I'm constantly surfing the Internet checking out different websites. And the more I surf, the more I realize that most marketers don't have a clue about the concept of effective copywriting. As I was walking through the store, I happened to pass by the shoe department. I saw a sign that said "Timberland Boots On Sale Today Only.$69.95! I have to admit that sign caught my attention for a brief moment. I happen to know that Timberland are pretty decent boots and usually much more expensive than that. However, I continued walking because my mind was focused on finding a nice birthday present for my girlfriend. Suddenly, a shoe salesman comes running up to me and asks, "Excuse me sir, I can see you're in a hurry. Do you mind if I ask you a quick question?" He continued by saying "You can relax sir. I'm not going to try to sell you anything. I just want to ask you a quick question." I immediately relaxed, and dropped my guard. "The salesman said, "Last winter my car got a flat tire in a blizzard, out in the middle of nowhere. It was a terrible storm! Cars were slipping and sliding all over the road. It was cold and dark. The ground was slippery, wet and packed with snow. Thank goodness, I had my Timberland boots on that night. They really saved my butt! They're waterproof and insulated, and the rubber lug outsoles gave me superior traction against slipping, so I was able to get my tire changed and get the heck out of there quick! But you have a huge advantage over me. I paid $145 for my Timberland's. Today, you can get the exact same boots that saved my life for only $69.95!" I excitedly asked, "Do you have them in size 14?" Yes, he had them in size 14, so I bought the boots. Why? I didn't necessarily want or need the boots. I didn't go to Sears looking to buy boots. But the salesman presented a persuasive and compelling argument. He got to me emotionally, so I bought the boots. And I can honestly say, I'm glad I purchased the boots. They've been everything the salesman said they were, and more. The point is, the salesman didn't "sell" me anything. He "persuaded" me in such a compelling fashion, I felt like I would have been missing out on something really good, if I didn't buy the boots right then and there. And that's exactly what your sales letter needs to do. Most buying decisions are emotional. Your sales copy should be too! Bring out the prospects fears, their anger, their desires, their greed. Whatever the situation calls for, and use those emotions in your copy. 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