"Emotion: 4 Ways to Use Emotion to Get Very Happy About Your Sales!" by David Garfinkel
Two questions for you:
1. Have you ever gotten so mad about a situation that you finally got jolted out of indecision... and took strong action which resulted in a purchase (to fix the situation)?
2. Or... have you ever gotten so excited about a possibility that you made a decision, took action, and bought something?
You're not alone. In fact, just saying "yes" to one of those two questions, above, qualifies you as a member of the human race.
The question for you as a marketer, copywriter, entrepreneur, is: How do you credibly and effectively stimulate motivating emotion in the people who read your copy, so that they will take action... and buy?
You got questions? I got answers.
Here are four ways:
1. Get in touch with the pain and/or frustration your prospects are feeling in their current situation.
Here's an example from a sales letter I wrote for a product Jim Edwards and I put together:
"It's enough to make you wanna puke!
"You see all these people talking about how well they're doing on the Internet... almost like they single-handedly invented Internet marketing... selling "Internet money-making" products that promise the moon...
" ... but when you get down to it, where the rubber meets the road, they can't tell you a single damned thing that makes any sense for you. Know what I mean?"
This is how we open the Web page for our ebook "Immediate Money Immediately." To see the whole sales letter, click here.
2. Get your prospects longing for the relief/peace of mind/excitement/happiness of what it will be like after they have gotten the result you are offering and promising.
TV commercials for diamond jewelry do a masterful job of this. What red-blooded husband wouldn't want his wife to burst out in tears of adoration and emotion, after he gives her a special new ring.
Beats the heck out of arguing over who's going to take out the garbage tonight, doesn't it? :)
Word pictures in copy can work just as well, and the product doesn't have to be diamonds, either.
3. Share your prospects' anger about an injustice or frustration by voicing the same feelings yourself.
Here's an example from another sales page I wrote for a mega-ebook package Jim Edwards and I put together. The copy is in Jim's voice:
"It makes me MAD to see all the MISinformation there is about making money on the NET. And when David gets on a roll about all the fraud and deception being passed off as solid business information, the freaking PHONE starts to melt!
"So we've decided to set things straight. For a small fraction of what we could (and maybe will) charge. And you are the beneficiary.. if you act now! Click here!"
This is from the Web page for "eBook Secrets Exposed." To read the full sales letter, click here.
4. Let your prospects off the hook. Relieve their guilt, and they'll give you money.
Despite what they say, most people secretly blame themselves for things they can't reasonably be expected to be responsible for.
If you didn't know the right way to do something... if you'd been given misleading information... if you'd never been trained... if the correct information had been withheld from you... how in the world could you be expected to know?
When you bring up how badly most people feel about screwing up... and then show your prospects why it's not their fault... but to avoid making the same mistakes in the future, they are going to need something that you offer... they'll feel good about buying from you.
And they will.
David Garfinkel is one of the best copywriters on the internet and was a speaker at Armand Morin's Big Seminar Series and Carl Galletti's Internet Marketing Super Conference. You can learn more about his books and training courses by clicking the links below.
David Garfinkel is founder of the World Copywriting institute and is considered by many people to be the best teacher of copywriting in the world. The stated mission of the World Copywriting Institute is to “eradicate copywriting illiteracy in the world.” Jay Conrad Levinson, author of the world’s best selling series of marketing books, Guerrilla Marketing, says, “David Garfinkel is the best copywriter I know.” Sign up for David’s free World Copywriting Newsletter. and you get a free one-hour downloadable teleseminar on copywriting. Also visit David’s World Copywriting Blog:
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