Architecture of persuasion

Sales campaigns and sales letters are more effective when using a plan, a format, that has proven successful. This format will usually be as follows:

1. Get the prospective client's attention with a well written headline. Get to know the customer and then write to one person. Take a lot of thought in writing this headline. In practice, it may be wise to test several different headlines to see which will draw the most attention.
2. Learn what the prospect's problem is, and address it. This will often be expressed in a story that the prospect can identify with.
3. Provide a solution to the problem. This would be the product you are marketing. Show how your product is the best way to solve the problem.
4. Prove that your product is the best solution with testimonials, benefit/feature lists (with emphasis on the benefits), case histories, lists of satisfied clients.
5. Ask for the order. Provide an easy way for the customer to make the purchase. Use phone numbers, web sites, fill in the blank order forms. Make the offer very clear and easy to understand.

This can be summarized as the "5 P's". Problem, Promise, Picture, Proof, and Push. Identify the Problem, Promise to solve it, Picture the resulting benefits, Prove that your product will do the job, Push the client (gently) to buy.