Pro Divorce Arguments
When you have gained your reader's undivided attention, your job is to keep them engaged. Your reader is looking for information to solve a problem. Describe the problem back to them, agitate the issue to stir their emotions. Then teach them something new as a teaser, something that will help them to start solving the problem or a portion there of and establish yourself as the expert. Remember they are coming to you because you are the perceived expert, you know more than they do about the topic.
To Do List
List a series of common issues the group has that you are addressing so your readers know you understand the problems. Your previous research via the blogs, forums, competitor's websites and market products available through Amazon and Clickbank relating to your topic should make it easy to put this list together. You need 5-10 pointed issues on your list, if not go back to the forums and look at your competitor's sites.
Agitate the Issues
You don't want to just list the problems in bullet point fashion. You need to agitate and show case the issues, point out the consequences of waiting to resolve the issues. For example if your target audience is "How to Resolve Money Issues Stressing Your Marriage" the continued stress may lead to divorce. These are very substantial and real fears looming in the minds of your readers. Be thoughtful of the circumstances and commiserate with them so they know you understand the gravity of the situation and more importantly that you care. Use short stories, issues you have had, maybe some training you've had that qualifies you to give advice, show them that you want to help them resolve those nasty issues.
Myth Busters
Many times there can be industry rumours, some general paranoia or just plain old myths circulating about, causing some credibility and doubt issues in the public's mind. This of course leads to some apprehension on the part of you reader when it comes to following your advise and taking action. Internet marketing is a great example because most people feel that there really must be a way to get rich quick. You must establish credibility with your readers by sighting statistics, use facts and data, quoting numbers and quoting well-known, respected industry experts. Squash the myths and show them how they really do need your product to help them solve their problems.
Now it is time to give them at least one solid piece of information to help them solve a portion of the problem, you are establishing credibility as the expert, gaining their trust and respect.
The Call to Action
It is now time for your reader to take action; to solve their problem. Be persuasive by using social norms. As an example, "don't let money issues destroy your marriage. Show your spouse and your family that you have some real answers to help deal with these nagging issues and put an end to mounting stress in your relationship."
Emotional Appeal
When you can tap into someone's emotions, it is much easier to make a sale. Emotions are the very core of who we are and why promoting a benefit is far better than selling a feature. Selling a feature is nothing more than a logical argument better left at a car sales lot. By outlining the benefits you are saying, " this solution will provide you relief from... how would that feel? It would make your life a whole lot better, wouldn't it?" You want to engage their emotions and the impulsive part of their brain rather than the calculating logical part.
Samuel McClure is the author and creator of Legitimate Home Internet Business.com, http://www.legitimatehomeinternetbusiness.com/. The website is all about Intelligent Design versus fad-oriented priorities, a free resource offering Internet Marketing "Newbies" guidance with advice to help solve problems and help plan that journey to success.
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