Every copywriter worth his salt asks four simple questions about their prospect before they start to write their sales letters — these are fundamental questions… once you understand the power of them you will ask them every time you set out to write sales letters — without a second thought.

Here are the questions you must ask:

1. What does your prospect fear?
2. What frustrates him or her?
3. What does he or she desire?
4. What does he or she know?

This is one of the most critical steps to writing profitable sales letters… once you’ve answered these questions you’ll have the basis of your whole sales copy on your plate… you’ll know how to address your prospect and have an arsenal of information to help you structure your offer.

You’ll be able to connect with your prospect’s hopes fears and worries… you’ll be able to talk to them about something that’s of vital importance in their lives right now.

This connection will definitely make them want to read your sales copy and buy your products.

“Let’s Put Those 4 Questions Into Perspective…”

Going back to the previous example… You already know your prospect has marriage problems and is not sure what to do about them.

Asking the 4 critical questions of your prospect will give you these powerful, informative answers…

1. Fears – Loneliness, unhappiness, rejection, guilt, loss of a lifelong partner, the trauma of a break up, loss of income, loss of stability, loss of access to children, loss of home, his/her partner is cheating, shame in front of his/her peers, physical or mental abuse, not wanting to go it alone, unknown and uncertain future…
2. Frustrations – not being able to get his/her point of view across, everything turns into an argument, doesn’t know who to turn to for help, has noone to talk to, wants to make things work but doesn’t know how, buys presents but they are rejected, feels inadequate, sees friends happy in their marriages…
3. Desires – happiness, needs to be loved, wants peace and tranquility in his/her life, escape from an oppressive partner, more self esteem, a way to solve problems, an end to the continual bickering and fighting, a partner he/she can feel proud of, someone who he/she can look after, to keep seeing his/her children daily, acceptance, stability, end to an uncertain future, no loss of income…
4. Knows – He/she is unhappy and miserable, he/she is being abused, a separation will be expensive and traumatic, will lose his/her home, will continue to be unhappy unless the problem is resolved, appearance in a divorce court is shameful, cannot continue to live this way, wants to solve the problems, will be lonely if he/she separates…

Compiling this list only took a couple of minutes but it has already yielded a heap of vital information about your prospect. You will then be able to use this information to write a compelling and, more importantly a sales letter that connects directly with what your prospect is experiencing right now.

So before you write your next sales letter go and do some digging about your prospect – go really deep and get inside his head. The time you spend doing this will pay you back in heaps of sales.

To your successs, always.

Stuart.

PS
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