Charismatic sales letters by Carol Bentley
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Charismatic sales letters by Carol Bentley
- 1. Presented by... Based on Chapter Four of her latest book...
- 2. Introducing... inaesthetic uditory isual uditory- digital
- 3. People have different ways of communicating, we each have a preferred representational system. . . 40% 10% 40% 10%
- 4. In touch with feelings & emotions Like touching Play with their hair or pen Speak softly, gently and slowly Say. . . ◦ ‘This doesn’t feel right.’ ◦ ‘I get your drift.’ ◦ ‘Get a grip on yourself.’ Look down Breathe from bottom of stomach
- 5. Like to ‘see the big picture’ Speak very quickly Like things to look good Think in pictures, so think quicker Say. . . ◦ ‘Let’s shed some light on the matter’ ◦ ‘From my perspective, it looks like this.’ ◦ ‘I get the picture.’ Look up Breathe high up in chest
- 6. Care about how things sound Like peace & quiet – distracted by noise Use intonation to emphasise Talk to themselves (listen to their inner voice) Say. . . ◦ ‘We’re on the same wavelength.’ ◦ ‘That sounds about right.’ ◦ ‘I hear you, loud and clear.’ Look side–to–side (at their ears) Breathe from middle of chest
- 7. Subcategory of Auditory Like sounds that have meaning: words, numbers, names Focus on facts & figures Like to work things out before deciding Say. . . ◦ ‘I’m lost for words.’ ◦ ‘The specifications are correct.’ ◦ ‘That’s logical.’
- 8. Start slowly, softly. Use kinaesthetic words Speed up a little. Use auditory words Speak more energetically. Use visual words Use factual words
- 10. They can use body language and voice tonality, as well as words, to communicate effectively Words 7% Body Language 55% Tonality 38%
- 11. We only have Words. . . that is just of the way we normally communicate!
- 12. Follow the formula Share stories (case studies and delighted client testimonials)
- 14. The words for each representational system are shown using this colour coding: Kinaesthetic Auditory Visual Auditory-Digital
- 16. Kinaesthetic Auditory Visual Auditory-Digital The proposed changes to the deposit protection rules introduced in the Localism Act 2011 (due to be brought into force in April 2012) are ringing alarm bells with me and should with you too because there is the potential for some agencies to be facing a mind-boggling penalty of £6,480,000 if they do not comply with the new rules. This is just one of the lettings legislation changes we discuss in our low-cost Legal Update course. Attending can help you and your staff avoid mistakes that could see you and your landlords losing not just thousands, but potentially millions.
- 18. Kinaesthetic Auditory Visual Auditory-Digital because you enjoyed your holiday break with us at South Downs, I think you will love the luxurious five day winter break we have planned for you at Warner's Corton Holiday Village in January 2013. Here's how we plan to banish the post-Christmas, winter blues for you… . . . time to explore the centre (no screaming kids running about the site) or relax and freshen up ready for your delicious 3-course meal in the Clyffe Restaurant. And then the fun really begins when the live cabaret show unfolds on stage. . .
- 19. Follow the formula Share stories & testimonials
- 21. Eight secrets a professional copywriter uses to generate massive response An easy way to write eye-catching headlines, sub-heads and email subject lines Email marketing insights to use in your campaigns Six crucial elements a perfect lead-generating webpage should have Seven insights to crafting a sound social media policy for your business The three checklists I use when writing for clients How to write and use PR effectively
Notas do Editor
- I’m going to introduce you to the KAVA formula, you can use it in any communication. So what is KAVA?
- We all have our own way of communicating, the words we choose reveal our representational system.In western world, 40% of the people are kinaesthetic, 40% visual, 10% auditory and the final 10% are auditory-digital. What does this mean? And how does it affect how we communicate?
- This is the sequence charismatic speakers use – either deliberately or instinctively – to create rapport with their audience.
- Charismatic speakers engage with the audience by telling stories – in business the stories are usually case studies describing the results and benefits customers received. Keynote speakers often share their experiences, describe how they achieved their goals.
- Speakers are able to communicate 100% - they use their body language and tonality in their voice, as well as the words – which is the smallest portion of the communication. They can see their audience’s body language and adjust their delivery to re-engage with anyone who seems to be losing interest.
- When writing a sales message we only have the words. We can use formatting to emphasise words, but we don’t really know how the reader will interpret the emphasis.
- Even though we can only use words, our sales messages can still follow the charisma formula – use words that connect with the different types of readers and use stories to engage with them.
- These are a couple of examples from my client’s files, the first was for a business that supplies legal training to property management professionals.The words are coloured to show how the charisma formula was used.
- These are a couple of examples from my client’s files, the first was for a business that supplies legal training to property management professionals.The words are coloured to show how the charisma formula was used.
- This letter produced the best results for my client. The seats booked, compared to the bookings received in the campaign the company ran before I started working with them 8 years ago, has increased by 303.7%.You can see the KAVA sequence in these two paragraphs from the beginning of the letter.
- The next letter was written for a company that offers coaching holidays.
- The start of this letter focused more on the emotional feelings we wanted the reader to dwell on. The extensive detail of the holiday content and price that was revealed in the headline satisfied the auditory-digital reader.The first mailing generated a 34.7% response, a second mailing to a slightly less targeted audience gained a further 6.7% response. The holiday sold out within weeks.
- The KAVA formula works in all levels of communication, whether it is a live presentation or copy you’ve written.
- As I said at the beginning, this presentation is sharing the insights from Chapter four of my latest publication, ‘I Want To Buy Your Product.. Have You Sent Me A Sales Message Yet?’. It was released on 22 December 2012. This updated version of my first book has been enhanced with guest chapters contributed by experts in their subject and includes. . .