Today is a perfect day to start changing your life.
Hi, my name is Bob Ross. A year ago I happened to discover a ridiculously simple method to drive in tons of sales to business owners in my local community. I quickly gained a couple dozen business owners who were willing to shell out a few hundred bucks to try it out and the results were like nothing they had ever seen.
A client who owns a pizzeria got so many new customers they stopped counting. And they have been in business six years amongst heavy competition. Within three months of using my service, he completely shut down his $60,000 per year advertising budget in favor of using my services ONLY.
As I write this, a few valued members of mine are using this exact system to get themselves out of home foreclosure. Thousands more members are dropping what they’re doing to implement this, and hundreds more are using it to simply make more money to pay off bills and generate more spending cash.
My highly sought-after “9X12” system is something unlike any other marketing method out there. It’s:
- Easy to implement
- Simple to understand
- More scalable than any other method
- More profitable than any ther local marketing service
Whether you want to make $1,000 per month extra or $50,000 per month extra, this is what can take you there if you’d like to learn it. You’ll find that NOTHING compares to the power of this easy-to-understand system.
Would you like to ?
- No technical experience needed and no difficult learning curve.
- Easy understandable by all business owners. This doesn’t have the complications of trying to get business owners to understand things like SEO, PPC, SMS, etc.
- Entirely ‘Offline” system. You will never worry about google messing with your results again.
- 24/7 email support from me personally. My support is unparalleled and I have thousands of existing members to verify it.
- Continued support and training available. I’ll help you take this to any level you wish, from $2,500/month in spare income or $50,000 per month in full time income. Whatever you need help with, I’m here for you.
- You’ll ne
A weak offer will kill your sales, so make sure you’re offering something people really want. If you’re not sure you have a great offer, take a look at the Landing Page Assistant tutorial on How to Put Together an Offer They Can’t Resist. Optional: Put an “Add to Cart” button here.
Testimonial
This is a good spot for an initial testimonial.
The true ability of this system is in it’s ‘saturation’ power.
Testimonial
This is a good spot for a testimonial. Make it one that tells a story about the juicy benefit you just highlighted.
More detailed description of the offer
This section is optional; it depends on how complex your offer is. If your product is relatively expensive and your reader needs quite a bit of detailed information before she can make the decision to buy, this is where you put it. Remember to keep it scannable! Use subheads, short paragraphs, and fascinating bullet points to describe your offer in detail.
PART ONE OF THE OFFER
Description
- Fascinating Bullet
- Fascinating Bullet
- Fascinating Bullet
PART TWO OF THE OFFER
Description
- Fascinating Bullet
- Fascinating Bullet
- Fascinating Bullet
PART THREE OF THE OFFER
Description
- Fascinating Bullet
- Fascinating Bullet
- Fascinating Bullet
Don’t be worried if this section is long. (It could go much longer than three parts!) The more fascinations you load in, the more compelling it is to your buyers. Optional: Put an “Add to Cart” button here.
Testimonial
This is a good spot for a testimonial. As always, try to tie it into the section that went immediately before.
Objections
Objections are all the reasons your prospect might notbuy. She might feel the price is too high. (In which case you need to build the value of what you’ve got.) She might be concerned that the product won’t work the way you’ve said it will. She might be afraid she will feel foolish for buying the product, and may feel she needs “justification” for her family or friends. Each objection should have its own subheader and its own section. After you’ve addressed each objection, you may want to include a testimonial that speaks to that objection.
Testimonial
This is a good spot for a testimonial. Make this a testimonial that addresses the objection you’ve just talked about. You can include testimonials that address each objection if you like.
Call to action
Now you’re ready to ask the reader to do something. This is your call to action (often abbreviated by copywriters as your “CTA.” Your CTA needs to be extremely specific and extremely clear. It should be so specific and clear, in fact, that you almost feel it’s “too obvious.” Trust us, your prospect won’t find it so. It’s hard to believe that prospects will buy more of your product or service if you actually use language like “Click here” or “Dial 1-800-BUY-ME-NOW” but they will. Your CTA section is where you get to price — what you need from your buyer in order to deliver the benefits you’ve promised above. Start by briefly restating your offer. Restate your key benefits as bullet points. Then give the price. Contrast the price with the greater value of what you’re offering. Explain any pricing plans you may have. For more expensive products, the option to break the purchase into multiple payments can significantly improve your results. Put an “Add to Cart” button here.
Risk reversal
Right now, the right buyer will want to click your Add to Cartbutton. But she may have some lingering doubts. She’s worried about taking a risk with your product — and it’s your job to reverse that risk, to take any risk on yourself. The usual way to do this is with a money-back guarantee. There are some products or services (often those that involve an investment of time on your part) that you can’t offer a guarantee with. In that case, get creative here about what you can do to lessen the risk on the part of your customer. A “money back guarantee” graphic works well here. (You can find some great ones in the graphic library.)
Testimonial
This is a good spot for a testimonial. Make this testimonial one that reassures the reader and reduces her feeling of risk.
P.S.
The P.S. is the third most-read element of your sales letter, after the headline and image captions. So this is where you should restate your most important sales elements. That often means restating the most important benefit, restating the call to action, and restating the risk reversal. Be as brief as you can, but make sure it’s clear.
Additional points
Here are some additional things to keep in mind as you create your letter.
If the headline isn’t right, the letter won’t work
You’ve probably heard this advice before. If your headline doesn’t pull the reader’s attention in, then the reader (or viewer) never gets the chance to read the rest of your great sales copy. That’s why many successful copywriters spend as much as half of their time brainstorming headlines. Write 25-50 headlines. If you can, rest your mind for a day and then write 25 more headlines. One or two will jump out at you. Those are the ones you should split test. The right headline can double or triple the response to your sales letter. And the wrong letter can kill your project before you begin. There’s a great webinar with Jeff Sexton and Brian Clark in the member content area about how to create better headlines.
Make it scannable
As you work through your sales letter (whether it’s long or short), you must keep your copy scannable. That means that the reader can quickly skim the content and answer the question, “Is this something I’m interested in?” The right prospect will then go back and read more carefully before making that final buying decision. When your sales letter is complete, check the dual readership path. Does a skimming reader pick up your most important points?
A word about images
Images aren’t “decoration” for your copy — they convey critical information. Some important images for sales letters include:
- A photo of you that lets the reader see that you’re a real human being. Test different types of photo. More casual “snapshot” images often work better than posed studio shots, but don’t make it so casual that you look sloppy.
- “Money back guarantee” images and images that reverse risk.
- Images as bullet points, which can pull attention to the most important elements in your copy.
- Attention-focusing images (like “handwritten” stars or arrows) can be very effective to pull attention to key points of your copy.
- A product image. (Unlike your individual photo, this needs to be professional-quality. Lousy product images will depress sales.) If your product is purely digital, a “virtual box cover” image is often effective.
Whenever practical, include captions on your images. Captions are some of the most-read elements of a sales page. The caption should state an important benefit of what you’re offering. You don’t need to include all of these images, just the ones that are relevant for your buyer and product.
A word about testimonials
Some people think testimonials are “overdone” or that readers don’t trust them anymore. But that’s not supported by the evidence. Social proof is still one of the most important drivers of human behavior. As long as people look to others to validate their choices, we’ll want to include testimonials in our sales material. Set testimonials off with special formatting so the reader can both find them easily and skip over them to your next sales point.
You are not your customer
Always remember that, while you may have a lot in common with your customer, the sales letter is for them, not for you! Just because you don’t believe testimonials, don’t care about money-back-guarantees, or think strong headlines are a “gimmick,” that has nothing to do with what your buyer needs to make that decision to choose your product over another option. When in doubt, split test two versions: The one you think is best, and the “tried and true copywriting advice” version. The only right answer is the one that the market responds to.