What should a sales letter be in order to sell?

To sell, the sales letter must be specific, go to the right audience, appeal to the readers’ needs, and it must be informative.

5.4. What is people’s motivation to buy based on and what does it mean for writing a sales letter?

It’s important to remember that people’s motivation to buy is based on their emotions and they logically justify their purchase only after the sale. This means that each step in the sales letter process must be built on the reader’s emotions to a point where they are motivated to take action.

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.

5.5. How do you understand “buying resistance”?

In the beginning people don’t want to buy smth or they can hesitate over a choice. They give many spoken and unspoken comments such as: “You don’t understand my problem”, “How do I know you’re qualified?”, “I don’t believe you”, “I don’t need it right now”, “It won’t work for me”, “What happens if I don’t like it?”, “I can’t afford it”.