Having Confidence With Sales Copy
Sales copy is hard to write. You’re sitting there staring at the page, wondering who would ever buy from YOU? So nothing seems good enough, convincing enough and you either quit or release something awful.
All you need is to inject a little confidence into your copy creation because your attitude is going to shine through to your prospective customers.
I’m going to help you captivate your audience by focusing on a few things NOT to do, and one thing you always need to remember.
And more than anything, I want you to know that sales copy isn’t etched in stone. It’s not written in blood. It’s something that can evolve, be tweaked, and be split tested. That makes it a whole lot less intimidating, doesn’t it?
Forget About Length
Too many to count.
People ask the same thing about eBooks, and my answer is always the same there IS no specific length. It needs to be enough to convert, and not so much that you’ve made your reader lose interest.
Oh you weren’t hoping for that answer, were you?
You want to know whether a 5 page sales letter converted higher than a 25 page sales letter (yes, there are some that long).
But logically, think about it the sales copy will vary according to the details in the eBook or course and how much needs to be mentioned. It will vary according to the seller’s personal voice some people convey messages shorter than others.
It will even vary according to the attention span of the audience their eagerness, their pain and need for a solution, etc.
You should feel confident whether you launch a 60 second sales video or a 60 minute one a 1 pages letter or a 20 pager.
Size doesn’t matter at all. What happens, when you focus on length, is that you lose the ability to have a laser focus on the needs of your audience.
You start adding tons of fluff and filler just to beef up the page count, and it’s in those spots where you visitor clicks out, feeling less excited, less needy.
Forget About Formulas
Formatting, layout, order of ‘things’ none of it is a formula you can (should) copycat. Sorry.
You don’t want to do that anyway we shouldn’t see an exact replica on every sales page we land on.
I know when I first started learning copywriting, I needed a formula, too. I wanted to know how many headlines, subheadlines, storylines, testimonial boxes, bullet points, images, post scripts, etc., my page should have.
I didn’t feel comfortable not going by a formula.
The need to copy our predecessors is really strong in the online marketing niche. Even if you have a good gut instinct something might work, you might be too intimidated ‘going against the grain’ to test something new out.
Why should we feel that way? We don’t owe anyone else our success we built this business and we should always strive to be paving the path for others, never following in someone else’s footsteps and that goes for sales copy, too.
Imagine the first person who put him (or her) self out there and used video as a sales copy formula! Before anyone else had tried it that person wasn’t too scared (maybe scared, but not too scared) to do something different.
So if you think you’re going to go look at a sales letter and copy it and rewrite it as your own, that’s your first bad decision.
Vow to be unique. Embrace it.
Forget About Faking It
Screenshots and testimonials are so often faked it’s pathetic. I’ve seen some funny stuff over my years of experience in this business.
Some marketers downloaded obviously professional photography shots off istockphoto and used them in their testimonials.
Then another marketer copied that image and changed the person’s name from Bob to Fred. Unless Bob has a twin named Fred, somebody’s lying and in this case, it was both marketers.
I’ve seen income proof screenshots horribly massacred by people who uncovered how phony it was. Sometimes something didn’t line up right or dates were duplicated ridiculous sloppy work.
So here’s what you do instead of lying to your prospective buyers.
Ready for it?
You be honest.
GASP! Nooooooooo!!! Not THAT!
Even if you haven’t made a penny lost a pound cleared up one zit on your face you be honest.
There are many slants to product creation!
You can launch a newbies guide to blog setup without making money blogging yet because your sales copy won’t lie. It’ll say how you struggled to get a blog launched and now you know and want to share.
You won’t make false income claims. Always share your true journey maybe it’s an inspirational weight loss journey where you’ve only lost 5 pounds, but you didn’t quit for a year who has that kind of stamina without seeing perfect results?
There will be an audience for you someone who appreciates that slant.
An acne covered face that hasn’t cleared up one iota? Then your slant isn’t what works, but how to deal with the pain and emotional frustration of having acne. Someone will need that today.
Do you see where I’m going with this? Don’t just skip lies in your sales copy, but in your product creation, too.
Even if you’re just slightly over the greenest newbie stage, there are people lower in knowledge than you who want to learn from someone who was just recently where they are now.
Forget About Being Sneaky and Secretive
Here’s one of my pet peeves with sales copy vagueness.
I despise sales copy that says, ‘3 things that will blow your mind and make you shudder with excitement.’
Well now what does THAT mean?
I want to know if you’re going to show me:
- 3 foods I can eat that will plump up the wrinkles around my eyes.
- 3 free sites I can put content on that have a ROI of 100%.
- 3 specific ways to say I love you to my spouse that will melt his heart in an instant.
Don’t get cute with me and hide what the course is all about. Here’s an example taken from my PLR ATM sales letter:
I could have been vague. I could have said, ‘5 eye popping perks you’ll want to provide your customers!’
But that wouldn’t tell you anything, would it? Now you know I’m spelling it out what PLR buyers are interested in size, formats, types, quality, and pricing. I’m specific. It helps the buyer make a decision.
You see, I don’t want you buying to SEE if it’s right for you because that means if I’m gambling and it’s NOT, then my refund rate will be high.
I enjoy a very nice virtually nonexistent refund rate. And the funny thing is the refunds I DO get are typically because the person accidentally bought it from me twice. That’s a nice problem to have.
As of January 2013, ClickBank (if you’re selling on their platform) implemented a color coded fee system. Red is unacceptable. Orange is borderline. Green is good. Blue is very good. And violet is excellent.
The better your rate, the lower your fees that you pay ClickBank. Want to see what mine is?
It should always be violet. If it’s not, figure out what you’re doing wrong and fix it. You can usually remedy most problems by making sure you’re selling exactly what you promise you’re selling.
Forget About Hard Selling
Hard selling has no place in an online business unless the audience you’re trying to attract is appreciative of that voice.
Don’t think there’s not an audience, either. There are some people, for example, who want to learn how to make money online from someone heartfelt and caring someone who understands they’re trying to better their lives.
That’s not a car salesman voice you want with those people.
Then there are the ones (usually guys, but not all guys) who want to be in the cool kids’ club. They want you to shout about the hot babes, the fast cars, the parties at the Playboy mansion they can enjoy if only they push the buy button and get in on one of the last remaining (aka: unlimited) courses.
Believe it or not, there are many buyers who enjoy that kind of ‘speak.’ But don’t believe that just because those are some of the top rated courses, that you have to go that route.
Tell your heartfelt story that’s what builds trust. Make it a healthy balance of you being open with your audience and you caring about their needs.
That’s really crucial.
‘I’ve been where you are and I’ve learned something to make my life better in some way’ is a strong message.
People don’t demand perfection. They don’t demand a miracle. They want realistic change toward a positive end goal.
Remember What Converts With You
As a buyer of info products, you have to consider what gets you to buy. Are there times you bought solely because of the person reviewing a product even though the sales letter left a bad taste in your mouth?
That happens a lot. I’ve learned as a buyer to overlook sales copy, to be honest with you. It’s so amazingly awful on most of the Internet that I just read it and ignore most of what I’m seeing.
I buy based on reputation of the product creator, my need to learn the information, a comparison of courses being offered for that problem, and my budget versus the value I expect to get out of the course.
I don’t buy because of headlines, storylines, testimonials, strategic post scripts, or various colored buy now buttons. I just don’t.
But I will tell you one thing that does help me buy. If a product owner doesn’t follow a formula, then I instantly think they either don’t know marketing (which can be a blessing because then they’re not swayed to be spammy and gross) or they aren’t afraid to be different (which is rare, and I usually find those to be the very best courses).
I tend to notice little things courteous things like if the video sales letter had a pause button I can use. That’s a basic turn on for me.
When I recognize what I appreciate, I always integrate it into my own sales copy. All of my video sales letters have pause buttons. And they have play buttons nothing starts automatically. I think that’s annoying, too.
So watch when you convert and take note of what you appreciate and dislike. Emulate specific strategies, don’t copy an entire sales letter layout verbatim. Sales copy isn’t scary it’s just telling people what you’re proud to share with them today!