Could you name seven universal motivations?

There are only two things that truly motivate people and they are the promise of gain or the fear of loss. Of the two, the fear of loss is the stronger motivator. You would rather buy a $50 course on “How to Stop Your Divorce” than “How to Improve Your Marriage” because it addresses the fear of loss. There are seven “universal motivations” to which everyone responds (are what people really want): To be wealthy, To be good looking, To be healthy, To be popular, To have security, To achieve inner peace, To have free time, To have fun. The product or service is just a vehicle to providing these benefits so make sure your sales letter focuses on these motivational factors.

5.7. What are the steps in sales letter writing?

These are the steps help to write a sales letter, each of them add to reader’s emotions while calming their fears:


· Get attention

· Identify the problem

· Provide the solution

· Present your credentials

· Show the benefits

· Give social proof

· Make your offer

· Inject scarcity

· Give a guarantee

· Call to action

· Give a warning or Close with a reminder

5.8. Why is it important to catch your reader’s attention from the very beginning?

The headline is the first thing that your reader will look at. If it doesn’t catch his attention you can kiss your letter goodbye. If the headline doesn’t call out to them and pique their interest, they will just stop and throw your letter away.

5.9. What’s the first thing your reader will look at?

The headline is the first thing that your reader will look at.

5.10. Can you give any examples of headlines? Why are these headlines proven to get your reader’s attention?

The following are three headline generating templates that are proven to get attention.
”HOW TO _____________________” People love to know how to do things. When combined with a powerful benefit the “How to…” headline always gets people’s attention (the two most powerful words you can use in a headline). SECRETS OF _________________ REVEALED!” We love to know things that other people aren’t privy to. Knowledge is power and those who have it feel powerful. Besides that, most of us enjoy a good mystery, especially in the end when the “secret” is revealed. WARNING: DON’T EVEN THINK OF ___________ UNTIL YOU ___________. People are motivated by fear of loss more than the promise of gain. The word “warning” demands attention and combined with something of interest to the reader, is a very powerful headline.