So.. What’s In It For Me?

Writing good sales copy. It’s the key for making more money from your sales letters. In today’s world, people have short attention spans.

People want the answer to their problems right away.

In a world where answers to questions are just a Google search away, it’s increasingly difficult to get people to continue reading long sales letters.

The key is to know how to write good copy. If you understand people, you can create better copy that really converts well.

So, what is the key here?

writing good salescopy

People Are Selfish

When somebody is reading your sales letter, they don’t care about you. I’ll repeat, they do not care about you. They don’t care about the sense of fulfillment you get from helping them or the effort you have put in.

All they want to know is what is in it for them.

Your copy must focus on them to relate to them. If you change your focus to be on them, they’ll see the bigger picture and realize that they need what you have to offer.

By putting the specific things they’ll gain into your copy, you engage them as readers and remind them that you only want to give them the best possible value there is.

In other words, that your care about them. Always remember that people are totally selfish and only want to know what’s in it for them. Use this to your advantage.

[yellow-box]Remeber: People re selfish when reading sales copy[/yellow-box]

People Are Skeptical

Make it your personal goal to diminish all possible doubts in their minds. The problem with most poorly written sales copy is a lack of the basic understanding of people and their mindsets.

Your general audience will always be skeptical.

By the end of your sales letter, your readers should be saying things like, “I don’t have anymore doubts. I need to buy this.”

If they’re still thinking about it and coming up with any excuses to not buy the product, then you clearly didn’t do your job well enough.

Think about the times when you have read a sales letter. Your mind is actively thinking as you read and coming up with different questions and doubts about the product.

Possible reasons and excuses as to why you shouldn’t buy this product come to your mind. This is what makes you human. And believe it or not, others are thinking just like you.

[yellow-box]Remember: Answer people’s questions or doubts BEFORE they know they have them[/yellow-box]

Put Yourself In Their Shoes..

Take some time to read other peoples sales letters in your niche – this is also a great way to keep on top of what your competition is doing.

Write down every doubt and question you have while reading their copy.

As you read the to the end of their copy, see if your doubts and questions were answered and cross them out if they are. A good sales letter would remove all of your doubts and leave you with nothing on your list.

Learn from the sales copy that did a great job of eliminating your doubts and questions. See what it did to convince you to officially buy the product. Use the same methods to come up with your own template.

What triggered your thoughts to say that you were going to buy the product or raised questions in your mind will be similar to what your reader are thinking.

With more practice you can canvass all possible doubts. By the end of your own sales copy, all of your readers’ questions, doubts, and confusion should be gone.


Always Use The Word “You”

There is no better word to use multiple times than this one word alone. Writing the word “you” indicates that you’re talking to the person reading it.

You don’t want to generalize your sales letter to be written for multiple people. You want to make a personal connection directly with your potential buyer.

By addressing them as just the one person you’re talking to, your sales copy will be more naturally compelling.


People Have ADD

Headlines are the key to reeling people in. Getting people to head down to that buy button is the ultimate goal.

At the end of the day, you only want to have them buy your product, right?

There really is no goal but to have them click on that buy button to purchase what you’re selling. So, how do you lead them down there fast?

Use your headlines and create a story using just those headlines.

The basic premise of this technique is to utilize your headlines strategically. Creating a great story in your sales letter is so important, but you need to re target your sales letter so that it can be read for both the skimming speed readers and the long slow thorough readers who hang off your every word.

In other words, the people who skim your copy should be targeted just as well as those who read your every single word.

How do You Target the Skimmer Speed Readers?

In your headlines, create a well written story. Try to create a story through your headlines that serve a dual purpose.

Headline the body and also allow skimmers speed reader to get the gist of your product by reading the headlines alone. Try reading one of your current sales letters now. Make sure you just look at and selectively read the headlines alone.Do you get a clear picture of exactly what you’re selling?

If not, you better fix that up right away.

Make your headlines create a separate story. This way when people are reading it, they won’t get lost before they reach the final buy button.

Remember you want a very clear path to that button. People are very fast in today’s fast-paced world. People will scroll down a page without even paying attention to what they’re reading at all.

Capture them and keep them with those headline stories, and they’ll be ready to buy in no time.


Give Them More than Benefits

Do not just tell them what they’re getting. Do not just let them know about how many pages it has and about the bells and whistles. Make it known to your readers the value of what they’re actually getting.

Telling them about features is average, showing them benefits is better. For example, a feature of your product might be a new sleek layout, a benefit to your buyer is a simple time-saving layout.

Go one step further than benefits and tell them exactly how your product will change how they feel, act, or think. Let them know how it will actually enhance and better their lives.

Elevate a time-saving layout to one that allows them more time to spend relaxing and enjoying life. If you can show them not just the benefits but the emotions they’ll experience when they buy your product, then you have got a real winner.

Making an offer without letting them know about the benefits or making it clear what they’ll be emotionally receiving is only going to make you lose them in the long run.

Make them the offer, present the benefits, and play off of their emotions by demonstrating value. In other words, people want the answer to their problem. If you have that exact answer, make sure you really seal the deal by reminding them of the emotional value of your product.

If the world of creating sales copy which converts, you need to push the right buttons with your readers minds and feelings.

If you can really convince them with your words that you have the answer to their problems, they will buy what you have for them.

Make known more than the features, give them all of the benefits and all the emotional payoffs they’ll be getting with your product.

Make it a no-brainer decision for them. If you do this correctly, you’ll have them actually impatient and wanting to click on your buy button at the bottom.


Top 5 Biggest Mistakes Marketers Make

Sometimes when I’m working away, researching, programming, creating copy.. whatever. I have an “AHA!” moment. These moments often result in deep changes to my thought process, deep changes to my marketing process, and occasionally the pangs of regret for not realizing something sooner!

In fact.. this site was the result of an “AHA!” moment.

I realized I had been spending so much time typing emails, talking on Skype, talking on forums.. and every time someone asked me the same question, I had to either dig up the last time I described the solution, or write it again! Not only that, but it also meant I was only exposing one person at a time to my advice and knowledge.

Even worse, I was leaving potential traffic to my sites and offers on the table by not getting as much exposure as I could.

“AHA!” I thought, and here’s the result 🙂

I digress – here are five of my previous “AHA!” moments that I think you will all benefit from. These are the mistakes and the lessons that made huge differences to what I do, how I do it, and what I’ll do in the future..


1. Buying Product After Product

I remember when I started, I was spending a HUGE amount of time, effort, and money, looking for ways to avoid doing any actual work! Looking back, I was nuts. with the amount of time and money I invested in trying to be lazy, I would have been a multi-millionaire by now.

We’ve all been there before.. Well, I have anyway.. You read a sales page that promises to make you $1,000,000 with little work, you fork out the cash to learn the “secret” and then..

You find out you actually need to work to reach your goal.

So, frustrated, you look for the “true” push-button solution to your financial success. You find it, you buy it, same deal.. You learn that you actually need to work to get anywhere.

Rinse and repeat, rinse and repeat..

What’s the lesson? No one gets rich without hard work.


2. Giving up too soon

Once I had my first “AHA!” moment (see #1 above). The next big mistake I made, was to give up on products and ideas too quickly! Hey – at least I was actually trying them by now..

Learning any new skill or strategy takes time, lots of time. You wouldn’t expect to be capable of performing open heart surgery after reading a surgery textbook, right? Internet Marketing is no different – it takes time and persistence to start succeeding.

That new product you bought, that seems plausible, but you haven’t made money on – does it work? Probably! Why haven’t you made money with it yet? You probably haven’t mastered it. Yet.

Give each product a SOLID go before throwing in the towel, most of them will work once you master the process, technique and skills needed to do it.


3. Not putting your own “spin” on methods

I’ll be honest, I haven’t actually suffered from this – but I sure have dealt with a WHOLE HEAP of people who have! Here’s the deal right – I release products that teach people new skills – and generally the best method I’ve found to teach, is to lead by example. So, I walk through the process using specific examples (such as keywords or niches). I also made a point of telling people not to use my example, as it’s likely everyone will try to use it.

What happens? I get emails from people asking me if the method will get saturated if everyone focuses on the same niche/keyword. And yea – it will.. for that one niche/keyword. What happens then? Well.. no one wins. More and more people work harder and harder to go after a small group of people.

Don’t do it – put your own “spin” on things..

That “spin” doesn’t have to be much – a lot of the time it can be as simple as using different keywords, or taking the same keywords and applying them to a different medium. Just whatever you do, do not copy the exact example shown in any product. Almost everyone will do this, and almost everyone will fail because of it.


4. Abandoning ship as soon as results come in

Right – here’s the deal, when I started out, and I saw the first meagre results come in after working really hard, I was really disappointed. I had worked hard, really hard.. and All I made was a few dollars? I was working for LESS than $1 an hour!

I threw in the towel – I knew the system worked, I knew I could make money with it – but my nativity and inner laziness made me thing that what I was getting, was the best the method had to offer. On to the next method I went!

How silly – I mean, of course things are going to be a little slow moving – it’s like that in any business!

When results start coming in – it’s time to put the pedal to the metal and push HARD to improve things.


5. Not building a list from day one

I can’t believe I made this mistake – I had read it everywhere, as I’m sure you have.. “The money’s in the list”. That’s repeated everywhere – absolutely EVERYWHERE!

And yet, I didn’t do it.

I didn’t think I knew how – I didn’t think I could do it.. It was something I would “get around to doing”.

There are so many ways to monetize a list of people it’s not even funny! Affiliate marketing, selling your own products, selling solos, sending free CPA offers.. you name it!

Now don’t get me wrong – I don’t suggest spamming your list (they’ll hate you, or just ignore you). I hardly EVER email my list – most emails that are sent out are autoresponder sequenced followups to free opt ins to squeeze out an extra sale or two, or at the very least provide some value to the subscriber!

Building a list is the best thing I have ever done – it’s traffic on demand whenever I want it. I don’t need Google, I don’t need to Facebook, I don’t even need to spend any money to do it!

One day I’ll get around to a list building post on here – nag me in the comments if you want me to do it 🙂


6. Excuses

Oh wait, I said 5.. I had to throw this one in here – it’s a HUGE issue I see all the time, both online and offline.. I’ll probably get some hate mail from this one, but I can take that – anyone sending a nasty email probably falls into this category 😉

“I’m too tired”, or “I don’t have the skills” or “I don’t have enough money”. These excuses might seen reasonable to you – but let me tell you this, successful people don’t make excuses. They own themselves, they own their position and they own their failings.

“I’m too tired” – probably not, if I offered you $100 to stay up and work on your business, would you do it? If the answer is yes.. you’re not too tired.

“I don’t have the skills” – What if this was your attitude to driving, or dare I say.. sex? We can all learn new skills – Making websites isn’t hard once you’ve tried it a few times.. Making videos is a cinch with the tools that are around today.. I you haven’t spent at least one week and not made any progress, you’ve got no excuse here!

“I don’t have enough money” – Unless you’re getting into PPC, you can easily get started for $1 or less for the first year for most marketing. You’ve got a dollar, right? Sure, having some money to invest on graphics, content, advertising, etc.. can help your business grow faster.. But it’s most certainly not a requirement for most businesses.

Put the excuses to bed and give yourself the success you deserve!


Wrap Up

That’s all for now folks – over time I’ll add my best “AHA!” moments to this post – if you have any moments of your own you’d like to share, please let me know. We can all help each other learn and (hopefully) avoid making the same mistakes time after time.