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Sales Letter Writing - What Are You Really Selling? Stuart Elliott
Before you sit down to write that killer sales letter for your product just ask yourself these magic words "What am I really selling?" I hope you've got a really good answer to this question because if you haven't then you are going to have the same amount of success with your sales letter as you will if you're trying to dry flowers at the bottom of the ocean - absolutely nil. Put yourself in my shoes and walk through the preparation for a sales letter for a Moto Guzzi Le Mans motor bike and you'll see how to discover the correct answer. You've owned your Moto Guzzi for 7 rapturous years and you know it intimately. You can talk to me in the most minute detail about how the engine throbs and talks to you in a primaeval, sexual way as the bike happily trundles along at twenty miles an hour in top gear. How, like a thoroughbred racehorse the bike has so much power in reserve and is constantly twitching and kicking just waiting for the starter's pistol so that it can hurtle forward at warp speed. How it wants to accelerate INTO the corners and if you start cruising at 70mph it will almost instantly leap to 95 or 100mph without you being aware of it. You know the shortcomings of the poor quality switches but also the feeling you get when you ride this magnificent beast, the sheer pleasure and thrill as this throbbing, pulsing, living animal becomes a part of your body. You know how the heavy clutch makes your wrist ache murderously after four hours of hard riding but also how you soon learn to change gears both up and down smoothly with merely a fleeting thought and not use the clutch whilst doing so. You can tell me how, when you first sit on it, the bike feels so small, almost like a child's toy, because the seat height is so low, but also how, when you take a few moments to get comfortable, you can feel the poise, balance and precision of this magnificent piece of engineering... You can tell me how a simple, three hour trip to London is turned into a six hour pleasure cruise that you never want to end, such is the pure joy of riding this magnificent beast. In short, you know your product extremely well. So what do you write about in your sales letter? Do you tell me that the motorcycle has fantastic balance, that it has a top speed of 135mph, that it has a really beautiful paint job or that it is sensuous and appealing to the eye?... Do you want to be "Drying Flowers At The Bottom Of The Ocean"? No! You need to hit me with something more appealing than that, let's talk about What's in it for ME. You need to tell me about the sheer thrill and terror of seeing a 90 degree corner hurtling towards you at 100mph but how without a moments thought I will touch the brakes, drop down a gear or two, nudge the tank with my knees and be through the corner with a shower of sparks from the footrest and hardly a murmur from the bike. How the experience will have me screaming like a banshee with an insane laughter as I go faster and faster searching for the next corner. How I will become addicted to these feelings and look forward to them with a lust that I've never experienced before. You need to paint the joy and benefits to me, appeal to the lifestyle and show me how much I'll MISS OUT if I DON'T own that Moto Guzzi. You need to hit my emotions at a deep primal, gut level... Look at the following two statements and tell me which has the more emotive power: -------------------------------------------------------------------------- Sit astride the Moto Guzzi Le Mans then answer this question: Are you man enough to control the barely tamed beast that is now throbbing menacingly between your legs? -------------------------------------------------------------------------- Sit astride the Moto Guzzi Le Mans then answer this question: Are you man enough to put this exquisite motorcycle through its paces and discover the limits of its abilities? -------------------------------------------------------------------------- Well which has the most emotive power? Yes, you're right, the first because it talks to you on an emotive, gut level. It alludes to sex, talks about power, control and taming a wild animal. The second statement is just "Drying Flowers At The Bottom Of The Ocean" Ride a motorcycle OK it could be fun… Tame a wild beast - Wow now that IS exciting! Emotions are very powerful triggers, use them to trigger excitement and need in your prospect. Look at your product again, learn all you can about it and discover the emotions it will trigger when your prospect uses it. Find out what problems it solves for him/her and then ask yourself… "What am I really selling?" The answer is always the thrill of owning the product, or the time saving it will give or the solution it offers – Never Just The Product Itself. Stuart Elliott is a world-class copywriter who has written numerous articles about sales letters and copywriting. Pick up your free copywriting power guide at http://howtowritekickbuttcopy.com "The Best Copywriter On This Planet Is Free… No Hired Gun Has More Passion For Your Product Than You Do" Article Copyright 2006 Stuart Elliott, All rights reserved. You may only reprint this article in its entirety and you must leave this resource box intact. 
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