It’s already the seventh and final lesson in your e-course on using the power of the mind in your marketing.

You already know that selecting the right words is critical to the success of the sales copy. Sales people aptly call it “pressing the hot buttons”. You will want to do the same for your own sales letter because it will be doing all the selling for you!

Research conducted at Yale University found that 12 words are the most personal and persuasive words in our language. Here are seven of them. Be sure to use as many of them as possible!

You
Notice something? It is “you” and not “I”. You see, the sales letter is about solving your prospect’s problem, not yours. You simply provide the solution. And when you write in terms of “you”, it becomes more personal. And you shift the focus of importance and limelight onto your prospect rather than blatantly talk away or praising yourself.

Discovery
Sometimes, your prospect may perceive a problem he is facing as “cannot be solved” in the way that he wishes, “I hope there is a solution” or unconsciously thinking, “It would be nice if someone had already discovered it”. Thus “discover” or “discovery” is a powerful hot button to press and use in your sales letter. If you are facing a major problem and I told you that I have discovered a way to solve it, you would surely jump on it!

Proven
You want to convince your prospect that your product or service is already proven and tested before being brought to the public. It would really scare most people if they are to find out that they are the first to test it at their own risk. If you lose the sale, you know why!

Results
No matter how much you claim about your product or service in your sales pitch, your prospect would only find you spewing hot air without the results. So, you showcase your testimonials. Or showcase your own results which you have personally tried with your own product or service. Examples of results are: “I have lost 22kg in three weeks!” and “With JKL Software, I have saved 3.5 hours everyday in writing and submitting my articles to 1,211 directories!”

Love
Tap into your prospect’s positive emotion with this powerful hot button for you to press. Call it passion if you want to, but here are some examples on how you can use the word “love” in your sales letter: “Don’t you love the idea of having plenty of free time with your spouse and watching your children grow up?” and “You would love this program, because it can buy you the freedom to travel”.

New
The word “new” automatically beats “old” anytime in terms of opinion, facts, and even solutions. For example, in the past, people had to manually submit their articles to 100 directories. When you introduce your article submission software, you pitch in your sales letter that this is the latest, new solution. One that would enable your prospect to submit their articles to 1,000 directories at the click of the button! This is an example of a new solution beating the old.

Easy
Don’t make something look harder than it already is. Your prospect is probably willing to pay but it had better be a good decision. Your prospect has already had enough troubles and he is probably desperate for an easier solution. For example, if you have your own software, you state the benefit that it is user-friendly and that it does not require any programming or technical skills on your prospect’s part. It is that easy - even a half-brainer can run the software!

That’s it for your 7-part e-course. I hope you’ve enjoyed it and that it’s already giving you great results