How To Enhance the Personal Appeal Of Your Sales Letter

Probably the most effective form of advertising is word of mouth.
And there is a reason for this. You will more readily take a
friend's advice about a product she has used than trust an
advertiser's blurb.

One of the lofty goals of a great copywriter then is to be
transformed into a trusted friend of the reader. Instead of
writing as to a crowd you can write as to one person sitting on a
park bench next to you --- a friend. This proven strategy will
explain the format of the sales letter used in direct marketing
and fast becoming quite popular in online selling.

Letters written in this personal style reduce the buyer's
resistance and ushers you into their circle of confidence and
advice. The more cold and formal style of writing common to the
corporate world leaves the reader feeling small and 'talked down
to'-emotionally unmoved.

It's a tenet of effective copywriting that your letter must be
emotionally appealing because people buy based on emotions and
then justify their purchase with logic. Being guided by our
emotions is not just relegated to small purchase but to ANY
purchase we make.

In a recent TIME magazine article discussing the skyrocketing
house prices, it was interesting to read the author's suggested
reasons for this recent real estate craze:

"The boom is as much an emotional story as an economic
one. It's about the excitement of potential wealth, the fear of
missing out and the envy toward the guy next door who bought for
a third of what you paid.