The article "Winning Sales Letters Always Build Rapport.- Here's How..." is about advertising, it has been created by Mike Jezek.
Listen, wouldn't you love to have the power to influence people
to listen to you, to your ideas, to your demands, maybe even
give money to you?
And maybe even create a loyal base of
customers, fans, or friends? I know I would.
So how do we go
about that?
One answer, my frined.
Rapport. It's a technqiue not
only used by sales superstars.
Religious leaders, politicians
and business leaders also use it.
How do we create rapport?
Here are a few mtehods for creating rapport:
Yes Sets/A.R.C.Ing Statements. In copy we can occasionally
sprinkle a few statemetns that are obvious yes questions. For
example: (You know it's important to learn that don't you? .
/Isn't it a great time to strat a business? /Going to college
will give you an edge won't it. /You do want more excitement in
your life don't you? /You deserve the hottest things in life don't
you.)
Adding a question mark as opposed to a period is still open for
debate so use what you feel will be hottest for your situation.
Again the point of that technique is to get Mr. Prospect
agreeing with you and hopefully be put in a "yes" farme of mind
so he'll be more open to saying yes to your offer.
Pacing/Undeniable Truths.
This tehcnique is similar to the above
mentioned technique.
With undeniable truths you spriknle your
copy with statements that are obvious statements you and your
prospects accept.
A few examples: (As you read that letter you
notice I put the words unconditional guarantee in enormous bold
letters. /Why have I sent you that two-page letter?
/As you saw
from the statistics I listed eariler that the rate is 6% right now.
/Remember what Bill Woods said in his testimonial?
Well it can
happen for you too).
It's been said that you should use three to
four pcaing statements before you introduce a new thought that
directs them to respond the way you want.
Mirroring.
This technique is smiply becoming like your prospects
in appearance, tone, and using the words that they're familiar
with.
For example, you wouldn't want to use grpahics that convey
the appearance of power for a food product or a cookbook. And
you wouldn't want to talk to an accountant in copy the same way
you would to a construction worker. Mirroring is sipmly becoming
like your prospects, not just in graphics, but also print.
Rapport if really similar to building credibility.
The main
difference between projecting an image of credibility and
building rapport is that your prospect may already think you
and yet they don't identify with you enough to open their
wallets. The thing you want to remember is human being trust those
who are more like them.
And you can gain turst using the
techniques discussed in that free report.
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