In writing sales material, what kind of frame of mind are you in? You need to be able to write with a desperate attitude in order to make the writing jump out at the reader. But what do I mean by desperate? Probably not what you're thinking of. I explain it further in the article.
In any sales material that you write, I have one piece of advice for you: be desperate! When you make an offer, you're essentially presenting the reader with your product or service in exchange for the other person's money, time, and energy. Here's the explanation:
You're bringing something to the reader that he or she should be willing to buy with money from the pocket. The offer is the MOST important part of the ad.
Why? Because the offer is the most fundamental part of any transaction. Whenever you write with the "proper" desperation, you need to think that only after you get the money from the reader's pocket then you'll be satisfied. You have to make an offer that the other person CANNOT refuse, and use psychology to get the person to feel good about buying whatever you offer. That's the element of desperation that you have to work with.
Imagine the following scenario:
You are stuck in a life-and-death situation where you need $30 in the next hour to pay off a terrorist. John, an ordinary guy, is in the same room as you with $30 in his pocket. He doesn't know what's going on, and you don't want him to. You've got one sample of your product, and you're trying to sell him your product so that you can get that money. He's planning to leave the room any second. You're that desperate. He doesn't care who you are or what you do. Somehow you have to appeal to him, hold his attention right now with the words that come out of your mouth, and sell your product. What would you say in order to keep him in the room and get him to give you his money for your product?
That's the kind of frame of mind that you have to have in order to compose the sales pitch to sell your product. The famous successful copywriter Gary Halbert said you have to imagine that you're writing to some half-sleeping slothful couch potato, and your words have to fill him with enough fire to get up off that couch and do something about what you've written!!
Look and you'll see that most sales material doesn't even bother to drive the reader to do anything, which is really the point of the ad. What a pity since it means that your money has been wasted on the advertising. Only when the reader acts and does what you tell him to do, then your ad proves its worth.
In a nutshell, your offer has to do a few things- to show him that:
(1) You understand his desires or his pain that he wants to solve.
(2) Your product is the best one for him.
(3) You come across as an expert on the product.
(4) You're the best person to buy from.
(5) He will get a better deal from you than anyone else
(6) What he's getting is so risk-free that he'd be silly not to accept it.
These 6 steps above are just one variation of a few processes that an ad can take a person through in order to get him or her to buy. But in the end the main question you have to be able to answer the question that is in his head "What's in for me?" . You have to be able to answer the question very clearly, and in a way that he believes whatever you say so that he or she feels comfortable buying from you.
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