You want to write a sales letter that makes people comfortable with you, right?

And… you’re a smart enough marketer that you already know, the LAST thing you want to do is to make your reader feel like you’re trying to sell them something, right?

So you sit down and get ready to write, and you think to yourself, I know!  I’ll write the same way I speak.  It’ll be just like they’re my friend and we’re having a conversation.

That ought to work, right?

No.  That’s not going to work at all.

You see, there are a few rules you need to follow, especially when it comes to speaking to your prospects.

Because the truth is, even though you want to speak in a friendly way (Using, as I describe it in Chapter 23 of my book, “Cup Of Coffee” sales copy), your prospects aren’t your friends.  And so, there’s a thin, but very definite line that exists between you and your buyer.

And your job is to straddle it as closely as possible, without crossing it.

For example, a very common mistake I see people making, is when they say things like, “Look buddy.”  Or… “You know what, friend, I know how you feel.”

You can’t say things like this because they’re not natural.

Think of it like this: whenever you’re talking to your buyers… if it’s not something you’d say in person — and I DO mean, in person, face to face — if it’s not something you’d naturally and organically say in an in-person conversation… then don’t say it in print.

Reality is, there’s a lot more to being “friendly” with someone, than the topic you’re discussing.  There’s that intangible “chemistry” that exists.  And you either have it… or you don’t.

And there is nothing that’ll ruin the chances of you ever having this chemistry, faster than saying cheezy canned sales lines like “Friend, you’ve come to the right place.”

When people hear things like this, they run for the hills — maybe not physically — but emotionally… you’re done.  The conversation is over at this point.

And that… isn’t… too good.  Is it?

Now go sell something,  Craig Garber

P.S.  Want more info like this?  Then discover over 20 different things to say to your buyers, that create long-term chemistry… and 5 things you must NEVER say, right here.

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