....we can categorize effective letters into a dozen different groups: 1. How lucky you are to be among the first to know about this...or Youre invited. 2. I want you to have this, but if I dont hear from you Ill have to offer it to somebody else. 3. I have something you want....or certainly should want. 4. At last you have an edge over (somebody) (everybody) else. 5. Youre in a unique position (to make a difference) (to be supreme) (to save a child or nation) (to know what nobody else knows) (to have what nobody else has). 6. (Especially for fund raising) The situation is desperate. You and I have very little time. 7. This is important to you, and heres why. 8. Remember when......? Good times are here again. 9. You can still (get rich) (get in on this) 10. Quit worrying. Heres the solution to your problem. 11. Are you making these mistakes? 12. Let others suffer. You dont have to. Variations of these exist, of course, and some successful letters are difficult to categorize. But those are the huge bins into which most fall. They seize the reader and play an emotional rat-a-tat-tat through one of the great motivators of our time-fear, exclusivity,greed, guilt, and need for approval, plus occasional astute use of the two soft motivators, pleasure and convenience. (Dont forget: fund raisers writing to single-issue groups have another motivator in their arsenal: anger.
Posted on: Tue, 11 Mar 2014 06:03:09 +0000
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