Yesterday we talked about using the right "voice" in your sales letter. Meaning, who should actually be doing the selling? Most people sell themselves, but as you discovered, there are some inherent problems with doing this. Writing a sales letter in someone else's voice is another technique that's often used. And many times, this actually gives your offer, and even your entire message, more credibility. And obviously, this is critical to making your pitch as effective as possible. In fact, credibility and believability are everything (and by the way, they are NOT the same things either) when you're pitching something, but especially when you're using written media, as opposed to television or even radio. Why, in any particular situation, would you use someone else's voice? Sometimes, your prospects will simply be able to identify more with someone else -- maybe they're an industry expert, or maybe they're a lot closer in demographics to your prospects than you are. Like a former fat person who used your product to get fit, for example. Other times, you can use a celebrity voice, as long as you've got their permission, of course. And celebrity testimonials are VERY powerful. I'm on a lot of mailing lists for political and environmental campaigns, and celebrities are often "writing" those letters. Why does this happen? The answer is simple: Because donors are more inclined to open up their wallets and whip out their credit cards when a celebrity is endorsing the cause, as opposed to "John Smith", Kansas City's finest sheet metal worker. Make sense? Tomorrow I'll talk about another voice you can write your sales copy in, and when you'd want to use it. Now go sell something, Craig Garber
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