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This Motivates Readers Of Sales Letters & Emails To Take Action
| Guest post by: Mark Satterfield |
Article Overview: The most important element of any sales letter or marketing email is this.
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Free Download - My neighbor Charlie, just filed for bankruptcy By Mark Satterfield |
This Motivates Readers Of Sales Letters & Emails To Take Action
Although you have probably heard this before every sales letter needs to contain benefits. One would think that since this message has been so often repeated that all of our sales copy would be loaded with compelling benefit statements. Unfortunately nothing could be farther from the truth.
Part of the problem is that people get confused about what benefits are. Simply put a benefit statement tells your readers know how they will personally gain from using your product or service. Features are what the product or service is. Benefits communicate what it will actually do for someone. As common sense would dictate, it's not enough to just tell your readers about the features your product or service offers, you need to tell them about what it will do for them. As one marketer put it, "People don't buy grass seed. They buy beautiful lawns."
So here's a trick for creating benefits. Make a list of all the features of your product or service. Then for each feature list 2 benefits that people get. Ideally you want to come up with benefits that your readers won't naturally think of.
Benefits in sales letters are commonly done as bullet points since this makes them easier to read. You may have a list of 10 or more benefits and you need to make these benefits stand out and really engage your readers. Here's tip if you are creating a list of benefits. Readers will tend to pay the closest attention to the top two benefits on the list and the bottom one. Thus put your 3 most powerful benefits in these prime positions.
Here's a mind-ninja technique that you might want to consider. If you are familiar with positive thinking and the law of attraction then you know the power of affirmations. Affirmations are positive statements that you repeat to yourself to change your habits and thought patterns. By converting your benefits into subconscious affirmations you can increase your sales ratio.
When you use affirmations to list the benefits of your product or service you trigger the reader's subconscious mind. As a result your reader will end up reading your copy to themselves in a positive present tense. This is an invisible psychological tool that you can use to persuade readers to do what you want.
Affirmations are always written in the present tense and are always positive. You can use phrases like: "I know how to", "I am learning", "I am discovering", "I will uncover", "I am unlocking", "I know why", "I know the secret", "I am finding out", "I am uncovering ideas".
Whether you state your benefits in a forthright tone or allude to them using these psychologically powerful affirmations, they are the single most important element of your sales letter or marketing email. Make sure you don't inadvertently exclude yours the next time you try to persuade someone to do something.
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Article Tags: business sales training, email, executive sales training, insurance sales training, marketing, sales development training, sales letters, sales presentation training, sales rep training, sales team training, telesales training, training in sales
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Related Forum Posts
Re: Watch What you Read
- I agree. i believe more video's should be like Jeffery Gitomers video's under his Sales rant. They are typically not more than 3 minutes. His model seems to be;
1. Main Message (or Point)
2. Example
3. Next steps to put it into Action
take away the extra "blabber" and you've got viewers that will come back.
Online Sales and Marketing vs Traditional
- Hi Evan,
I am noticing that many of the posts in the Sales/Marketing section deal with online marketing, SEM and and SEO and Affiliates. I was wondering if it might be a good idea to separate that section into two; 1) Online Sales and Marketing; 2) Traditional Sales and Marketing
Re: Awesome Resource: Instapaper
- So far the only thing I use the filters for is to send all the safelist emails I get to a folder. It currently has over 386,000 emails in it.
This is a really good tip though. I need to start utilizing it. Emails eat up too much of my time right now.
Re: Online Sales and Marketing vs Traditional
- [quote="ltrahan":31w9r2iz]Hi Evan,
I am noticing that many of the posts in the Sales/Marketing section deal with online marketing, SEM and and SEO and Affiliates. I was wondering if it might be a good idea to separate that section into two; 1) Online Sales and Marketing; 2) Traditional Sales and Marketing[/quote:31w9r2iz]
I second the request...
Re: Awesome Resource: Instapaper
- [quote="billgelwick":3jk3d6mn]This is a really good tip though. I need to start utilizing it. Emails eat up too much of my time right now.[/quote:3jk3d6mn]
It's probably the biggest single productivity issue for most entrepreneurs!
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