Street Guide to Copywriting » how to write a sales letter

The Ultimate Way to Get People to Buy Things They Don’t Even Know They Want

David Husnian — Thu, 10 Dec 2009 18:00:54 +0000

What is the one thing that Gary Halbert, Dan Kennedy, and all the great copywriters agree is the single most important thing in a sales letter to make sure your prospects do what you want them to do?

What is the one thing you must split test if you can one split test one thing?

The answer is easy when you think about it, but only a fraction of people I ask this get it right.

What is your guess?

An eye-catching, curiosity building headline that pulls your prospects right in
A compelling, interesting story that gets your prospects to say, “that’s me!”
Making your prospects ABSOLUTELY SURE your product works quickly and easily with truckloads of glowing testimonials
Having so many benefit bullets that they’d feel foolish if they didn’t do what you asked
Including a rock-solid, almost unbelievable guarantee
Having an offer they “can’t refuse”
Nailing the P.S. so they must go back and look at see what you say
None of the Above

Got your answer?

If you’re not sure look at each one and say to yourself “if everything else was bad but this was spectacular then I’d want to do what they ask (buy the product, etc.)

This is so powerful that it makes people buy things they don’t even know they want!

While obvious after thought it may not be what you think.

Got your answer ready?

Theone thing, the most important thing in a sales letter to get people to take action is:

F. The Offer

Yes, the offer.

While all of the choices (except H!) are very important, the offer is most important.

Interestingly, the most popular answer from people is the headline.

They justify this by saying “if you have a bad headline people might not read your sales copy and see your “killer” offer.”

While that may be true, nobody takes action because of the headline.

That isn’t even the purpose of the headline and if you try to “sell” in the headline you’re going to fail.

Why is the Offer So Important?

This answer is simple also.

It is what the prospect actually gets, what provides the benefits, and that is the bottom line.

Wouldn’t you rather have a stinky old salesmen, in a bad, slept in suit, who rambles on forever but can’t hardly even explain what he’s got but who hands you the keys to a $250,000 Porsche over a fine looking, fine smelling, Armani suit wearing, Harvard Ph.D. who has a golden tongue who hands you a toy car worth $1.29.

Sure you would, because, while the second guy might be more pleasant to deal with, what you end up with in the end is worth the stinky old guy.

And that, my friends, is the essence of the offer and why the great copywriters known that if there is one thing you can’t afford to get wrong it is the offer.

If you’re having trouble turning prospects into customers the first place to look is at your offer.

Now, you might say, “the offer is great” and it might be, but it isn’t great to your prospects; so either fix the offer or get new prospects.

An exaggerated example is, if you open a Tiffany’s with the absolute finest in jewelry and you are selling it for half what anyone else in the world is selling it for but you are located in the poorest region of Bangladesh then you aren’t going to get a lot of buyers (a lot of thieves, yes, but not a lot of buyers!)

How to Make a “To Die For” Offer?

Easy answer, exceed expectations.

No, that’s not even right, extravagantly exceed expectations.

To do that you need to understand the general expectations of your prospects otherwise how can your exceed them.

To do that you need to, as Dan Kennedy says, “Get ‘Into’ the Offer”.

Whatever cliché you want to use: “walk a mile in his shoes” or “climb into his head” or whatever, you need to understand the motivations and expectations from the prospects point of view.

That probably means using the product or service yourself, and it certainly means talking to true prospects.

It may even mean going to the places they go to, eating the things they eat, entertaining yourself at the places and in the ways they do, depending upon the situation and the action desired.

Then you take those expectations and give at least 10 times more although 100 times is better.

A quick way I like to do this it to make a little chart like this one:

Meet Expectations	Exceed Expectations	Blow Them Away

In the first column, I write what the general expectations are of the prospects. That is, what they usually will receive (maybe from competitors) in the situation.

In the second column, I then add what would be considered to be things that people wouldn’t normally expect.

In the third column, I write what would be so unexpected that people look at the offer in a completely different way.

This works for everyone in every industry and niche and helps you to craft a truly extraordinary offer.

An Example of a Great Offer

To show you what I mean, let me use an offer I created in the last couple of weeks as part of a promotion for Mike Filsaime’s The 7 Figure Code; he is giving away his $1,297 premier home study course and some bonuses for just a shipping and handling fee.

Given the nature of what Mike is providing particularly to affiliates, general expectations are that people will promote with an affiliate link and, in fact, that is what most people did.

It might even be within current expectations that affiliates would provide a little something extra, maybe one or two of their products, something like that (although very few are doing that in this situation).

To exceed expectations, you might add some things like paying the $15.99 shipping cost for the prospects and/or adding those products, maybe throwing in a tele-seminar about how to best get value from Mike product.

I wanted to do more so I decided to pay the $15.99 shipping so the product was really free.

I decided to add some products that were specifically chosen to provide more depth in the areas critical for being successful using The 7 Figure Code.

I decided to provide more than just 1or 2 products because there are more than 1 or 2 critical areas.

I then decided to provide various rights to the products so people could actually earn more money by selling them (this would be particularly important to people who are newer and don’t have a lot of products and services they sell).

I then said to myself, “times are tough and people might need some extra money, if only to pay for some of the cost of having an online business and many people did not get the invite to be part of the promotion and maybe they’d have liked the opportunity.”

Yeah, I talk a lot to myself

So I thought about what I could do and I came up with a way to provide people with just those things.

I let people sign up with me (like a sort of affiliate) and promote the products themselves.

I provide them with a special, personalized link which they can use and for everyone they send through there link and who get Mike’s course and bonuses will get $5.

So the offer wildly exceeding anything anyone would expect; you can check it out here.

They get:

Mike Filsaime’s $1,297 home study course, The 7 Figure Code
Mike’s 2 bonuses
A refund of $15.99 to cover the shipping and handling fee
A number of additional product that strongly complement and support The 7 Figure Code giving them additional value by helping them succeed more quickly and easily
Rights to the product so they can sell them and get more money (hopefully using the things they learning in The 7 Figure Code!)
A way to earn additional money by promoting for product for themselves

A lot more than your expectations, right? Certainly a lot more than anyone else is doing!

Conclusion

The most important thing about getting more sales is the offer.

Everything else is important but the one thing that makes people actually act is they offer.

Have everything else wrong but have a fantastic offer and you will make sales, maybe a lot of sales.

Having a bad offer but great sales copy will get you few sales.

To craft a powerful, compelling offer you need to do more than exceed expectations, you need to create an offer that so far exceeds expectations that even people who aren’t that interested perk up.

Provide value 10 or 100 times what is expected and you’ll land the hook and you’ll sleep very well at night because you are doing the opposite of taking advantage of people you are giving them so much their lives are enhanced in the process.

Check out my offer for The 7 Figure Code for a good example of this.

Want to how to create great offer and make more sales, just sign up here

* I Will Never, Ever, Sell, Rent or Give Out Your Info

What’s the best offer you’ve seen?

What’s the best offer you’ve done?

How could you change your offers to be extraordinary?

4 Steps To Fast and Easy Sales Letters, Part 2

David Husnian — Thu, 16 Jul 2009 06:09:54 +0000

In the previous blog post we looked at the first step to some “speed copywriting secrets” that will help you get a converting sales page in a fraction of the time without costing an arm and a leg doing it; that step was to create a killer offer.

This time we’ll look at 3 more steps anyone can do to improve conversions.

Step 2. The Swipe File: Legal Theft

Every successful copywriter has what is called a “swipe file”.

A swipe file is a personal collection of examples of sales material (copy sales letter, headlines, bullet points, etc.) that have proven successful. This collection can be from Web sites, magazines, newspapers, AdWords ads or where ever you get it from.

I don’t think anyone has done any research but I’d bet that there is a direct relationship between the quality of a person’s swipe file and the success of their sales copy.

So, if you haven’t, start collecting examples of SUCCESSFUL marketing pieces you find then before you start to create and sales material go through your swipe file and find something like what you need and use that as the basis for what you will be creating.

Before moving on to the next step I want to make 2 points.

First, a great swipe file comes from any media source and any niche or topic.

Good sales copy is good sales copy and if you find a good sales letter about horseshoes or a good ad about dung beetles SAVE THEM even if your niche is chronic fatigue syndrome.

Swipe from anyone, anywhere.

The second point is, DO NOT steal word for word. A swipe file is to meant to provide ideas and a foundation for your sales material to jumpstart your sales copy but you should not just take it and use it as your own; not only is it unethical but it is potentially illegal.

For example, a successful headline was “Lose Weight on a Full Stomach”, you could use that to create any number of headlines, a few off the top of my head are:

“Save Your House without Emptying Your Wallet and Losing Your Family”
“Fill Your Bank Account While Playing with Your Kids”
“Stop Your Dog Barking Without Terrorizing Him”

Ugh, those aren’t very good, pretty bad actually, but they do illustrate the point.

With a swipe file you need to understand the essence of what makes it successful and base your sales copy on that.

In this case, the essence is how to get something highly desirable while not having to do something that you don’t want to do; not having to exchanging one bad thing for another, that is, not having to pick the “lesser of the evils.”

If you have no swipe file, start by going to http://www.HardToFindAds.com this should help you be always be on the lookout for sales copy that evokes emotion in your, then “swipe” it.

3. Split Test

Yes, yes, I am harping on this again.

But a simple step you need to do to get better converting sales copy is to continuously test.

Have 2 or 3 headlines, have different offer, use different testimonials, try different background colors, whatever – JUST TEST!

It’s simple just use Google’s Website Optimizer and start testing. Keep the winner of each test and test again.

4. Act

I don’t know how much time is wasted by sitting around and not acting.

If it is creating sales material then don’t wait, just start creating your sales copy.

Don’t edit, just create. You can always edit later but don’t stop your creative flow.

If it is split testing, don’t put it off. “Just Do It”

Create 2 headlines to test and test. Add or remove a bonus and test. Change the price, change the guarantee, change something and test.

If something is not going to work find out quickly and move on; fail fast.

Conclusion

To get the best sales copy your best bet is to hire a successful copywriter; there is not better option.

No question that you will sell/convert a lot more if you have a Dan Kennedy or Ray Edwards or Michel Fortin or Mike Morgan or any of the other successful copywriter creating your sales material.

This isn’t an option for most people and if you need to create or tweak sales copy then the steps we look at here are a way to improve your conversions quickly and easily without much cost.

So be sure to:

Create a Killer Offer: Be focused, sell solutions, use value builders, have a knockout bonus package and an outrageous guarantee
Have a Swipe File to Die For: Start all your sales copy with an existing (and proven) example and modify it to your needs; this alone will save you loads of time and improve conversions
Split Test: Ruthlessly split test your sales copy, continuously improving it; you’ll be amazed at the difference it makes
Act: Don’t spend your time waiting and thinking and planning. Those all have their place but it is so easy to get sucked into them. Don’t be perfect, fail fast and get better.

Following those steps won’t make you as successful as Dan Kennedy (at least at first but it will make you more successful than you currently are, probably much more successful, without a lot of time and effort and cost.

Do you have a swipe file? What are some of your best swipe?

Do you split test? What are some of your successes and what are some of your surprises?

Leave a comment and let me know; thanks.

Talk soon,

The Shameless (Ethical) Marketer
http://www.Twitter.com/DavidHusnian
http://www.8-8-8Sale.com
http://www.MusicForInternetMarketers.com
http://www.SecretsOfGoogleAdWords.com
http://www.MadMondaySale.com
http://www.2ForTuesdaySale.com

O.Y. Need a sales letter fast but have no knowledge or talent (or time!), try Armand Morin’s Sales Letter Generator

This post from: Street Guide to Copywriting. To read more post like this, head over to Street Guide to Copywriting

4 Steps To Fast and Easy Sales Letters, Part 2

4 Steps To Fast and Easy Sales Letters, Part 1

David Husnian — Fri, 10 Jul 2009 19:49:00 +0000

Copywriting is hugely important in successful marketing and a successful business and is a key factor in the Conversion Pillar.

Yes, good copywriting is difficult and arduous for most people, if they can even do it at all.

Now, if you want a million dollar sales letter your best bet is to hire a million dollar copywriter but if you want to craft a decent sales letter quickly and easily then I have 4 steps for you to take which will give you the most “bang for the buck.”

These speed copywriting “secrets” will help you get a converting sales page in a fraction of the time and it won’t empty your bank account while doing it.

Step 1. Create a Killer Offer

I heard Mike Filsaime say that Gary Halbert told him that the offer was the most important aspect of creating a sales letter that brings in the cash.

It’s true because with the right offer, everybody will buy what you are selling.

There are a few things that go into a killer offer, each of which is important in its own way.

Be Focused

It is important that the offer have a single focus and not try to be all things to all people. The focus should be on one of two things:

Solve a “Painful” Problem
Help the Customer Attain a Desired Goal

Find your focus in those things and then maintain that single-minded focus throughout the sales letter.

Don’t veer off, don’t add additional things to try to broaden your market and don’t ramble on about this feature and that.

Decide on the focus and stick with it.

Be sure to point out the painful problem in painful ways or bring their consciousness into imagining what it would be like if they attain the goal.

So find focus AND explicitly tell them about it, don’t rely on the prospect to figure it out on their own.

Sell Solutions

You’ve heard me harp on this before but people look for solutions so your offer must be solution based.

The typical example so many use of this is that don’t sell the features of a drill bit sell the benefits of the holes it can create because that is what people want.

Personally I find the example flawed but the point is good, that is, focus on what the ultimate end goal is.

Don’t make the mistake though that the typical example makes.

Most people aren’t looking for holes; that is still just a means to an end.

What they want is to hang a picture or attach something or whatever – identify and focus on the prospect’s end goal.

So while “makes nice, clean holes” is better than “carbon steel is used…” it is still not as good as “have that family portrait up in its honored place in seconds.”

Use Value Builders

Throughout the sales letter be sure to show the prospect the value of your offer. Some ways of doing this are:

Compare it to something of known value.
Show how the solution made big differences in the lives of your customers
Show pictures, graphs and other visuals (even video) that will set their imagination free
Show the cost of not having the product or service

Just keep stacking value upon value until they feel like they must purchase or they will be worse off for not having done so.

Have a Knockout Bonus Package

You want to add additional relevant bonuses that are so complementary and so valuable that the cost of the product seems small in comparison.

The classic example of a great bonus is giving away a razor as a “bonus” to selling razor blades.

Aim for a bonus package that is a real value 10 times the cost of the product that is the figure that really makes an offer compelling.

Also try to have 3-5 separate bonuses for products under $100, more for products that cost more.

Have a Strong Outrageous Guarantee

Make a guarantee so good that it removes all risk and then some.

My favorite guarantee, one that became almost a bonus , was Frank Kern’s guarantee for Mass Control.

Here is his exact guarantee:

My “Put My Money Where My Mouth Is”

Double Guarantee Ensures That Either YOU

Succeed Or You Don’t Pay…

Here’s how it works…

Guarantee #1: 45-Day “Free Look”

You have a full 45 days (more than enough time to go through the entire course) to see if my “30 Days To Mass Control Millions” is right for you. If you determine that it isn’t, just let us know and we’ll gladly refund your money. No hassles. No hard feelings.

But even if you go beyond the 45-day unconditional guarantee period you’re still protected by Guarantee #2…

Guarantee #2: Put My Money Where My Mouth Is…

This is crucial stuff so pay attention: Go through the training and complete all the Action Steps according to my instruction in the course. If by the end of 90 days you haven’t met your goal, let me know and I’ll personally work with you for an additional 90 days. (I’ll not only give you access to my private email adress, I’ll also allow you to schedule 30-minute calls with me if necessary). If after that time you aren’t where you want to be, let me know and I’ll not only issue you a refund, I’ll also cut you a check for $500 just for wasting your time.

How’s that for putting my money where my mouth is?

That’s how serious I am about wanting you to succeed, and that’s also how confident I am that my system really works! You see, if I don’t hold up to my end of the bargain, I’m not only $500 in the hole, I’m also out all the time that I spent working with you one-on-one (which frankly costs me a lot more than $500!)

Now that is a great guarantee. It makes you hope it doesn’t work in the first 45 days just so you can work directly with Frank! Plus even then, he’ll give you $500 MORE than you paid for the course.

Conclusion

To create good copy in the shortest time possible there are 4 steps you should take.

The first is the offer. To get the best offer in the shortest time do these 5 things:

Be Focused: find one thing (problem, goal, etc.) and stay focused on it with everything tying back to it
Sell Solutions: find the prospects end goal and sell a solution that gets them there
Use Value Builders: continually point out the value of the offer in different ways, each building upon the other
Have a Knockout Bonus Package: create a bonus package that is so strong it “knocks them out” and they feel that they can’t miss the opportunity
Have a Outrageous Guarantee: Make your guarantee so strong and standout so much that is “outrageous”

We will continue looking at the steps in the next blog post.

Please leave a comment, thanks.

Talk soon,

David
The Shameless (Ethical) Marketer
http://www.Twitter.com/DavidHusnian
http://www.8-8-8Sale.com
http://www.MusicForInternetMarketers.com
http://www.SecretsOfGoogleAdWords.com
http://www.MadMondaySale.com
http://www.2ForTuesdaySale.com

O.Y. Need a sales letter fast but have no knowledge or talent (or time!), try Armand Morin’s Sales Letter Generator

This post from: Street Guide to Copywriting. To read more post like this, head over to Street Guide to Copywriting

4 Steps To Fast and Easy Sales Letters, Part 1