Hey, posse what's up.
It's Alex.
Welcome back to another tutorial,
where I'll teach you everything I know
about copywriting, marketing, and sales.
Of course not everything I know.
This is just one video.
But if you're new to the crew,
you're definitely gonna wanna
hit that subscribe button below,
because right here on my channel,
you'll find hundreds of videos
to help you master the world of online marketing.
So just go ahead, and hit that subscribe button to make sure
you don't miss out on any more tutorials,
and hit that bell to be notified (bell rings)
when my next video goes live.
Now it goes without saying that copywriting,
or really any marketing role, can be a high stress job.
I mean, think about it, right?
Businesses hire you to make them money.
They are trusting you with the success of their business,
hiring you, and trusting you, of course,
to write words that don't just sound good,
but also bring in serious sales and mad conversions.
So what happens when you write a sales page,
or an email sequence, or a Facebook Ad for a client,
and your copy flops, and conversions are low,
or maybe just non-existent?
Well, first of all, don't panic.
This happens to all of us from time to time.
Trust me, the best copywriters in the world
are the best in the world,
because they have failed more than anyone else.
They've learned what doesn't work more than anyone else.
So I know it can feel like the end of the world
when you write something you think is so great,
and then it just doesn't perform well.
But listen, no one can get it right, all of the time.
It's impossible.
Sometimes you'll write a winning sales page
that brings in record breaking conversions,
and other times you might just write something that is okay,
and other times you'll write something that falls flat.
And when that happens, it's important that you don't panic,
and run for the hills.
Instead, view the situation for what it is,
a massive learning opportunity.
I know, I know, but hear me out.
This is an opportunity for you to grow, and get better,
at what you do.
Every single time I've written something
that didn't convert well,
yes, it has happened to me many times,
I always use that failure as sort of a research project.
I treat it like the experiment it is,
and I put on my scientist hat,
do scientists wear hats?
Either way, I think to myself.
"Hmm.
That's interesting.
That did not work.
Why?"
Then I always go through what I've written
with a fine tooth comb.
I put on my copyeditor hat,
and I reference my Hot Offer Checklist.
These are the 10 conversion triggers
that are proven to build trust, boost authority,
and ignite sales.
And I have a free copy waiting for you
at the end of this video, so keep watching.
Now what I have found, over the years,
that when an offer doesn't convert,
it's almost always because they're missing one or more
of these 10 core components.
But more specifically,
they're almost always failing
to do one of these things correctly.
Can you guess which one it is?
I'll reveal that at the end of this video.
But first, let's quickly run through all 10 components
of the checklist,
because they are all necessary
if you wanna maximize conversions.
Alright.
So the first is problem.
Put quite simply, you must address the problem
your prospect is aiming to solve.
You wanna properly identify the single greatest challenge
or core issue that your product
or service can ultimately help them with.
Number two, pain.
So next up, you really wanna address that pain,
and how they are feeling.
So this takes the problem to the next level.
Here, you're really asking,
"What is my audience really experiencing
"as a result of the problem?"
You want them to know that you understand
what they're going through,
that they're not alone,
and of course, that you are here to help.
Number three, prescription.
So this is where you let your prospect know
that they don't have to suffer with their pain, or problem,
any longer.
There is a solution, a secret, or discovery,
for what they are experiencing.
And no, this does not mean
that you introduce your product right away.
Not yet.
First, you wanna move on to number four, the pivot.
So up until this point,
your sales page is really talking all about your customer
right, your prospect.
But here is when you wanna briefly pivot
away from talking about them,
to talking about you, or the brand,
or business you're writing for.
So you'll wanna communicate the mission, the reason,
or inspiration for selling and creating that solution.
This is a really powerful way to create authority,
and of course, build trust.
The next step, number five, positioning.
Yes, we still haven't gotten to the product yet.
Before you introduce your product or service,
you need to address the reasons
why alternate solutions haven't worked,
or won't work for your prospect.
Show them how and why
you are different from your competitors,
which leads me to number six,
finally, the product and your product USP.
So this is where you present your product
as the solution to their problem.
So after you've demonstrated
what makes you and your solution
different from the competition,
you can transition into the description of your offer,
making sure a USP, or a Unique Selling Proposition,
is clearly communicated.
And then number seven,
this is where you go into the product details.
So here you wanna break down all of the need to knows,
and nice to haves, about your product or service, you know,
listing out all those features, AKA what your offer includes
and all the things it has, or does, plus the benefits,
which is why someone should buy,
or the results they can expect to receive.
Then moving on to number eight, price.
Okay, now you obviously need to state
what your price point is.
Now, the number one most important thing to remember
about your pricing,
is that the value communicated
should always be greater than the price.
And that doesn't mean what you feel the value
of your product is,
or else you might be like, "It's a million dollars,"
but what your ideal prospect might likely pay
to get that solution somewhere else.
So of course the greater the value price gap,
the more irresistible your offer.
Alright, now moving on to number nine, the promotion.
So this is essentially the scarcity you're using
to get your customers to buy right now, rather than later.
So in marketing,
scarcity is the principle of making products or services
seem limited in some way, and therefore harder to obtain.
And of course, FOMO really works.
We all want what we can't have.
There are four different types of scarcity:
Price scarcity,
quantity scarcity,
premium scarcity,
and offer scarcity.
And if you wanna learn more about those, I will link
to a video at the end of this video,
that you can watch next.
Now, the key with using scarcity
is to always include a reason why,
and of course, make sure it's real.
People, please, fake scarcity is just not cool.
So why is the offer limited?
Why is the price going up?
Make sure to include a reason why,
and it's more likely to fly.
Alright.
And lastly, let's move to number 10 on my list,
which is place and purchase details.
So this is where you eliminate
the number one conversion killer: confusion.
You want your prospects to know exactly what to do next,
and what will happen next.
So that means you wanna share any guarantees,
any payment terms, any purchase expectations, right?
They should be written in really clear, concise language,
to make it as easy as possible
for your reader or viewer to understand.
You want the process to feel easy, breezy, and risk-free.
Now all 10 of these components are necessary
for maximizing your conversions,
and you will find them all inside my Hot Offer Checklist,
which I'll give to you in just a second.
But I see one of these 10 components,
people get very, very wrong.
And in most cases it is the single biggest thing
that is killing their conversions.
Can you guess which one it is?
It is number two, pain, or more specifically,
empathy, right?
The flip side of pain is empathy.
One of the most important aspects
of a successful sales page,
is being able to really put yourself in the shoes
of your customers,
and get to the core of the biggest problem,
and immediately felt needs and feeling they have,
and immediately felt, being the key words here.
You really wanna put into words,
the ripple effect of emotions, and challenges,
and obstacles,
that their core problem is really causing.
Put simply, you gotta put yourself in their shoes,
to really try to understand
how this problem is affecting their daily lives.
So, as an example, let's say their biggest problem
is having trouble sleeping.
As a copywriter,
your next step is to go deeper into that problem,
and really figure out
how this is really affecting their life.
So you might focus on that double shot of espresso
they rely on every single morning,
even though it leaves them feeling anxious,
and foggy, and groggy,
or the disappointment in their children's eyes,
when they reply
that they're just too tired to play with them tonight.
Or how about the number of close calls they've had
on the highway,
while they're driving home
on that monotonous commute from work,
or the physical and mental health problems
that have suddenly appeared,
thanks to sleep deprivation?
Basically you want them to know
that you really do understand what they're going through,
and what they're experiencing on a daily basis,
that they're not alone,
and that you are absolutely here to help.
When you're able to relate
to your customer's real and actual problems and pain points,
on a really deep level,
you'll almost always be able to sell them your product,
assuming your product is actually good,
and will actually help them, right?
But you really wanna showcase that empathy
as much as possible.
So the next time you write something that doesn't convert:
Number one, don't panic.
Number two, review my Hot Offer Checklist.
And number three,
focus on the real problems your customer is facing.
And remember to communicate with empathy.
Alright.
I hope this was helpful.
Don't forget to snag your free copy
of my Hot Offer Checklist.
You can get that in just a second.
And until next time I'm Alex, ciao for now.
Alright, guys, if you enjoyed that video,
make sure to check out the next one from me, right here.
And you can click right here to get a free gift.
Hey guys, it's Alex, in this video,
I'm gonna talk about one of the key components
of a compelling sales offer:
scarcity.
(upbeat music)