© 2002 by Larry Dotson - Feel free to republish this
article with the resource box at the end of it.

Writing a sales letter is comparable to creating a
hypnotic script. The hypnotist recites the script to a
person in order to persuade them to focus on
something that will change their mind or behavior.

One of the simplest ways to get your prospects to
focus on your ad is to get them to relax and trigger
their imagination.

You can get them to relax by just suggesting they
do something relaxing. It could be by telling them to
turn on some relaxing music, get comfortable, close
their eyes for a few seconds, etc. The more relaxed
your prospects are the more receptive they will be
to your suggestions or message.

You can trigger your prospect's imagination by using
imaginative suggestions. An example: Imagine being
totally free from debt. That single suggestion can
create emotions and mental scenes in your prospects
mind. Those emotions and mental scenes then can
persuade your prospect to buy.

There are many ways to trigger their imagination.
You could have them imagine past memories, past
feelings, future experiences, future emotions, present
events, etc. It could be a pleasurable or painful
experience that influences them to buy your product.

In conclusion, the goal of your sales letter is to
change your prospect's mind or behavior so they
buy your product. Relaxation and imagination are
two powerful tools of persuasion. People relax and
imagine all day long on their own without realizing it.
You're just simply suggesting it to them in your sales
letter.
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