THE PSYCHOLOGY OF WINNING SALES COPY Writing Sales Letters That Sell Things
THE OFFER The success of any letter is 100% dependent on a) what it is you re offering, and b) who you re offering it to It s far more important than what s said in the sales letter itself In other words, it s always the offer & the audience that matter most
HIERARCHY OF WANTS If someone wants a result, they d much rather you do it for them and give them the result.
HIERARCHY OF WANTS 1.) Do it for me Software Service 2.) Do it with me Side by side 3.) Show me how Coaching 4.) Let me figure it out Ebook / Manual
THE OFFER The way you present what it is that you have.
COPYWRITING FORMULA Here s what I ve got Here s what it ll do for ya Here s what I want you to do next
Give If MY OFFER me a $750 good faith deposit to prove you're a real person, and I will consult with you on the telephone for free, and I'll give you a profit plan. you're impressed and want to become my client, great. If not, no problem, I'll refund you, but I'll guarantee you'll find the consultation to be so valuable that if you think I wasted your time, I'll give you back double your deposit.
MY AUDIENCE 3800 people were emailed 14 applied within 30 hours $70,000 / month potential
HEADLINE: FRIENDLY FORMULA Would you like... Hard to ignore the question The question makes it hard for the prospect not to read it Would you like something cool... without something bad?
HEADLINE: CLASSIC FORMULA How to insert awesome... without insert thing that sucks
THE OPEN The opening of a sales letter The purpose is to get people to read the rest of the sales letter Another objective is to pre-frame the reader on what the letter is all about
If THE OPEN If you re looking for desired result... then this is the most important letter you ll ever read. you want something cool... then this is the most important letter you ll ever read.
HEADLINES AND SUBHEADS All people who read letters skim it It s important to make the bolded items, even if just headlines and subheads, convey the overall point of the message without the person having to read the whole message
HERE S WHY... If you make an attention-getting statement that causes people to say... - What the heck are they talking about? - How can that be so?... then you need to justify your statement.
GOING INTO THE OFFER You can get straight into the offer Throughout the letter, I focus more on the benefits of the consultation, and not necessarily the consultation itself Address the conversation already taking place in their mind Here s what I ve got + Here s what it ll do for you
Read HEADLINES AND SUBHEADS Read your subheads - You want to grab and interest someone who s just reading the subheads Dual readership path - Write your letter and the actual copy - Write the letter in abbreviated form (headline, subheads, and bolded text)
Read IT S ALL ABOUT YOU You ll Your You ve You re You This letter is not about me Consider the reader s point of view The letter has to be about them!
Read IT S ALL ABOUT YOU The way to sell something is to be able to describe the reader s problem in a way better than they can, and offer a solution to their problem in a way they feel comfortable accepting. The way we do this is by talking about them, and what we can do for them, because all they re thinking about is them. Human nature is predictable (in this case).
Read SALES LETTER STRUCTURE Here s what I ve got + Here s what it ll do for you (again) Always enter the conversation in your prospect s mind If the sales letter is a house, the subheads are the foundation of the house
Read HANDLING OBJECTIONS If there s anything that will cause your prospect to have a question, you always need to address it in your copy You can disguise your explanations / justifications to further promote the benefits of your offer Again, address any statements that will cause a question!
Read HEADLINES AND SUBHEADS Read your subheads & headlines - If the prospect is skimming, they ll likely continue skimming and then go back and read. Therefore, you need to make... Dual readership path - Few people take the time to do this
Read QUALIFICATION & POSITIONING Positioning: differentiating yourself from your competition Nested within benefits, Here s what it ll do for you Qualifying statement: This is NOT For Everybody... It s important to differentiate yourself from your competitors
Read QUALIFICATION & POSITIONING By differentiating myself... - The rest of the letter will be repulsive to the people I don t want to reach - This will simultaneously be magnetic to the people I do want to reach For example, I m trying to be repulsive to beginners...... while also being magnetic to people not in the get-rich-quick / biz-op genre
Read TAKING THE NEXT STEP Here s what I want you to do next Or, Here s what you need to do next Present with great confidence and clarity New marketers often mistakenly sell from their heels, meaning they sell in a backpedaling type of manner, almost apologetically They state what they want, then they try to rationalize it
TAKING THE NEXT STEP These lines are magnetic to the people I m trying to attract They ll understand why I m doing it I continue to go back to benefits, Here s what it ll do for you + my guarantee w/ risk reversal (reversing the customer s risk, it s on me)
TAKING THE NEXT STEP In any environment where you can legitimately tell someone they need to hurry up and order right away, you should You still always want to explain why, with a real, legitimate, concrete, truthful reason
SUMMARY & REVIEW This sales letter follows the classic formula (Here s what I got, Here s what it ll do for ya, Here s what I want you to do next) The classic formula frames the offer that s also high on risk reversal The most important part of the sales letter is the offer
SUMMARY & REVIEW More than learn copy finesse, learn how to craft a compelling offer Remember the hierarchy of wants Also remember that people want the same thing as the classic headline formula: How to get something awesome... without stuff that sucks