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Subject: #319 Online Business Opportunities - Sales Letter Copy Secrets - August21, 2007



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                               Online Business Opportunities
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                         21 August 2007                 Issue   #319
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FOREWORD : Excuse me for possible mistakes.
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IN THIS ISSUE



        Top Special Recommendations
        From Editor's desk
        Home business opportunity
        Subscribers Free Ads
        Article: Sales Letter Copy Secrets
        Home business opportunities
        Tools & Resources for your Home Business
        Recommended ezines
        Links for moms
        Computer Tip : Save all of your favorites
        Rent this ezine - Advertise with us
        Freebies
        Smiles
        Admin section









From Editor's desk
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Article: Sales Letter Copy Secrets
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How to Use Hidden Psychological Triggers & Sell More
Products and Services Guaranteed
By Yanik Silver

Do you remember the stupid beer commercial a few years back with
the tagline "Why Ask Why?"

Well, completely unknown to the ad agency, they had almost
stumbled onto a breakthrough marketing concept. Telling people
the reason why you are doing something is one of the most
powerful influencers of human behavior.

Robert Cialdini, Ph.D. in his book "Influence: The Psychology of
Persuasion" talks about an experiment by Harvard social
psychologist, Ellen Langer, that concluded people like to have a
reason for what they do. Her experiment consisted of people
waiting in line to use a library copy machine and then having
experimenters ask to get ahead in line.

The first excuse used was "Excuse me, I have five pages. May I
use the Xerox machine because I'm in a rush?" This request
coupled with a reason was successful 94% of the time. However
when the experimenter made a request only: "Excuse me, I have
five pages. May I use the Xerox machine?" this request was only
granted 60% of the time. A significant drop!

Okay now for the shocker.

It may seem like the difference between those two requests was
the additional information of "because I'm in a rush."

That's not the case.

Because in a third experimenter, the experimenter asks "Excuse
me, I have five pages. May I use the Xerox machine because I
have to make some copies?" There's no reason mentioned or new
information presented, just the words "because."

This time a full 93% of the people said yes simply due to the
word 'BECAUSE'! And it didn't even matter that there was no
reason given. Just the word because triggered a magic response.

More psychological 'triggers' that can massively increase your
sales letter success, whether you're writing online sales copy
or direct mail copy.

Max Sackheim, famous for the long-running ad "Do You Make
These Mistakes In English" and originator of the book-of-the-month
concept, says "Whenever you make a claim or special offer in
your advertising, come up with an honest reason why, and then
state it sincerely. You'll sell many more products this way."

Here are two examples:

Instead of yelling 'SALE' like so many other stores would,
John E. Powers, one of the top copywriters wrote this ad giving
prospects a legitimate reason why they should spend their money
at a Pittsburgh department store in severe financial trouble:
"We are bankrupt. We owe $125,000 more than we can pay,
and this announcement will bring our creditors down on our
necks. But if you come and *buy* tomorrow, we shall have the
money to meet them. If not, we shall go to the wall."  This ad
was responsible for saving the store.

Another ad written for a different merchant by Powers proclaimed,
"We have a lot of rotten raincoats we want to get rid of." This
sold out the merchant's entire inventory of raincoats by the next
morning.

And this powerful sales letter and ad copy strategy works just
as well today.

Using this secret weapon, I helped a medical equipment company
produce a massive 1,073% return on investment simply using
"reason-why" copy.

The premise was how we can sell a product for the incredibly low
price of only $477. Regularly this product sells for about $695
- $895. Then the ad explained that the price was so low was
because the manufacturer wanted to gain market share and get
more nurses and doctors accustomed to using their product. It
was a huge winner and a big moneymaker for the client.

Here's how can you apply emotional, psychological triggers to
your sales letter copy:

Let's say you have a slow time of year and you want to increase
your business during this period. Write a simple sales letter to
your customers making a special offer, only good during your
slow period.

Maybe you'll throw in extra free bonuses, extra services, or
special discounts simply because it is your "slow time" and you
need to pay your staff anyway.

Let people in "behind the scenes" at your company...

 Are you overstocked on merchandise because for some reason
customers only want the deluxe widget - but you ordered tons of
the basic one?

 Did you have a flood and you need to liquidate your inventory?

 Do you need to raise cash so you can pay for your nosejob?

Whatever the reason is, tell your prospects the truth.

For some reason everyone wants to be mysterious about their
business. If you're lowering the price nobody thinks you're
doing it just because you're "such a nice guy". So let people
know the reason why.

I know this probably goes against every grain of business sense,
but I promise if you give people a good, believable reason why
they'll respond with an open minds and more importantly, an open
wallet.

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I dont'care
Because I know something you don't know

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