Written by David Husnian on November 28th, 2009
I got a lot of nice e-mail about my previous post, What’s the Copywriter’s Most Powerful Psychological Tool – see http://StreetGuideToCopywriting.com/blog/conversions/most-powerful-tool, thanks.
This time I want to look at an important topic that you don’t read a lot about and that I call the “neglected little sister, the sub-headline; fortunately, it builds directly upon the Most Powerful Psychological Tool!
Even the term is confusing because it is used for 2 entirely different things in a sales letter.
First, it is used for the secondary headline under the primary headline. You know…
“Buy My Wonderful Product So That YOU Can Become a Trillionaire,
Live Forever and Sleep with Every Beautiful Women on the Planet”
And You Won’t Believe Why I Will Pay You For the Privilege
The second part, “And You Won’t Believe Why I Will Pay You For the Privilege”, is the sub-headline.
The other use is to break up the sales copy into sections to keep it interesting, be informative, and as a “skimmer magnet” — to stop and capture the attention of skim readers.
Both are important but this time I’ll be talking about how your can use sneaky techniques to…
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Written by David Husnian on October 28th, 2009
In my last blog post, Apples-to-Oranges, Using Contrast and Compare to Make More Cash, I continued talking about the C’s of copywriting by talking about the concepts of contrast and compare; we’ve also talked about commitment and consistency.
This time we’re going to talk about what Joe Vitale calls “the most powerful psychological tool any Hypnotic Writer can use.”
Joe Sugarman says it is “the one major psychological reason that makes direct marketing so successful today” and he’s sold millions of BluBlocker sunglasses using this technique.
He’s also said that in 1973 he sold thousands upon thousands of (at the time revolutionary) pocket calculators using the technique.
What appeals to us in many deep, visceral levels so much that it’s been used in virtually all of the most successful direct response marketing campaigns online and off?
What has its roots in our primitive needs to find food and make better tools?
Well, that is what we’ll be looking at today.
Yes, I mean…
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Written by David Husnian on September 1st, 2009
Trust is so vitally important to getting a person to do what you want them to; this is true in life and, therefore, it is true in sales copy.
Last time we talked about building trust using testimonials.
Testimonials are just one form of credibility builders and this time we are going to look at more of them.
The more you can build your credibility with your prospects the more likely they are too buy; that explains why many professional sales letters spend so much time on doing it – it really improves conversions and puts more money into your pocket.
Great sales copy, meaning sales copy that converts well, always contains many types of “proof elements” and many of them don’t actually have anything to do with your product or service.
Not counting testimonials, I have identified 15 more ways to build credibility so let’s get started!
15 Credibility Builders
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Written by David Husnian on June 20th, 2009
We’ve all seen lots of sales letters that don’t fulfill their goals, if for no other reason than those goals are lost in the creation of the sales letter.
A sales letter exists for one and only one reason… to sell.
You may sell a product, sell a service, sell a prospect on the value of being on your mailing list or you may even sell an idea but, every time, the sales letter’s purpose is to “sell” the prospect.
Whatever you are selling, you will be writing a sales letter to sell.
Unfortunately, so many sales letters forget this one simple fact, usually by making at least one of these 5 mistakes:
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