THE PSYCHOLOGY OF WINNING SALES COPYWriting Sales Letters That Sell Things

• The success of any letter is100% dependent on a) what it is you’re offering, and b) who you’re offering it to

• It’s far more important thanwhat’s said in the sales letter itself

• In other words, it’s always the offer & the audiencethat matter most

THE OFFER

If someone wants a result, they’d much rather you

do it for themand give them the result.

HIERARCHY OF WANTS

1.) “Do it for me”

• Software

• Service

2.) “Do it with me”

• Side by side

3.) “Show me how”

• Coaching

4.) “Let me figure it out”

• Ebook / Manual

HIERARCHY OF WANTS

THE OFFER

The way you presentwhat it is that you have.

★ Here’s what I’ve got

★ Here’s what it’ll do for ya

★ Here’s what I want you to do next

COPYWRITING FORMULA

• Give me a $750 good faith depositto prove you're a real person,

and I will consult with you on the telephone for free, and I'll give you a profit plan.

• If you're impressed and want to become my client, great. If not, no problem, I'll refund you, but I'll guarantee you'll find

the consultation to be so valuable that if you think I wasted your time,

I'll give you back double your deposit.

MY OFFER

• 3800 people were emailed

• 14 applied within 30 hours

• $70,000 / month potential

MY AUDIENCE

“Would you like...”

• Hard to ignore the question

• The question makes it hard forthe prospect not to read it

Would you like something cool ...without something bad ?

HEADLINE: FRIENDLY FORMULA

How to insert awesome ...without insert thing that sucks

HEADLINE: CLASSIC FORMULA

• The opening of a sales letter

• The purpose is to get peopleto read the rest of the sales letter

• Another objective is to pre-framethe reader on what the letter is all about

THE OPEN

•

If you’re looking for desired result ...then this is the most important

letter you’ll ever read.

• If you want something cool ...then this is the most important

letter you’ll ever read.

THE OPEN

• All people who read letters skim it

• It’s important to make the bolded items, even if just headlines and subheads, convey the overall point of the message without the person having to read the whole message

HEADLINES AND SUBHEADS

If you make an attention-getting statement that causes people to say...

- “What the heck are they talking about?”

- “How can that be so?”

... then you need to justify your statement.

“HERE’S WHY...”

• You can get straight into the offer

• Throughout the letter, I focus more onthe benefits of the consultation, andnot necessarily the consultation itself

• Address the conversation alreadytaking place in their mind

• Here’s what I’ve got +Here’s what it’ll do for you

GOING INTO THE OFFER

• Read

• Read your subheads

- You want to grab and interest someone who’s just reading the subheads

• Dual readership path

- Write your letter and the actual copy

- Write the letter in abbreviated form (headline, subheads, and bolded text)

HEADLINES AND SUBHEADS

• Read

• “You’ll”

• “Your”

• “You’ve”

• “You’re”

• “You”

• This letter is not about me

• Consider the reader’s point of view

• The letter has to be about them!

IT’S ALL ABOUT “YOU”

• Read

• The way to sell something is to be able to describe the reader’s problem

in a way better than they can,and offer a solution to their problemin a way they feel comfortable accepting.

• The way we do this is by talking about them, and what we can do for them,

because all they’re thinking about is them.

• Human nature is predictable (in this case).

IT’S ALL ABOUT “YOU”

• Read

• Here’s what I’ve got +Here’s what it’ll do for you (again)

• Always enter the conversationin your prospect’s mind

• If the sales letter is a house,the subheads are thefoundation of the house

SALES LETTER STRUCTURE

• Read

• If there’s anything that will cause your prospect to have a question, youalways need to address it in your copy

• You can disguise your explanations / justifications to further promote thebenefits of your offer

• Again, address any statements that willcause a question!

HANDLING OBJECTIONS

• Read

• Read your subheads & headlines

- If the prospect is skimming, they’ll likely continue skimming and then go backand read. Therefore, you need to make...

• Dual readership path

- Few people take the time to do this

HEADLINES AND SUBHEADS

• Read

• Positioning: differentiating yourselffrom your competition

• Nested within benefits,“Here’s what it’ll do for you”

• Qualifying statement: “This is NOT For Everybody...”

• It’s important to differentiate yourselffrom your competitors

QUALIFICATION & POSITIONING

• Read

• By differentiating myself...

- The rest of the letter will be repulsiveto the people I don’t want to reach

- This will simultaneously be magneticto the people I do want to reach

• For example, I’m trying to be repulsiveto beginners...

• ... while also being magnetic to people notin the get-rich-quick / biz-op genre

QUALIFICATION & POSITIONING

• Read

• “Here’s what I want you to do next”

• Or, “Here’s what you need to do next”

• Present with great confidence and clarity

• New marketers often mistakenlysell from their heels, meaning they sellin a backpedaling type of manner,almost apologetically

• They state what they want,then they try to rationalize it

TAKING THE NEXT STEP

• These lines are magnetic to the people I’m trying to attract

• They’ll understand why I’m doing it

• I continue to go back to benefits,“Here’s what it’ll do for you”

• + my guarantee w/ risk reversal(reversing the customer’s risk, it’s on me)

TAKING THE NEXT STEP

• In any environment where you can legitimately tell someone they need to hurry up and order right away,you should

• You still always want to explain why, with a real, legitimate, concrete, truthful reason

TAKING THE NEXT STEP

• This sales letter follows theclassic formula (Here’s what I got,Here’s what it’ll do for ya,Here’s what I want you to do next)

• The classic formula frames the offerthat’s also high on risk reversal

• The most important part of thesales letter is the offer

SUMMARY & REVIEW

• More than learn copy finesse, learnhow to craft a compelling offer

• Remember the hierarchy of wants

• Also remember that people want the same thing as the classic headline formula:

How to get something awesome ...without stuff that sucks

SUMMARY & REVIEW