If you go through my website, there are literally hundreds of examples of using emotional direct-response marketing, and emotional sales copy. The best thing to do is head over to my blog and in the search box enter “sales letters” or “display ads” and many results will come up.
You can also go to my products page and see many sales letters there to review.
But what I want to show you today, are three different emotional direct-response sales letters. Two of them were written for situations you’d proably not think of using emotional direct-response copy, or marketing at all, for that matter: getting a “conventional” job.
And the last one is a letter I wrote for a client of Gary Halbert’s back in 2003. It was one of the first long-form sales letters I ever wrote, and a few hours after I sent it to Gary, I got an e-mail from him that said, “I think you have more natural talent for writing direct response copy than anyone else I’ve ever met. I’ve never said this to anyone else. You are GREAT and actually, I think you might be better than me. You are a f*c$ing genius at this.” (08/07/2003)
The story of how I got hooked up with Gary is pretty inspirational in and of itself, and if you want to check it out, you can find it here: How To Make Your Dreams Come True!
Anyway, here are those first two sales letters I was telling you about. This first one’s a short letter I wrote for a friend of mine. Want to guess what happened at his job interview?
Well… for starters, he landed the job. But what was really funny, was when the person interviewing him, said… “I must tell you, I really enjoyed reading your cover letter. In fact, I read it twice! And believe me, I usually only read the first sentence of most of them because they’re so boring.”
Here’s the letter – it gives you a good feel for what you can accomplish with good copy, and how good writing can dramatically impact your future, in almost every aspect of your life..
Plus, there’s also a copywriting lesson to be learned here: Any time you can be the bright ray of sunshine in your client or prospect’s day, make sure you be that ray of sunshine!
The pace of life is pretty hectic nowadays, and when it comes right down to it… people are starving for these little rays of sunlight. So be bright-eyed and bushy-tailed whenever you can! Now, check out this letter:
The next letter, is now legendary, as I’ve used it to get jobs for BOTH of my teenaged sons. The lesson learned here is not only the use of good sales copy and effective strategy — it’s and doing the things no one else is doing. You can find that letter right here:
The last letter is a long-form sales letter using tons of emotional direct response marketing. It’s the letter I wrote for Halbert I mentioned a few minutes ago.
What you’ll like best is how I take a complicated subject and make it easy to digest.
I’ve always had a knack at doing this — I’m the kind of guy who’s as comfortable talking to the CFO of a Fortune 500 company (like I regularly did when I was a CPA straight out of college), as I am talking to the janitor who mops the bathroom floors of that same CFO’s office at night (which I also did, since we worked late almost every single day).
In this letter, you’ll see how I’m building up what the prospect has, and then using the “fear of loss” to motivate the prospect into taking action.
I’m also using very specific imagery throughout the letter, getting the reader involved so they can vividly see themselves in the situations I’m describing, each step along the way. See, once your prospect is emotionally vested or emotionally involved in your sales copy, you are well on your way to making a sale. In fact, I’d go so far as to say unless you are selling something similar to “water in the desert,” you won’t make the sale unless you can do this effectively.
It’s an incredible letter except for one thing — the client wanted to have his prospects call his assistant to collect their information and “close” them. In my mind, that’s an absolutely terrible close, but since this wasn’t my client (Like I said, I wrote the letter for Halbert.), I wasn’t in a position to try talking some sense into them.
If you want to download and print out this letter, you’ll need the Adobe Acrobat Reader. If you don’t have the Adobe Acrobat Reader software, you can get it for FREE, just do a Google search for it.