I’m about to share with you the secret rules of selling.

Well... okay... they’re not really a secret. But not many people think about them - - that’s for sure. You may already know them, unless you’re completely new to marketing.

Here’s #1: People don’t like it when someone tries to “sell” them something. Is that profound or what?

Perhaps this is best illustrated by thinking of how you feel when walking onto a car lot to look at that new or used vehicle. Look forward to it? Probably not. I’ve had some bad experiences in those places.

When anybody tries to “sell us” we tend to feel manipulated. We don’t like the idea of being pushed into buying.

The person reading your sales copy feels the same way.

And now... the good news.

If you write your sales letter correctly you won’t have to worry about your prospect feeling manipulated. Why?

Because if your sales letter is written properly you can entice your prospect into genuinely WANTING what you have to offer.

How do you do this? By writing in such a way that your product or service appeals to the emotions within your prospect. This is key. Why? Because #2 in the secret rules of selling is emotions control the buying process.

Did you think people buy things for purely “logical” reasons?

Nope.

People buy things for emotional reasons.

We are emotional creatures. These emotions are tangled with our “logic” more than we might care to admit.

Which leads us to #3 in the secret rules of selling…

After people choose to buy something to satisfy an emotion they use their logic (their reasoning) to justify the purchase they WANT to make.

Always remember: A) emotions first B) reasons second

The logic to justify a purchase comes AFTER the emotional attachment to the product/service has been established. If a product doesn’t appeal to you emotionally first then you never move forward to the point of using logic to justify making a purchase. It’s that simple.

You buy something because of what you believe it’s going to “do” for you. Like... make you better looking ... be richer ... be more productive ... or more comfortable ... or make your life easier in some way - - etc. The idea of these things tends to make us “feel” better.

Ever go into a Starbucks and buy a super-sugary triple chocolate pastry and a double latte smothered in whip cream?

No? Okay. A banana split? Sure!

Why?

It's not healthy for you. Treats like that can give you diabetes. But if you like ice cream... or coffee and pastry you don’t care. It tastes good!

Mmmmmm.

It FEELS good too. That kind of purchase isn't rational. It’s about feelings. Taste. Smell. The sugar-rush. A feeling of satisfaction in your belly.

The secret rules of selling dictate that your sales copy must first be aimed at your prospect’s emotions.

Logic does play a role. But only after the emotional appeal has been made. Go ahead and give the facts and figures about your product or service. But only after the emotions within your reader have been stirred.

Your prospect doesn’t want to be pushed. But she or he likes to be tempted.

Oh yeeeeeeessss...

We're emotional creatures. We want to feel good. We want to be popular. We want our lives easier. We want more time for leisure. We want adventure. We want happiness...

... and the secret rules of selling dictate that sales copy must link what your product or service DOES to the emotions within your prospective buyer.

You’ll be writing your copy to stir up feelings like envy, fear, insecurity, pride, laziness, greed, vanity... etc. Then you’ll be trying to show off your product or service as the thing that will fulfill their desire and meet their needs.

Read advertising “classics” from guys like John Caples and Victor Schwab and you’ll learn how to write copy that applies these secret rules of selling in your sales letters and web copy. You’ll be astounded by the results.