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I'm about to share with you the secret rules of selling.
Well... okay... they're not really a secret. But not many people think about them - - that's for sure. You may already know them, unless you're completely new to marketing.
Here's #1: People don't like it when someone tries to 'sell? them something. Is that profound or what?
Perhaps this is best illustrated by thinking of how you feel when walking onto a car lot to look at that new or used vehicle. Look forward to it? Probably not. I've had some bad experiences in those places.
When anybody tries to 'sell us? we tend to feel manipulated. We don't like the idea of being pushed into buying.
The person reading your sales copy feels the same way.
And now... the good news.
If you write your sales letter correctly you won't have to worry about your prospect feeling manipulated. Why?
Because if your sales letter is written properly you can entice your prospect into genuinely WANTING what you have to offer.
How do you do this? By writing in such a way that your product or service appeals to the emotions within your prospect. This is key. Why? Because #2 in the secret rules of selling is emotions control the buying process.
Did you think people buy things for purely 'logical? reasons?
Nope.
People buy things for emotional reasons.
We are emotional creatures. These emotions are tangled with our 'logic? more than we might care to admit.
Which leads us to #3 in the secret rules of selling?
After people choose to buy something to satisfy an emotion they use their logic (their reasoning) to justify the purchase they WANT to make.
Always remember: A) emotions first B) reasons second
The logic to justify a purchase comes AFTER the emotional attachment to the productservice has been established. If a product doesn't appeal to you emotionally first then you never move forward to the point of using logic to justify making a purchase. It's that simple.
You buy something because of what you believe it's going to 'do? for you. Like... make you better looking ... be richer ... be more productive ... or more comfortable ... or make your life easier in some way - - etc. The idea of these things tends to make us ?feel? better.
Ever go into a Starbucks and buy a super-sugary triple chocolate pastry and a double latte smothered in whip cream?
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