Question: Inátheáheadline,áshouldáIámentionátheáproductáorágiveáawayáthe factáthatáI'másellingásomething? It depends on how you're advertising the product. If you've already presold the product itself (i.e. you've talked about it to your optin list), or the advertising that took them to your sales letter refers to a product, then you can mention the product in the headline. Make sure your headline (and copy) matches up with the message you convey in any prior review trust review or preselling.
However, if they're not already aware that you're selling a product, then it's probably better not to reveal this fact until later on. As I'll talk about in the next chapter, before you introduce the product, you want to demonstrate an understanding of their problem, make solving the problem as urgent as possible, and show that you have the authority and expertise to deal with their problem. Once the reader knows you're selling a product, their natural instinct is to then find out the price. They will often skip the copy to hunt down the price. Then, they will weigh up the price and decide whether they can “afford” it, even before they fully know about what you have to offer! Your aim is to delay this process until you can pitch the value of your 8.áHowáToáUseáTheáSecretsáOfáNatural PersuasionáToá“Prime”áYouráProspectsáInto WantingáYouráProduct Think about a typical conversation with your friend. You might chat with no specific goal in mind, except perhaps to pass the time and enjoy one another's company. Sometimes you might have more specific reasons for the conversation. You might have a goal in mind. Every man knows that when his wife says, “we need to talk...”, it's probably not going to be a casual chat. She has something in mind.
Your sales letter is basically just a written conversation with the review trust review, but with a specific goal in mind, that of persuading them to buy. To understand the persuasion process we need to use in a sales letter, it helps to understand how we persuade one another naturally. For example, take this imaginary fragment of conversation between you and a friend: Kathy: Hey, do you remember that vacation we had last year? You: [thinks] Yeah... the Bahamas.
Kathy: Wasn't it great? Of course, persuasion isn't always quite as easy, but this is a very basic example of how we naturally persuade one another. Take a closer look at what happened. Bottom line... you and Kathy talked yourselves into booking another vacation together!... but let's look at the process which you both went through. It started off by you both recalling the good times you had on the last vacation. You pictured those good times in your mind, and your body recalled the great feelings you had. You were both in this great state of mind when Kathy came up with the suggestion, “Hey, we should go there again!” It's harder to say no to this idea when your mind and body are filled with all the wonderful memories and feelings associated with that last vacation! Besides, it's easy to say “Yes” to going again at this point, because it's pretty vague, and isn't really a solid commitment. Yes, you'd go again... but there's no saying when, is there? Except that Kathy pressed the issue. She meant now! However, you're practical. You raised an objection. “ I don't know whether I'll be able to afford it at the moment”. Your heart said “Yes!”, but your mind (and bank balance) wasn't so certain.
Kathy quickly countered the objection, by suggesting you book it three months from now, giving you some time to save up. “I suppose...” you said, wavering. Your mind realizes this is possible, but you just need that extra convincing, that extra little nudge. That's what she did. “You deserve a vacation... you've worked hard... it'll be fun... we'll have a greatátime.” These words make absolute sense to you. Yes, you feel you do deserve a vacation, because it's been a while since the last one, and you have worked hard! And yes, of course it will be fun... because you had fun the last time. You're almost sold. Finally, comes the friendly begging. “Let's do it... what do you say.... please???” How could you resist? Your heart wants to say “Yes”. Your mind wants to say “Yes”. And now, it's easy to say “Yes” to your review trust review, because she really wants to go as well! “Oh, why not,” you say. “Let's do it!” Of course, Kathy doesn't allow you to get home and lose the enthusiasm, and start to think about it, and find all the reasons not to go after all. She pulls out her smartphone so you can both make the bookings right away. The process you both went through was entirely natural, and followed a natural sequence. For example, would this have worked if Kathy had simply started the conversation by saying, “Hey... I think we should go to the Bahamas again this year”? Maybe, maybe not. I'm sure you'd have still given it consideration, but because you're not riding the same emotional “buzz”, your logical mind is going to throw up all kinds of objections earlier on. It may even hinder you from getting excited in the first place, because your logical mind takes charge and thinks, “Hey... not going to happen.”
Instead, the order went something like this: First, you both agreed that your previous vacation was great, and you shared some experiences from that time, evoking good feelings. Only then did Kathy start persuading you to go again. You were happy to agree to that, because it was a vague commitment, but when she pressed you on going now, you raised an objection. She countered your objection, and then took your desire to its peak by talking about how you deserved it, and reminding you of what a great time you'd have... and then she begged you in that sweet and irresistible way of hers. You gave in, but that's because you wanted to. Your mind and heart already said “Yes”. You just had to say the words. A sales letter works in basically the same way. We do things in a certain order because we're following the same natural persuasion process. Copywriters talk about the A.I.D.A formula, which stands for Attention, Interest, Desire, and Action. It is the basic order in which we do things in a sales pitch. First we get their Attention, then we get their Interest, then we build their Desire for our solution, and only after that do we tell them to take Action.
PointsáOfáAgreement There is an even more useful way of figuring out how to structure your sales letter, in order to achieve maximum persuasive effect. Let's go back to your conversation with Kathy. After asking you to recall your vacation together in the Bahamas, she asked you: “Wasn't it great?” You said “Yeah”. Bam! That was your first point of agreement which led to booking the vacation – you agreed with her statement that the previous vacation was great. If you had disagreed on the greatness of the vacation, the whole conversation would have been different, and chances are you wouldn't have decided to go again.
Along the way, you also had to agree that you should go there again, that you could afford it after all, that you'd have fun, and that you deserved it. Had you disagreed with any of these things, chances are you wouldn't have said “Yes” in the end; or at the very least, you'd need more persuading. Good salespeople know that getting to the “Yes!” at the end of the sales process (i.e. the actual order) usually requires lots of smaller agreements along the way. I don't simply mean getting them to verbally say “Yes” to every little question... I mean that their heart and mind must say “Yes” to each major point that develops your ongoing case for the product. This is the key to a Details: