Think back to when you were a kid…
You wanted something from your folks. Maybe you wanted to borrow the car. Or perhaps you wanted to go somewhere that you knew they wouldn’t be thrilled about. Either way, you probably didn’t just come right out and ask for what you wanted, did you?
You spent some time in your room, mulling over the right away to convince your folks to your way of thinking. You came up with your arguments. And you thought about the best way to approach the individuals you needed to speak to.
See, even at that tender age you already knew quite a bit about persuasion. You knew you needed to construct your request just right in order to get a positive response. And what’s more, you tweaked your message depending on whom you were talking to.
Now you can take those same skills, polish them and apply them to your sales materials to create high response ads and letters!
Just as when you were a kid and you needed to create a custom-tailored argument, your first step in creating a good sales letter is to get inside your prospects’ heads in order to truly understand what motivates them. Once you do this, you can create a custom-tailored sales letter that speaks directly to their needs, wants and fears.
How do you do this?
Simple: You need to become a part of your target market – or at least spend some time with your market.
For example: If you’re selling to people who live in RVs, then rent an RV and live in an RV park for a week. If you’re selling to golfers, take up golf so that you can talk to other golfers. If you’re selling to college students, spend a lot of time on your local college campus.
Now, I realize this isn’t always possible. For example, if you’re a male trying to sell a product to women who do yoga, then you probably can’t join a female-only yoga class.
However, you CAN go online and join any number of social networks, forums and blogs to eavesdrop on your target market. Read the archives on these sites. Look for patterns, such as discussion points that come up repeatedly. Take note of which topics (and their associated emotions) create flaming-hot discussions. And, whenever possible, join the discussion and ask your own questions.