If you’re having trouble getting email clicks and persuading people to put their eyes on your sales offers or blog posts, here’s a way that works like crazy (when done right) almost 100% of the time.
Look, I’m a big tease.
Especially in email.
Really you have to be an almost obnoxious tease to get people to click.
And you can do this by saying something extremely enticing for your market, and at the same time painfully incomplete.
Say you’re selling a business coaching program about helping folks ditch their 9 to 5 gigs.
“I want to tell you about this fantastic new program I’m selling to help you ditch your day job.”
“I just learned about this great new way to ditch your day job and make a ton of money. I could almost kick myself for not having thought of it sooner. It’s fast, it’s simply and it costs nearly nothing to use it. And I reveal all the details about what it is and how it works at …”
See the difference?
The key is to NOT make it obvious you’re sending them to a “sales” page or a boring old blog post.
Only about 5% of the total potential buyers – the folks who want any and everything on the subject, no matter what it is or what it costs – will click the link after you’ve told them everything that’s waiting on the other side.
To get more sales, you should test teasing them with the promise of more details and make it worth their while to click and go to your sales pitch.
In other words:
Show them just enough of the good stuff to get them to want more.
Then let what’s behind the click — your sales page or blog post “bring home the bacon.”
I asked a simple question in a few Facebook groups the other day …
“How long should a sales page be?”
I got responses ranging from as long as it takes to sell the product to it depends on the price to I have no idea.
Now here’s the answer:
It depends on the amount of your offer. Your sales page should include enough of the RIGHT words to propel the reader into action. (Yep, they got that one right – I hang out with a ton of smarty pants folks :))
For example, let’s say you’re selling a $75 mini-course on how to sell shoes online. You have a few videos, worksheets and that’s it. Now, you don’t need 50 pages of text to sell a $75 product.
You’d literally kill folks with your words. And NOT in a good way.
Second, it depends on your audience. Selling to a bunch of ice-cold folks who barely know your name? (You may want to rethink doing that, but that’s for another email.) You’ll need more words to get them to part with their moolah.
Third, it depends on what type of product you’re selling. Is it a “gotta-have-it” or a “need-it-in-my-life”?
Let me break this one down:
A gotta-have-it offer is something folks don’t NEED to survive but want to so they can live a happier, richer, healthier life. Think of coaching services, copywriting, health coaching and so on. No one’s going to die without these (well your business might), but you see my point.
To sell these items, you need to do some serious copywriting because you have to stir up the DESIRE for the product when logic is telling them that what you’re selling is not something they require. With a long-form sales page, any good copywriter can make the readerbelievethey need the product or service.
On the other side, you’ve got the need-it-in-my-life offers – clothes, food, shelter – life’s essentials. Now to sell these items, all you need is a fantastic unique selling proposition (USP) and copy that makes the offer sound irresistible. You can usually do those two things in less than 3 pages – think billboards and magazine ads.
Alright, so what’s the answer, Apryl?
How long should a sales page be?
Well … it depends. I can tell you that the sales pages I write for clients who sell products and services ranging from $47 to a few thousand bucks are between 600 to about 2,000 words.
In the meantime, I know you want something todayto make this sales pages thing a whole lot easier. And, of course, I got you covered.
Here are the top 4 questions you MUST ASK yourself before publishing your next sales page:
Did you pierce the heart of the buyer and make an emotional connection?
Did you paint the picture of the “promised land” and how the buyer’s life will improve after buying your product/service?
Did you address the buyer’s objections to investing in your product/service?
Did you make it easy for the buyer to smack the buy button? Side note: You should always include buy buttons throughout the page (folks get annoyed when they have to go all the way to the bottom to click – make it easy).
And that, my friend, should hold you over until you can get your hands on my bestselling book.
“Sticks and stones may break my bones, but words will never hurt me.”
Ooh wee I thought I was big time by saying that whenever Lil’ Johnny annoyed me in class.
My granny taught me that. And honestly, it was just as much a lie as it was ineffective in getting that bully boy Johnny to leave me alone.
You see, words can hurt. They can move you from bawling your eyes out to trembling with excitement to bursting into a rage and hurling a shoe across the room. The emotional triggers of certain words are evident in great novels, movies and music, but the power of words leaps far beyond storytelling.
When you write emails, sales pages and website copy that makes people feel something, you’re more likely to get them to do something.
Invest in your service. Download your e-book. Register for your webinar.
So, you’re probably wondering … how?
The Internet is full of folks who can jot down a great idea or two, but to make those ideas captivate the mind of the reader, tugging and pulling at their emotions until they do exactly what you want. Now, that’s a superstar skill.
The good news is, this skill can be yours. That is when you know how to sprinkle your copy with magically persuasive words.
Smart copywriters infuse their sales copy with carefully-selected, high-emotion words that draw the reader into their text and persuades them to take action.
Granted, that’s not all we do. Storytelling is a big part of it too. But that can take years to master. However, discovering how to spice up your copy with the right words is a great way for any beginner to instantly become a better sales writer.
101 Words to Start Using Now
During my 15 years as a copywriter, I’ve read and written a ton of sales copy. A while ago, I started cataloging words that captivated me, categorizing them based on the emotion you want to create, so you can easily inject magically influential words into your copy.
Now, you certainly shouldn’t send your reader into a deep, dark depression by focusing only on her pain. Use these words to show her what life will be like after buying your product or working with you:
• At ease
• Picture this
• Pure joy
Ready to use these words to excite, engage and propel the RIGHT people to invest in your products and services?
Get fill-in-the-blank templates and formulas to do exactly that in half the time … even if writing is NOT your zone of genius.
Frankly, this is one of most frequently asked questions copywriters get.
After all, if nobody makes it past the headline, you can stick a fork in your offer – no matter how irresistible it is or how intriguing your sales page.
So let’s have a little informal “challenge.”
Read the following email subject lines and try to guess which one had the highest open rate:
Shake what your mama gave ya
Free writing help
Why do we use swear words
Advertising critics would say:
“All these suck!” There’s no pain or benefit! Where’s the numbers, we all know list subject lines are awesome? My mama didn’t give me anything to shake? ‘Free’ will get sucked up in spam filters. Who swears in business writing? You’re nuts, Apryl!”
And, of course, these critics would be wrong.
Before I tell you the winner, here’s a dirty little secret:
Focusing all your attention on the market is the magic of copywriting. And when you write headlines, think market first, product second.
Do this and you’ll get way better results. You see when you talk about someone’s insecurities, trends, past times, fears, wants, pains, you will never bore them. They will hang on your every word. And your headlines will never go ignored.
Let me drive this lesson home.
I sent the “shake what your mama gave ya” email in March to promote one of my copywriting services, and at that time it had the highest open rate of all my emails – 60%. Nowadays, I rarely even check email stats.
I don’t let open rates and click-through numbers mess with my mind anymore.
The only number that matters are sales.
And that number has tripled over the past few months.
Anyways, here’s the point:
You can find “killer” headlines anywhere.
Just flip through the “junk” magazines at the checkout line in your local grocery store.
Watch the news and listen to how the anchor leads to a story right before the commercial break.
Listen to heart-wrenching one liners in hip-hop, gospel and country music.
Go to a movie.
Play with those addictive little headline analyzers (just for fun, please).
“Killer” headlines are literally everywhere.
Focus on What Matters Most
So don’t stress over writing so-called “killer” headlines. Frankly, they can kill your sales because they usually don’t focus on what matters most …
Gurus will tell you to use numbers to your headlines.
Include explosive words.
And these are theoretically solid tips.
But really, all you gotta do is …
Focus all your attention on your audience first. The loyal followers and fresh pile of leads you want to invest in your products and services. And then the product or service.
Do this, and your headline will be killer without you fussing with “guru” tips and tricks.
Plus, you’ll make a ton more sales.
At least, that’s what has worked for me.
Ready to attract more clients, close more sales
and make your bank account extremely happy?
Turn your copy into cash with my fabulous Friday writing digi-chats. Join us now and get your copy of the “Write Like A Boss Guide”for the hefty price of FREE.
One of the most effective ways to approach the pricing question is with the assumption the prospect on the phone with you will – right out the gate – be shaking her head and saying to herself, “this chick is a lunatic if she thinks I’m paying that!” when you reveal your price.
In other words, with every benefit you toss out there, just assume she will object to the price.
She might want to just pay what you’re asking and get started with the project (if you’ve targeted your market right and have copy that sings the value of your offering).
But chances are she’ll have sticker shock.
And yet, there’s a special way of selling to skeptics like this that prevents them from running for the hills when you reveal your price.
What is it?
Simply think of your prospecting call as a sandwich.
Here’s what I mean:
Your “meat” is the price.
The two pieces of “bread” are both some form of credibility element (such as your experience, testimonials, endorsements from a respected professional, etc.)
And to make your price “objection proof,” every time you reveal it, simply add a credibility element – even if it’s just a few words – that backs up the price both before and after the price.
What to Say When You’re Asked About Rates
So your conversation could go like this:
Her: “Alright, so how much is it?”
You: “Before we talk price, let me say this. If you’re looking for a cheap [business plan, website design, etc.), then I’m not right for you. My clients make millions off my [business plans, website designs, etc.] and results like those require a high level of quality, which is what I deliver.”
Her: “Okay …” (Thinking to herself, this is going to expensive.)
You: “With that being said, for this service, you’re looking at $XX. That rate includes XYZ. With XYZ in hand, I can almost guarantee you’ll get the results you want, as long as you market/present it right.”
Now, if you’re talking to the right person (someone who can afford your services), then she will undoubtedly whip out her credit at that very moment.