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Step 1
Write your broadcast as a first person narrative. Imagine you are a character with your own back-story that is writing this letter with your own unique voice. This style is key to the success of getting your message across. Focus on the letter’s content and don't treat it as sales material.
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Step 2
Write your letter to someone you know personally. This is not only appropriate and evokes a feeling of a trusted friend, but it will help make you feel more comfortable and ease the flow of your writing style. You will actually want to address that person and something going on in their life.
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Step 3
Keep in mind your goal. You are not selling anything, you are making an offer. This is an offer to provide a product or service that is so unbelievably fantastic, there is no way your prospective buyer can refuse it (because, of course, your product IS fantastic and worth buying.) When you make offers, you make people comfortable and address their wants and desires. When you try to sell them something, you put them off. There is a big difference, so keep this in mind.
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Step 4
Introduce yourself in your broadcast by coming right out and revealing that you’re a nice, REAL person. For example, you can say something like, “I just got back from my road trip to Utah, and boy did I have a great time. Of course the skiing was great, but the gas prices killed me!” This builds loyalty and personalizes your approach, once again making the readers feel like they know you. At this point, you are bonding with your audience.
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Step 5
Develop relationships with prospective buyers in your marketplace that will last by creating empathy. Empathy allows you to relate emotionally to their problems. If you focus on this while you are writing--and NOT the concept of selling--you’re halfway there!
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Step 6
Tell stories in your letter. Come up with something interesting to say. Maybe provide your audience with sample information that they can use. Be conversational and make it fun to read. Devise an argument--a conclusion that must be defended either implicitly or explicitly. The feeling you want to leave your prospective buyer with is that they will be able to convince others that they’ve made a good decision by purchasing your product.
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Step 7
Provide “proof” that your worthy product or service works. This can be in the form of testimonials, video or anything else you may dream up. People tend to believe what they read, and believe what works for other people even more, so testimonials are very effective and convincing.
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Step 8
Emphasize the call to action. You’ve made the offer, now they have to act. Include a URL link so it’s easy for them to click on your product’s website. The URL must also be listed at the end of your text. They’ve read your copy, now they need to click on your link to take action. Perhaps insert the URL somewhere in the middle of the broadcast as well. You might catch people earlier on if they’ve been baited by your fabulous copy!
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Step 9
Sign off with your name and mention you’ll get back with them. Some people may even email you back so you’ll have immediate proof of serious prospective clients. Follow up with a subsequent email that implies you’re into them, not their money.
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Step 10
After you’ve signed off, include a “P.S.” with the URL link again. This is one of the most read parts of the email, so you’ll want to take advantage of it. Make it easy for them to read the entire page and then take this action (clicking on your link) at the very end.
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Step 11
Encourage people to email you with questions, and start dialoguing with them personally through a form email that you personalize with their name. Remember, this process is about creating relationships by initiating massive desire and trust that leads to business for you.
