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www.dennyhatch.com.<%2Fa>%20The%20following%20is%20derived%20from%20his%20“Method%20Marketer’s%20Basic%2020-Point%20Checklist,”%20and%20the%20tool%20can%20be%20used%20to%20sharpen%20any%20direct%20mail%20campaign’s%20materials.%201.%20Make%20sure%20the%20sales%20pitch%20employs%20at%20least%20one%20of%20the%20following%20seven%20key%20copy%20drivers%20(and%20preferably%20all%20seven)%3A%20fear;%20guilt;%20flattery;%20exclusivity;%20greed;%20anger;%20and%20salvation.%202.%20The%2013%20most%20powerful%20and%20evocative%20words%20in%20the%20English%20language%20are%3A%20“discovery”;%20“easy”;%20“free”;%20“guarantee”;%20“health”;%20“love”;%20“money”;%20“new”;%20“proven”;%20“results”;%20“safety”;%20“save”;%20and%20“you.”%20Insert%20them%0D%0A%0D%0Ahttps%3A%2F%2Fwww.goprintandpromo.com%2Farticle%2Fchecks-mail-47398%2F" target="_blank" class="email" data-post-id="5794" type="icon_link">
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3. If the sales pitch contains the words “we,” “us” or “our(s)”, get rid of them.
4. The sales pitch should be emotional, rather than analytical and highly rational.
5. Remember, prospects only care about what’s in it for them. Don’t emphasize your company or yourself over your product.
6. As quoted in MBA magazine, “People want quarter-inch holes, not quarter-inch drills.” The sales pitch must highlight the benefits of products and services for consumers.
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