“Give Me 90 Minutes And I’ll Show You How To Write A Cash Sucking Sales Letter That’ll Siphon Cash Out Of Your Customer’s Wallets Like A Vacuum On Steroids!” Kevin Hill What We’re Going To Cover: • • • • • • • Introduction – What Is Copywriting? Examining Human Desires What Makes You Unique? Critical Research You MUST Perform The “Secret” Structure of a Sales letter Injecting Proof and Credibility Into Your Letter Squeeze Page and Blog Content What Is Copywriting? • Has Nothing To Do With Copyright Law • Copywriting is “Salesmanship in Print” “The Ability To Channel Human Desire And Give it A Goal” -- Eugene Schwartz It’s Like Writing A Letter To Your Grandmother… • Writing copy is the most important thing you’ll learn on this webinar series! • You can have the perfect product, but if the words on the page don’t sell the product, you will lose the sale! Human Desires • • • • • • • • • • To lose weight Prestige Eliminate Fear Greed To show off Eliminate Pain Gain Pleasure Relaxation To get rich To gain status • Good Copywriters Are Students Of Psychology!! The Desire To Avoid Pain Is Stronger Than To Gain Pleasure! You Cannot Create Desire, You Can Only Channel It! • Otherwise, you have to educate your prospect BEFORE you sell them! • Most people live boring lives and don’t have goals or ambitions. – Your job is to light a fire under their butt by giving their innate desire a goal! But…Before You Write A Single Word..... Your Prospect’s Day Is Full Of: • Distractions In Their Lives • Offline Advertising • Online Advertising • NOBODY wants to read your ad…however… • It is YOUR duty to get the word out there! Who Is Your Customer? • You have to narrowly define your market • What problems do they have that you’re trying to solve? – You are a problem solver! – You have to step into their shoes and know their wants and needs What Is Your S.O.B.? • S.O.B. = Statement Of Benefit – Analogous to U.S.P – Unique Sales Proposition – What makes you product/service unique? – Examples • Dominoes Pizza: “Fresh hot pizza right to your door in 30 minutes or it’s free” • Fedex – “When it absolutely, positively has to get there overnight” • John Alanis – “How To Have Women Approach YOU First…No Matter Your Looks, Age or Income” So, What’s Your Story? • People love a good story • “Rags-to-Riches” stories are the best! – They agitate the problem and illustrate the benefits of the solution – Russell’s story is a great example – Don’t be afraid to pound your story into your prospect’s heads! • Part of the “Attractive Character” How To Talk In Your Market In Their Language! • Know how your market talks! – Golfers: It’s not a ‘sand trap’, it’s a ‘bunker’! • Using unfamiliar words gets the reader out of the “Flow” mode and into the “Figuring Out” mode…not good!!! How To Get Someone Who’s NEVER Heard Of Copywriting To Write A Profitable Sales Letter! • The ability to take a sales letter and “chunk it down” into 12 manageable parts • How did I do it? TEMPLATES! – Thanks to David Garfinkel… • John Carlton’s “One Legged Golfer” ad is a perfect example! – Check it out at: http://www.ohpdirect.com/pro.php?sku=772G THE WINNING Sales letter Structure: • • • • • • • • • • Headline – Grabs attention Introduction – Maintains attention Story – Introduces, Agitates, and Presents the BENEFITS Offer – Introduce how THEY can get the same benefits Bullets – 8-10 “teasers” that pique curiosity Value Builder – tell why what they are getting is a bargain Guarantee – Give them a way to back out Takeaway – Create urgency Call To Action – Ask for the sale P.S. – Reinforce an important part of the sales presentation Headlines • It has to pick up the prospect, flip them over, and shake the money out of their pockets! • Remember the state of mind your prospect is in… Four Elements of Killer Headlines • • • • Specificity Uniqueness Urgency Usefulness Headlines Cont… • Make sure you use “trigger words” that call out to your prospect • A headline can increase your response by at least 300%! • Your headline should stand on its own – You should be able to stick a 800 number at the bottom of your headline and use it as a classified ad How To “Swipe” Headlines Original headline from www.doubleyourdating.com: “Swiped” headline from www.promotingtips.com: PROVEN Headline Templates • “Who Else Wants ____?” – Use this when the desire or goal is easily recognized when named. – “Who Else Wants To Pay Lower Taxes?” • “Do You Make These Mistakes In English?” – Do you make these (insert type of service) mistakes? – Use this when your service avoids mistakes that others often make…. MORE Headline Templates! • The Lazy (name your prospect)’s Way To (goal your prospects want) • Give Me (surprisingly short amount of time) And I’ll (give you awesome results you’ve never expected!) • Do You Make These (type of service your provide) Mistakes? • Do You Recognize These 7 Warning Signs Of (insert problem you solve)? • The (make a bold claim that you can live up to) or Your Money Back! Introductory Sentence • The “second” most important part of your copy • Gets your prospect down the “slippery” slide a. la. Joe Sugarman • You are NOT Ernest Hemingway…you need to get to the point ASAP! Proven Introductory Sentences: • The Gary Halbert “If-Then” Intro: – “If you want to lose weight and live your life to the fullest, then this will be the most important message you’ll ever read.” • Just State Your Case!! – “Hi, my name is John Smith and I discovered a great way you can get Red Sox tickets for free.” John Carlton “One Legged Golfer Introductory Sentence: If you were a hardcore golfer, wouldn’t this be somewhat interesting to you? Introductory Sentence Templates • The Gary Halbert “If-Then” Intro: – “If you want to___________, then this will be the most important message you’ll ever read.” • Just State Your Case!! – “Hi, my name is ___________ and I discovered a great way you can ___________. How To Write A Killer Lead: • Here’s where you introduce The Big Promise – The big underlying benefit your customer’s going to get... • You are not selling the product at this point…you are selling the BENEFITS! – Line up all the “features” and extract “benefits” from each one – Ask yourself “So What” and “Who Cares?” People Love Stories! • The Best ads have a “Hook” or story behind them – If you have a good story or “Hook” the ad literally writes itself! • “One Legged Golfer”: Great story! • But, don’t overdo it! – The ad is about the CUSTOMER, not you! Story Template Problem: (From “One Legged Golfer” Ad) …Here's what this is all about: My name is Dr. Michael O'Leary, and until very recently I was your basic "hacker". I had a love/hate relationship with golf — some days I'd be driving like a pro, maybe even flirting occasionally with par… while the next afternoon my game would absolutely go all to hell. I swear I've stood at the edge of the lake, holding my bag overhead, one emotional hair-trigger away from tossing the whole mess and never stepping up to another ball the rest of my life…. Solution: …That's how I ran into Milt Wallace. And my life instantly changed forever. In a few short weeks after listening to Milt's advice… I had infused my swing with so much new power that I was consistently muscling drives 50 yards farther than I ever had before! (And you should have seen the look on my buddies faces when I started using an 8-iron from 180 yards out, nailing shots they missed with their 5-iron!)… Transition From Opening Sentence To Story… Hi, my name is John Smith and I discovered a great way you can get your hands on Red Sox tickets for free. These technique is the ultimate Red Sox fan’s “dirty little secret” that’s guaranteed to make the ticket vendors furious (and make you the “King of Beantown” in the eyes of your buddies!) Before I do that, let me tell you the crazy story of how I accidentally stumbled across this secret when I was trying to score tickets for the 2007 World Series… (…and on to story!!!) Make Me An Offer I Can’t Refuse: • Maximize the Real and Perceived Value of the product/service • Give your most emotional rendition of how the product/service is going to solve their problem • NOW…you can talk about the features! – Claude Hopkins and Pre-emptive Advertising Offer Template From One Legged Golfer… …That means, if you're reading this message, the deal is on for right now! This is an unbelievably exciting package… designed so you don't risk a dime checking it out in your own home! What you get is the absolute bottom-line BEST one hour and 42 minutes (1:42) of Milt's most intense teachings -- shot in San Diego's most heavilybooked film studio and on the links at the most prestigious golf course south of Pebble Beach! This exciting video was shot with incredible clarity and precise sound reproduction using the superexpensive Betacam SP format... and transferred to VHS with "Hollywood quality" non-linear digital editing (on the famous $100,000 InMix "Video Cube")... using custom-wound Sony industrial-quality videotape! (You cannot get this type of superior videotape at any retail store!) Packed into this amazing 1:42 video is exactly everything you need to know to master the Triple Coil Swing in the shortest time possible. Nothing has been left out… you get the same instructional format that Milt uses for his hyper-expensive personal lessons… with the added advantage that you have it all on tape, so you can rewind and go over any part you like until it becomes second nature… Bullets That Resonate With Your Target Market: • Convert features into benefits • Blind bullets – pique reader’s curiosity • Have as many bullets as possible…you never know which one will ‘tip’ your prospect! Bullet Templates: • Number bullets: – “13 things you should know about _____. • “Top Secret” bullets: – A secret method for_____. • “Huge Benefit IN Less Time” bullet: – In less than 12 minutes you can_______. • “How To” bullets: – A new way to_______. • “Exclusive” bullets: – This unique, patented formula _______. How To Build The Value Of Your Product/Service: • Show the prospect what they are paying you is a bargain • Compare your product/service with competing products that provide the same method – Don’t be afraid to compare apples to oranges • Add bonuses – sometimes people will buy a product just for the bonuses! – Has to be related to your product Value Builder Template …This price wouldn't even buy you 15 minutes with Milt at his regular fees — the thousands of dollars that people have been giving him for over 10 years for personal lessons. Yet, for the price of one green fee at a fancy country club, you can own Milt's swing for yourself… with this video (plus the manual) that reveal to you everything you'd learn in private lessons! …. What’s Your Guarantee?? • Remind your prospect of all the claims you made and how the product is going to solve the problem • Gives them a way to “back out” if they are not satisfied • Spell it out!! Guarantee Template: …Here's how it works: Order your personal copies of the video, and use it as if you owned it. If, for any reason or for no reason at all, you aren't completely satisfied after 3 entire months (by which time I had lowered my handicap 11 strokes!) — just send back the video and the manual, in any condition, and I'll personally guarantee you get a complete refund of your purchase price by return mail. No questions asked. No hassles or forms to fill out. No problems at all… (from One Legged Golfer…) Takeaway • “This is only a test price” • “There is only a limited quantity” • “My schedule’s filling up fast, so order today” • “Our fulfillment company can only handle so many orders, so we may get backed up” Takeaway Template “We’re keeping the Boise Workshop small for good reason—we want to give everyone the same amount of in-depth personal attention required to achieve success. This is critical if you want to walk away from this seminar with ALL the tools you need to succeed… There are 53 spots available—that’s it. And when they’re gone, they’re gone. So if you’re drop-dead serious about quitting your 9-5 job, then sign up now!” • Do this if you’re limiting quantity!!! ASKING for the Order! • “Order Today…right now…while it’s still hot on your mind…” • Here’s How To Order…” • Repeat the benefits of using your product • Give a clear order link Call To Action Template So you have two choices. You can either (describe how things are in the most painful way possible) Or you can buy my widget and (describe how life’s going to be better after alleviating the problem). Imagine (insert benefits the customer will get after they use your product). So order today, right now…while it’s still hot on your mind!” Then sign your name with www.vletter.com! P.S. • You should have at least one • Recap your offer to catch the “scanners” • Recap the guarantee • “Oops, I forgot to mention…” • “Imagine this…” – Get them future-tripping on what their life would be like using your product A Good P.S. Example: P.S. Templates • P.S. If you recognize any of these 9 mistakes you’re making in your online business, you better get these tools before your money gets flushed down the toilet!!!(Second headline) • P.S. Please call right now, while you're still reading. There's no risk, no reason at all not to try this amazing package for yourself… and yet this hot deal may never be offered again! So don't let this chance to change your game forever slip you by! The number of my office is 1-800-316-5871 (a toll-free call that won't cost you a cent). Thanks. (Repeat call to action) • P.S. That’s right, you can try this treadmill for a full year and STILL take advantage of our 100% money-back guarantee! (Repeat guarantee) Subheads • Mini Headlines that break up the copy • “Nobody Reads Long Copy Sales Letters!”…at least initially! • Your subheads have to catch the attention of “scanners” • They have to tell the story by themselves • You can use subheads as “transition points” between the components of a sales letter…. “One Legged Golfer” Subhead Example… Where To Put Your Subheads (Headline) (Opening sentence) (Story) (story talking about guy that was having trouble playing golf – the problem…) My Buddies Laughed At Me When I Couldn’t Hit Past The Ladies Tee! (…story continuing about how you found the solution…) But It Was A Simple Secret Stance That Allowed Me To Blast A Drive With The Blast Of A Howitzer Cannon (And Cause My Buddies’ Jaw To Drop)!!! (Offer) For The First Time EVER, I am Unveiling The Secret Stance To A Limited Amount of People! Where To Put Your Subheads: Part 2… (Bullets) – Here Are Just SOME Of The Driving Tactics You’ll Discover On This Easy-To-Digest DVD: (Value Builder) – So, How Much Are These Driving Secrets Worth To You? (Guarantee) – Best Part? You Can Try This DVD For FREE If You Choose! (Takeaway) -But You Better Hurry…We Only Have 53 Left In Stock!!! Order Forms • • • • • Reinforces the purchase Include a check box – involvement device Restate what the customer is getting Include 2-3 Benefits Include a testimonial if possible • People will READ the order form before the sales page…that’s why you need a good one!!! Example of Order Form: Where’s The Proof? • Pretend you are a lawyer trying to make a case before a judge • Lack of proof is the BIGGEST reason why sales letters fail! This is the “Age of Skepticism!” • If you think people are automatically going to believe what you say in your copy, then you’re going to be broke! How to Bolster Proof • Testimonials – http://www.marketingrebel.com/ – Check out ANY infomercial!!! • Case Studies • Facts/figures/screenshots – http://www.bloggingtothebank.com/ – http://www.centerpointe.com/ Testimonials • Have to be Specific!!!! On to Squeeze Pages…. What We’re Going To Cover: • • • • • Introduction Definition of squeeze page Proven squeeze page outline Examples of proven squeeze pages Templates you can use So, What Is A Squeeze Page? • Mini-sales letter that collects leads • The MOST important page you’ll create! • Other names: – Opt-in page – Name-squeeze Page – Flycatcher page A Basic Squeeze Page Outline: • • • • • Eye-Grabbing Headline 4-6 Enticing Bullets Clear Call To Action Obvious Opt-In Form Irresistible “Giveaway” – Make it your BEST stuff!! Headline Bullets Call to Action Opt-In Form Squeeze Page Headlines • Cuts right though all the “junk” going on through the customer’s life and gets their attention – You are a problem solver! – KNOW your customer’s wants, needs and desires • There are NO shortcuts! Best Squeeze Page Headlines: • Invoke Curiosity • Has a “Hook” – Intriguing story that compels customers to opt-in • Contain Closely “Secrets” People LOVE secrets or “insider” information nobody else knows about! Headline That Invokes Curiosity www.contextcash.com Don’t forget to put “quotes” around your headline! Headline That Has A “Hook” Russell’s teleseminar for Vince James Headlines That Tell A “Secret” www.doubleyourdating.com How To “Swipe” Headlines Original headline from www.doubleyourdating.com: “Swiped” headline from www.promotingtips.com: Other Critical Elements of Squeeze Pages: • Call to Action – “So enter your name and primary email address to_____.” • “We will not rent or sell your email address” – Should you or shouldn’t you include this? So What About Blog Posts? • Content is KING!! • Believe it or not, you’re STILL selling! – You Still need a good headline, story, and call to action! • Keep it between 300-500 words… • Give info away for FREE! • You’re NOT Ernest Hemingway… – Get right to the point – Use short sentences, short paragraphs, and keep it conversational… How To Get Good Fast • Handwrite classic ads • Write in a conversational language • Pretend the prospect is sitting in front of you – Read your copy out loud… Recommended Books • Web Copy That Sells – Maria Veloso • Scientific Advertising – Claude Hopkins • Breakthrough Advertising – Gene Schwartz • Ogilvy on Advertising – David Ogilvy • Tested Advertising Methods – John Caples • The Copywriters Handbook – Bob Bly • Advertising Secret Of the Written Word – Joe Sugarman In Conclusion… • • • • • • Read one good ad a day Read good copywriting books Start collecting ads Start reading the tabloids Study other PROVEN ads in your market Think about your S.O.B. 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