. We believe this type of content represents the promise of video on the Internet. Seinfeld cuts across all demographics and you really cannot go wrong in selecting which clips to make available. The clips span several seasons and we are sure that the audience will love watching as much as we did selecting. In addition to having the free content on EVTV1, viewers who wish to purchase full seasons will be able to order them on DVD.
Ali continued, We have been experiencing double digit growth in views per month since the beginning of the year. That could only result from the type of quality video content we...
EVTV1 Brings Seinfeld to Its Video Portal
Dvd copy > EVTV1 Brings Seinfeld to Its Video Portal
PROACTIVE MEDIA GROUP MERGER COMPLETED
Beverly Hills CA.--??Josi W. Konski, CEO of ProActive Media Group, Inc. (PAVM), announced today that the merger with the parent company Laguna
Entertainment Corporation
originally
established in 1987 has been completed.ProActive Media Group, Inc. is a multi-faceted media company specializing in worldwide independent film Production, Distribution and Sales with a division (ProActive Music) in the music industry.
Mr.
Konski stated that "ProActive Media Group, Inc. expects through its slate of films as well as future acquisitions to generate revenues from multiple sources such as (1) Domestic theatrical releases, (2) domestic and international sales for, Video/DVD, cable, television and other ancillary markets (3) merchandising sales, (4) general music (soundtrack) sales (5) management and music release of new Talent.Proactive Media Group, Inc. is currently preparing their first production and distribution
feature film project, "Miami...
Dvd copy > PROACTIVE MEDIA GROUP MERGER COMPLETED
Aspiring Film Producer Offers Involvement in Upcoming Movie For an Investment of ?25
London, England (ContentDesk) October 20, 2005 -- Fantail Productions are offering the chance to get involved in their upcoming low-budget film production, "Back to the Fantail" for a nominal investment of ?25.
Investors will receive a copy of the screenplay and access to a private Internet discussion forum where they can debate the script, vote on changes, and generally get involved in all the major decisions.
Budding actors can post up their profiles and casting will be done by majority vote of investors.
Investors will also have the opportunity to appear in the film as extras if they wish, and will receive a copy of the completed film on DVD.
"This isnt about creating a blockbuster or high-art, its about movie fans inspired by the recent wave of fan movies getting together to see what they can do its an exciting experiment", says John King, the author of the screenplay.
He continues "We aren't taking any money until we see how much...
Aspiring Film Producer Offers Involvement in Upcoming Movie For an Investment of ?25
Dvd copy > Aspiring Film Producer Offers Involvement in Upcoming Movie For an Investment of ?25
Is Your Sales Letter Too Long Or Just Plain Old Boring?
Copyright (c) 2006 Stuart Elliott
Interestingly enough the majority of people who ask me whether their sales letter is too long have missed the boat somewhat.
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...
Dvd copy > Is Your Sales Letter Too Long Or Just Plain Old Boring?
Arab American film wins 'Best Documentary' Award
(ContentDesk) September 7, 2005 -- "The Arabian Dream ? A Tale of Arab Americans" won the Best Documentary award at England's Stratford-Upon-Avon film festival on August 29, 2005.The film was screened at the Civic Hall Theater and shown to a British audience and international film producers.
Festival Director, Douglas McFerran, announced the award and said at the ceremony: "we chose this documentary because it deals with hot current affairs and because it is excellent."Festival organizers described "The Arabian Dream" as a "very real, detailed, informative documentary offering an insight into the lives of a group of Arab Americans living in a democratic society in Dearborn, Michigan."(http://www.stratforduponavonfilmfest.com/winnerso5.htm)Film producer, Neal AbuNab, was gratified by the reception of his movie and thanked the British people for "seeking real understanding and solutions that can...
Dvd copy > Arab American film wins 'Best Documentary' Award
Feature Your Benefits
Sales Copy? eventually every small business owner must consider what needs to be included in order to produce a successful advertisement or piece of marketing material.You begin with a fancy graphic, your company logo, a slogan, and perhaps a special offer. However, more needs to be included in your sales copy to actually get your customers to buy. You need to include some your product's features. But, more importantly, you have to list the benefits of your product or service.Let's begin with your product or service's features. These can include the price, colour, options, or availability.
Your customer will need to know some of these features to determine if what you have to offer is what they want to buy. But, it's the benefits of your product or service that may be the deciding factor in whether they buy from you as opposed to from your competition.Benefits are advantages your customer gets from the purchase of your product or service. What does it offer the buyer that will...
Feature Your Benefits
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