Today's tweak to your sales letter:
Do you have any overused words like "unlimited" ... "lifetime" ... or "fast" in your sales copy? Those don't get attention because everyone uses words like that.
- If something is unlimited, tell visitors instead they can get "50, 100, even 10,000" of something.
- If something gets unlimited updates, make it 365 days or 1000 days or 10 years of updates.
- If something is fast, tell people your technique works within 5 minutes or 20 minutes, whatever applies.
- If something is easy, share the success rate (percentage), a testimonial, or a case study...
I guess it comes down to the show-not-tell approach!
As Jason Fladlien would say, if you're telling a story about how mean and tough a guy is... don't TELL people about how he's mean and tough.
SHOW them how he weighed 280 pounds, wore a big leather jacket, had a huge beard, and you could hear his Harley Davidson motorcycle coming a mile away... he screeched to a halt in front of your house leaving a thick rubber skid mark... and even today, 7 years later, you can step outside and see the rubber mark still in the street... cracked over the years but still there.
In my last few sales letters, at the very end, I've been saying one or both of these things:
- You can check out my product and get a refund at any time within the first 30 days. If you're still undecided, try it out for an ADDITIONAL 30 days before deciding if you want to keep it or return and get your money back. (This language is a lot more specific than the usual "60 day refund" explanation.)
- You get 750 days worth of updates. I used to tell people they get lifetime updates, but everyone says that, so I tried saying 365 days of updates... but that seemed too ordinary, so I made it 750 days of updates.
"Lifetime" is too ambiguous. Is it your lifetime, my lifetime, the lifetime of the product? (Is it Lifetime: Television For Women... with weekly made-for-TV movies starring Meredith Baxter?)
Does the "lifetime" only count for versions 1.0, 1.1, 1.2, etc... and when I switch the book over to version 2.0, that counts as a different lifetime? (I'm having Scott Bakula Quantum Leap time travel flashbacks here... "oh boy.")
You have to be different. Using your own numbers makes you unique. In your headlines, bullet points, offer, guarantee, even your update policy. Remember the movie "There's Something About Mary?" Harlan Williams says there is a how-to video called 7 Minute Abs ... so his big idea is to create a how-to video called 6 Minute Abs. "If you aren't satisfied with the first six minutes, we'll throw in an additional minute for free!"
When I told my subscribers that moving my upsell to AFTER the original sale boosted conversions from 2.6% to 5.5% it had a lot more impact than just saying, "It improved conversion rates."
As I close this up, the ultimate irony of today's story is that I didn't split test the "lifetime" versus "750 day" update offer. There just isn't enough time in the day to split test every little thing.
I'm a sloppy copywriter. My Fast Food Copywriting method says write it quickly and sloppily... get it out there... then go back later and fix it up. A really quick and easy patch-job is to remove ambiguity and add imagery... add numbers!
What's your best technique to add specificity to your sales letters? Comment below to tell me!
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He set the start price at $37 and the end price at something like $297, and the sale only ran for about 3 days. Every few seconds the price would jump up a fraction of a penny. I waited until it was above $100 before I bought.
The real reason you send people thank you cards, celebrate birthdays, buy one time offers... the reason it's 20 times easier to get a girlfriend when you're already dating some other chick is because of scarcity.
My mentor at the time just said... list some bullet points. And that really is all you have to do. Choose ten things about your prdouct that people would really like. What does it teach them that no one else does? What skill do people walk away with? How soon do they see results and how dramatic are those results?
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