Selling Software Using Emotion and Imagination
“Good writers make the reader’s imagination work for them.” So says Patricia T. O’Conner, the author of the book “Words Fail Me – What Everyone Who Writes Should Know About Writing.”
Most advertising experts tell us that effective sales copy is all about emotion. People make decisions based on emotion, and they use logic to justify their decisions.
O’Conner believes that if you use emotion, you can leave part of the “story” out, and the reader will fill in the missing pieces using their own experience.
This technique might be a good way for software developers to sell a home inventory application. Talk about how your software benefits people who are victims of burglary or fire, and your reader will relate at an emotional level.
Perhaps this technique is a good way for microISVs to sell educational software. Talk about how your software will help prepare the prospects’ children for school – and for life.
When crafting your sales presentation, weave emotional writing into the message. Get your prospects emotionally involved, and you’ll turn more of them into customers.
– by Al Harberg, the Software Marketing Blog guy