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Part IV: Adapt Additional Sales Techniques > Make It Easy for Readers to Buy

Chapter 18. Make It Easy for Readers to Buy

In addition to using the S.A.L.E.S. model and appealing to readers’ sensory preferences, other classic face-to-face sales techniques can be adapted to writing that sells.

The best mindset for writing to persuade is big picture thinking. Know, as successful salespeople do, that people rarely buy for just one reason. Purchasing usually involves a progression of decisions that leads customers to put their names on the dotted line or get the cash out their wallets.


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