Persuading People to Buy – A Simple Technique

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Author: Carol Bentley

People are not interested in you, your company or your product. They are only interested in the result and benefit they get when they buy from you. Here's how to keep their interest…

THE 'I's' HAVE IT - BUT THEY SHOULDN'T

The absolute, paramount, crucial point you MUST remember when writing your sales letter, adverts, brochures, web pages or newsletters is to write from your reader's point of view.

"What's in it for me?" is the number one question you should be answering for your prospect.

One of the easiest and simplest ways to check if your letter is focused on you, or your reader, is to count the number of 'I's in your letter. Count I's, We, Us, Our. These are all focused on you, your company and your service or product. Then count how often the words 'You' and 'Yours' appear throughout your letter. If these are very low in number compared to the others - that's BAD NEWS.

Your prospect's going to be completely turned off - and there's a pretty good chance your letter won't even be read.

We're used to talking about our products or services; our company; our delivery reputation; our quality control. Apart from concentrating on the wrong person (the writer instead of the reader) this also concentrates on the features you're offering, not the benefits - it doesn't explain what the reader can expect to gain.

It's a difficult style to develop in your letters if you are not used to it. Persevere - it's worth it. You'll start to get amazing results when you do.

Write your letter as normal, then go through and edit it, remove all those I's and turn the message around so YOUR READER IS THE CENTRE OF ATTENTION.

Any message about your product can be turned around and written from your prospect's point of view, for example:

"Our unique weight-loss programme is designed to reduce your weight by at least 10lbs each month" could be written as…

"In your first month on this unique weight-loss programme you lose at least 10lbs - and continue losing until you reach your ideal weight"

Check the count - make sure the I's do not have the majority.

(Tip: Use your word-processor's search facility; search for 'I' 'we' 'our' and 'my' and then rewrite the sentence or paragraph).

Extracted from the book 'I Want to Buy Your Product... Have You Sent Me a Letter Yet' (How to create powerful sales letters, advertisements, flyers, brochures, web pages and newsletters that persuade hundreds, or even thousands, of additional customers and clients to buy from you!) by Carol A E Bentley (Rated 5-star on Amazon.co.uk)

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