Author : Craig Garber
Yesterday we talked about using the right "voice" in your
sales letter.Meaning, who should actually be doing the selling?Most people sell themselves, but as you discovered, there
are some inherent problems with doing this.Writing a sales letter in someone else's voice is another
technique that's often used. And many times, this actually gives
your offer, and even your entire message, more credibility.And obviously, this is critical to making your pitch as
effective as possible.In fact, credibility and believability are everything (and
by the way, they are NOT the same things either) when you're
pitching something, but especially when you're using written
media, as opposed to television or even radio.Why, in any particular situation, would you use someone
else's voice?Sometimes, your prospects will simply be able to identify
more with someone else -- maybe they're an industry expert,
or maybe they're a lot closer in demographics to your
prospects than you are.Like a former fat person who used your product to get fit, for example.Other times, you can use a celebrity voice, as long as
you've got their permission, of course. And celebrity
testimonials are VERY powerful.I'm on a lot of mailing lists for political and
environmental campaigns, and celebrities are often "writing"
those letters.Why does this happen?The answer is simple: Because donors are more inclined to
open up their wallets and whip out their credit cards when a
celebrity is endorsing the cause, as opposed to "John
Smith", Kansas City's finest sheet metal worker.Make sense?Tomorrow I'll talk about another voice you can write your
sales copy in, and when you'd want to use it.Now go sell something,Craig Garber
http://www.kingofcopy.comP.S. Wanna see more tips like this? Go check out the
archives at: http://www.kingofcopy.com/tips/tiparchives.htmlIf you want to know how to consistently attract a steady stream of fresh new prospects, who are pre-qualified, eager, and excited about buying from you, then Craig Garber -- recognized by his peers as America's Top Direct-Response Copywriter -- can show you exactly how to do this, step-by-step. Garber's written winning promotions across a HUGE variety of industries and you can see them all for yourself on his website at http://www.kingofcopy.com
Keyword : Marketing, copywriting, money
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