If you sell digital or physical products or you’re a copywriter and you want to beable to write high converting sales copy and irresistible offers that generates consistent sales, then you must become good at copywriting.
I believe that this is one of the most detailed free blog posts that has been written on copywriting and how to write and construct high converting sales copy and I have written it because it is critically important to the success of your business plus I am also deeply passionate about helping small business owners prosper and flourish.
After going through this detailed and in-depth post, you will know more about copywriting than 95% of business owners and marketers out there plus you will have a solid understanding of how to construct a high converting piece of sales copy so that you can generate more sales and clients for your products and services.
Early warning, this is a long blog post of around 8,500 words long. But it is value packed and it will give you a complete A to Z blueprint of how to write your own sales letter or video sales letter script so grab a pen and paper and take lots of notes!
But before I go into the exciting stuff, you need to understand that the most important aspect of your business that is going to drive new customers and sales through your doors every day is having solid and proven offers that convert cold prospects into buyers and customers into repeat customers.
And if you don’t have the ability to write high converting sales copy that compels your ideal prospects to whip out their credit card and hammer your buy now button, then you will struggle to generate sales consistently for your business….
…which means your business is in trouble.
And the number one reason why (in my opinion) many online business owners, and entrepreneurs struggle to generate consistent sales online is because they don’t have solid sales copy and proven offers that compel their prospects into making a purchase.
In short, if you want to generate consistent sales online and grow a thriving business, you need to master the art of copywriting and crafting irresistible offers that sell or…
…hire an A-Grade copywriter for $10,000 to $20,000 minimum per sales letter or VSL script. But when you’re starting out or you’re on a limited budget, A-Grade copywriters are most likely out of your league.
So now is the time to master the art of copywriting and writing irresistible offers that sell! So with that said, let’s get onto the good stuff!
The Three Psychological Reasons Why People Buy
In order to effectively write sales copy and offers, you need to understand the psychological reasons why people buy products or services.
There are three key psychological reasons why people buy something which are as follows:
- People don’t like the idea of being sold to
- People buy for emotional and not rational reasons
- Once sold, people need to satisfy their emotional desires with logic
So let’s look at the above three psychological drivers in more detail…
One of the most important things to understand is that people hate being sold to. For example, just say you went to a car dealership and a car salesman is trying to aggressively sell you a car as soon as you step onto the forecourt, that would put you on defence straight away.
But if the car salesman showed you a car, showed you round the car and sold its benefits, offered you a test drive, answered all of the questions and built desire for the purchase subtly, you would be much more receptive to buying the car.
And you should take exactly the same approach with your sales copy and offers. If your sales letter begins by being overly aggressive and full of hype, you will lose the majority of your prospects instantly because you are going in for the kill straight away.
But if you subtly hook them with an intriguing headline, connect with them emotionally and take them on a transformational journey that builds their desire to the point where they are sold, then you will generate a lot more sales as a result because you have structured your copy in a way that sells without being salesy.
Another critical thing to understand is that people buy for emotional not logical reasons. For instance if someone really wants a nice car, they are emotionally sold on buying a nice car before even walking in the showroom because they desire a nice fast car and the status that comes with it.
It is only after they have bought the car that their logical thinking kicks in where they justify the cost of the car and justify their purchase with logic..
So when writing your sales copy, you need to structure it so that you can use these three psychological triggers to connect emotionally with your prospect but also to speak to your prospects logical brain so that they can justify buying your product or service.
So now you know the three psychological reasons why people buy, I will now reveal the 4 BIG questions that your sales copy MUST answer in order to get the sale…
The Big 4 Questions
No matter how great you think your product and service is, your prospects will have fears, doubts and scepticism as they read and evaluate your offer.
These feelings are playing mind games with their consciousness and hence it is your sales copy and offers job to eradicate or ease these fears enough for the person to have enough desire and confidence in your offer to make the purchase.
Failure to acknowledge your prospects fears and scepticism will mean that you will find it much harder to get the sale so you must understand the unspoken dialogue that is taking place in your prospects minds as they evaluate your offer.
And the dialogue that is taking place in your prospects minds are the big four questions. In order to overcome your prospects fears, scepticism and doubts about you and your product/service, your sales copy and offer must answer the following four questions:
1) What are you trying to sell to me?
2) How much is it?
3) Why should I believe you?
4) What’s in it for me?
As your prospects reads and evaluates your sales copy and have been hooked emotionally with your big promise, their logical brain will kick into action and they will be thinking; “what is your offer?” and the first two questions will be at the forefront of their mind.
Once you have presented your product or service and made a big promise to your prospect, then the following question will run through mind; “why should I believe you?” So now you need to prove to them that you can deliver on your big promise by offering genuine customer testimonials and case studies and also to show your credentials and experience to show that you are credible and believeable. This question again addresses your buyer’s logic.
The final question addresses your buyer’s emotion because what this question really means is how will your product or service benefit me?
We’re not talking about a shallow benefit but a deeper benefit that will transform your prospects life either immediately or in the future.
If we look at the 4 big questions from a psychological standpoint, when someone first reads your sales copy, the first question running through their mind will be question 4 which is “What’s in it for me?” i.e. the one big promise or benefit that you made at the start of your sales copy to engage them emotionally.
The other 3 questions are all of the logical questions that will run through your prospects minds as they evaluate your offer before deciding to make a purchase or not.
So in summary when planning and writing your sales copy, think long and hard about these big 4 questions and how your sales copy addresses and answers them so that you can remove all buyer fear and get the sale.
But in order to engage your prospects emotionally you need to make a big promise and ultimately your product or service needs to offer a deep and life changing benefit to your potential customers.
And here is a very important point to remember when constructing your sales copy:
“When your prospect becomes emotionally attached to a product, he/she will often buy automatically on impulse. The stronger the emotional reaction, the quicker they will buy.”
So remember the above when writing your big promise headline and the first few critical paragraphs of your sales copy.
So now we will look at how you can find your offers USP and deeper benefit…
(NOTE: Do you want to create offers that turn cold, paid traffic into customers? You can download my Big Marketing Idea Offer Framework Template as well as a free bonus training video that walks you through the same copywriting framework that has grown the worlds largest direct response marketing company into a billion dollar business. You can download the template and training by clicking here.)
Finding Your USP And Deeper Benefit
It is very important to understand when selling your products and services you aren’t selling the features that it offers, but the benefits that it will offer your customers.
But in order to engage your prospects emotionally at the start of your offer, you need to make them a deeper benefit that will ultimately change or transform your prospects life.
Below is a quick checklist of how to define the deeper benefit:
- Feature: what the product does/contains
- Benefit: what the product does or offers
- Deeper benefit: how the product will change the prospects life
Here is an example of a deeper benefit…
A lawn specialist isn’t selling reliable lawn care they are really selling:
1) Pride and joy
2) The neighbours are green with envy at your golf course quality lawn
So before you ever put pen to paper, you need to fully analyse your product or service and unearth its deeper benefit, the one benefit that will transform your prospects life.
Finding Your USP
Your sales copy and offer must offer a unique selling proposition in order for your product and service to stand out from your competition and to shift the masses to make a purchase.
Here is what the USP fundamentally means:
“Your USP is the one specific benefit or unique element that differentiates your products and services from your competitors in your market.”
I must stress that your USP isn’t the copy itself but the one benefit that your product or service offers that no one else does.
When trying to find your USP, my advice is to deeply analyse your product or service and find a deeper and unique benefit that truly sets your product or service apart from all other options in your market place.
If you are struggling to find your USP for your product or service or its very similar to others in your market don’t panic, think to yourself what unique element or benefit can you add to your product or service that will make it unique in your market place?
Perhaps you can offer the cheapest price, the best customer support, the best quality or get results faster for your customers. Whatever your USP is, it needs to answer the following two questions:
1) How is your product or service the best and only answer to your prospects needs?
2) How is it different, unique and fundamentally better than anything else on the market?
Once you have found your USP you need to weave it into your sales copy. You can add your USP into the following areas of your sales copy and offer:
- Your offer
- Your call to action
So now we have looked at the deeper benefit and your USP I will now explain what your sales copy is really selling…the transformation.
The Big Transformation
It is very important to understand what your sales copy and offer is really selling. In most cases, your product or service will be selling a transformation because it will be making your customers life better or easier in some way from what it was before.
Write the following down as it is extremely important:
“People don’t buy products or services or features or benefits…People buy transformations.”
In the majority of cases, people have a big or annoying problem that they are trying to solve whether that be back pain, their marriage is breaking down or the sales for their business are poor.
And your sales copy’s role is to take your prospects on a transformation journey from being in pain to being pain free where they see your product or service as the answer to their problem so that their life can be transformed in a big way.
Here is a great quote from Ryan Deiss over at Digital Marketer who is one of the worlds most renowned copywriters and digital marketers:
“A great sales message simply articulates the shift (aka transformation) from the before state to the after state.”
So when writing your sales letter, take your prospect on a transformational journey where you take them from being in pain to being pain free so that their life can be improved dramatically.
So now we have looked at the key elements to consider before writing your sales copy, it is time to understand your ideal customer in deep detail so you can craft a message just for them…
Understanding Your Perfect Customer
Before you even put pen to paper, it is critical to do extensive research to find out as much information as possible about your perfect customer.
Failure to fully understand your ideal customer’s biggest problems, deepest desires and their core emotions, will mean that you won’t have the necessary information in order to write copy that connects with your prospects emotionally and more importantly, build enough desire to drive them to make a purchase.
So what you need to do is build up a detailed customer avatar so that you can understand as many details as possible about your ideal customer. You can even give him/her a name!
Below are 10 questions that you need to answer so that you can build up a customer avatar so that you can understand on a deep level what makes your prospects tick:
1) What keeps them awake at night, eyes wide open, staring at the ceiling?
2) What are they afraid of?
3) What are they angry about? Who are they angry at?
4) What are their top 4 daily frustrations?
5) What trends are occurring and will occur in their business and lives?
6) What do they secretly, ardently, desire the most?
7) Is there a built in bias to the way they make decisions?
8) Do they have their own language? How do they speak and what communication do they respond to?
9) Who else is selling to your ideal customers and how are they doing it?
10) Who else has tried selling them something similar and how has the effort failed?
Knowing the answers to these 10 questions will give you a lot of important information about how your ideal customer ticks psychologically as well as how they talk and communicate so that you can write your copy and offer completely around your perfect customer.
Another important thing to understand is what’s your prospects level of awareness regarding their problem, solutions, you and your products and solutions.
You see your prospects awareness will greatly affect the structure of your sales message and offer.
If you are targeting completely cold prospects who aren’t problem or solution aware, then you will need to write your message in a way that tells your prospect they have a problem plus make them aware that there is a solution.
At the other end of the scale if your prospects are fully aware of their problem, you and your products or services then all they really want to know is what are you selling, how it benefits them and what the price is.
We will touch on this subject in greater detail later on in this blog post but make sure that you completely understand your prospects awareness level so that you can write a message that speaks to where your prospects are at.
So now that you understand your perfect customer, I am going to reveal the five core elements of a high converting sales letter so that you can create a powerful sales message that engages your prospects and drives them to make a purchase.
The Five Core Elements Of A High Converting Sales Letter
One of the biggest problems that I see, is people make more than one promise in their sales copy which means their messaging and offer isn’t focused and specific enough.
What you need to do so that your message is specific is to include the five core elements of a high converting sales letter which are listed below so that your copy makes one big promise, engages your prospect with the right emotion and gets them to take one direct action which is to win the sale.
Below are the five core elements of a high converting sales letter:
1) One big idea
2) One core emotion
3) One story
4) One single desirable benefit
5) One response
So now you know the five core elements of a high converting sales letter, it is time to actually start writing your sales letter and it all starts off with your big idea…
Creating Your Big Idea
The big idea is the most important part of a high converting piece of sales copy. Essentially the big idea is your unique hook or angle on the topic or opportunity that you are presenting to your prospects.
Your big idea introduces your topic, opportunity and primary promise in a way that grabs your prospects immediate attention, intrigues them and positions your solution to be perceived as unique or new…even if it isn’t.
Your big idea begins with your attention grabbing headline. Your headline introduces your big idea to your potential customers and then is weaved through your entire sales or marketing message until the final call to action button.
So now you know what the big idea is, below are the four key elements of the big idea:
1) Make your prospects a big promise
2) New (unique) timely and compelling
3) Quickly understandable
4) Impactful: Taps into deeper psychological benefits
So now you now the four key elements of a powerful big idea, I will now give you a formula so that you can create compelling big idea headlines for your copy and offers!
I picked up this big idea headline formula from Todd Brown who is a world class copywriter and marketer.
Here is the big idea formula:
EC x (PP + UM) + II = Big Idea
Below is what each part of the formula means:
EC = Emotionally Compelling
PP = Primary Promise
UM = Unique Mechanism
II = Intellectually Interesting
Here are a few examples of winning big idea headlines:
The first example below is from one of Agora Financials best performing offers and the big idea for this offer is based around how to legally piggyback the Canadian social security so that you can collect monthly checks between $400 and $4,700 as can be seen below:
The second example below is again from one of Agora’s high performing offers and the big idea for this offer is based around the Spanish Army’s secret for robust heart health and how you can use this secret to maintain a healthy heart and blood pressure.
It is important to understand that the above examples are merely headlines that introduce the big idea and hook that will grab the readers attention. It is then weaved throughout the entire sales promotion to build desire and ultimately to persuade someone to make a purchase.
So now you know what the big idea is and have a formula for creating your big idea headline, we now want to grip your prospects emotionally so that they read your entire sales message so ultimately make a purchase…que The Lead…
After you have opened your sales message with your big idea headline, you now need to get your prospect intrigued and excited emotionally so that they read, watch or listen to your whole sales presentation and we do that with something called The Lead.
This is the most important part of your sales copy along with your Big Idea because this really is the make or break part of your sales copy…whether your prospect reads your entire sales message or whether they get bored and click away from your sales page…so it is critically important that we get this right.
It is also important to note that the lead also includes your big idea headline. Your headline introduces the big idea to your prospects and is designed to intrigue and excite them and the opening copy after your headline will hook your prospect emotionally so that they read your entire sales message.
Your lead should typically be 300 to 800 words long which then transitions into your main body copy.
There are 7 different formulas that you can use to construct your lead depending on your prospects problem/solution awareness level and how aware they are of you and your products and services.
Below are the 7 different lead formulas:
1) The Secret Lead: This is where you lead with a big secret
2) The Story Lead: This is where you open your copy with a strong story
3) Problem-solution Lead: This is where you lead with a problem and offer a solution
4) Prediction Lead: This is where you open your copy with a big prediction
5) Big Promise Lead: This is where you open your sales message with a big promise
6) Offer Lead: This is where you open with your actual offer
7) System Lead: This is where you lead with a system
So now the big question is…which type of lead should you use? It depends whether you are opening your sales copy with a direct lead or an indirect lead.
If you’re not sure what these two lead types are, I’ll just explain what they mean below:
Direct Lead: This talks about your product and your offer early in your sales copy
Indirect Lead: This does not introduce or talk about your product or offer early in your sales message
Which lead you use very much depends on how aware your prospects are of their problems, the solutions to their problems, you and your solutions.
So for example, if you are targeting stone cold prospects who are not aware they have a problem and are not aware of the solutions to their problems, you or your solutions, then you could start with a story lead that speaks to the big concern that is on their mind currently i.e. their big problem. This is an indirect lead example.
At the other end of the scale, if you have a database of customers and they are highly aware of you and your products, you could roll out a direct high ticket offer where you introduce your product/service and offer very early because your customers are product aware and they are ‘sold’ on you, they just want to know what your product/service can do for them and what the price is. This is a direct lead.
So again which type of lead you use depends on your big idea, where your prospects are at in terms of knowing their problems and how aware they are of you and your products and services.
So once you have hooked your prospect with your lead, we now transition into the body of your sales copy.
This is where you build up your sales argument where you overcome all known objections your prospects might have about your big idea, build desire for your solution, explain how you discovered your solution, reveal your solution and show customer testimonials, case studies or other forms of social proof so that we can prove without a doubt that your product or service can deliver on the big promise and claims that you promised. At the end of your body copy, we then transition into your offer.
Whilst there are many different ways to structure your body copy, the most effective way I have found to build a sound sales argument is to start by describing the prospects big problem and explaining the cost of failing to overcome that problem. This taps into the big core emotion of fear.
Fear is a very powerful motivator because if you fear something, you are more compelled into taking action in order to solve the problem that is causing you fear and distress.
So remember, people are more likely to act if they are experiencing a very painful problem rather than if they want something badly (desire) and that’s why hitting your prospects big problem is a great way to open your sales argument…
So with that said, lets discuss how to open your body copy with your prospects BIG problem…
*Copywriting Tip*: When writing your body copy, you need to overcome all known objections so that you present a logical sales argument to your prospect. To do this effectively, list all known objections and then write benefit driven subheads that overcome these objections and simply fill in the blanks between each subhead. You can use this strategy throughout your entire body copy.
Introducing The Big Problem
After you have opened your sales letter with your big idea headline and your lead, it is time to really get your prospects attention by talking to their big problem that is giving them deep pain.
You need to go into as much detail as possible and describe their problem intimately so that your prospect feels their problem intensely but also to build a connection between you and your prospect because they begin to feel that you must have a solution to their problem because you understand it so well.
You also need to hit one core emotion that they are feeling every day so that you instantly grab their attention and connect with them emotionally.
This emotion could be that they are in pain every day and they are filled with fear or anger…you get the idea. Find that one core power emotion that is caused by their big problem and use it to get effect in this part of your sales copy.
But after you have described their initial problem, you need to up the ante and rub salt in the wound and agitate the problem further.
The way I like to do this is to describe the cost of not overcoming the problem.
Say for example your prospects marriage is breaking down and they are already feeling the pain. You can then tell them the cost of not solving the problem where they feel the pain even further but crucially they understand the painful impacts of not solving the problem and crucially their marriage.
When people see the actual cost of not overcoming their painful problem, it usually jolts them into action to try and solve it. Think of it this way…
If you laid the bare facts to your prospect of not saving their marriage, the emotional turmoil, losing their soul mate forever, losing custody of their children and just to rub salt in their wounds the big financial impact, if after seeing the facts they still don’t want to take action, either they are fools or they are totally over their marriage and hence they aren’t a fit for your product or service.
Ok so now we have identified your prospects painful problem and rubbed salt in the wound and shown them the cost of not solving their big problem, we now want to give them hope that we have a potential solution to their problem and we do this by telling a compelling and transformational story where you describe how you discovered the solution to your prospects painful problem and present it to them as the answer to their problems.
When you tell your story, you should overcome all known objections that your prospect has about your big idea but also to build the desire by talking to the big benefit that you promised at the start of your sales letter so by the time you reveal your solution, they are sold on it emotionally.
So lets construct your compelling story…
Tell A Compelling Story
One of the most powerful copywriting strategies is to tell engaging stories. People love listening to stories as they are incredibly engaging and get people hooked because people love drama or a mystery and once someone is hooked, they have to read until the end so they know what happens.
And you can use the power of story-telling in your sales copy to take someone on a transformational journey of discovery where you describe how you discovered your solution and present it to your prospects as the only solution to their big problem.
When writing your story it doesn’t have to be exhaustive, you only need to write a minimum of two or three paragraphs (more if you want to) so there’s no need to write a novel!
So I will now give you some simple tips of how you can construct your story so that it engages your prospects and presents your product or service as the only solution to their problems.
Know And Prepare Your Story
Below are four key tips that will help you to plan and prepare your story:
- Who’s the hero?
- What’s the problem?
- What’s the solution?
- How did the hero get to the solution?
So just going into a little more detail into the above tips, the first thing that you need to do is decide who the hero is. Is it you, a customer or someone else?
You then need to describe the big problem that your hero has and crucially it must be the same big problem that your prospect has…
Obviously your solution is going to be your product or service but you need to tell a transformational story of how your hero discovered the solution that helped him solve his big problem.
When telling your story, you want to describe how your hero went from being in pain to becoming pain free (the transformation) by discovering your solution. Plus you also need to overcome all objections by presenting a logical sales argument that your product or service is a viable solution to your prospects problem.
So we will now take a quick look at identifying the ARC in your story.
(Note: Do you want to beable to turn cold, paid traffic into customers and big profits? Click here to learn more.
Identify the ARC
We will now look at how you can start and end your story by identifying the ARC so that your prospects are hooked from beginning to end when reading your story.
Below are 3 tips of how you can create your stories ARC:
- Start with how the story ends
- List inspiring details
- Start in the middle of the story
So looking at this in a little more detail you want to start your story where it ends where your prospect is totally pain free and has achieved your one big promise and hence their life has been transformed. This is designed to create curiosity and intrigue into how your hero has achieved the big promise that you made at the start of your sales copy.
As you tell your story, you want to list some inspiring details that are related to your solution so that you begin to build excitement and anticipation in your story.
One thing to bare in mind is that you don’t want to start your story in a really boring way. One strategy is to start your story right in the middle of your story and begin with an exciting scene that immediately engages and excites your reader and compels them to read further.
Generally the more dramatic and exciting you can start your story the more engaged and intrigued your prospects will be as they will want to know how your hero overcomes his big struggle.
So now you know how to construct your stories ARC, I will now give you six quick tips of how to construct your story from start to finish…
The 10 key Tips For Constructing Your Story
- Start at the end or the middle of the story
- Then create your hero
- Includes the moral: Buy this product and you can enjoy this benefit
- Make your story tight
- Hint at one big benefit to come
- Tell your story quickly
- Stick to the truth
- Use specifics and juicy details
- Use benefit driven subheads to overcome known objections
- Tie it together with your big promise and then transition into your solution
So now you have your prospects hooked with your story we will now give them what they want…a solution to their big problem….
Introduce Your Solution (The Transformation)
This part of your sales letter is all about revealing your solution and explaining briefly how it will solve your prospects painful problem but ultimately how it will transform their life in a big way.
This part of your sales copy doesn’t need to be exhaustive maybe two or three paragraphs with perhaps some bullet points of the key benefits they will experience if they use your product or service.
It is important to understand that when you reveal your solution and show your prospects your customer testimonials, you are talking directly to the transformation that your prospects will experience once they have used your product or service.
We want to prove without a doubt that your product or service can deliver on the big promise that you made at the start of your sales copy.
So once you have briefly introduced your product or service, you can then roll out your customer testimonials and social proof so that we can overcome the doubts and objections in your prospects minds that your product or service can deliver the big promise that you made at the start of your sales copy.
Customer Testimonials And Social Proof
In order to win the trust of your prospects, you need to prove your credentials and that your product or service actually delivers the result that you promised at the start of your sales letter.
The most effective way to do this is to use customer testimonials, customer case studies and show your experience and achievements to show you as a credible person.
The best way to structure your testimonials is to have the name and location of your prospects, an image and then their personal written testimonial of how your product or service helped them achieve your big promise.
If you want to take this to the next level, you can use video testimonials where satisfied customers send you videos explaining how your product or service helped them.
If you don’t have any customer testimonials yet then get some beta testers to try your product or service for free and in return they can send you a positive testimonial if they achieve the results that you promised.
Whatever you do, don’t use fake testimonials or case studies because it is dishonest and eventually you will be found out and hence your businesses credibility will be harmed.
The whole point of using customer testimonials, case studies and shown your credentials is to make a logical and concrete argument to your prospects that you and your product or service can deliver on the big promise that you made to them and hence you build trust and credibility with your prospect which is key to winning the sale.
So now we have proven without a doubt that your product and service can deliver what you promised it is time to present an irresistible offer that they cannot resist to purchase.
How To Present Your Irresistible Offer
This is actually the most important part of any sales letter or video sales letter because now you want to make your prospects such an irresistible offer and no brainer deal that they would be a fool not to make a purchase with you.
This is also the part of a sales letter where most people screw up because they just list the features of their product or service and don’t present their offer in the correct way that represents great value and hence their offer is weak and few if any sales are made.
So it is critically important that you structure your offer in the correct way that builds value, removes all buyer fear, positions your price as great value and persuades your prospects to buy now!
Your offer is where you tell your prospects exactly what they will get (features) and the benefits of each feature, the price that they will pay in order to get your product or service, your guarantee and your call to action.
But it is important to remember that 80% of your offer should speak about the transformation that each feature will give them and the remaining 20% should tell people exactly what they are going to get i.e. the features of your product or service.
The most effective way I have found to structure an irresistible offer is with a method called the stack and I discovered this technique from the marketing great, Russell Brunson.
The stack is simply where you list everything that your prospect will get (the features) literally on top of each other and you will then assign a value to each part of your product or service (if you have multiple parts) and you will value build (increase your price) where you reach a final figure (what your product or service is worth) which you will present to your prospects.
Remember when listing each part (feature) of your product or service, use bullet points and start off with your feature and then talk to the big benefit.
Once you have listed every part of your product or service and built up your value, it is time to up the ante by dropping your price and making them an absolutely irresistible offer…
Before I start dropping my price, I usually justify what my product or service is worth in my prospects mind before price dropping and revealing the price that they will actually pay.
And the way I do this is with a technique called the “would it be worth it” close which I discovered from Russell Brunson.
So I say “If this product helped you achieve (the big promise) would it be worth it?
Usually if your prospects desire to achieve your big promise is strong enough, the value of your product or service before you price drop should be sold in your prospects mind.
One quick note, you don’t always have to justify what your product or service is worth especially if it is below the $100 mark as it will be more of an impulse purchase, but I would definitely do it if your offer is more than the $500 mark as it is a powerful way to justify the cost of your offer but also to make it seem like a no-brainer deal when you price drop and offer the final price.
So once I have justified what my product or service is worth in my prospects mind, I will then price drop from this value and reveal the final price that they will pay.
By this point, the prospect should be sold on my product or service and see the price as a no-brainer deal so that they can achieve the big promise that I made them.
I am now going to show you an example of how you put together your offer and how the stack works in a real world offer.
I am going to show you the Insanity Workout offer. This offer has sold tens of thousands if not hundreds of thousands of copies of this offer and has been running for years so it is a great example to follow when putting together your offer.
I will show you the offer over the following four images and will describe each part of the offer for you.
The Start Of The Offer Features v Benefits
This is the start of the insanity offer and they are showing all of the DVD’s that you get in the programme.
The key thing to notice is how they structure their bullet points for each DVD.
They start off with the feature (the DVD) and then they reveal one BIG benefit that you will get when you follow that DVD aka a big physique transformation.
They then list all of the DVD’s that you will get (the features) that you will get as part of the core workout programme.
Building The Value By Adding Bonuses
After they have listed all of the DVD’s in the core programme, they then build the value further by offering four valuable bonus’s that complement the main programme.
They use exactly the same strategy when listing their bonuses. They stack all of the bonuses on top of one another and they then use the same feature Vs benefit strategy for the bullet points where they tell you what the bonus is and what the BIG benefit of the bonus is.
After they have listed their bonuses, they reveal the total real value of everything that you get in the programme which is £500 but then they price drop and reveal the actual price that you will pay which is £49.95 plus £6.95 shipping which is the killer and no-brainer deal.
Building The Value Further
After they have given their first call to action to buy the workout programme, they then try to increase desire and value further by giving you two further bonuses as can be seen below:
They Present A Goal Or Milestone
In order to hook their prospects further, they give you a goal or milestone to reach and in return, you get a free t-shirt saying “I earned it”.
This is a very clever psychological tactic to entice people to buy and go through the programme so that they can earn the t-shirt and show off to everyone that they earned it and got the body of their dreams.
Again they are speaking to the future benefit and transformation here but also giving them a challenge and milestone to achieve and a badge of honour for achieving the milestone.
They then issue another call to action to make a purchase.
So if your prospects have got this far, they are sold on your product and service and the price. But there is a niggling doubt in the back of their logical brain…
They are experiencing buyer fear and your prospect needs reassurance that if the product doesn’t meet their expectations or doesn’t deliver on its promise, they can return it for a full refund.
This is when we roll out a fear and doubt eliminating guarantee…
Offer A No-Brainer Guarantee
This part of your sales letter and offer is all about eliminating any niggling doubts that your prospects have about making a purchase, so now we will roll out a killer and no-brainer guarantee.
Your guarantee is a very important part of your offer because all of your prospects will want reassurance that they can get a full refund on their purchase if they don’t like it or fails to meet their expectations.
The reality is, only about 5% to 10% of your customers will ever take you up on your refund policy (if your product or service is good) but it is critical to have one so that you can put your prospects mind at ease so they feel their purchase is risk free.
So how do you structure your guarantee?
You just want to make the strongest possible guarantee that you can give. Encourage your prospects to go through your course, use your product or try your service and if it doesn’t meet their expectations or achieve a goal, encourage them to ask for a refund.
I think at minimum you should offer a 30 day guarantee but if you are able, I would extend this to a 60 day or more guarantee because this gives your prospect enough peace of mind to make a purchase and give your product or service a try.
Remember if you offer a killer product or service that delivers on your big promise, the vast majority of your customers will never take you up on your guarantee. So give the best possible guarantee as this will give your conversions a big lift.
Below is an image of how insanity structure their money back guarantee:
So now it is crunch time. Your prospects are sold on your offer, they feel safe about making a purchase, but how can we up the ante even further so that we can make them buy NOW and not tomorrow?
This is where we inject some urgency into your offer…
Add Urgency: How To Encourage People To Buy Now
The final tactic that we will roll out to try and win the sale is to inject some urgency into your offer.
The problem with most people, is that they will assess your offer but most won’t buy straight away for many different reasons but most likely because they want to assess your offer in their brain before making the purchase.
The problem with this is if the prospect doesn’t buy now they most likely won’t buy at all because life will just get in the way and they will forget your offer all-together.
The most common way to overcome buyer procrastination is to inject an element of urgency into your offer so that we force your prospects to make a buying decision there and then.
I will now list various strategies that you can roll out that add an element of urgency into your offer.
- Use time limited offers where the product service won’t be available after X date or the price goes up after X date
- You can limit the quantity of products available or limit the number of people who buy your product or service
- If you re offering a very valuable bonus, you can limit this bonus to the first X people who make a purchase
So if you want to inject urgency into your offer, use one of the above strategies so that you get more of your prospects to make a buying decision there and then.
*Important* Using urgency won’t always make sense for every offer that you make especially if you offer an evergreen product or service.
And needless to say if you do use urgency in your offer, make it genuine! Using fake urgency will only annoy and lose you customers plus it will harm your businesses reputation so always use genuine and real urgency if it makes sense to do so.
The Call To Action
So now it is crunch time…que the drum roll…your prospect has two questions running through their mind…to buy or not to buy!
In order to get them to make a purchase you need to clearly tell your prospects what to do next which is to make a purchase!
When you are making your call to action, speak to your big benefit, briefly recap what they will get and show them the final price and clearly tell them what to do next.
This is how beach body structure their call to action for the insanity workout programme:
They are clearly confirming the action they want you to take, what you will get, the price of the offer and recapping their money back guarantee. They are also speaking to the big benefit by showing an image of the instructor in the CTA which speaks to the big promise which is a complete body transformation.
This is a great example of a clear, powerful and response driven call to action.
So by this point if you have done a good job, 1% to 10% plus of your prospects will make a purchase of your product or service depending on your price point and the type of relationship you have with your prospects i.e. completely cold traffic or people who know or are aware of you.
But there is one final tactic we can roll out especially if you are using a standard written sales letter. And that is to use Post Transcripts or P.S’s to recap your offer right at the very end of your sales copy.
Postscripts are where you recap your offer, bonuses, guarantee, overcome that big doubt or objection and hammer home your big benefit.
Postscripts are incredibly effective at generating sales because what most people will do is they will skim through your sales copy to see what you’re offering and how much it is and then they will read your post transcripts as they will recap your entire offer into two or three sentences or paragraphs.
One of the best people to follow when looking to write great postscripts is Dan Kennedy. He is one of the world’s very best copywriters and he uses postscripts incredibly well in his sales letters.
Here is a screen shot of three postscripts he used in one of his sales letters:
So there you have it! By this point, you will know how to write your very own high converting sales letter or video sales letter script!
But I am going to make your job even easier when putting together your sales letter or video sales letter script.
I am going to give you three of my favourite sales letter formulas that I regularly use when putting together sales letters or video sales letter scripts.
By using a proven sales copy formula, you will know exactly what to write and when to write it so you should always sales copy formulas to write your copy and offers as it will make your life so much easier!
Three Copywriting Formulas For Writing Your Sales Letter Or Video Sales Letter
When writing your sales copy, it is critical that you write it so that your messaging is delivered in the correct sequence so that your prospects are hooked emotionally and enough desire is built up so that they make a purchase.
Luckily some of the world’s finest copywriters have created step-by-step copywriting formulas so that you know what to write and when to write it so that your entire messaging and offer fires in the correct order.
But before I give you some of my favourite copywriting formulas, I will give you AWAI’s 4 P’s of a sales letter which are listed below:
1) Your primary promise i.e. your big idea headline
2) Picture (The transformation)
3) Proof (Logic/credibility)
4) Push (Get them to take action)
So now you now the 4 P’s of a high converting sales letter I will now reveal two powerful sales letter formulas that you can use to write your sales letter or video sales letter.
Dan Kennedy’s PAS Copywriting Formula
Dan Kennedy is one of the world’s greatest copywriters and his PAS copywriting formula has been used by thousands of copywriters over the years.
His copywriting formula is very simple but very effective because it allows you to create a sales message that will engage your prospects emotionally and drive them to buy your product or service.
Here is Dan Kennedy’s copywriting formula below:
1) Problem: Identify your prospects problem
2) Problem Agitate: Agitate the problem further by highlighting the painful emotions that go along with their problem
3) Solution: Relieve your prospects pain by introducing the solution to their painful problem
The reason why this simple copywriting formula is so effective can be summed up by Dan Kennedy himself:
“When you understand that people are more likely to act to avoid pain than to get gain, you’ll understand how powerful this first formula is. (…) It may be the most reliable sales formula ever invented.” ~ Dan Kennedy
So that is copywriting formula two. The next copywriting formula that I will give you is my own variation of the PASTOR copy formula.
The Search To Convert 11 Step Copywriting Formula
1) Grab Attention: Get your prospects attention and engage them emotionally with your big idea headline
2) Identify The Problem: Identify your prospects biggest problem and engage them emotionally
3) Amplify The Problem: Amplify the problem further and show them the cost/consequences of not overcoming their painful problem
4) Aspirations: get your audience to future pace and paint your prospects future after they have solved their problem
5) Story: Tell a short story about how you discovered your solution to their problem
6) Transformation: This is where you will reveal your solution and explain the transformation they will experience after purchasing your solution
7) Testimonials: Show customer testimonials, your credentials and case studies so that you can prove without a doubt that you are trustworthy and you can deliver the big promise that you made at the start of your message
8) Offer: This is where you will make your offer and reveal the price of your product or service
9) Guarantee: Overcome all buyer fear by offering a no-brainer guarantee
10) Urgency: Add an element of urgency to your offer so that they buy now
11) Call To Action: Make a strong and clear call to action for your prospect to buy your product or service now
So there you have it! By now, you will have a solid understanding of how to put together a high converting piece of sales copy that will grab your prospects attention and make them buy now.
Plus you will also know more about copywriting and constructing high converting offers than 95% of business owners and marketers out there!
I will now condense this blog post into a checklist so that you can get started quickly and write your very own sales letter or video sales letter script either for yourself or your clients.
Sales Letter Quick Start 16 Step Checklist
Below is my copywriting and sales copy quick start 16 step checklist so that you can knock out high converting sales copy in day’s and not weeks or months:
About Your Author
Grant Delmege is a paid traffic and copywriting expert and he has over 12 years of experience running high performing paid traffic campaigns and writing high converting sales copy for his various businesses and clients.
His main passion is to help small business owners and entrepreneurs to master the latest digital marketing and conversion strategies so that they can create rapid sales and revenue growth.