5 Simple Tweaks to Increase Your Sales Letter Conversions
March 17, 2009 by fladlien
Filed under Uncategorized
The “Power of 4″ Guarantee
Almost every sales letter I write mentions my guarantee in at least 4 separate places. Usually, as soon as the offer is mentioned, I tie it to a guarantee. I also create a “guarantee section” with its own subhead and a whole chunk of copy dedicated to it.
I re-iterate the guarantee on the order form, and if I include P.S.’s, I mention the guarantee there as well.
A good rule of thumb to follow is that your sales letter should mention something about your guarantee in at least 4 separate, distinct parts of your copy.
The little-known “Third Headline”
The goal of a headline is to get people to read the opening paragraph. The goal of a subhead is to continue to keep them reading, to provide eye relief, and to “write for the skimmers”.
There is another type of headline though – it’s the first sentence in each of your paragraphs.
Occasionally you want to “sell” your reader on reading the next paragraph. So you want sprinkle in paragraphs the start off like this…
Now get this….
Let’s move a bit closer to the truth…
That’s only half the story though…
Here’s a neat little trick…
What’s next?
And so on. I actually created a swipe file for this because it’s that important. (By the way, you can get it at http://www.twosickbastards.com — it’s the report called “Power Transitions”).
By adding that little extra sentence to the beginning of the paragraph, you’re promising the reader something worthwhile and in their benefit. That’s good for keeping their eyes glued to your ad.
The “Close A Day” Routine
I don’t advocate you study a lot of copywriting. Instead, it’s much better to learn by DOING. One great exercise is to go through your swipe file everyday until you find one or two paragraphs that you consider brilliant copywriting.
Then, type out that paragraph over and over again in a word document. After that good warm up write some of your own copy, either for a letter you’re working on… a new letter… or a tweak to an existing letter.
“Cliff Notes” A Sales Letter
In my Gary Halbert Swipe File package (www.halbertswipefile.com) what I did was took 6 of Halbert’s ad, and stripped them bare.
For example, he might open up with some dramatic proof element, and then transition it to hit the prospects 4 biggest sources of frustration. After that, he’d launch into a list of bullet points, then present the offer, give the guarantee…
And so that’s how I’d cliff-note the ad. I’d literally say…
“Start out with dramatic proof to get their attention. Then transition it to agitate their three biggest problems. Next, get them excited for a solution by offering some incredible benefits…”
The above exercise made me really good at creating “flow” in my letters, to the point I can now organize a sales letter in my head.
Use “Positive Phrasing” As Much As Possible
One line I hate to see in a piece of copy – “Don’t delay, act today!” Why? Because it uses the work DELAY. I don’t want my prospect to even have that work pop into his mind when he’s reading my copy.
The mind typically processes things only in positives. Don’t think of yourself driving in a fancy sports car. I would bet most of you reading this just did. Even though I told you “Don’t”. Your mind just hears “fancy sports car” and it’s off creating pictures.
If you put a line like this in your copy: “This isn’t some crappy , rehashed guru product…” you run the risk of your prospect making a picture in their mind of your product AS a crappy, rehashed guru product.
I make these mistakes myself from time to time… It DOES happen. But as much as possible, when you’re reading through your copy and “smoothing it out” before putting it out in public, try to use positive phrasing such as “you should act now” instead of “don’t delay, act today” and “this product has its own unique twist” instead of “this isn’t some crappy, rehashed guru product”.
What’s your thoughts on these 5 techniques? Do you use them already in your copy? If not, when are you going to start?
This was a great post. I feel like I’m already a better copywriter just for reading it. Thank you, Jason. You have a talent and I’m looking forward to reading your next post.
Thanks for posting these useful information. Keep them coming
Awesome info, Jason, and served up in such a clear and immediately implementable piece of writing. I too really like the part about being positive. Straight from Law of Attraction, and so true. And it’s such a no-brainer, once you think about it, but I have to admit that it’s easy to forget.
The other section I find particularly valuable is the Third Headline!
Thanks and keep the info coming!
Elisabeth
What’s a swipe file? A squeeze page? Guess I don’t have to tell you I’m new at this. Thanks for the tips. I got a lot out of this – not the least of which is to analyze sales letters. I hate high pressure sales, but I have to admit – it does seem to work. Since I can’t change the system, I’ll have to let the system change me.
Nice reminders, one and all tips. It is a wonder how often I forget one or more of those tips when writing. It might be a good idea to keep a todo list posted close by when writing to remind a body todo certain things as they write those masterpieces.
Thanks for the great reminders.
Jason, reading your copy makes me excited about copywriting and raring to go on my own. Being able to motivate, as well as educate, is the sign of a true teacher. Thank you!
Hi Jason,
I only recently met you online and I really like your approach already…
While I write copy, I’m learning to write copy for online purposes and your tips are excellent. They are also easy to put into practice.
One of your commenters wondered if they ‘had’ to write their drafts by hand, and hoped it might work as well to follow your tip about keying, over and over, great copy samples…
I’d like to suggest that when you’re writing affirmations, write them by hand.
When you’re writing copy, key it up! Save time, edit and edit until you’re sure it reads well, smoothly, and you’ve found every single ‘darn’ typo in the piece. Make finding typos absolutely a challenge, challenge yourself, challenge other proof-readers, just do it!
Writing positive copy is super important… I agree 100%. Learn to do it, too.
And Jason, back to your idea about keying copy samples you like, it’s a great idea, a really great idea. This will help new writers to adopt positive language, learn key words, develop flow and much more! I’m going to use this idea for sure.
Thanks much, please keep me on your list – Michele!
The link to Halberts swipe file doesnt work….any ideas?
Jason, this is one of the most valuable posts I’ve read all week (and I’ve read a lot). Thanks!
Thanks for sharing your great copywriting wisdom, I have learn a lot from your halbert swipe file….
Thanks,
The Bad Blogger
I had forgotten about the positive phrasing lol. Good call. In fact, I’m writing a letter now and will go back and change a few things thx to this one tip.
Cool stuff dude!
Hey Jason,
Great post dude! You have a talent for expressing the essence of something in only a few words and yet you still get the point across in a way that makes it stick in your mind. You are a true teacher.
I especially like the cliffs notes statement, “Start out with dramatic proof to get their attention. Then transition it to agitate their three biggest problems. Next, get them excited for a solution by offering some incredible benefits…” That sums it up really well. If you keep that statement in mind when writing, it becomes a whole lot easier to make things flow as you said.
I have been using some of this stuff to one degree or another but I will be paying closer attention to it now. Please keep this stuff coming dude, this type of advice is golden, and straight to the point people like you with a knack for getting the point across quickly and easily are not always easy to find. Thanks!
Les
As you said you have 10 now:) so keep posting the tips
hey – just bought your Gary package- excellent bargain!!
More Gold covered pearls from the mind of Jason. Thanks for your generousity
Useful Tips Jason!
Thanks,
Paul.
Jason,
I’m printing this article and posting it on the bulletin board above my desk to help as a guide.
I especially like the “Close A Day” technique and writing in the positive.
Thanks so much for the valuable resource.
Theresa
I think that all these tips are great and I for one can learn from them as I am a “Newbie” to internet marketing.
It is tips like these that keep me reading and searching for tips like these.
Thank-you,
Terry
Hey Jason,
Nice one
)
I’ve been reading about, playing with… (in one form or another) copy.
I’ve got a tonne of books, courses and a load of other (remembering the positive phrases here lol) interesting and fascinating material on the craft of writing compelling copy.
But after reading, listening and watching both you and Robert Plank doing your stuff… I’ve been bowled over. Your stuff is great and SO informative. I love it.
I’m not a huge reader… I like to listen to stuff, hence the reason the books and other materials have been more shelf development… than self development.
)
There are SO many ways, styles and approaches to create a piece of copy that can move people to take action. And something I’ve realised over the years is this…
Pick a style that suits you and write to that style or you’ll end up like a great number of people. Loads of information and nothing being done with it, as you’re always looking for the golden bullet. I decided to create a checklist to use when I’m writing copy, but there was so much to choose from, I kinda let it slip.
Is there a checklist of ideas, stories, ‘yes’ tags and others, that you use everytime you write?
Once again… what a pleasure it was to read your post.
John
PS As certain as the rain falls here in the UK, the present day… copywriting greats will (unfortunately) disappear one by one. No pressure, it’s now down to you and other young guns… to carry the torch, for the age old art of copywriting. Keep it up!
@Trish: Yep, copy is copy — you can use these on any piece of marketing communication. Although I’d like to give you this piece of advice – you’re NEVER ready to write your first few sales letters. You just DO IT anyway.
@Rank High — yep, that was a typo. Oops!
Thanks to everyone who posted a comment!
-Jason
I may not be ready to compile a complete sales page yet however I think that your advice can also be used to create short squeeze pages as well can’t it?
Great tips! Not sure if I spotted a spell mistake at this sentence below, you are trying to say “word” instead of “work”, right?
“Because it uses the work DELAY. I don’t want my prospect to even have that work pop into his mind when he’s reading my copy.”
From starting with a number in your headline through your call to action in your last paragraph, this article itself is a mini-course in copywriting.
Now get this – since the immediate goal of every sentence you write is to get your reader to continue, I especially liked your reference to transitions.
Steve
Thanks, Jason, you’ve made it all sound so simple and obvious. Brilliant ideas, especially the last one.
Hi Jason,
in particular I like your point about positive phrasing. It’s actually something – as you know – that is extremely beneficial to use on yourself, too, since it creates an air and expectation of achievement.
I also think “it’s much better to learn by DOING.” is an entire lesson in itself. It’s easy to learn by learning, but you know what, when I’m on a plane I want a pilot who learned by *flying* as well as ‘learning’. There’s nothing like action to move you from point A to point B, even if you have to go via point Z!!!
Amin
Thank you! Jason…I have been studying copy for a while now and largely because of you and your effort I am finally ready to jump in. I will writ my write my first sales letter (really a capture page) this week. God Bless!
Jason, I love your last tip. It’s a good one to remember.
The tip about typing a paragraph of good copy again and again–does it work as well as the typical advice of writing an entire letter by hand? I really hope so…because frankly, handwriting an entire sales letter sucks.
Thanks for the blog, and please keep it up. If you need help, let me know and I’ll be happy to guest blog for you.
-Melody
Very good information. I will surely use many of the tips you mention and look forward to reading more.
thanks