So you’ve got a great offer, but your copy is not converting...
You could be missing one of these key sales components.
Here are my 4 P’s to writing the perfect pitch.
Hey guys, it’s Alex.
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and copywriting tips from me.
Every single week I share proven lessons and ideas on how to write sales copy that connects
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And as you guys know, in past videos I’ve talked a lot about hooks, and headlines, and
hot trends when it comes to sales copy…
But I’ve gotten some feedback from a few of you lately that there’s ONE part of writing
offers that you often get stuck on and that is The Pitch.
Yes, I’m talking about the second half of your sales page.
The last 10 minutes of your webinar.
That closing email in your sales sequence.
You know — when you need to actually present your offer in the most compelling way to get
your prospects to say YES, and jump right in!
So, you’ve hit them over the head with a killer headline or subject line.
You’ve reeled them in with a great story or hook.
You’ve addressed the pain or problem you’re trying to help them resolve....
And now you’re at the point where it’s time to sell and you hit a wall.
So you either 1) don’t sell at all because you feel uncomfortable doing it *awkward*
or 2) you bash your prospects over the head a million times with all the features and
bells and whistles that make your product so great…
And your copy is just not converting.
Hmmmm….
Strange.
If this has ever happened to you comment below and let me know...
Because, let me tell you, it’s not just you!
I’ve done dozens of copy critiques where I see painfully awkward, painfully abrupt
or painfully absent sales pitches.
So in this video, I’ll be sharing my 4 P’s to the perfect pitch.
Before we get to it though, I just wanna lay out a couple of key things that you have to
cover before you can perfect your pitch:
Firstly — make sure you know who your prospect is.
Because no matter how great your product or pitch is — if you’re trying to sell Thanksgiving
Dinner to Turkeys it ain’t going to fly.
Or maybe it will.
Turkeys can actually fly btw, but not high or fast enough, apparently.
Secondly, make sure you’re familiar with the objections that your prospects might have
early on, so that you can address them head-on.
Just as important as knowing WHY your customer will buy, is knowing why they might not.
Alright so with that, let’s move on to the first P of your sales pitch:
What I call, The Pivot
This is one of the most overlooked parts of a sales pitch.
So you’ve addressed the pain that you are promising to resolve.
Now it’s time to seamlessly transition to your offer.
But just how do you do that?
Many copywriters make the mistake of going straight from pain to product, without thoughtfully
leading prospects through the solution first.
It’s like saying, “Oh, you’re overweight and depressed?
By my book.”
This creates a huge disconnect for your reader who is likely asking the questions…
“Why should I pick your product to help me with this?” and “What value are you
helping me meet?”
You need to take time in your copy to thoughtfully introduce the unique solution you’ve discovered
to help your prospects solve their biggest problem.
This is where you add value in advance and educate them on why THIS is the solution that
will work best for them.
Going back to the weight loss example, maybe your book is a Keto Cookbook.
Therefore, you need to convey why increasing ketones is a powerful solution for dissolving
fat.
At this point, you haven’t even mentioned your product yet, but once you get your prospect
to BELIEVE in the solution you’re presenting, selling becomes so much easier.
And this is where the incredibly simple but the incredibly powerful pivot to the product
pitch comes in.
Once a believable solution is clearly conveyed, all you have to do then is explain how and
why you’ve made this solution faster, better, simpler or easier for your prospect.
And it can happen in just a few words…
Like, “I know this can be a lot to process.
And that’s why I created….
Or, “It’s hard to do this alone, and that’s why I created…
Or “You can’t get the results you want without repetition and support, that’s why
I created…
The pivot is everything.
And will set you up perfectly for the 2nd P of writing your sales pitch.
Positioning
So after you’ve presented your product and what makes it so great, you must focus on
positioning the offer.
Your prospects will always ask “why should I buy this product from this person, and not
something from someone else?”
So on top of communicating your unique selling proposition, and what makes your solution
faster, better, simpler or easier than the other guys’, you need address WHY you’re
selling it.
I know the obvious is to “make money, duh” but if you don’t say an alternative reason,
your prospect will assume that’s all you’re in it for too.
Studies have shown that customers are more likely to buy if you give them a hand in rationalizing
why you’re making your offer in the first place.
Let’s face it, you may be a copywriter or marketer yourself, but you’ve been in your
prospect’s shoes.
You know there are plenty of unethical businesses out there trying to dupe people with dodgy
reasons to buy their stuff!
So build trust with your prospect, continue to address their inner critic, and put them
at ease by justifying and positioning your offer...
There are several ways to do this, such as creating the reason around a personal mission
or a company milestone.
So here are a couple of great reasons that I’ve used before:
“The feedback we receive about this product is so positive that we want as many people
as possible to be able to get these results.”
Or “It’s been a year since I created this product and I now have 1000 happy customers
using it and loving it.
And it’s my mission to help 1,000,000 people achieve {singular benefit} ”
So ask yourself, if it weren't for the money, why are you selling this?
Ok, and now onto the third often-overlooked P in your pitch….
And that is
Price Juxtaposition
The most important thing to remember about your offer is that the value should always
be greater than the price!
And by that I don’t mean what you believe the value of your product is, but what your
prospect would actually pay for the solution you’re offering.
And it’s not enough to just give a discount and compare the low price to the original
price.
Remember customers don’t buy solely based on price, they buy based on the perceived
gap between value and price.
For example, say you’re a coach who usually charges $200 an hour for one-on-one sessions,
and your offer is an online course packed with 20 hours of valuable coaching content
for $500.
Sure, you could slash the price down to $400 and communicate a $100 savings in your copy…
But you’d also want to share that the value of your course is $4,000, because that’s
the value of 20 hours of coaching from you.
Next to the $400 price tag, a $4,000 value gives your offer great price juxtaposition!
Now, to clarify, I’m not saying you should say you’re offering a 90% discount on your
course, because no one would pay $4000 for a course when they can get private coaching
for the same amount.
I’m merely suggesting that you communicate the value up front so that the $500 original
price tag ALREADY seems like an amazing deal, and then any additional discount you ad for
a special limited time offer would only make it seem that much more irresistible.
And when it comes to stacking value, you needn't stop there.
On top of your core product, you can add on more premiums and free bonuses to your offer
to bump up the value even more, further maximizing that value/price gap.
Remember the greater the gap, the easier the pitch.
Ok now onto my last P…
And that is, High-Priority
You want your prospects to make purchasing your product a HIGH priority or else they’ll
procrastinate or peace out altogether.
Ha, that was a lot of P’s.
The best, if not the only way to do this — is to use genuine scarcity in your copywriting.
The goal is to make your offer seem limited in someway, and therefore harder to obtain.
Scarcity gives your prospect a reason to buy right now.
For example: You can limit your offer to the first 100 customers.
Or put a deadline on your sale.
But whatever type of scarcity you use, don’t create fake FOMO, guys.
At this point in your pitch, your prospect is looking for a reason to NOT buy from you.
This means that if they smell something fishy or inauthentic about your use of urgency — they’re
gonna bounce.
So make sure that you design your pitch around real scarcity.
And there are four different types of scarcity that I use frequently in my marketing, which
I’ve covered in another video.
You can watch that next.
I’ll link to it in just a few seconds at the end of this video.
Okay guys, there you have it the 4 often overlooked parts of a sales pitch.
Keep these P’s in mind anytime you have to write a webinar script, a sales page or
an email campaign.
Please give me a thumbs up below if you found this video helpful!
And here are some other videos I recommend you check out next to turn your copy from
good to great.
Hit subscribe while you’re at it and I’ll see you next week!
Till then, I’m Alex. Ciao for now!