Here’s how to make your sales copy too legit
to quit!
What’s up guys, it’s Alex!
And in this video, I’ll be sharing the 9
components of a compelling sales offer.
Because here’s the thing....
As copywriters, it’s our job to write offers
that CONVERT!
It’s why we’re hired and it’s why we’re
paid the big bucks.
As I like to say, the right phrase pays.
Your #1 priority should be to convert
more eyeballs into clicks.
More clicks into leads.
More leads into customers and more customers
into recurring customers!
So, whether you’re looking to start a freelance
copywriting business, or launch a new product
or service online, every single piece of sales
copy you write needs a set of 9 very specific
components in order to make it compelling
and effective…
Now, it doesn’t mean that offers that skip
these components will never make a sale...
After all, all that REALLY requires is an offer.
“Buy this, for this much, k?”
But a COMPELLING HIGH-CONVERTING offer is
like a delicious craft cocktail.
Sure, you can have a shot of crappy tequila
and call it a day, but that does not a cocktail make...
And your chances of having another
one are pretty low.
So, in this video, I’m going to share all
the ingredients that will drastically increase
your offer conversion rate and make people
feel great about buying from you...
With no purchase hangovers!
These 9 sales techniques should be your GO-TO
checklist anytime you’re writing a landing
page or sales page… and at the end of this
video, I’m going to give you a little gift
that will help streamline your copywriting
process.
And in later videos, I’ll be going much
deeper into each of these core components...
to give you a clear idea of the different
ways that they can be used, because no two
offers are exactly the same!
So, be sure to hit “subscribe” so you
don’t miss a single video from me...
And click the little bell icon to be notified
when my next copywriting tutorial goes live.
Now, these 9 compelling offer components are
what I include in every single piece of copy
I write for on-site conversions.
So that’s either an opt-in page where the
goal is to get an email lead or a sales page...
either a written sales letter or video sales
letter, where the goal is to make a sale.
Now here they are in the most effective order
of sales flow:
#1: The Headline
Headlines are strategically-written attention
grabbing statements with the sole purpose
of getting a viewer to engage with you.
In the case of writing sales copy, the goal
of the headline is to pique your prospect’s
curiosity enough to get them to continue reading
or listening.
At the end, I’ll link to my video on How
To Write HOT Headlines because that should
be the video you watch next!
Ok moving on to #2 The “S-Hook”
In copywriting, a hook is any idea that hooks
the viewer’s interest.
You should open a loop with your headline,
and then continue on with that hook concept
as you begin your sales message.
It should provoke an emotion and help the
reader identify with you.
This is when your prospect self-selects.
It’s when they decide if you’re actually
talking to THEM!
That’s what makes this the single most important
component of any sales page.
It’s the hardest part to write, but also
my most favorite because it’s where you
really get creative.
When it comes to the 80/20 rule.
This is the 20% of the copy that takes 80%
of your time, but it also makes 80% of the
impact.
Now before I talk about why I call this the
“S-Hook”, I want to share a quote from
TV producer and marketer, Blair Warren.
His famous “One Sentence Persuasion” perfectly
sums up the importance of a great hook…
He says…
“People will do anything for those who encourage
their dreams, justify their failures, allay
their fears, confirm their suspicions and
help them throw rocks at their enemies.”
This component of your sales message needs
to do at least one of those things…
Now, why I call it an S-Hook is because this
is most easily done in one of 3 ways…
Story, Science or Supposition.
I’ll talk more about those S-Hook angles
in another video.
So if you want to learn more about that, make
sure to comment below and I’ll make sure
you get your hands on it.
Alright moving onto #3: The Problem
Put quite simply, you must address the pain
or problem the viewer is feeling.
No, not by putting salt in the wound but by
allaying their fears.
You want them to know that you understand
what they’re going through, that they’re
not alone and that you’re here to help.
Now there’s a wide spectrum of opinions
on how much pain-focused marketing should
be used.
But I’m here to tell you it's absolutely
necessary for an effective sales message AND...
you can do it in a way that showcases empathy
and understanding, rather than fear and force.
Ok, #4: The Offer
Ah yes.
Probably the most obvious component of a compelling
offer….
The actual offer.
This is where you present your solution to
said problem in #3.
The number 1 most important thing to remember
about your offer is that the value should
always be greater than the price!
And no that doesn’t mean what YOU feel the
value of your product is, but what your ideal
prospect would happily pay for the solution
you’re offering.
The greater the value/price gap, the more
irresistible your offer!
Two ways to create this gap is through 1)
Discounts and 2) Premiums.
Discounts are temporary or exclusive decreases
in price and premiums are additional bonuses
that bump up the overall value.
A great offer includes both, maximizing that
price/value gap.
Obviously in the case of a landing page that
simply asks for an email opt-in, the price
is $0.
However there is still a cost associated with
giving an email address – your ideal prospect
will ask “is this worth it?”
You must add value to overcome this perceived
cost.
Alright, #5...
Benefits.
Whereas the solution is WHAT you're offering,
the benefits are WHY someone should buy it.
This part of your sales copy should list all
the benefits one can expect to receive when
purchasing from you (or opting in with their
email address).
This is the perfect time to overcome potential
objections your prospect might have.
Also, you always want to promise some sort
of immediate benefit.
While your product or service may not offer
overnight results, you want your prospect
to feel excited about what could happen in
the next few minutes – what will they get?
How can you immediately support them?
Why should they want to buy right now?
Alright, moving on to #6, my
favorite...
Social Proof.
Social proof allays your prospects fears,
creates massive trust and builds authority.
In any way you can, you want to show how many
other people have benefited from your product
or service.
This can be done through showcasing reviews,
testimonials, social media comments...
Or follower size.
Include as much of this as possible throughout
your sales message and more heavily at the
clear point of conversion, like right before
you present an offer or...
On the shopping cart page.
And this goes without saying, but I’m going
to say it anyways...
ONLY USE REAL SOCIAL PROOF.
If you’re not, you won’t be in business
long.
Alright, next up is #7.
Scarcity.
It’s a term used commonly in economics for
when demand is greater than supply.
In marketing, it’s the principle of making
products or services seem limited in someway,
and therefore harder to obtain…
And don’t we always want what we can’t
have?
Yes.
FOMO is the real deal and is the precise reason
we use scarcity in sales and marketing.
Scarcity gives your prospect a reason to buy
right NOW.
And we see it used everywhere.
When you’re booking a hotel and it says
“only 2 rooms left at this price”.
Or when your favorite airline has a 24-hour
seat sale.
It’s there because it works.
Very, very well.
Therefore, in order to have a compelling and
effective offer, you should absolutely be
including it in your sales messaging.
There are 4 different types of scarcity, and
I cover that in another video.
So comment below and let me know where else
you see scarcity popping up in the marketing
around you.
It’s literally everywhere and, if done right,
it won’t seem too hypey or pushy.
And now, #8.
Risk Reversal.
Okay, hopefully by this part of your sales
offer you’ve built up so much value and
created so much trust that all you really
need to do here is share all the stuff that
just makes good business sense – your guarantee,
your payment terms, and your purchase expectations.
People like to be told exactly what’s going
to happen next, like how safe and secure their
order is and how and when they can expect
to receive their purchase.
These should be written in very concise and
clear terms to make it as easy as possible
for your prospect to get off that fence.
And lastly, #9.
A Call To Action.
You need to tell your prospects what you want
them to do!
And what might seem super obvious to you, like
a “BUY NOW” button on the page, might
not be all that obvious to others.
On your sales or opt-in pages, include copy
that tells people exactly what to do next.
Like "Complete your details below to reserve
your free seat”...
Or “Click the button below now to get instant access”.
The most important rule of copywriting is
to only have ONE CLEAR AND CONCISE...
Call to action.
You should only be asking your prospects to
do one thing....
And that’s to either signup or buy.
Not share, comment, like, watch, signup AND
buy.
And if your sales message is longer than a
couple hundred words, be sure to include multiple
calls to action throughout your page or video…
and definitely have your first CTA above the
fold which means your prospect does not have
to scroll in order to see it.
Woooo eeee, and there you have it.
The 9 components of an Alex-Cattoni-Approved
sales letter.
Please give me a thumbs up below if you found
this video helpful.
And when you share it on Facebook, Twitter or Instagram be sure to tag me...
So I can say thank you!
Now, before I go, I did promise a little gift
to those of you who stuck around.
So check the description below for a special
link where you can download my 9-Point Hot
Offer Checklist where I’ll share my detailed
notes from this episode along with a checklist
that you can print off and use for every single
piece of new copy you write.
Thank you so much for tuning in.
Next up, definitely go check out this video
on How To Write HOT Headlines...
Or this video on my 4 Steps To Finding a Hot Niche!
Be sure to subscribe for more videos from
me every week!
Until then, I’m Alex. Ciao for now!
