I was asked this question the other day:

“Stuart, How can I add more excitement to my Sales Letter?” and it set me to thinking. You see it’s not quite as straightforward a question as meets the eye.

What did the asker mean by it, what is excitement? A quick look in the dictionary brings up these four definitions:

1. The feeling of lively and cheerful joy
2. The state of being emotionally aroused and worked up
3. Something that agitates and arouses
4. Disturbance usually in protest

Do you really want to bring ‘lively and cheerful joy’ to your sales letter or what about ‘disturbance usually in protest’? No, these two are very difficult to incorporate into your sales strategy, but they hardly add “excitement” in the sense you would think about it.

This leaves you with definitions two and three, which are the states you want to create in your prospects as they read your copy.

One of the classic, and highly effective, ways to persuade a prospect to invest in your product is to highlight his problem and then agitate it so much that he feels the world will end unless he can find a solution to it.

Of course you just “happen” to have the solution to the problem you’ve been agitating all throughout your sales letter and when you present this solution to him your prospect falls upon it like a dog does a bitch in heat.

So the first step towards adding excitement to your sales letter is to learn all there is to know about your prospect. You have to take the time to learn his or her habits, fears, worries hopes and dreams.

You have to be able to put yourself in their shoes as you write your sales letter.

This will enable you to understand the problems or fears that they face on a daily basis and agitate them to the point that a solution is an absolute necessity for continued survival.

Another time honoured way of adding excitement to your sales letter is to use your passion for your product to stir up emotions like desire, want, need and lust for you product inside your prospect’s head.

Here you are using your excitement and enthusiasm for the product to create the desire and interest in your prospect, you show them how excited you are by the product and make them think their lives will be incomplete or that they will miss out somehow if they don’t own your product.

How many times have you seen a brilliant film and been so fired up afterwards that you went and told all your friends that they just “have to” go and see it? What you are doing is using your excitement for the product (film) in a way that your friends would expect to hear from you, and using this excitement to ‘sell’ them the film.

This is what you need to do when you write your sales letter, pretend you are telling your best friend about the fantastic, earth shattering film you saw last night and let your enthusiasm and passion come through into your words.

Of course before you write any sales letters or adverts for a product you need to take the time and find out everything about your product, target market and opposition.

This is a step that most entrepreneurs don’t follow and is really what separates the “men from the boys” so to speak.

If it is at all feasible then you should go out and buy the product that you want to write a sales letter for. If this is not possible then try to loan one for the duration of the project. Unless you’ve used, it touched it, felt it, it’s very difficult to feel any passion for your product and thus write a sales letter that cries from the heart.

Many a person’s made this mistake, they’ve located a great looking product and dived in head first writing their sales letter without knowing all the ins and outs of the product they HOPE to sell.

Don’t join the ranks of these people – the only way you’re likely to head if you do so is down.

In the next part of this article I’ll delve a little deeper into emotional words and triggers that can be used to add excitement to your sales letter.

Stuart

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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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