Sales Come First

Listen up folks, I’ve got something to tell you that really puts me (yes ME) at the bottom of the scrapheap. You see, I’m really not that important at all. That’s because the job of a copywriter is NOT to do all the work selling, it’s…

…putting all the pieces together!

That’s it. We can’t do much if we don’t have much, so if you want excellent results from a copywriter then don’t just give them a topic and ask for a sales package. It ain’t that simple.

We need information, lots and lots of information. And the most important of these is PROOF. In particular TESTIMONIALS. They can be written, audio or video. Because I can go on and on about how good a product is but you still wont buy. But if a friend of yours happens to mention to you that they used the product and found it great then hey presto…you’re buying it!

So yes, testimonials are critical in any sales package. So here are some hints…

1. Generally the more the merrier, but don’t go nuts. You need enough to prove your point but not so many that there are pages and pages of them.

2. If you don’t have a huge number then use them strategically. Well duh, how often do people go out to be UN-strategic. But seriously, use them so you get the best out of them. I just did a large package and only had 4 testimonials to work with. But with a bit of planning I pushed them a fair way. Like the last dregs of Vegemite in a jar, it’s amazing how far you can spread them around. Work out the points you’re trying to prove then use the testimonial that makes that case in that spot.

3. The real power of a testimonial is to prove a claim. So your sales letter should be ‘claim’ followed by ‘proof’. So try to get testimonials that tackle the claims you’re making and the objections people have.

4. Video testimonials are killing it at the moment. Even a landing page which is a headline, video and a few lines. Personally I don’t spend much time watching promotional videos online but I do know they’re hugely effective.

So keep in mind…people are far more likely to believe someone else than you. Get sources of proof from everywhere so you’ve got enough proof to make your sale.

Next week I’m going to reveal the most important thing to keep in mind when writing an advertisement. If you do your chances of success are massively increased. But if you don’t then you’re leaving a fortune on the table.

All the best,

Hugh Thyer

www.salescomefirst.com

<Are you looking for a copywriter for your next project? Contact Hugh at www.salescomefirst.com to discuss your needs>

I’ve been busy looking at heaps of promotions people have been writing and asking me to look at.

Last week I talked about one of the big mistakes I see. That’s not identifying the hook properly.

Here’s another one and I see it all the time.

Let me give you an example. I was chatting to somebody before Christmas and he had a product to do with the building industry. It was a hell of a product too. But here’s the thing. Because he’s working with an internet expert who’s coaching him what do you think he wanted to do with this product? Yep. Put it online.

OK OK I know. The internet is the way to go. Free traffic, zero cost delivery, all that jazz. But I reckon I can top that.

Here’s what I told him to do…

Grab a list of builders and architects from a list broker. Then write a letter to them offering the product and put it in the mail. Attach a grabber to it to get attention. Then send a couple more follow ups and even a phone call. Its a high dollar product so its worth it.

You see, its so hard to get his buyers to notice him online. And if his product converts well he can get to ALL of them really quickly. But online he can get a stronger message out there. Its far easier to ignore an email than a personally addressed envelope with something inside it.

Look. If you can get their address then take your campaign OFFLINE. You’ll get a much higher response and make heaps more money. And if your market isn’t huge then do everything you can to get to them.

But most of all, don’t obsess with doing everything online. There’s heaps more money to make with an offline campaign. Real letters, real books, real CDs and DVDs are seen as much more valuable, so you wont just get a higher response, you’ll get a higher price too.

To get more advanced, if you’ve got an online campaign then ask for their address. At least come up with some reason for getting their address if they’re buyers by sending them a bonus report or a CD/DVD or something like this. Then once you’ve got their address you can send them other promotions that’ll get mega-response.

So whenever you can, take your campaign offline. That’s where the REAL money is.

Next week I’m going to give you some advanced tips on testimonials. Sure you can whack them all in a box in your sales letter, but I’m going to show you where to use them correctly to get as much out of them as you can.

All the best,

Hugh Thyer

www.salescomefirst.com

<Are you looking for a copywriter for your next project? Contact Hugh at www.salescomefirst.com to discuss your needs>

I see a lot of sales letters that people have written. And I mean a LOT! Hey, if you want to see that number then jump onto some copywriting forums and check out the number of people looking for critiques. And not only that I get a heap across my desk every week to look at for people too.

And do you know what the biggest mistake I see is? Its the hook, or should I say the LACK of a hook. So what is a hook? Well, you might know it as the big idea or the ‘angle’. And its hard to put into words, but like love, you can’t describe it but you sure know it when you see it!

But the best way to describe it is that reason that’s going to get your prospect to whip out their credit card and give you their details. It could be a guarantee that nobody else offers. Perhaps your product or service helps your prospect in a way that no other product does. Maybe you run through your product in person, or your offer includes something that none of your competitors include.

Here are some famous hooks, and some ideas you can use:

- The secret of the one armed golfer

- The medical expert who blows the whistle on their industry

- The special ingredient in your product that has a story behind it

- An amazing secret revealed

- A mystery expert in your field who has revealed something never revealed before

- A rags to riches story.

I was talking to somebody today who’s sales letter was missing a hook. And so there was nothing to grab attention and make her product a ‘must have’. She had run an online survey to find out more about her prospects, but didn’t leave it up there long enough. If she runs her survey again I’m sure she’ll be able to get inside the mind of her prospects and pull out a really good hook that’ll get people buying.

So go back and think about your prospects again. Look at your product. What is unique about it? How will it help get exceptional results? What is that factor that makes it such a great product? Work hard on it. It’ll be worth it.

Next week I’ll tell you another common mistake I see, and how you can avoid this one too.

All the best,

Hugh Thyer

www.salescomefirst.com

<Are you looking for a copywriter for your next project? Contact Hugh at www.salescomefirst.com to discuss your needs>

I hope you’ve been busy working on these 5 lessons. I know so many hugely successful business owners who put just a few of these ideas into practice and churn out the money.

And so here are the 9th and 10th business growth strategies.

Strategy 9: Offer more products and services. Are you selling information online? Simple. Work out what other problems your target market has and write a product to solve them. Or purchase resell rights to one that already exists, or JV with somebody who has that product already. Simple stuff.

And if you’ve got a bricks and mortar business, simply add to the products you have. If you sell flowers, come up with new offerings at a higher price. If you’re an accountant or financial planner, put a package together where you review your clients’ position at a quiet time of year. What about a medical specialist (masseurs, physios, chiropractors etc)? Do what my masseur does and sell products as well, like compression tights, ice packs, health supplements and so on. There are so many things you can do. Its easy money because you’ve already got an established customer list, and you might even be surprised by what new products are popular. It might even open up new business opportunities that take over as your biggest earner.

Strategy 10. Put in a slack adjuster. This is not for everyone but if you’ve got a number of related products and offerings, put them all together into a BIG package. Maybe the masseur could offer a big package for clients of personal trainers like 2 massages a month, diet supplements, phone support for injuries, plus the ability to get bookings after hours for a high price. If you only sell one or two a month it’ll still be extremely profitable for you.

And if you’ve got a stable of information products on the internet, or as a mail order product, simply offer ALL of them for a high price. Throw in some consulting, email access and you’ve got a high priced product that will make you really good money every time you sell one. Not many will buy, but on the occasion that they do it’ll put some serious dollars in your pocket. And you’d be surprised how many fans you have who are just waiting to give you money if you give them something of value.

If you’re a subscriber of mine, feel free to contact me about one or more of these strategies and I’ll give you some ideas on how you can easily implement them in your business.

Next week I’m going to show you a BIG mistake that I see people making in their business. And the week after I’ve got another one too. Its based on my in the trenches experience from reviewing people’s marketing plans, and there’s a BIG chance you’re making at least one of these profit killing mistakes.

All the best,

Hugh Thyer

<Are you looking for a copywriter for your next project? Contact Hugh at www.salescomefirst.com to discuss your needs>