Are Sales Slipping Through Your Fingers? Close the Deal with Logical Benefits

Logical

In earlier posts, I talked about how to use emotional benefits to drive reader interest, and gave you some sample headlines you could use as a jumping-off point.

Emotional benefits trigger the “me-want” response. They create desire for our offer. But creating desire isn’t usually enough. Unless you’re selling a purely emotional product like fashion or music, you also have to give your reader enough logical ammunition to justify the purchase to himself.

This is where logical benefits come in. These are all the rational, intelligent reasons we have for buying the stuff we want. You hook prospects with the heart, but you close the deal with the head.

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Why Emotional Benefits Are the Key to Reader Response

Emotions

We humans like to think of ourselves as rational creatures. Intellectual curiosity took us to the moon and back, beat smallpox and polio, and invented the Internet.

But when you come down to it, emotion always wins. The most powerful man in the world can be humbled by a buxom girl in a blue dress. We use our brains, yes, but we’re driven to act by our hearts (and other body parts).

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Unleash Your Inner Dork to Become a Better Copywriter

Dork

An advertisement that has been pounded out in the white heat of enthusiasm can be tamed and made effective. But it is impossible to put life into dead copy. ~John Caples

Whether you’re promoting a product, a program or just an idea, exuberance sells. One of the reason blogs can be so effective is that their writers tend to show more enthusiasm than polish. And that’s not a bad thing—if you have to pick one over the other, enthusiasm wins.

Here are a few tips on how to get infectious enthusiasm into your writing. When you write with passion, you’ll grab your reader’s attention and persuade her that you’ve got something worth getting excited about.

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How to Increase Engagement and
Authority With Quotations

Quotation Marks

Everything of importance has been said before by somebody who did not discover it. ~Alfred North Whitehead

A great quotation is gold to a perceptive writer. You can instantly boost reader engagement with the right bit of wisdom or wit. And when writing to persuade, you can bolster your arguments by pointing to the words of the well regarded.

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Can White Papers Make You Wealthy?

Absolutely. In fact, I know a freelance writer who makes over $300,000 a year from writing white papers alone.

And I can tell you from personal experience that I launched an entire real estate brokerage firm with a white paper that revealed the inner workings of the MLS. I’ve seen countless other small businesses go from struggling to successful with educational marketing content that not only goes viral… it persuades people to buy.

Mike Stelzner has just released a great free video that reveals how he went from desperate to knee-deep in lucrative new business… all thanks to a single white paper.

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What Romance Novels Can Teach You About Powerful Copywriting

Romance Novel

I don’t think there’s a more scorned form of literature than the romance novel. “Bodice rippers,” “trashy books” or “that Harlequin crap” are some of the more charitable terms I’ve heard. It was probably pure perversity that led me to try to write one. It was a lot harder than I thought it would be, and I didn’t expect to learn as much as I did.

The four romance novels I published taught me more about writing than anything else I’ve ever done. And when I began to write marketing materials, and later blogs, I realized that the key to writing romances is also the key to any kind of persuasive writing.

No, contrary to popular opinion, it’s not the sex that gets the reader to turn those pages.

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