Whenever your reader buys your goods, you may believe that your storytelling has to come off as some Pollyanna version of the ideal utopia.
You don't have to adopt this strategy in your sales letter, and as we previously stated, people are typically motivated more by fear and curiosity than anything else.
Drama and controversy are two things that interest readers and cause them to feel dread and hope.
That's why news organisations are continually reporting on big, dramatic tales from around the world, as well as human interest stories that pique the curiosity of individuals who are tired of the drama.
A good drama, like a good dispute, will elicit strong emotions from the reader.
These feelings might be either favourable or bad.
The most popular stories on the Internet are frequently ones that are very contentious and dramatic.
They will arouse fear, disgust, rage, or hope in you.
These strong emotions will help your message stick in your reader's mind longer than any Pollyanna narrative ever could.
Be cautious when considering how to incorporate drama or controversy into your sales page.
You don't want to offend your primary target market.
If you run a members site, you want something that is controversial enough to drive traffic and discussion, but not so offensive that you receive death threats in your email inbox.
Not hatred, but excitement and intrigue are what you're after.
Also, keep in mind that every company controversy is also a business opportunity.
When a controversial decision is made, such as eBay's, to discontinue allowing infoproduct marketers to use their auctions unless the product is delivered in a physical format, such as a CD, it creates a firestorm across the Internet.
Only a few smart marketers took advantage of the chance to sell items that demonstrate business owners how to transform their business models from virtual to physical products for eBay, as blogs discussed the controversial policy incessantly.
These are the persons that profited from an issue that they had nothing to do with.
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