You finally did it.
You started a blog and created your first product. Now it’s time to finally start making sales online.
However, there’s one big issue in the way. You’re going to have to convince people to buy it. Specifically, you’re going to have to write some sales copy that will actually turn visitors into customers.
If you’ve been taking a look around some of your favorite blogs and courses, you’ve probably realized there isn’t a lot of solid information when it comes to writing sales copy that actually converts.
Especially about writing copy that doesn’t make you sound like a used car salesman and all you care about is making money.
That’s why I’d like to share with you a very easy to understand 16-point system you can follow to start writing your copy and know that it will convert.
Plus, you can use this same system not only on your sales letters and videos to double and triple conversions, but you can also use it to make your emails get more clicks, your blog posts get more shares, and any piece of content you create to get more engagement.
Let’s get started.
Step 1. The Headline
Your prospects will give you about 3 seconds of their time to decide if they should continue investing more time into what you’re offering so getting this part right is essential.
The purpose of your headline is to make your user take action and keep reading.
Your main headline should include…
End Result Customer Wants + Specific Period of Time + Address the Objections
You don’t need all 3 all the time, but usually all 3 together will do wonders.
Your main headline needs to be clear about what you are going to offer. Clarity will always trump funny or witty headlines. You need to grab the reader’s attention by clearly identifying the problem and what’s in it for them.
Step 2. The Lead
The next part of your sales letter is what I call ‘The Lead’ in which you want to prove you know your customer's problem and reveal your big solution or major overall benefit customers will be getting from your service.
First, start by proving you understand their pain and major problem and try describing it better than they can.
Once you’ve outlined the pain they are experiencing, you want to reveal the big solution and major benefit you will be providing them.
Deliver a major overriding benefit that your product or service offers. For instance, if selling an ab machine your overall benefit is how good-looking they will become after using it.
Remember, you’re focusing on the major benefit that is going to be delivered and not the products features or even its name yet.
Step 3. Qualify Yourself
People listing or reading your sales pitch need to know quickly why they should believe you and why you’re qualified to be selling them this product.
In this section, you need to list any accomplishments you’ve made on your product, big brands or figures you’ve worked with, and a few testimonials or quotes from major figures you’ve worked with.
If you’re just starting out, at least list a few good testimonials or quotes about what your product reviewers said about you and your product.
Step 4. List the Benefits of Your Product
Next is to outline the benefits of your product. These should list all the additional benefits the user will be getting from your product you didn’t mention in your Lead or Headline section.
However, make sure you’re outlining benefits and not features of your product. This is a major mistake many bloggers make.
For example, if you were going to sell a microwave to someone you wouldn’t focus on describing its color, the length and width of it or even technical features.
Instead, describe how it’s going to help your prospect like how you will be able to prepare food faster and never worry about cleaning up. Focus on the benefits and don’t get them mixed up with features or specifications.
Instead of writing ‘our device has 2 GB of data’ write something like; ‘instantly have access to over 1000 songs in your pocket’.
Step 5. Validation and Proof
After you outline all the benefits your product has to offer, you need to provide definitive proof your product works.
Ways of doing this include case studies, social proof, and testimonials from users of the service.
Make sure not to just stack these testimonials in a row as readers will gloss over them. Highlight the main benefit the user got from the testimonial as the headline, then fill in the rest of the testimonial below.
If possible, video testimonials and testimonials with the speaker’s picture convince better than text on a page. Today, there are just too many fake testimonials everywhere so you need to provide absolute proof real people are actually using and liking the product.
Step 6. Tell them About the Offer
This is when you let prospects know that they can get access to your solution or system today, but don’t reveal the total price just yet.
Just let them know they can get the desire they want and pain stopped with your product or service. It’s ok to hint what a great price may be like “today you can get access to my secret ab system, and I think you’ll be extremely surprised in a good way when you see what you can get it for today”.
Step 7. Add Bonuses
After letting prospects know they get access to your product you need to increase desire and perceived utility or value by adding on bonuses if you have any to offer.
Why add bonuses?
First, bonuses are a great substitute for discounting your price. Sure discounting can result in 3x as many sales in a single day, but the long-term damage of ‘discounting’ your products over a long period is often not worth doing it.
Customers get addicted to it and when you stop discounting people stop buying. Just think about what happened to JC Penny.
First, never add something as a bonus that customers will expect in the full product. That’s like saying the key needed to start your car will come free when you buy the vehicle today.
Instead, add something will enhance or add-on to what you are already selling.
You often see travel companies sending a free tour guide and restaurant list when you buy a vacation rental place from them. These don’t have to be complicated. Something simple you throw in can often be the thing that sways a prospect to buy.
If you offer life coaching a good bonus may be something simple like a free 4-week email support or a free 30-minute Skype conversation if the prospect buys in the next 24 hours.
Step 8. Sum Up Your ‘Theoretical Cost Value’
Next, you need to sum up the offer, bonuses, and calculate the total ‘theoretical value’ of what it should be worth. This is not the actual price they will be paying, but a higher value to help anchor it against the true price.
So for example you can say…
“So today you are getting access to all 7 ‘Get Abs’ modules, a $300 value, the Get Abs community forum, a $100 value, and our special bonus Nutrition Today package, a $150 value, and that’s a value of $550 dollars, but today you can get instant access for only…”
Then you can finally reveal the actual price at a lower price than when you calculated the value of everything including the bonuses you are offering.
Step 9. Reveal the Price
You should reveal the price in a way called ‘price anchoring’ which is a psychological tactic that will make your price seem like a bargain by comparing and relating it to different things. Products themselves are not cheap or expensive; it all depends on customer perception.
For example, when you are shopping for big screen TV’s you might see one that is 45 inches for $1200 and another that is 42 inches for $700.
Which one would you rather buy?
Well, chances are your brain is telling you the 42 inch TV is the better deal, almost half off. But that may not be a great bargain at all since the retailer set the first TV as a $1200 anchor against the second. The $700 one could be a rip off.
You should apply this same strategy to your marketing and pricing.
Here’s an example of a company using price anchoring.
Step 10. Introduce Scarcity
Next, is to include scarcity. If some sort of scarcity is not injected into the offer it probably wont convert well.
Scarcity simply means something will be available for a limited amount of time whether it be the price, the bonuses, or even the whole offer all together.
Scarcity works because it plays into a psychological condition known as loss aversion or people’s tendencies to strongly prefer and act on avoiding losses as to acquiring gains.
For example, we will work harder to avoid and lose more satisfaction from losing a dollar than to gaining a dollar.
Examples of scarcity may include…
- Limited number of copies or seats for your product
- Limited time the product will be available to the public
- Limited time bonuses will be offered in addition to the product
- Limited time the price will stay the same
The important thing about scarcity is that it is believable and you follow through with it.
If not, then you’ll be lying to your potential customers which will damage your sales letters and brand forever.
Step 11. Add an Amazing Guarantee
After scarcity, you need a solid guarantee to lower the risk level of the purchaser. Because of scams and poorly run online businesses, the standard ‘100% money back guarantee in 30 days if not satisfied’ doesn’t bring the same confidence to the customer as it once did.
Some ways to make an amazing guarantee include offering a longer guarantee like a 90-day guarantee or one-year guarantee.
You can also give additional money back if the customer is not satisfied or do a redo of the project. Just make it something that brings additional confidence that your services and product actually work.
Step 12. Call to Action
After your amazing guarantee, it’s time to officially ask for the sale.
The call to action is more of a command to action as you need to take your prospect by the hand and tell them exactly what to do next. Be as specific as you can. Even if all they have to do is click a buy now button below your text or video, say in your copy, ‘go ahead right now and click on the yellow colored buy now button right now to get your copy of X product.’
Even if all they have to do is click a buy now button below your text or video, say in your copy, ‘go ahead right now and click on the yellow colored buy now button right now to get your copy of X product.’
Step 13. Warning
Next, warn them about what’s going to happen if they decide not to take action.
This again plays into loss aversion. Let them know how they will be stuck without a solution to the major benefit you outlined at the top of your copy and what that will mean to them in the future
If selling a b2b service, let them know how other competitors will be taking action with the product and their business will have to play catch up they delay their buying decision.
Make it seem that they already have the solution in their hands and if they don’t do this one last thing it’s going to be taken away.
Step 14. Future casting
Next, you need play into future casting.
If they prospect still hasn’t taken action yet, you need to highlight the major benefit they are getting, and force them to imagine their life with the desired result. Don’t future cast about them using the product and on the way to getting the results, but instead about them at the finish line with their major pain solved.
For instance if selling weight loss you can write, Take a moment to image yourself running and playing with the grandkids like you used to, before you gained all the weight.
What would it mean to you to not only look fantastic, but to have the energy and passion you used to have back in your life again?
Create a vivid mental image using adjective and adverbs forces them to picture themselves with the big desire they wanted.
Step 15. Sum Up Everything
Finally, sum everything they are getting up in including the major benefits from the product, the bonuses, any major social proof points you want to highlight again, the money they are saving, and the scarcity into one final paragraph.
Then, you can do one last command to action and get them to make a decision to get the product, or to walk away without the solution.
Step 16. F.A.Q
Hold on, you’re not quite done with your sales letter yet!
Just by having a FAQ at the bottom or end of your sales copy can increase conversions up to 80% and above. Even if doing a video sales letter you need a FAQ they can at least watch.
Here is a good place to outline the technical details of your product like size, weight, amount of data it can hold, etc.
Pick the questions that are obviously going to be asked as you don’t want to flood your FAQ with information less than 1% of your readers will actually care about.
Over to You
There you go, 16 steps to follow to take your sales letter to the next level.
I understand many bloggers don’t feel comfortable or like to sell things, but if your product is truly going to help someone out there, you owe it to yourself and them to get them to buy it.
That being said, are you incorporating these steps into your sales letter and blog posts? What are you doing to increase conversions on your blog and sale letters?
Interested in Learning More About Sales and Blog Conversion?