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: Learn The Fundamental Rules Of Selling, Use It In Your Copywriting And Get Everything You Want In Life! Part 3

Guest post by: Anita de Santiago

Article Overview: In my previous 2 articles about the fundamental rules of selling we talked about basic rules like People don’t like the idea of being sold, People buy things for emotional, not rational reasons and once they are sold people need to satisfy their emotional decisions with logic. All good selling appeals to emotion but there are various ways that you can create that motion. For me there are basically two ways to stir your prospects emotions. You can do it visibly or invisibly and that is what this article is about. Learn these skills and your copywriting will attract your prospects to you.

: Learn The Fundamental Rules Of Selling, Use It In Your Copywriting And Get Everything You Want In Life! Part 3

This article is part three in a series of articles about the basic rules of selling and how to use it in your copywriting. In part one and two I talked about the three fundamental rules of selling which are:

1. People don't like the idea of being sold.

2. People buy things for emotional, not rational reasons.

3. Once they are sold people need to satisfy their emotional decisions with logic.

I hope you by now understand the basic concept: Sell to the heart not the head

So now you know that all good selling appeals to emotion. So the next question would be, how do you create that emotion? Well I've learned that there are basically 2 ways you can stir your prospects emotions. You can either do it visibly or you can do it invisibly.

So let me explain........

The Classical Style

Maybe you've noticed that most of the sales letters you've seen and maybe even most of the salespeople you've met adopt a classical selling approach which is when a seller stimulates a prospects desire to buy a certain product without saying anything or very little about himself.

He would paint a picture of all the benefits that his particular product would give you. How it's going to make your life easier, how it will let you spend more time with your family. How it even may let you leave work on time for once and let you kick back and watch a sunset.

When he does this he inflames your desire for his particular widget. Soon you will start to equate an "easier life" with this widget and everything he does will just bring you closer and closer. Now it's important to note that at no point during the sale do you move closer to the salesperson. All your focus is on the product he is selling you.

The same thing goes for most sales letters. In your copywriting you stimulate your prospects desire for the product without drawing any attention to yourself. This is " the invisible approach"

Think about it for a minute. The last time you signed up for a credit card was that because you felt close to the person behind the desk? No of course not. It was because you imagined all the wonderful benefits the card would bring you. I'm sure you went out and bought a lot of things without even remembering the person who signed you up for the card.

Now that is what we call "The Classical Approach" A Charismatic Flair.

Do you remember buying a product that you really didn't need only because the person who sold it to you was so darn cute and charming?

Well you can admit it because we all have. Every Christmas I buy all these magazines from my neighbors' kids.

Obviously I didn't need them so why did I buy them?

Because, in a way, I wasn't really buying the magazines, I was buying my neighbors' kids.

"Now wait a minute," you may be thinking, "shouldn't the purpose of a sales letter be to sell the product?"

Well the truth is that one of the most effective ways to sell a product is to "sell" the salesman along with it.

This is what we call "the charismatic selling approach"

Let's take the first salesman, if he shifted from a classical to a charismatic approach, he would draw attention to himself as well as the product's benefits. He would share some of his personal experiences. He would talk about his family and how he has two kids in school.

He'd come around to ask you about your hobbies and say he had them too. He would listen to your problems and offer some helpful advice and the more you listened to him the more you'd like him and after a while you'd want to be liked by him. Now you don't longer see him as a "sales person" you see him as a person just like yourself, with hopes and dreams and successes and failures. By doing so he would have forged a powerful connection with you.

Now let's recap what you've learned about selling:

Before you can sell anything you must first recognize and understand the three fundamental rules of selling:

Rule # 1. People don't like the idea of being sold.

Rule #2. People buy things for emotional, not rational reasons.

Rule #3. Once they are sold people need to satisfy their emotional decisions with logic.

Once you learn the rules you can use them to create your sales approach and there are two basic ways to approach your prospect: - Classically and -charismatically

Classical sellers focus mainly on the product. When every benefit is painted the goal is to stimulate the prospect's desire for their particular product.

Charismatic sellers focus on themselves as well as the product. Over time they become part of the product that is bought by the prospect

Use these copywriting techniques and you will conquer your prospects.

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Article Tags: copywriting advice, copywriting skills, copywriting tips, copywriting tutorial



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