An Outstanding Example of Sales Copy Using Emotions

Here’s your Direct Response Marketing Lesson of the day:

People buy for emotional reasons! 
Then use logic to justify the purchase.

As you become more wise in the the true lessons of Direct Response Marketing, you will understand that if you are not speaking to the emotions of your prospective client, you will find it very very challenging to get them to part with their money.  Even when LOGICALLY what you have is their best option.

When you are using logic, you are trying to ‘convince’ them that they should buy your services or products, and you have your work cut out for you.

Personally I think being in the convincing business sucks.  If you don’t believe me, get a job doing cold calling sales and see how much you enjoy it.

What you want to be doing is ATTRACTING people who already WANT what you offer.  It seems like a simple concept, but most businesses don’t do this.

Gary Halbert , one of the world’s greatest living copywriters and marketing experts, uses the analogy that if he had a restaurant, the one thing he would want to give him a competitve advantage is… A STARVING CROWD!

So here’s one of the most violated of all marketing secrets…  If you want to make a lot of money with a business, find a starving crowed and give them what they want.

With that in mind, I want you to go read the sales letter.  It’s a pitch for a subscription to a financial newsletter service, one that gives the readers monthly advice on what to invest in. 

This one is really well done.  How can I tell?  Simple, I’m a copywriter, so I know about emotional hot buttons and how a good piece should be written.  Even so, when I read a really good one, I want to buy what is being offered even when I’m not the target audience!

I’m not going to analyze what is working  in this letter for you, I just want you to read it, and then think about how this appeals to the ‘Starving Crowd’ who are the potential buyers.  Click on the headline below to read the full letter.

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