Continuing with the sales conversion theme, Mike Morgan addressed several issues relating to ad copy.
What’s the Deal with Sales Pages, Anyway?
Too many online marketers believe that products sell themselves, and that sales pages are at best an inconvenience. Just put up any old page, and paying customers will start pouring in, right?
Mike Morgan addressed some misconceptions about sales pages, including the idea that it is an isolated part of a marketing campaign. The sales page is a part of the entire sales process, a process that may or may not include:
- Relevant Pre-sales research
- Face-to-face, verbal, and/or electronic communication with prospects
- Expert sales information
There is a fine line between swiping and what Morgan calls “Falling for the Tyranny of the Familiar”. Blindly pursuing trends because they worked for others does not guarantee your success. In fact, you will likely will fail because the conditions and circumstances of the other’s campaign are not duplicatable nor relevant anymore.
Are Prospects Really Willing to Read Your Salesletter?
Assuming that you have not pre-sold your prospects, a winning salesletter is what stands between you and a steady stream of income. So, why would someone make the effort to read your copy? Mike and others suggest the following:
- Your salesletter serves as a first (primary) impression of you.
- People genuinely interested in your offer use sales copy to evaluate your product or service.
- Prospects will read most, if not all of your sales page if the offer is relevant, and the sales copy
does not put them to sleep.
- Marketer-to-marketer (M2M) selling is big business, especially in the various Internet marketing
niches. Sharp competitors looking to improve their own skills will “swipe” you and apply it to
their own situations. Plus, they will buy your product if they can learn from it and improve their
The Three Sales Conversion Master Keys.
- Non-copy elements that influence conversion the most:
- An (Irresistible) Offer (product, service)
- List of motivated subscribers; chosen target market
- The ‘hook’, i.e. an attention grabbing curiosity that normally requires research to discover.
- Shortcuts to Winning Copy.
Swiping, i.e. “ethical stealing”, is the most powerful advertising technique. It builds your copywriting DNA.
material becomes internalized within you.
- The “Dirty Little Secret”: Testing!
Writing a sales letter is not the end of the process, it’s just the start! You need to test, because even the best copy gets
stale with time. “Freshen up” your ads from time to time.
Practical Tactics to Consider for Your Next Campaign.
- Consider writing your salesletter before having the actual offer in place. In fact, it may improve the final product.
- Inject personality into your salesletter where appropriate.
- Create a pre-notification list to attract an “affiliate army” to your offer. Provide them with the information and tools they
need to become effective ambassadors on your behalf.
- Go into the customer’s mindset (“Walk a mile in their shoes”). Ask yourself, “How does this product solve my prospect’s problem?”
- Incorporate bonuses, but test their placement on your sales page: Is it better before or after revealing the price?
e.g. After revealing the price for your main offer, write “… and to sweeten the deal”, then introduce your bonuses.
Do you want to know a secret? Mike Morgan revealed to his eager listeners that there is no magic sales copy formula. Rather, making money online demands a marketing mindset that visualizes every step of a campaign’s sales funnel from a prospect’s perspective. Then, you must test things out, evaluate preliminary results, then tweak until you achieve your goals.
Morgan aims not only to be the best copywriter, but also a sales consultant and confidante to his clients, evaluating various scenarios before selecting the best approach. The end result is a keen ability to discuss high-level campaigns with the world’s best marketers. It is a skill and philosophy that distinguishes him – a sales conversion specialist – from the rest of the pack.