Be an Obnoxious Tease (and Get More Email Clicks)

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.

For example:

Say you’re selling a business coaching program about helping folks ditch their 9 to 5 gigs.

Don’t say:

“I want to tell you about this fantastic new program I’m selling to help you ditch your day job.”

Instead say:

“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.

Here’s why:

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.”


How Long Should a Sales Page Be?

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:

Gotta-Have-It Offers

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 reader believe they need the product or service.

Need-It-In-My-Life Offers

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.

But I want you to know that it’s not about the number of words, it’s about having the right elements to make folks wanna smack the buy button. Now, I share all these elements in my new book, Shots Fired! How to Write Copy that Pierces Hearts (And Opens Wallets). 

In the meantime, I know you want something today to make this sales pages thing a whole lot easier. And, of course, I got you covered.

So …

Here are the top 4 questions you MUST ASK yourself before publishing your next sales page:

  1. Did you pierce the heart of the buyer and make an emotional connection?
  2. Did you paint the picture of the “promised land” and how the buyer’s  life will improve after buying your product/service?
  3. Did you address the buyer’s objections to investing in your product/service?
  4. 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.

This Two-Letter Word Can Change Your Life Forever

What’s the word? No. Yep, that’s it. N-O.

Think on this for a sec:

“No” is one of the easier words to learn when attempting a new language because no matter where you are in the world; the word is the same or very similar.

Soooo why is it so darn difficult for us to let this tiny word fall from our lips or onto the page? According to social psychologist Susan Newman, Ph.D., “most people have a hard time turning down requests.”

That means you’re not alone if you just can’t seem to utter or write this tiny word. Heck, I just got over my “no-phobia” about six months ago. But by doing so, I’m more refreshed, less stressed and able to give my best to everything I CHOOSE to do.

Ready to crush your fear of saying “no”?

Heck YES, you are! Start here:

Crush Your “No-Phobia” Once and For All

Let’s say your boss just asked you to stay late to work on a new project, and you don’t want to. You have two choices:

1.    Stay and be miserable (when your heart’s not in it, your work suffers)
2.    Say no and be more productive (because when you feel good, you work better)

Now surely, you can’t just tell your boss to buzz off and leave you the hell alone. That would be rude (and might have you on the entrepreneur train much sooner than expected).

But you can say something like this:

Thanks so much for thinking of me for the project. I appreciate your trust in my ability to handle what sounds like a wonderful opportunity for the company. I am unable to stay tonight for the meeting, but would love to be on the team. Can I take you out for coffee on Monday to catch up on what the team discussed?

See how I tucked the “no” in between two affirming statements?

The “Tuck the No” Method

You first start off with a compliment or a statement of appreciation to warm up the recipient to your message. Then you move into the “no” and end your note with a solution that benefits the recipient (and you, of course).

I call this “Tuck the No” ™ (TTN) method. And you can use TTN for emails to friends, colleagues, business partners, family members and everybody you know!

So the next time you want to say “no,” don’t be shy. Just do it! Try the TTN method and send me a note letting me know how it feels to crush your “no” phobia once and for all.

7 Timeless Tips for Persuasive Writing

So you just met your dream prospect at a networking event. And you heard the angels sing when he said, “send me the details!”

But now what?

Follow these 7 timeless persuasive writing tips to land your next client.

Tip #1: Be Persuasive

My No. 1 tip for persuasive writing is making the content about the prospect, not you as the awesome service provider.

Always start off your letter, email or other business communication with details on what the prospect will gain by hiring you.

People are selfish. So if your writing focuses on “me, me, me” you’re sure to lose your reader’s attention … fast!

Tip #2: Know Your Audience

This rule is critical because, after all, how can you effectively sell a solution if you have no idea who you’re speaking to?

Do some research to identify the right buyers for your services. And do this BEFORE you hit send or drop your letter in the mail.

Tip #3: Be Clear

Your sales letter should hit on three key points:

  1. How the prospect will benefit from your services
  2. Who you are (and why the reader should care)
  3. How the recipient can get their hands on what you’re offering

Sales letters should be only as long as necessary to deliver this information in an engaging and persuasive way.

Tip #4: Be Relatable

Sales letters are intended to engage and persuade your prospect. Yes, it’s fine to create a template. Templates save time and prevent you from needing to write your letters from scratch each and every time, but you still need to infuse your letters with some flair.

Let your personality shine through. Tell a relatable story. Use a casual, professional tone. Whatever you do … let your personality ooze from the page.

Tip #5: Be Courteous

I get it … email is the fast, new way to contact prospects. And you’re not sitting by the phone for prospects to call. So, you decide to include only an email address in your letter.

Uh oh! Remember, it’s not all about you. Give your prospects options to contact you via phone, email, snail mail … message in a bottle if necessary.

Tip #6: Speak Their Language

Tone is a common issue with sales letters. They have an awkward, robotic tone that turns off the reader from the opening sentence.

When writing sales letters, picture yourself having a face-to-face conversation with your prospect. What words would he use? Would his tone be casual? Whatever the answer – match that same tone in your letter.

Again, show your human side. CEOs and company big wigs hear people use jargon and corporate-speak all day long, it would be refreshing to read a letter that’s down to earth and relatable.

Tip #7: Smoke Out the Typos

What’s the quickest way to sink your chances of building credibility with your prospect? Deliver a letter riddled with typos.

Your spelling, grammar and punctuation should be perfect. Spell check, proofread, ask your wife’s brother’s cousin to read your letter … whatever you need to do. But please proofread your letter before sending it.

Bonus Tip: Follow Up

Even with the best sales letter, people may not respond right away. So do you bury your face in the sand and give up?

Heck no!

You follow up. A study done by the Association of Sales Executives revealed that 81% of all sales happens on or after the fifth contact.

So, if you’re only following up once or twice, imagine all the business you’re losing out on.

Dying to get more money-making writing tips like this, join my Word Boss Mastermind Group on Facebook.

How to Know if You Need a Copywriter or a Lawyer Who Practices Copyright Law

I was asked to speak at a local entrepreneurship event – one of Cleveland, Ohio’s most notable conferences. Our panel discussion was fun, amusing and full of “real talk” from women business owners who are finding success.

Anyway, here’s the good part:

After the event, attendees were lined up to hear more about my business. I had already talked to 10 or so folks when bright-eyed Carmen sat across from me and said:

“I wrote a brilliant book that’s going to change the world, but I’m worried someone will swipe my story. What can I do?”

Copywriter vs. Copyright

That’s when I had to explain that a “copywriter” has nothing to do with a “copyright.”

A copyright makes sure you don’t get screwed if someone decides to steal your great idea.

A copywriter writes sales messages that appeal to specific audiences.

Bottom line:

Copywriters write the words that get people to buy what you’re selling.

If you’re looking for someone to protect your brilliant idea, then you’d be way better off calling a lawyer who specializes in copyright law than dialing up a copywriter.

Very common mistake. But you see it’s all in the spelling.

Feel the Power of Copywriting

Anyways, if you want to tap into the power of copywriting, go here:

Inside, you’ll find a ton of profitable tips and tricks to get people to do what you want.

Now, I gotta warn you that it’s all pretty dangerously wicked.

But it’s completely legal and ethical.

So click and be persuasive.

You’ve got nothing to lose and everything to gain.