subject: The Single Most Important Skill You Can Learn In Marketing [print this page] The Single Most Important Skill You Can Learn In Marketing
Learning how to write sales letter copy that converts well and looks while doing it is the single most important skill you can ever learn in marketing. You either learn to do this, or pay someone else dearly to do it for you. Personally, I'd rather put that kind of money in my own pocket and just learn how to write it.
It doesn't matter how fantastic your product or service is, if your sales copy stinks then you're not going to make very many sales!
You can actually have a lousy product, but if your sales copy screams a pot of gold at the end of a rainbow, Then it will sell.
I'm sure you've experienced this before. You find yourself so immersed in a sales page, you can't take your eyes off what will be said next. This is what you're aiming for when you compose your own copy!
Heck,it doesn't just apply to sales pages. Perhaps you have seen an ad that comes on TV and on one level the ad seems rather stupid but you cannot change the channel? You feel compelled to watch every part of it. You know you're being sold to but you just can't resist! You've got to watch every part of it!
OK, lets get down to it...
Right now, I'm going to show you the system I used to pull down at least a 2% conversionat LEAST 2% conversion. Most of my conversions sit around 2% to 3%.
Here is my system
Headers
They sure are pretty, aren't they? In fact it often gives the page a more professional feel Depending on my sales copy I may or may not use one. Let me explain:
If I'm selling a product for under $20 and I'm planning on selling it to my subscriber list then I will usually create a banner for a slightly more professional feel. (Especially if I'm planning on only writing a small sales page for it (2 to 4 pages).
In order to use this facet though, you need to ensure it blends in with your page. You don't need it to take away the focus of what you are selling.
If you are using a blue background then a red colored header is going to look off balance. Yes, it will stand out horribly!
A good indicator of this is for you to reflect and think back before you began marketing. How many websites did you buy from that had a header?
As I go back and think of what I bought when I first began buying online I can honestly say most of it didn't have a pretty header and these were not inexpensive productsproducts I purchased.
Some of the world's top copywriters have noticed a marginal increase in sales when they took headers out.
I just about cried when I took out my very first header, after all I had spent so much time making it look sooooo pretty!. But I have to agree with them, my sales increased when I did this.
Your Headline
This is said to be the most important part of your sales copy. And it really goes without saying doesn't it?
How often have you been trying to find for something online, and because the first thing you saw didn't grab you and drag you in, you just clicked out of the site and went in search for another website instead?
Or better yet, how often have you read a stunning headline that grabbed you by the eyes and left you wanting more?
This is the best time to create curiosity.
I've also found by using a "YOU" in my headline it ALWAYS converts better. Speak to your visitor right away, that's what they want. Isn't that what you want when you visit a website?
Its human nature we all want to hear about ourselves, talk about ourselves. We all want to know what you the merchandizer, can do for US. Not how we the paying customer can line your pockets with gold.
In fact, this can be your one calling card to throw in what's in it for me right away.
Take for example,
"Finally' Now You Really Can Double The Fuel Mileage of Your Old Automobile!"
Straight away the visitor knows he is about to find out how to finally get that elusive 55mpg he has been looking for for years.
There seems to be this myth going around lately that your headline seems to need to read more as a paragraph. I've tested this theory and I can honestly say I've pulled better results without the extra glam.
You can often use this (or what you might use in a full paragraph as your sub headline)
Another principal factor when you create your headline is the color, font style and font size.
This should stand out more than any other part of your sales page. I find often a red or blue and/or combined of both to work well. I usually make this the largest size possible (depending on the entire length of my headline).
The font needs to be readable and bold. My favorite is Verdana. Here is an example:
"Finally' Now You Really Can Get 55mpg From your 35yr Old Factory Street Rod"
It stands out so it will attract the reader visiting; it is also easy to read. Basically they'd have a better chance of avoiding an IRS audit after filing for a 1 million dollar deduction than miss this headline!
So many times I see headlines that blend in like a deer hunter in camoflauge and most often the sales page is really quite good. But if your headline doesn't stand out then your conversions WILL suffer for it.
It's an easy fix!
I usually write out and fiddle with 20 maximum of 30 headlines. I also do this by writing it out by hand first instead of typing them out on the computer.
I find it sticks better in my mind, plus I can't do the simple backspace and often although you might come up with a headline that you think sucks but there is often some words you want to take from that and add to another.
Sub Headlines
This is almost as important as your headline. If your sub headline sucks then you lose the visitor just as fast. Keep creating more curiosity to your offer. Take for example, we already have the headline:
"Finally, Now You Really Can Get 55mpg From your 35yr Old Factory Street Rod"
And NO! This method doesn't include using garden hose water as fuel.
In this sub headline I have answered some questions that might be looming in the visitors mind, yet still created curiosity.
I've also taken away the most obvious answers and left the visitors wanting to know more about this apparent solution I have to their problem.
Opening Your Letter:
This is usually where I place the:
From: Your Name Here
Tuesday 2.16PM EST
It just makes it more personalized. They know now right off the bat I'm writing to them and I am .
In the first paragraph I ensure that I get them to envision their dream. For example, we'll stick to the same subject I've started on (by the way, I've made this up as a pure example, I truly have no idea how to get 55mmpg out of a 1968 Pontiac GTO ;-) )
Dear Friend,
How many times have you wished you could drive to and from work with an occasional fun trip in the country for two weeks on just one tank of gas. If you can relate to this, then you need to read this letter.
Now, by this stage you've answered the age old question what's in it for me? You've told them what its NOT. You've created curiosity and now you got them dreaming!
Here is where you start your story of the troubles you experienced.
Example:
Just two weeks ago I was in your exact same shoes. I was ashamed and completely broke again. Once in a while one my friends would say "Are you out of gas again?" Of course some looked just as embarrassed as I did and said nothing, but you could tell by the looks on their faces that they has gas problems too.
In these two paragraphs I have sympathized with the visitor. I understand their problem, I tell them the obvious of what they're experiencing.
We all want someone to relate and sympathize with our problem!
Next paragraph I would begin to mention what I've tried in order to help the problem.
Likely just like you, I was trying all kinds of additives and small shiny devices but none of them ever worked. The bad gas mileage just kept coming back.
I felt hopeless. I would never resort to any type of hybrid car, I don't believe in that. I even considered a conversion to full electric but that was far too expensive.
Now your following paragraph should tell your visitor how you come about the solution to the problem without actually telling them what the solution is.
It was by chance I happened to stumble across the solution etc etc..
I could finally get behind the wheel of that big ole PontiHorse and let her roar, without the shame and the guilt.
Now this is your chance to build your credibility. You're going to answer why they should truly be listening to you.
Since I discovered this method I've been teaching thousands of others world wide.
Now is the time to back up your credibility with testimonials.
Don't just take it from me. Listen to what others have to say when they tried this product:
Testimonial goes here
Testimonial goes here
Testimonial goes here
Try to ensure you add a name and where they live. If you can, also try to get a photo of happy customers. Depending on what it is that you're selling, perhaps you could even get photo proof of them using your product.
Using photos of yourself using your own product can be very effective also.
I heard a story of one guy who sells info products on how to get hot women. Apparently he would get hot women that he would hold a sign up to saying "The something method worked on me" with his arms around the ladies.
Photos bring greater credibility, they paint a picture in the mind of the reader. Take Corey Rudl's website for one, he actually goes all out and has actual videos of his happy customers speak of the success they had using his product.
They do this exact same thing in the infomercials!!! In fact, something I've noticed from these type of commercials is most of their advertisement IS testimonials.
ANY documentation of proof you have, ADD it! It will only add to your credibility and ensure your reader your not just pulling their leg.
Features/Benefits
There has always been the great debate between some top copywriters saying "State benefits not features" and others that say the complete opposite.
Well my simple solution was just state both!
This is where you really need to get creative and stick the meat in.
For example:
Using this one particular everyday household product will boost the fuel mileage in any really big V8 motor, instantly!
Once you use this little doozy on your big block ready rod, no gas pump will ever threaten you again.
You know the old saying, Curiosity killed the cat? Well using bullet points like this will drive your reader crazy with curiosity he probably won't even think twice about ordering! He WILL want to now!
Oddly enough, I've even read sales pages where I'm not particularly interested in what they're selling, but the bullet points have created so much curiosity I felt compelled to want to know the great hidden secret they had landed upon.
After stating what type of features it has, I would then progress into benefits.
Example:
Imagine never having to feel the embarrassment ever again of fueling your 1968 hot rod twice per week.
Ripping down the highway at 95mph and feeling no guilt...ETC...ETC
Bonuses
And if all that wasn't enough ... Then you sweeten the pot. You slam on the bonuses.
Now, a fatal error I made in the earlier days is I didn't add a value to my bonuses. When I was pulled up on it, I was asked "Why don't you value your bonuses? Because if you don't value them then why should your customers?"
It was a poke between the eyes, but a good one none the less! ;-)
I usually bullet point some features/benefits of each bonus as well.
Next Step
Guarantee
This is always a great debate, most say you "have" to give it a guarantee. I've tried both methods. I can clarify that a guarantee does pull more sales however I have also tested different methods of writing a guarantee to reduce the amount of refund requests that come through.
I've found that writing your guarantee a certain ways can reduce refund requests.
But if you want the maximum possible amount of sales then tell them in your guarantee
Example:
100% Unconditional No Questions Asked Money Back Guarantee:
If you're not completely happy with this product even if your Hot Roduses more fuel filters than usual then I want you to email me right away for a prompt and courteous full refund of your money!
I like to use these next paragraphs to let them know how much of a good deal they're getting.
Usually comparing to what they might pay for this product else where and then ensure them they won't have to pay that much from me for the solution.
Or another great line is initially making the price point higher eg. This is valued at $1,000 but today when you order you get all this including all bonuses for a measly $497.
This will usually give the reader a sigh of relief and excited that he is getting it at this bargain price.
Walk Your Customer through the Steps of Ordering
The first words I begin with in this process are:
Place Your Risk-Free Order Now using our Secure Server Provided
Straight off the bat I'm asking them to place their order at the same time soothing their doubts about ordering online by letting them know about the secure server used to process the payment.
This is also a good time to mention how they will receive the goods they're ordering. I.E. Will it be posted? Is it downloadable?
Sign your letter off!
Sincerely,
Set up your order button. You will want this to be outstanding. Not something they will skim past un-noticed. Placing an order here can easily be over-looked.
Then hit them with a strong P.S.
This is where you create the urgency and need to buy right now
Example:
P.S. This offer is time limited, I can't guarantee if you come back tomorrow or the next day the price wouldn't have risen
P.P.S. A great running car at way less gas useage is just a few minutes away. Don't delay
Etc.. Etc..
More Tips
Tables, Use one! How horrible is it when you go to a website and you've got to read from one side of the page to the other without a neat and small table? Unpleasant isn't it?
Backgrounds They say that blue backgrounds are the tried and tested and pull the greater response. I also agree with going with a theme.
For example if you're selling something about love, then set the mood with a red background; if you're selling golf tips then a green background would be a suitable theme.
Your main text should be on a white background with black text. Don't use fancy and/or hard to read font styles. You want the page to be as readable as possible.
Add visuals to your products. If it's a digital product you can still bring it to life with creating a digital 3D look and appearance.
Hi-lighting, This is effective providing you use it sparingly. It will lose its effect if over used. Make sure you only use this to hi-light dramatic important parts in your copy.
Getting effective testimonials
Honestly, everyone likes to run around and say you just have to ask to get testimonials. I can assure it's rare that you actually receive a hum dinger of a one. Most of them will just be one liners "It was great, thanks heaps".
Especially in niches that aren't marketing orientated. The customer doesn't realize the type of impact a testimonial can have on your business.
So here's an idea you can utilize to increase the quality of your testimonials.
Send out an unadvertised bonus a few days later. Completely free of charge! On the page add a feedback form with a few questions.
Some example questions might be:
Could you tell us your story as to what's brought about X problem?
What results have you received from using our product?
Would you recommend this product to others? If so, who do you think it would be most suited to?
Do you believe you got value for your money?
Then simply ask permission to correlate this into a testimonial you can use on your webpage.
Of course, within all this said there is still one very big secret to writing killer copy that will hit your readers between the eyes. And this is writing with persuasion.
