12-Part Sales Letter In Depth: Identifying The Problem

After getting their attention with the Headline and reiterating with the Sub-head the next task is to give the reader a real sense that you feel their pain, partly because you are helping them to re-experience it. Why? Because many people simply put up with problems and figure they are just part of life.

Studies show that people tend not to take action unless they are in a state of agitation or irritation. In the process of Identifying the Problem, we need to produce that state in the reader. So first, we need to make the reader feel, "Wow! That describes my situation to a T!" Next we need to help our reader experience the irritation over that particular situation that will make them want to do something about it. So, we must paint a vivid picture of the circumstance in question.

Returning to our example of the lost cell phone:

"Is this you?

In consideration of the other theater patrons, you shut off your cell phone. You have a wonderful evening out, and go to bed early.

The following day you look for your cell phone and can't find it. You dial it from your land line and still can't find it.

A little irritated, you check your jacket pocket. No phone.

You check the car. No phone.

A day later, your date calls to tell you she found your cell phone in the back seat of her car. Meanwhile, you missed 3 important calls; one from your family and two from business contacts.

It almost seems like those companies want you to lose your cell phone just so you'll buy another!"

Even if they haven't had the exact experience, hopefully you have produced some vicarious frustration on their part...and set them up for your solution.

Next Installment: 12-Part Sales Letter In Depth: Provide The Solution

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