The Architecture of Persuasion: How to Write Well-Constructed Sales Letters by Michael Masterson

Author:Michael Masterson [Masterson, Michael]
Language: eng
Format: mobi
ISBN: 9780982150009
Publisher: American Writers & Artists, Inc.
Published: 2009-10-31T14:00:00+00:00

So if you are presenting yourself as Indiana Jones, your house should look like a house Indiana Jones might live in. If it looks like a frat house with toilet paper hanging from the trees and beer cans strewn all over the yard, she will think you are a fake and will turn around and run!

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By mimicking your opening line as you walk her to the door, she will be thinking about the ostensible reason she is there — to look at those Peruvian amulets. Any skepticism or fear she might have had at this moment will be reduced.

But as she steps into the foyer and you close the door behind her, her skepticism will surely come to the surface. “Here I am alone in this stranger’s house,” she will think. “Does he really want to show me those amulets? Or does he have something else in mind?”

In bringing your love interest through the front door, you can’t prevent her from feeling that way, just as you can’t prevent a sales prospect from having a moment’s hesitation as she starts to read your sales letter. What the lady is likely to think at that point is, “Okay. I’ll give this guy just enough time to let me check out those amulets. If he tries anything funny, I’m out of here.”

Starting the Seduction

Thus we come to the most sensitive part of any sales letter: the lead.

What is the lead?

It’s the copy that comes after the headline. It includes the salutation and a certain amount of copy that follows.

How much copy? That depends on two things:

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