CONVERTwill find mistakes to reassure themselves. They’re actually going to pick apart
what you’re saying and what they’re reading. They won’t want to believe it’s
actually them you’re talking about. You have to think about the reason they are
on your page to begin with, and tap into that. You can easily tell them that they
have permission to say no to you, make it clear that they have a choice. Bring it
to their level and say “Look, I think you’ll be interested in this. You might not
be, and if you aren’t, that’s fine. But, if you give me a minute, I can tell you
how to live a life free of panic attacks. If you’re interested, keep reading. If it’s
not for you, that’s okay too.”
Traditional direct response copy emphasizes conversion rates and squeezing
every last cent out of the buyer. That’s not necessarily a good thing, in my
opinion. I don’t like the fact that video sales letters and direct response
marketers are so psychologically keyed in and use neurolinguistic programming.
They are so keyed in that they will stop at nothing to get a sale. They look at
conversion rates and say “I need to have a 4% conversion rate or else it’s a
failure.” It’s not true, because you might be able to manage a 2% conversion
rate and then another 1.5% comes later. Gary Vee actually spoke at a ClickBank
Exchange, which I attended, about leaving the table. He said “I leave 20% on
the table every day, but they buy eventually. He leaves sales on the table, but
people come back every day and watch his show and end up buying something
from him eventually. That is why we build email lists and market, so people can
make the choice to buy from us eventually.
Logistically, there are two types of sales letters. There are video sales letters,
and there are long copy sales letters, which we have told you about previously.
Video sales letters are again, PowerPoint presentations where you actually just
read the text that’s on the slide, and long copy sales letters are very long, often
with lots of images. A lot of the time, they’re anywhere between 10 and 20
pages typed. Moderate and long copy sales letters are heavily graphic based, so
there are a lot of graphics, images, fonts, and attention grabbers. They don’t
easily convert into video sales letters now, so fewer people are using long copy
sales letters. They still work, and they can also be used in a way that video sales
letters cannot, which is sent through the mail.
We’ll get to the video sales letter later on. The next few chapters will cover the
essentials of the long copy sales letters, the headline, problem, solution,
credibility, product information, guarantee, price, close, and intensifiers. If
you’re looking at a long copy sales letter, this is the exact template it will follow.
All you have to do is fill in the sections and you’ll have a fantastic sales letter.