Dan S Kennedy
Here is the first page of a multipage letter Darin wrote for one of his properties (Location 221)
To do that, we need some things to assemble. (Location 235)
The goal is understanding. To persuade someone, to motivate someone, to sell someone, you really need to understand that person. (Location 246)
My “10 Smart Market Diagnosis and Profiling Questions” (Location 255)
So, Step 1 in our system is to analyze thoroughly, understand, and connect with the customer. (Location 267)
I've spent thirty years working with the visualization techniques developed by Dr. Maxwell Maltz, author of the 30-million-copy best-seller Psycho-Cybernetics (Location 274)
I try to become one with the recipients of my letter, so I can anticipate their thoughts and reactions. (Location 279)
I went to the public library and read several years' back issues of the trade journals that real-estate agents subscribe to and read. (Location 284)
Once you've begun that process of identification, you'll be in a good position to determine what the recipient of your letter wants. Write these items down in order of priority. (Location 288)
That's why you must determine accurately, in advance, what their priorities are. And you must address their priorities, not yours. (Location 294)
“If I were to give, what would be important to me?” I came up with this list: (Location 299)
So why did this letter work where others had failed? Because it directly addressed the interests of the recipient, not the sender! (Location 308)
Here are six things I do to stay in that frame of mind. (Location 321)
There are three different people to talk to about this — the teen sufferer, the teen's mom, and playing the odds, the adult female sufferer. (Location 373)
STEP 2: Get “Into” the Offer (Location 411)
If you're writing a letter to promote a product, get the product, use it as the consumer would, play with it, test it, take it apart and put it back together, even demonstrate it to others as a sales-person would. If you're writing a letter to promote a service, use it yourself if possible. Go talk to those who do use it. Talk to people who use a competitive service. (Location 413)
Build a List of Product/Offer Features and Benefits (Location 417)
It's amazing how easily people fall into talking about the features of their product or service, instead of the benefits it provides. I find myself constantly reminding our clients: “People do not buy things for what they are; they buy things for what they do.” (Location 422)
Ted often looks for what he calls the hidden benefit to emphasize. This means it's not the obvious benefit — not the first benefit you think of — yet one that is of profound importance to your customer. (Location 427)
STEP 3: Create a Damaging Admission and Address Flaws Openly (Location 439)
By acknowledging the flaws, you force yourself to address your letter recipient's questions, objections, and concerns. You also enhance your credibility. (Location 442)
By admitting and openly discussing the drawbacks to your offer, your “credibility stock” goes way up on most of your letter recipients' charts. This is called “damaging admission copy.” (Location 454)
Sales letters face hazards en route to readership. From the very beginning of assembling your sales letter, you need to have formulated the way you will armor your letter to confront and conquer its enemies and hazards, as it makes its way from you to the hands and eyes of the person you hope will read it. (Location 467)
STEP 6: Get Your Sales Letter Read In person-to-person selling, there is a little formula taught almost universally: AIDA, which stands for: Attention, Interest, Desire, Action. (Location 606)
In case you had illusions to the contrary, no one is sitting around hoping and praying that he will receive your sales letter. When it arrives, it is most likely an unwelcome pest. How do you earn your welcome as a guest? By immediately saying something that is recognized by the recipient as important and valuable and beneficial. (Location 620)
What your headline says and how it says it are absolutely critical. (Location 633)
Fill-In-the-Blank Headlines with Examples (Location 644)
When you want the reader to make a decision to buy this item now — not commit to some intangible service or complicated agreement — you must follow several important guidelines: (Location 756)
Here are examples of successful generic headlines with different kinds of flags attached. (Location 821)
If price is in play, then the complete sales letter must deal with it openly. (Location 854)
The sales letter writer has to decide, before actually writing the letter, how to present price and what strategies to use in minimizing the impact of price. (Location 858)
If you are selling an information product like books, courses, or subscriptions, remember that one way to convey bulk is with a list of the 1,001 (or some other huge, specific number) pieces of information contained in your product. (Location 872)
Now let's look at three of the most effective copywriting formulas you can use to overcome a reader's hesitation on the issue of price (Location 932)
It may be the most reliable sales formula ever invented. (Location 939)
Once the problem is established, clearly and factually, it's time to inject emotion. This second step is agitation. That (Location 951)
Formula #2: Fortune-telling (Location 980)
Wealthy Web Writer Tip #1: Know Your Audience (Location 2341)
The key here is to consider whether or not your reader was searching to solve a problem when he came to your sales letter or if you were the one who identified that need and then offered to fix it. The result will impact the way you speak to the readers once they've arrived. If they find you while searching for a solution, they're looking for something and will want to know immediately if you can help them … if you have anything to offer them. But if you lead them to the sales letter, with an e-mail for example, they know you can help them, but they're now looking for the proof and waiting for you to convince them why they should stay instead of clicking their mouse to escape. (Location 2347)
Wealthy Web Writer Tip #2: Get Those Big Benefits Front and Center (Location 2354)
Selling with benefits is one of the first things most copywriters learn, and one of the most important elements of an effective sales letter. (Location 2361)