There’s one tactic that eliminates fear

Many times taking sales copy from passable to exceptional is the inclusion of only one elementary point. For instance, an exceptional sales letter should always address your prospect’s fears and objections right away. Exposing any negative possibilities that would created fears and objections, eliminates future roadblocks which in turn could stop the prospect in his/her tracks and rob you of any sales.

A fact is, most all products and services have both benefits and drawbacks, it’s the nature of the beast. Don’t let any unseen, undefined drawbacks create uncertainty in the mind of your prospect spiraling what would have been, a good customer into a shy prospect. In no way allow your prospect’s troubling drawback cost you in sales just because you didn’t take the time to face them head on and deal with them

A good sales letter eases the transaction

Don’t wait, If you anticipate your prospect's biggest fear, complaint, objection, or problem before it becomes a hindrance then you can use the product or service to eliminate it immediately, you will have provided a smooth road for the prospect into your sales pitch while creating trust and good will in the process. Building trust is important because it eliminates fear and eases the prospect’s anxiety thus getting him/her evolved in examining the sales letter and coming to an honest, unbiased conclusion.

I heard recently of an example in which this technique was used. At Walt Disney World's Animal Kingdom, the employees were having a problem. Is seems in the day, when visitors are there, most of the animals wanted to sleep. The only time visitors were likely to see them feeding in the fields was very early in the morning. Disney's solution? A promotion that reads as follows: "Our animals need to rest at various times during the day. This means each time you visit, you're experience will be different!" They cleverly addressed an - absence problem - and turned it into a - new experience each visit - benefit.

Bring the point home.

Because everything has its good and bad side, there are as many examples of turning a liability into an asset as there products. If your prospect fears the price tag, show him/her how he/she will save in the long-run by showing how much it might cost him/her if he/she doesn't purchase your fantastic, new, cost savings, product. If, for example, you're selling small cars point out the fact that their savings in fuel consumption will not only help the environment but will help them make their monthly car payment. All liabilities can be turned into assets if approached as creative solutions, being creative is just a matter of forcing a negative issues and returning a positive outcome.

Look at the weakest link

When you prepare your new marketing campaign, start by giving your product a close examination. Look at the product's possible weak points and address them as useful sales strategy. Chances are, you don’t own the product, but even so if there is a obvious flaw, you may be able to tempt the manufacture into modifying it to make it more appealing – then make your advertising copy – more appealing in return. If that is not a possibility replace the product with a more desirable one or you can simply use reverse physiology, change the drawbacks into strengths. Here are a few approaches to doing this:

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