"Presenting
Your Case"
By John Colanzi
When you're putting your sales pieces together,
you can learn a lot from lawyers.
Whether it's a defense attorney or the prosecution,
the first thing a lawyer does is read the jury members.
He does his best to get inside their heads to
determine exactly what will get them to decide in his favor. The
best lawyers are great people readers.
You must learn what people's hot buttons are
just as any good attorney does. Also like a good lawyer, you must
realize your audience reacts on an emotional level.
When you're presenting your case you must grab
them by their emotions.
He also appeals to all their senses. So should
your sales letters.
If you're selling food, your letter should literally
make them water at the mouth.
If you're selling opportunity offers, the reader
should be made to see all the goodies their new found money will
bring.
So how do the legal beagles accomplish this?
They study every bit of the evidence. You should
study your product or service as just as diligently.
Once they've gathered all the facts, they're
ready to present their case.
Your headline should be as well thought out as
their opening words. You should get your customers' attention
as compellingly as they capture their jury's.
Once they've got a jury's attention they begin
banging out the evidence. In the same manner you should be banging
out your offers benefits.
Bam ... Bam ... Bam!
Once they've grabbed the jury by their emotions
and pounded out every point to make their case, they give their
closing statement and ask the jury for the verdict they've made
the case for.
The same applies to your sales letter.
Grab their emotions, pound out your benefits
and build your case. Then you're ready to ask them to pull out
their wallets and place their order.
Start presenting your case and the sales will
come.
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