SUCCESSFUL sales letters address the following 3 SELFISH questions:

1. Who cares?
2. So what?
3. What’s in it for me?

This may seem brutally obvious (or not), yet many online marketers still write to impress themselves. Sorry to burst your shiny bubble, but, unless you’re only trying to sell to yourself, NOBODY CARES about your ad as much as you do!

You KNOW it’s true. Your reader is looking at your offer for THEIR reasons only, NOT YOURS. They only care about what THEY want. I do it, you do it… every audience is the same. (Aren’t we a selfish bunch )

Really though. When you’re reading something, anything at all, if it doesn’t grab at you NOW, you move on, don’t you? Your readers will do the same. You have to capture their attention IMMEDIATELY by addressing the following
questions:

WHO CARES? –
Seriously… why should your readers care? Just because you do? Uhhhh… NO! You have to get at something they
TRULY CARE about.

SO WHAT? –
Why does your writing matter? Just because YOU think it’s important or interesting, it doesn’t mean your reader will agree. Is it REALLY important or interesting to the READER?

WHAT’S IN IT FOR ME? –
What will your reader get out of your offer?

Imagine what your reader wants. Get in deep at their emotions and understand what they care about. Once you’ve figured that out, you’ve got the UPPER HAND.

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Marketing Genius, Dan Kennedy, very briefly mentioned in one installment of his “No B.S. Marketing Letter” that one small omission in the headline increased comprehension by 10%!

Check out the following headlines and tell me which one you think proved to be more effective:

Sample A:

Discover 22 Powerful ‘Hot Buttons’ To Instantly (and Ethically) Persuade Customers To Buy NOW…Buy More…And Continue Buying, Well Into The Future…

Secret Tactics To Double, Triple, Even Quadruple Your Profits Overnight!

Sample B:

Discover 22 Powerful ‘Hot Buttons’ To Instantly (and Ethically) Persuade Customers To Buy NOW…Buy More…And Continue Buying, Well Into The Future.

Secret Tactics To Double, Triple, Even Quadruple Your Profits Overnight!

Did you catch the small difference in the headlines? Surprisingly, it wasn’t the wording itself, but the period vs. ellipsis [...].

Most of us have been taught to stop reading when we see a period. However, the ellipsis draws you to continue to the next sentence… and the headline in “Sample A” motivated readers to keep reading.

I’ve started an A/B split to test this on some of my niche sales sites… if you’ve tested this element, what were your results?

You pull and twist your brain all over the place with benefits, features, bullets, headlines… and get yourself all hot and bothered over your final copy, only to find out no matter how many times you test and adjust, it doesn’t pull in sales like you expected it to?

Here’s what you do…

Make your visitors feel they’re spending their money on *THEMSELVES* and not on you, your company, product, or service.

When was the last time you purchased something because you wanted to support the company or the employees behind it? No matter what you do, you do it because it makes *you* feel good in some way.

• You buy a cell phone because it makes life easier for you… your friends and family will be impressed by the slick look and advanced features… it gives you a sense of security.

• You buy a car to get you from point “A” to point “B”… your neighbors, friends, and family will be impressed by your new toy… it makes you feel good about earning enough to invest in such a luxury.
• You purchase perfumes and cologne to make you smell sexy… make yourself feel attractive.
• You donate to charities to feel like you’ve helped people in need… to rid of the feeling of guilt that you’ve got more than others… to feel good about yourself.

You see? You can do this with pretty much anything. It all comes back to how good it makes you feel. Everybody is like that (including moi). It’s not being selfish… it’s being human : )

When you write your sales copy, don’t focus on you or your company – even your product or service… your prospect wants to know how you will make them feel good about themselves, their lives, and their situation.

That’s all for today… how about I give you $200 worth of kick-butt marketing advice free of charge : )