Great Sales Letters? Use the Zeigarnik Effect

There are many Internet Marketers out there who want to know the secrets to writing a great sales letter that will suck people right in and make them buy whatever it is that’s being sold. While there is no golden bullet – one magic secret that will create the perfect sales letter time after time – there is a little known secret that will help a lot. That secret is called the Zeigarnik Effect.

Many marketing experts know about the Zeigarnik Effect. What it’s all about is causing people to remember you or what you’re selling by leaving them with incomplete information. In other words, you leave them wanting more or you leave them feeling like something isn’t complete.

The Zeigarnik Effect is actually based on a theory developed by Russian psychologist Bluma Zeigarnik. She noticed that waitresses remembered orders that weren’t yet paid for much better than they remembered orders that were already paid for. This led her to investigate this premise and she found that it’s true – people remember things that aren’t completed much better than things that are completed.

You can actually relate this to your own life. At work you can certainly name all the projects that you still need to complete and you can give details about them but you’ll probably struggle to give many details about completed projects. At the movies or on television, movies or shows that have cliffhangers are much fresher in your mind than shows and movies that had no loose ends when it ended.

So how does this apply to writing sales letters?

Quite simply it means that you need to leave the customer wanting more. You need to make the potential customer feel like there’s something left undone. Then they’ll remember your sales letter and they’ll be much more likely to buy from you. If you create that feeling of wanting or needing more, that feeling of something being incomplete, then the potential customer may buy just to get rid of that feeling.

Of course you can use the Zeigarnik Effect in online ads too. In fact, you should definitely use it in your online ads. It will help you get into people’s minds and stay there. You will notice your conversion ratio rise dramatically.

Writing an effective sales letter is not an easy art to master. There is not secret that can be applied that will suddenly make a bad sales letter into a great sales letter. However, the Zeigarnik Effect is one tip that most people don’t even know about, and if you use it in your sales letter, you will find that you get great results.

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