When you describe what you offer, what should you focus on?
That’s a question you need to answer before you write about your products and services. Whether you’re using a sales letter (long, persuasive webpages that lead towards a sale) or squeeze pages (similar idea, only shorter and with no other links).
Because if you write in a way that potential clients don’t like, then you’re fighting uphill.
The ideal sales letter is not like every other marketing message your client reads. It’s something that they can’t forget about and won’t leave.
If their phone buzzes, they’ll ignore it so they can finish reading.
You may have experienced this yourself – an advertisement of some form that’s simply perfect for you. The product or service is exactly what you need, and the deal is right. It’s a no-brainer to buy.
What wizardry infuses ads like these?
Part of it is what it’s selling. If the product isn’t right for the customer, then that’s a whole other issue.
(But, if you know your clients better than they know themselves, that won’t happen.)
A great offer is not enough, though. The history of capitalism is littered with amazing products that were marketed terribly. TiVo is one example. It let you record and rewind live TV, back when that was the only kind of TV. The product filled a desire that everyone had and no one else was offering.
It didn’t stop TiVo from tanking, though.
They made a mistake, one that you should take care to avoid.
You could talk about what you do. A TiVo records and rewinds live TV. You hypnotise people using NLP and Elmanian techniques.
Yawn. No one cares. Seriously – even people who want to find a hypnotist won’t care.
After all, do they really want to see a hypnotist? Not really. If there were a pill, they’d take that. Or they could see a psychologist, life coach, witchdoctor or fortune teller. Because who you are and what you do doesn’t matter one iota.
What they care about are results. They want their lives to be better in some way. If you can make that happen, then that’s all that matters.
Don’t talk about how you use a two-session protocol for smoking cessation. Describe how they’ll feel being able to look at themselves with pride. They’ll be able to rub their success in everyone who doubted they could quit. Get them to imagine how much sexier and more confident they’ll be, knowing they can change. Seduce them with pictures of how much more health and wealth they’ll have.
Get them thinking ‘yes, this is what I need!’
Then you can talk about how you offer that.
People don’t buy fancy cars – they buy power and status. No one wants a drill, because what they want is a hole. And no one sees a hypnotist. They change to become someone better.
From the start of your sales letter through to nearly the end, you should be describing who they want to be. Get them emotional. Once they’re there, talk about how you’ll do it and why they should choose you.
It can be hard writing this way. For some people, they feel like they’re being phony or needy.
Sometimes good marketing can seem that way.
And sometimes your writing really is phony and needy.
Either way, it’s easier to let someone else do it.
And it’s even easier if they understand your industry.
You could find a cheaper copywriter, or you could sleep easily tonight, knowing that you’ve invested something real into your business.
All it takes is for you to reach out: