Have you ever considered how much people are like freight trains? Sometimes it's hard to get us started moving, but once we're going, it's hard to stop us as well.
That's why it's a very good plan to start your promotional messages with questions and statements that cause your readers to say ?Yes.? Once your prospects are on a roll with ?yes? answers or thoughts of agreement, it becomes much easier for them to say ?yes? to your offer or to your request for donations.
Try to give them 2, or 3, or even 4 reasons to say yes, or to nod in agreement, at the beginning of your promotion. And then do it again every time you see the opportunity.
How can you do that? One way is by asking if they'd like to fulfill a universal desire. For instance, most people would say yes if you asked ?Would you like to double your income?? (If you know some who would say no, I'd like to meet them!)
You can also make a statement you're sure they'll agree with. If you're writing to raise funds for disadvantaged children you could say ?Every child needs a chance to reach his or her full potential in life.? Your readers will nod in agreement.
If you're selling a health product you could ask if they'd like to live a long life free from disease. Who would say no? If you're writing for alternative health you could say that we're all at great risk from the chemicals in our food, medications, and the environment. The people who believe strongly in natural solutions will agree with you wholeheartedly.
And that brings me to another point. Don't try to appeal to everyone. Focus on your target audience. Don't worry about the others, because they aren't buyers / donors anyway. You will never sell steak to vegetarians, so focus on what the steak eaters believe and don't worry about the vegetarians!
Some writers worry about stating the obvious - but do it anyway. You don't need to go into detail, but when you make statements that your readers agree with, you are setting them on the path of agreement. You're starting a series of ?yes? answers that can more easily lead to that final ?Yes? when they fill out the order form or write a check for that donation.
Before you begin your next letter, e-mail, or persuasive argument with your spouse, friend, or child, consider how you can start the ?yes-ball? rolling. It works just as well in personal relationships as in print, so next time you need to move someone to your point of view, start the discussion with a series of agreements.
