This may be the most important point. You can't sell what you don't believe in. This is a fundamental law in persuasion. How can you sell a car you wouldn't drive yourself or a book you haven't read or a software program you don't use? You can't!
Enthusiasm sells people. And you cannot persuade anyone of anything unless you are first convinced. Emotional appeal and all the other tips will fall in line if you are sold on what you are saying. Don't try to write anything if you don't honestly believe in what you are writing about.
Follow these guidelines, think about your readers' emotional concerns, and talk to them in a way they can't ignore. If you do so, you'll create writing that is both persuasive and hypnotic.
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