In the previous section, I told you that you have to understand what is motivating your market to purchase a product like yours.  Now you are probably thinking...How am I supposed to find that?

The answer is simple.

Listen to them.

Go to discussion boards, forums, and blogs that have to do with your specific niche or product category. Read what the consumers are saying. Take notes. A lot of notes. In fact, write down the exact words they use.

When you write your sales letter, you will use these words and phrases. You will speak to your prospects in their own language, using phrases that THEY THEMSELVES USE.

Don't assume you know how your target market feels about the problem and your solution. Don't try to make stuff up. That's a waste of energy. Just repeat back to them the words they are already using.

A quick search in Google on the name of your category or niche, plus the word "blog" or "forum" or "newsletter" or "tips" or "complaint" or "problem" or "solution" will reveal a treasure trove of websites that will give you just the information you are looking for.

I have found that a great way to really get into the mind of your consumer is to create a character that embodies that individual.

For example, suppose you are trying to sell a weight loss supplement. Your research reveals that women, ages 35-50, are the most likely prospects for buying this supplement. Posts on message boards tell you that these women want to lose weight so they can keep up with their active kids.

So you might create a character named, for example, "Brenda."

You might write up a paragraph from Brenda's point of view, describing her motivations for buying this product: "I have always been unhappy with my weight. I am not fat, but I am heavier than I want to be. I wish I had more energy to keep up with my kids. But with my busy life, I just don't have the time to excercise or read nutrition labels. And I have to watch what I spend anyway. So I am looking for a quick solution to my weight concerns."

Find a photo on flickr or Google images of a person that represents Brenda.

The power of creating a character like this is amazing.  If you print it out, and tape it to the wall next to your computer, you will always have a window onto the needs and concerns of your market.

And anytime your have trouble trying to figure out what to write in your sales letter, you can refer to that paragraph and ask yourself "What would appeal to Brenda?"

Research might seem boring, but it is an investment that will pay huge dividends down the line.