A word of caution. It is easy to go overboard with consequences and make your copy start to sound a bit like Chicken Little with the refrain that the "Sky is falling". This type of overstatement falls on deaf ears.,Cheap Matthew Stafford Jersey While this is an effective technique, it can be very quickly overused. I've found that the key is to focus on capitalizing your most powerful emotional terms such as, anger, excitement, enthusiasm or frustration. This works very effectively in both emails and sales copy on a squeeze page or landing page. Capitalization works far less effectively in hard copy sales letters that are sent in a Business-To-Business marketplace. The next question is "What emotions should I focus on?" Although it can argued that there are lots of different emotions that are powerful to raise, the most important ones are those that focus on either pain or gain. Throughout copywriting history these twin levers are the two most powerful. However, as powerful as the emotion of gain is, it is pain that causes most people to actually act. In my opinion if you are going to focus on one emotion in your sales letter, it should be those associated with pain. However, just stating the problem by itself is usually not enough. You need to build on it. Make your readers really care about it to the point where they are willing to take action. In order to do that you need to communicate consequences. These are simply the answer to, "What happens if the problem isn't addressed?" As you can imagine this is where we really make the reader care about the problem. The aim of your sales copy is always to sell your product and service and once you have learned the standard format of sales letters it is time to take it to the next level. One way to do this is to use emotional triggers. These words or phrases are used to get your readers feeling whatever emotion it is you want them to feel. If our readers do not feel that they can achieve the goal, if they feel that attainment is outside of their capabilities, then inertia will take over. That's deadly since our goal at the conclusion of the letter or email is to motivate our readers to do something. Unless they feel hope and aspire to the "gain" that is communicated in the copy, they won't act. Thus you want to ensure that your copy is filled with emotion laden statements that emphasize the gain that one can achieve by taking action. You want people to pay attention to the problem through the use of consequences, but you don't want to overplay your hand. A good way to check this out is to read your copy out loud once you've finished writing it. If it doesn't sound believable to you, that's a clear indication that you've probably had "too strong a hand on the tiller" when you communicated the consequences. So how do we communicate pain? It's most effectively done through a two-step process. First, you want to communicate what the problem is that your readers are facing. I'm assuming that you're writing to a highly niched market or offering a very specific service to a larger group of prospects. People pay attention to problems that either they suffer from or that those who are similar to them face. Thus the more you niche your audience the better. Although a lot of copywriters disagree,cheap Super Bowl Jerseys, I prefer to convey emotion through the judicious use of capital letters. A single word all in caps will pop out and visually convey the emotion you're trying to get across. Simply put,Cheap Ricky Williams Jersey, the emotion of gain focuses on aspirations, goals and ambitions. It is the proverbial chest of gold at the end of the rainbow. The emotion of gain is closely linked with hope. Providing readers with hope is crucial if we expect them to take action.