Here are two examples:

• Instead of yelling 'SALE' like so many other stores would, John E. Powers, one of the top copywriters wrote this ad giving prospects a legitimate reason why they should spend their money at a Pittsburgh department store in severe financial trouble: "We are bankrupt. We owe $125,000 more than we can pay, and this announcement will bring our creditors down on our necks. But if you come and *buy* tomorrow, we shall have the money to meet them. If not, we shall go to the wall." This ad was responsible for saving the store.

• Another ad written for a different merchant by Powers proclaimed, "We have a lot of rotten raincoats we want to get rid of." This sold out the merchant’s entire inventory of raincoats by the next morning.

And this powerful sales letter and ad copy strategy works just as well today.

Using this secret weapon, I helped a medical equipment company produce a massive 1,073 percent return on investment simply using "reason-why" copy.

The premise was how we can sell a product for the incredibly low price of only $477. Regularly this product sells for about $695 to $895. Then the ad explained that the price was so low was because the manufacturer wanted to gain market share and get more nurses and doctors accustomed to using their product. It was a huge winner and a big moneymaker for the client.

Here’s how can you apply emotional, psychological triggers to your sales letter copy:

Let's say you have a slow time of year and you want to increase your business during this period. Write a simple sales letter to your customers making a special offer, only good during your slow period.

Maybe you'll throw in extra free bonuses, extra services, or special discounts simply because it is your "slow time" and you need to pay your staff anyway.

Let people in "behind the scenes" at your company...

• Are you overstocked on merchandise because for some reason customers only want the deluxe widget - but you ordered tons of the basic one?

• Did you have a flood and you need to liquidate your inventory?

• Do you need to raise cash so you can pay for your nosejob?

Whatever the reason is, tell your prospects the truth.

For some reason everyone wants to be mysterious about their business. If you're lowering the price nobody thinks you're doing it just because you're "such a nice guy." So let people know the reason why.

I know this probably goes against every grain of business sense, but I promise if you give people a good, believable reason why they'll respond with an open minds and more importantly, an open wallet.

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