50 How to Change Perception
W
henever you write your sales letter, you may need to change
the reader’s perception in order to get them to buy your
product or service.
Don’t think for a minute that I would encourage you to lie,
cheat, steal, or in any other way mislead your reader. That’s unethi-
cal and illegal. I lied to my father some 30 years ago because that’s
what my limited mental resources knew to do at that time. You
don’t need to lie to your customers. Not ever.
So how do you change the perceptions of your readers? You do it
by putting things into perspective beforeyou state them.
Say your product costs well over one thousand dollars.Before
you tell prospects the price, prepare their mind for what you are
about to say:
You might point out that if they bought your product at a retail
store, it would cost five thousand dollars.
You might point out that if they had to create this product on
their own, it might cost them 10 grand.
You might point out that if they spent all the time and energy to
create the product that you did to create it, it would have cost
them thousands of dollars, months of work, and many sleep-
less nights.