Read any copywriting book and pretty much the first thing you’ll learn is to put emotion in to your copy.

Emotion is far stronger than reason – so you need to appeal to it.

But what emotions are the best to go for?

Here are the seven I always fall back on:

• Greed
• Flattery
• Fear
• Guilt
• Salvation
• Anger
• Exclusivity

Of course, it’s difficult to crow bar them all in to one mailing. I’m not saying you should do that. But at least two should make a guest appearance.

Greed and Flattery are by far the most effective.

As you’ll probably notice, I go on and on about Auto-responders.

If you are unfamiliar with them, here’s what they do.

They mail your prospects the details requested – the second they enquire – and then mail them afterwards as often you want.

But here’s the thing – it’s all automated. It’s NOT done manually – so you don’t have to think about it.

It’s like having your own sales team who are as relentless as they are effective.

How effective? One client’s site makes two thirds of his sales from his auto-responder series. How anyone can ignore that is beyond me.

There is however a golden rule. Never, never – and I mean never – send out anything that is not helpful or useful to your prospect.

If you do, you deserve everthing you get.

Here’s a great piece of copywriting advice from Drayton (who else?) to knock your autoresponders in to shape:

Click here to try out an autoresponder right now

Like to hear more wisdom shamelessly stolen from Mr Bird? Grab the ’51 ways to shaft the competition’ right now.