by David Tandet
The greatest sales letter ever is “I.” That’s “I” from a “you” perspective.
Thinking about the benefits to a consumer of a product or service is a start in the right direction. But it doesn’t go far enough.
Let’s say the corner bakery wants to start competing in the ultra-fast-breakfast market. They’re going to sell donuts and coffee curbside every morning. You’ve just been hired to write their first ad in the community weekly. What are the main points you should make?
You’re not a big donut eater, but when you’ve had them, you’ve loved’em. Especially those delectable cinnamon cake delicacies that are so yummy dipped in steaming hot coffee. Thing is, you don’t allow yourself to go there too often: donuts are not part of your high fiber, low sugar eating plan.
That’s where we raise the first yellow caution flag. We’ll come back to this freeze-frame in a second.
Dr. Jerry Lynch is a Santa Cruz, California sports psychologist whose methods have been used by athletic giants ranging from golfing great Annika Sorenstam to basketball legend Phil Jackson. Something to know about Jerry: he’s not only a world-renowned sports psychologist. He’s won his share of top level running championships as well. One of Jerry’s main principles? “Act as if.”
In his performance classic “Thinking Body, Dancing Mind” Jerry describes imagining stepping into another persona:
World-class runner Jon Sinclair, for example, exudes confidence and mental tenacity. He runs with the fluidity and grace of a tireless deer and never lets up. Jon’s an excellent model for me, as a runner, and I imagine, always, what it feels like to be him as I run. I imitate him in all respects as an athlete.
To get back to the donuts (of course I don’t think Jerry Lynch would be advocating donuts to his star clients every morning). Now as a fat free high fiber health nut, if you’re thinking about what’s going to work best for that shop, are you going to concentrate on what you like best about those cinnamon beauties? Maybe.
But that would be a mistake. Because that would mean you’re not acting as if you’re part of a group that doesn’t have to be convinced how good donuts are. You already eat plenty of donuts, fat macporkies, and speed-crash colas. And if you REALLY imagined becoming one of the bakery’s first curbside customers, you’d know, without even having to say the words to yourself:
I begin my race to the office the moment I wake up, THEN eat on the way to work. Getting to my desk on time is my main goal — along with sleeping as late as I can. That’s why I utilize the convenience of food on the go already. If it happens to be the best tasting donut on my way, even better. So I’m actually going to try that new curbside donut service I just found out about. It’s about 10 seconds longer — not out of my way at all — and I’m getting super-convenient service from the people who’ve been in the business of making first rate pastry forever. How can I resist?
Stay in the persona of a sales writer who doesn’t have to make it to an office on time every day, and you’ll never really come up with the benefits of those delectable delights. But think from the perspective of the customer you’re selling to — actually become that person for a while — and you’ll be putting your writing skills to good use.
You might even hop in your car one morning at 7 AM — all dressed for the office — and skip your normal bowl of oatmeal. You’ll be a bit hungrier than folks who are used to simply catching a coffee and stale pastry at the office, because you’re not used to the routine.
But that’s okay.
You’ll start wondering what ads, what taglines, would get you to pull over for a few seconds, and allow yourself the luxury of enjoying the best tasting donut and cup of coffee in the city before you get to work. Your “I” will be your target audience. Your “I” will be whom you’re writing for. Your “I” will be you. And that’s when you’re in the mode of writing with the greatest sales letter ever.