I’m in the midst of doing some touch up for LeadsLeap sales letter. While writing the sales letter, I recalled some powerful tips Ewen Chia has shared with me (personally, over a cup of coffee).
Remember I told you that Ewen likes to compose and test different kinds of sales letters? Talking about writing powerful sales letters, I truly believe that he’s the MAN, not because he is famous but because a number of my successful clients (those who advertise with me) use his strategies.
In today’s blog post, I’m going to share with you 3 powerful tips that chances are, no one has told you before.
I’ll use one of his actual sales letters to illustrate to you how to use these 3 strategies.
1) Convert every testimonial into a headline
We all know that adding testimonials is a powerful way to increase the conversion rate. What most advanced marketers do when it comes to adding testimonials is to add a photograph, add an audio testimonial and highlight some of the important quotes.
One thing that Ewen did differently is that he will take one phrase from each of his testimonial and turn it into a headline for that particular testimonial.
Do you see that every testimonial has a red color headline?
Fact is, most people are not going to read every testimonial. These outstanding headlines allow the prospects to quickly grasp the gist of every testimonial. The idea is to quickly increase the confidence of the prospects in you and your product without having to go through every testimonial.
Brilliant strategy I am using now without fail.
2) Create a summary break down of the value of each offer and let the audience know what is the total value
Many marketers like to throw in lots of bonuses to increase the perceived value of their offer. This has been a known strategy to increase the conversion rate.
But when this ideas was popularized, what most marketers did was to overwhelm the prospects with so many bonuses that the prospects lost focus.
The idea of adding bonuses is to increase the overall value of your offer. To achieve this ultimate objective, Ewen created a table that lists down every offer that he’s made and attach a monetary value to each offer. He then summed up all the values and gave a grand total value of say $2,345.00. (But for a limited time, you can get everything at just $47. tha na…..)
Click here and SCROLL UP two pages to see what I mean.
You may think this is hype. It is. But it works!
I’ve been in the advertising industry for more than 2 years now. Everyone says they don’t like hype. But the truth is they do. A hyped up sales letter sells better than a no-hype sales letter, especially in an advertising environment, i.e. strangers selling to strangers.
3) Re-emphasize the main benefits of your product before asking your prospects to buy
After reading a long sales letter, it is indeed possible for someone to lose focus on what’s your main offer.
Also, have you ever come across a long sales letter with everything under the sun but the only thing that you fail to find is the price? This is not a joke. I ever read a sales letter in which I had to use the search function to search for the ‘$’ sign so as to find out how much the product cost!
What Ewen likes to do is to put everything into a box, just before asking the prospects to buy.
First he reiterated the main product offer. Then he re-affirmed the main benefits that the prospect will receive, the price of the product and the money back guarantee.
I like his style, both as a marketer and as a potential buyer. With this summary, I know exactly what I’m going to get and what I can expect.
One last thing to note is that his call for action is never “Buy Now”. His calls for action are usually reiteration of the benefit of his product, for example, “Yes, I Want To Become A Super Affiliate Now” or to create a sense of urgency, for example, “Get in now before the price shoots up soon without warning!”.
Do you have more tips and experience to share? Add your comments below……