You’ve got to move straight to the heart past the mind to get your sale.

Selling is an emotional transaction, not a mental one, especially when it’s in print.

When appealing to your prospective customer you must move them with emotion.

The head decision regarding the buying process is always logical, based on needs, a utilitarian purpose, budget and finance and other non emotional values that are human nature.

Your copy, your words, your graphics must push past these automatic reactions.

What is the first statement that generally escapes your mouth when you are offered a decision to purchase something? No, I don’t need it or I’m just looking.

You must move them past these natural reactions. You have to get their emotions involved.

That is what your salesletter, your web content, your email must do. You’ve got to move straight to the heart past the mind.

How do you do this?

One of the best ways is through stories. With stories you can emotionalize your offering.

You take a feature and explain its benefit in a story.

You relate stories about how others have received benefits from the product or services usages (testimonials) and you tell stories that lead to an important point. You relate in these stories nuances, situations, and feelings with the words you select. You relate stories to motivate the reader to act.

Story telling used to be and art form. Story telling was the way the history of a nation, a culture, a family was passed on. Storytelling was how education was imparted to students.

People make buying decisions based on emotions and feelings. You create the emotions and feelings with the words you use. The words that you use inconjunctions with the stories you tell generate sales.

Storytelling is how you add emotion to your sales message in order to move straight to the heart past the mind to the heart.

GHarold

[tags]sales, article writing, sales letter, emotions[/tags]