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!