How often have you read a sales letter that simply did not impress you? I know I have many times. You may not be aware of why the sales pitch fails to excite you and convince you to whip out your wallet and fumble for your credit card to buy whatever is on offer. Something just feels wrong and you are not compelled to buy.

The product may well be a good one that you want to buy, and despite the medicore sales letter, you may even go ahead, but somehow you feel cheated. You want to experience that zing, that magic something that makes your pulse race and gets your emotions jumping. Maybe you can’t really afford to buy the product, but when a sales letter gets your heart thumping and your mind racing with thoughts of how good it will feel to own it, you just have to buy.

Why can one sales letter be so different from another?

It’s all down to your emotions. That’s how you buy. You don’t buy with logic, you buy with emotion. Later on you justify your purchase with logic, but when you are in the buying zone, it’s your emotions that are the driving force, every time. That brings us rather neatly on to features and benefits.

The features of a product are basically its description. The benefits of a product answer the question, “What’s in it for me?” Take a small drill bit, for example. A DIY enthusiast doesn’t buy the drill because it’s black, 1/8 of an inch in diameter, well sharpened, made from high speed steel and produced by a reputable manufacturer. No, he buys a hole! That’s what the benefit of getting the drill is – to have a hole.

You can take that a whole step further too. You don’t buy the drill or even the hole, but you buy the satisfaction and pleasure you get from looking at your child in the framed picture hanging on the wall.

Are you wondering what the #!@$!*# a picture hanging on the wall has to do with a drill? It’s simple … The hook that the picture hangs on is screwed into the hole that the drill made. That’s how benefits work! The drill is simply a means to get to the underlying benefit that your emotions want. In this example, the satisfaction you get from seeing your beautiful angelic child’s image hanging on the wall.

Think about that next time you sell something. Maybe it will be your old car in the classified ads of your local newspaper. Sure, you could describe it as a five-year-old Ford in very good condition with below average mileage, and that would probably sell it. But you could do so much better if you lay all the benefits on thick while barely mentioning that it’s a five-year-old Ford in very good condition with below average mileage.

You might even get a better price for it too!

That’s what quality writing can do for you and your business as well. If your web pages are filled with mediocre claptrap that couldn’t excite a monkey, don’t expect your potential customers to get excited either. The right words can create the right kind of buying emotion. Can you write like that?

I can!