There is a three-step process that marketers have used for decades. Some know it by its initials: GLF.
Gain. Logic. Fear.
The beauty of GLF is that it sells to human emotion, and human emotion is very, very powerful.
In email, it looks like this:
Gain. Email one. What is in it for you.
Logic. Email two. Here is why it will work for you.
Fear. Email three. The price is going away. The offer is closing. Things are changing.
A sales letter uses the same three structures:
Gain. What is in it for me.
Logic. Here is why it will work.
Fear. The special offer, going away.
Why does this work?
Because it speaks to human nature. You have two sides to your brain. One side is intuitive, sensitive, and subjective. The other is logical, cold, and calculating.
When you satisfy both sides, you get a balanced approach. Emotion creates the want. Logic creates the permission. And when those two agree, the sale follows.
One rule I would add after all these years: use the fear step honestly. A real deadline, a real reason. Your readers and visitors can tell the difference between a closing door and a slamming one.
Want to see GLF in the wild?
Look at my Blog Build page. It walks you through gain (a blog with 100 optimized posts working for you), logic (why a blog compounds while other traffic disappears), and fear (why every day without one costs you readers you will never get back).
See it here: charliepage.com/blog-build
Because a message that speaks to the whole brain is a beautiful thing indeed.
Charlie