Boost Your Response

Ben Hart, a successful copywriter and marketer says, “The most powerful motive of all is fear,” and fear is “The #1 reason people buy.”

And according to David Garfinkel, also a highly respected copywriter, “Fear and greed are really what motivate people … and fear works a lot better than greed.”

Getting old, going broke, being alone, getting sick, being left out, not leaving a mark … these are just a few of the fears that can be used to persuade your prospect to buy.

Throughout your sales letter, to keep your prospect reading, warn him.  Use facts that will literally scare him into wanting to read more.  Use phrases that bring up the fear he’s tried to bury deep down because it’s so painful.

Here’s an example.

Colon health is a serious concern for many people.  The following copy for a colon cleanse product leverages the fear of sickness and early death,

“‘Death begins in the colon!’ 

That statement comes from a Russian Scientist, Elie Metchnikoff, who won the Nobel Prize … and … it is very true! 

There’s no getting around it, if you want to live a long and healthy life … the most important thing you can do is … make SURE you have a clean and healthy colon.”

Fear also works well when closing the sale.  In your call to action, warn the prospect of what will happen if he doesn’t buy. 

Ethical Warning: Always have your prospect’s interest at heart and have sincere empathy for him.  If your product really works, scaring him into ordering helps motivate him to do what’s best.