Motivation Is An Emotional Thing

It’s important to remember that people are motivated to buy based on their emotions and justify their purchase based on logic only after the sale.
This means that each step in the sales letter process must build on the reader’s emotions to a point where they are motivated to take action.

That being true - - there are only two things that truly motivate people and they are the promised of gain or the fear of loss.
Of the two, the fear of loss is the stronger motivator.

Think about it.

Would you rather buy a &50 course on “How to Improve Your Marriage” or “How to Stop Your Divorce or Lover’s rejection?” I have empirical data that proves that the second title outsells the first 5 to 1.

Why?

Because it addresses the fear of loss.

Underlying the promise of gain and the fear of loss are seven “universal motivations” to which everyone responds. Whatever product or service you are selling you need to position it so that its benefits provide one or more of these universal motivations.
To be wealthy
To be good looking
To be healthy
To be popular
To have security
To achieve inner peace
To have free time
To have fun

Ultimate motivations are what people “really” want.
The product or service is just a vehicle to providing these benefits so make sure your sales letter focuses on these motivational factors.