I want to talk with you today about “emotional triggers”in your sales letters. Some people say this is “mind ninja” stuff but I don’t think I’d go quite that far. In fact, when used correctly, emotional triggers can be powerful tool for getting more new clients.
We often think that when we write a sales cover letter that it should be about us and the services we offer. However, if you’ve been writing sales letters or marketing emails for any length of time, you know that the real focus needs to be on your reader. What they desire. What they are afraid of. Tapping into these emotional triggers is what separates sales letters that get read and acted on, from those that get dismissed.
The next question is “What emotions should I focus on?” Although it can be argued that there are a lot of potential emotions you could emphasize on, the most important ones are those that focus on either pain or gain. Throughout copywriting history, these twin levers are the two most powerful.
Focusing on the emotion of gain refers to your reader’s aspirations, goals and ambitions. It is the positive outcome they desire. What makes this even more powerful is that it is closely linked with hope. Providing readers with hope is crucial if we expect them to take action.
If our readers do not feel that they can achieve the goal, if they feel that attainment is outside of their capabilities, then inertia will take over. That’s deadly since our goal at the conclusion of the letter or email is to motivate our readers to do something. Unless they feel hope and aspire to the “gain” that is communicated in the copy, they won’t act. Thus you want to ensure that your copy is filled with emotion laden statements that emphasize the gain that one can achieve by taking action.
However, as powerful as the emotion of gain is, it is pain that causes most people to actually act. In my opinion if you are going to focus on one emotion in your sales letter, it should be those associated with pain.
So how do we communicate pain? It’s most effectively done through a two-step process. First, you want to communicate what the problem is that your readers are facing. I’m assuming that you’re writing to a highly niched market or offering a very specific service to a larger group of prospects. People pay attention to problems that either they suffer from or that those who are similar to them face. Thus the more you niche your audience the better.
However, just stating the problem by itself is usually not enough. You need to build on it. Make your readers really care about it to the point where they are willing to take action. In order to do that you need to communicate consequences. These are simply the answer to, “What happens if the problem isn’t addressed?” As you can imagine this is where we really make the reader care about the problem.
So if you focus on these items, you can create sales letters that not only get read but also motivate people to take ACTION. And ultimately that’s what it’s all about.
Mark Satterfield, Gentle Rain Marketing — Author , Marketing Consulting Expert, Lead Generation, Business Development, Marketing Strategy, Get More Clients, Increase Revenue — Click here for his Facebook Twitter LinkedIn YouTube