30 Days "Take Action" Program - Day 20

Emotional Response Writing and A Call to Action

You're probably going to find this lesson a bit unusual in the sense that it's got new information about how to get an emotional response from people and getting a call to action – and – a new method that's really NOT new, but a slight twist on something you do everyday.

Now that we've got your attention – let's get rolling.

What is Emotional Response Writing?

It's an e-mail, newsletter or sales letter written (herein after referred to as letter) to persuade the reader to place an order, request more information, or to show support for the product or service. The idea is that it nudges the reader to take a specific action by making an offer to the reader, NOT an announcement.

The letter needs to go to the right target audience, appeal to their wants /needs and be useful and informative. In other words, SELL it, don't TELL it.

To sell also means you'll need supportive documentation, other flyers, pamphlets or what not, since the letter often doesn't do the entire job of selling for you. So make sure you mention that in your letter.

What do You Need to Get Started?

Actually, it's fairly easy to get started you just need to really know your products and services inside out, and of course you DO, or you would not be in this line of work. Nothing takes the place of your knowledge and how you present yourself. You'll need to have resources on hand in addition to what you know, things like – online resources, ads, articles, newsletters books etc.

The next thing you need to be doing is sorting out the BENEFITS from the FEATURES of your products. What does the product do for the prospect who needs it? What do they get or gain from buying it? What is the UNIQUE selling point of your product (and this applies to prospective customers and to prospective recruits.)

Keep this distinction in mind: a BENEFIT is the specific outcome of a FEATURE. A FEATURE is something the product already has. Bottom line is: benefits motivate people.

What to Ask Yourself Before You Start Writing

• How am I going to market this product/service? (think of all the methods you want to employ from the Internet to print advertising and write them down)
• Will I need other information to go along with my letter? If so what?
• Who is my competition? How are THEY marketing their product?
• How much money do I want to spend on advertising?
• Are my marketing goals/hopes realistic?
• Who is my buyer?
• Why would they want to buy what I have to offer? (Hint: the most common why is fear – fear of missing out on something) So, does your offer appeal to their emotional needs?

The Actual E-mail/Letter Content
Now you start pulling your e-mail together. As you've already learned, you have up to 50 characters for the headline/subject line. It needs to tell your reader what the letter is about, and make a promise about what the item you are selling will do for your reader. You have about 7 to 10 seconds to hook your reader, so use your MAIN SELLING POINT FIRST and add the BENEFIT with it.

EXAMPLE: Imagine 09 cents per minute long distance, no monthly fees, Yahoo members only! Notice the use of a "power word" in the example. Power words are you, free, proven, imagine, how to, fast, cheap, enjoy, now, learn, introducing etc. Use them, but don't abuse them.

Next, an optional sub-head or lead paragraph that flows into the body text. The body expands your theme, gives details and shows how you will make good on the headline promise. Your close, or call to action urges your reader to take the next step you want them to take.

And now the body parts!
Before we outline things you can say in your letter, if you find you simply cannot put two words together to save your soul, then by all means talk to a copywriter. This is one letter you do NOT want to mess up, as your business success rides on it.

In a conversational tone of voice, tell a story your reader can identify with. You could almost call this a testimonial. Make an announcement about a new product/service, maybe a one-of-a-kind event, or important news about YOUR unique selling point. For instance, your Hot Conference Unique Selling Point is having all those people in one room at one time for a conference and the stinking low trial price.

Treat the reader as your equal – in other words, if you are selling GDI products and services, then address your letter with Dear Fellow GDI user. Look for a provocative quote about GDI like: "Global Domains International achieved 3479% growth in the past five years, ranking #37 on the list of 500 fastest growing companies in the United States."

You could open with putting your finger on a problem the reader has, one your product will SOLVE. For example: tired of conference calling and running up horrendous phone bills? We've got a cheap solution – Hot Conference.

If you use this approach, you could also think about telling your reader a secret, or some piece of information not many people know. This is where your product research comes in really handy.

You can at this point put in a subhead and cover more benefits ground, but to be honest, the KISS principle is something you really need to adhere to in marketing. Keep It Short & Simple. (and to the point)

The actual body of your message should be written in the same spirit as your headline/subject line. Quickly give the details of your unique selling point. Point out the benefits right away, don't keep them guessing and leave it until the end – you'll lose them.

PROVE your benefits claim – this is where the extra information you compiled may come in handy. Be creative, provocative, descriptive, moving, emotional, and remember, you're building to the call to action

Closing or Call to Action!
Very simply this is where you ask the reader to DO something – like order your product or service etc. You MUST make it easy for the reader to contact you. Provide a form, a toll free phone number, an e mail link or your URL – and make sure these things actually WORK. Test them before sending the letter.

Close with thanks for their time and consideration. Now here's something controversial you'll need to make up your own mind about. Many Internet marketers say save the best for last and put it in a PS. For instance, if you order before XXXX date, you'll get a free web banner.

Actually, this kind of information is likely best put in the beginning of your letter, right after the unique selling point/benefits area. It provides MORE INCENTIVE for the reader to keep reading. MORE INITIATIVE to keep reading to find out the benefits. Leaving the cost savings or free goodies until last is perilously close to being a bribe.

Now, BEFORE you send your letter out, find some tests readers. Ask them to tell you what they feel is missing, how you could improve on your offer, and if THEY would buy from you.

The OTHER Marketing Method You Already Know About and are Using!
Used daily by everyone you know without giving it much thought – word of mouth marketing. What you might not know is, major brand name companies are now actually hiring word of mouth marketers to yak their product up to friends and family.

Quick example: Proctor and Gamble hopped on this band wagon and enlisted 225,000 teenagers to rave to friends about things like Herbal Essence and Old Spice. They next signed up 500,000 volunteer Moms for something called Vocalpoint. Moms talk up pet food, paper towels, hair color, etc. The Moms get coupons and marketing materials free.

The Moms are free to say anything they want about the product, but interestingly enough don't bad mouth it, nor do they take advantage of the offers. Why? Because these marketers feel like they're a member of an inner circle and that the companies recruiting them actually give a darn about them and their opinions.

And you need to know this because? Because this is yet another way for YOU to promote your unique selling points and products and services, and it doesn't cost you very much to do it. Even your children can promote GDI by talking about the neat website templates. You get the idea. Happy marketing!