Want to Write Great Sales Letters? Use the Zeigarnik Effect
There are many Internet Marketers out there who want to know the
secrets to writing a great sales letter that will suck people right
in and make them buy whatever it is that’s being sold. While there
is no golden bullet – one magic secret that will create the perfect
sales letter time after time – there is a little known secret that
will help a lot. That secret is called the Zeigarnik Effect.
Many marketing experts know about the Zeigarnik Effect. What it’s
all about is causing people to remember you or what you’re selling
by leaving them with incomplete information. In other words, you
leave them wanting more or you leave them feeling like something
isn’t complete.
The Zeigarnik Effect is actually based on a theory developed by
Russian psychologist Bluma Zeigarnik. She noticed that waitresses
remembered orders that weren’t yet paid for much better than they
remembered orders that were already paid for. This led her to
investigate this premise and she found that it’s true – people
remember things that aren’t completed much better than things that
are completed.
You can actually relate this to your own life. At work you can
certainly name all the projects that you still need to complete and
you can give details about them but you’ll probably struggle to
give many details about completed projects. At the movies or on
television, movies or shows that have cliffhangers are much fresher
in your mind than shows and movies that had no loose ends when it
ended.
So how does this apply to writing sales letters? Quite simply it
means that you need to leave the customer wanting more. You need to
make the potential customer feel like there’s something left
undone. Then they’ll remember your sales letter and they’ll be much
more likely to buy from you. If you create that feeling of wanting
or needing more, that feeling of something being incomplete, then
the potential customer may buy just to get rid of that feeling.
Of course you can use the Zeigarnik Effect in online ads too. In
fact, you should definitely use it in your online ads. It will help
you get into people’s minds and stay there. You will notice your
conversion ratio rise dramatically.
Writing an effective sales letter is not an easy art to master.
There is not secret that can be applied that will suddenly make a
bad sales letter into a great sales letter. However, the Zeigarnik
Effect is one tip that most people don’t even know about, and if
you use it in your sales letter, you will find that you get great
results.
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