How to instantly boost conversions with better bullet point copy

How to instantly boost your conversions with better bullet point copyLet me get straight to the point…

If you’re an online marketer selling products and services online, then it’s safe to say that you already know the value of benefits-driven sales copy.

But my question to you is this…

Are you making the most of your benefits, or are you leaving heaps of moolah on the proverbial table?

You see, as a direct response copywriter who writes, reads and critiques A LOT of sales letters, I see a heck of a lot of bullet copy, and most of what I see sucks, particularly that used on squeeze pages.

And I’m here to help you get it right, which will enable you to sell more product, and ultimately, make more money.

So keep reading…

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How to create a killer paint-by-numbers sales letter headline!

How to create a killer paint-by-numbers headline!

Your headline is the most important part of your sales letter.

This is where you can grab your readers by the balls (if they have them) and convince them that the solution to their problem is ready and waiting for them.

And all they need to do to get it is keep reading.

Yet because many marketers understand the significance of the sales letter headline, they often find it almost impossible to settle on one. They end up writing numerous different headlines, and then become confused as to which one’s best.

They ask for advice from family, friends, and fellow marketers on forums, only to receive different opinions and suggestions from almost everyone.

Before they know it, hours or even days have gone by, and they still haven’t decided on a headline, or even written a single word of the actual sales letter!

So if that sounds like you, then I’m here to help.

I’ve decided to create a 5-part paint-by-numbers formula that will allow you to create a kick-ass sales letter headline for any product you choose.

So read on…

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Why offering too much choice will destroy your bottom-line

Why offering too much can be bad for your bottom-lineAs consumers in 2013, we’re bombarded with more choices than ever before, for practically every conceivable product.

When I used to go to the supermarket for cereal, I was presented with the pleasingly simple choice between Frosties, Weetabix, Honey Nut Cornflakes, Coco Pops and Sugar Puffs (aah memories).

That was about it. It was quick. And it was easy.

Now there seems to be around 400 different options to choose from.

And practically all of them have jumped on the health bandwagon, too!

So as well as having to select between apple, cinnamon, chocolate, strawberry, apricot, hazelnut, banana, and whatever else, I now have to decide whether it’s more important for me to have stronger bones, a healthier heart, a reduced risk of cancer or a more regular poop schedule.

It’s so confusing these days, it makes my head hurt.

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How to write great sales letter headlines…

How to write great sales letter headlinesAs a direct response copywriter myself, I read A LOT of sales copy, and as a result, a great many headlines. And there are two things that the great sales letter headlines always have in common…

1. Clarity
2. Benefits

If your headline doesn’t feature these two components, then you’re sunk.

And I say this because I’ve noticed lately that many newbie marketers are forgetting to follow this simple rule.

Naturally, a lot of new kids on the block are keen to set themselves apart from the IM crowd and carve out a unique identity and style for themselves, so they’ll try to come up with a cool, clever, or even worse, abstract headline.

But this is rarely the best way to go, because in the majority of cases, it will appeal to nobody but themselves (and their own ego).

Sure, their family and friends may love the fact that it’s cute, witty, clever, quirky, or whatever, but if it doesn’t get to the point fast and reveal the major benefit for the reader, then a large proportion of prospects will simply turn around and leave.

So whatever you do, DON’T make that same mistake.

You need to give your reader a very good reason for reading on.

You need to appeal to their wants and needs.

And you need to make the headline crystal clear, so that they understand immediately what you’re offering them, and why they should continue reading

Copywriting legend and famed headline writer John Caples once said this:

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A Very Simple Way to Boost Conversions!

Exit splash pages: a very simple way to boost conversions If you’re looking for a very simple way to boost conversions and generate bigger profits, then have you considered creating something called an exit splash page?

If not, then let me explain what it is and why you absolutely must have one.

Imagine that a prospect is looking around online and comes across YOUR product.

They land on your sales page and read the copy all the way down.

They’re sold on the product, and very close to clicking on the order button.

But then they hesitate…

They’re not the impulsive type, so they back away and think it over again.

“Can I justify this investment?” they ask themselves. “Is this particular product the best one on the market?” “Are there some other options out there that might offer the same benefits, for less?”

We’ve all been there…

We’ve all been captivated by a sales letter and very close to buying a product, only to pull away at the last moment…

And that’s exactly what’s happened here, to you.

At this point, the prospect (who you’ve likely spent money on attracting to your sales page in the first place) closes the page down or uses the back arrow, and leaves the sales page, never to return again.

You were so close to converting that prospect into a customer, but now they’ve gone, possibly forever.

Now imagine this scenario instead…

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Why Sales Letter Templates Don’t Work

Why Sales Letter Templates Don’t WorkI recently received an enquiry from a potential client asking me to give him a price for a sales letter in the IM niche.

After a series of fact-finding emails, I provided him with a very competitive quote.

Two days later the client replied, alerting me to the fact that he’d come across a website that sold sales letter templates and wanted to try that instead.

Now, being a sales letter writer of many years, I’ve seen these sites before, and out of professional interest, I’ve actually purchased a couple of template packages myself so that I have a better idea of what’s out there. (Plus, if you’re going to tell a client that your service is better than another, it helps if you have a thorough understanding of exactly what that rival service actually entails!).

So, I explained to my client that due to a number of reasons that I’ll explain in a moment, a template wouldn’t be able to convert his prospects anywhere near as well as a bespoke sales letter produced by yours truly, but if he wanted to try it out, then he should.

As we traded emails, I got the impression that he felt a template sales letter would perform just as well as one written by the Red Hot team, so I decided to make him an offer.

I told him that if his template converted more customers than mine to his list, then I would refund 100% of his investment, with no questions asked.

I also explained that I wouldn’t be checking up on the results, so our agreement would be based entirely on trust, which is the way I like to work with all of my clients, and in 99.9% of cases, I’ve never had a single problem. (I’d like to name the one person who decided not to pay the balance, and ignored my polite but increasingly frustrated messages for 6 weeks until I was forced to take the legal route, but it’s probably best that I don’t air my dirty laundry in a public forum. It’s unbecoming!).

Anyway, I digress.

So what was the result?

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A Concentration Tip For Copywriters!

Concentration Tip For Sales Letter CopywritersAs a direct response copywriter, I often find myself with pressing deadlines to meet, and as a result, I frequently end up having to work on a Saturday or Sunday afternoon.

“Uughh, it’s so unfair”, as Kevin the Teenager used to say!

Now, that’s not so bad when it’s cold and dismal outside, because I know I’m not missing out on anything fun!

But when the sun is streaming through my office window, and I can hear people outside in their gardens enjoying a tasty barbecue, it’s often hard to stay focused on the job at hand.

But there is a solution.

And here it is: rainymood

So the next time that kind of situation arises for you, close the windows, draw the curtains, and visit good ol’

I’ll be using it a lot this summer, because it’s a fantastic way of blocking out the outside world, and helping me to forget that other people might be having lots of fun, when I’m not able to!

So if you’re a copywriter too (or any kind of writer for that matter), be sure to check it out.

It’s fab!

Nick Cobb – Sales Letter Writer

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Why Your Business NEEDS A Web Presence

Why Your Business Needs A Web PresenceA couple of nights ago, I met up for a cool, sharp Harp with an old friend of mine, Rob, and during the course of the evening the conversation turned towards business.

Rob (who now works for an architectural design company) asked me what I did for a living, whereupon I explained that I was a freelance copywriter, and that this principally involved writing sales letters, video scripts and website content for online businesses.

It was at this point that he revealed that his company didn’t actually have a website, something that he was continually surprised and frustrated by himself!

Apparently, Rob’s boss was in his late 60s, and had stubbornly refused to embrace the online world, despite the fact that the company was desperately struggling to attract new business and were laying off staff left, right and centre as a result. (Rob himself had been reduced to a 3-day week).

However, whenever his boss’ younger employees suggested the idea as a means of drumming up new business, he always cited the same reasons for not doing so, like “our client base doesn’t use the internet” (WRONG!), “creating a website will be far too costly” (WRONG!), and perhaps more prosaically, “I just don’t get all that internet nonsense”.

And surprisingly, Rob’s company isn’t alone…

In fact, there are thousands of small businesses out there just like his, which are operating with no online presence at all.

And it’s crazy!

And the main reason for this is that like the architectural design company that Rob works for, these businesses are often run by people in their 60s and 70s, who have managed to succeed up to this point WITHOUT the need for a fancy little website, and have forged a client base WITHOUT any help from Google.

And consequently, they don’t see any reason why they should change now!

But the fact is, the way that companies market themselves and secure business has changed dramatically in the last 10 years or so, thanks to the internet.

And any business that fails to adapt will be missing out on a bigger and bigger proportion of their target market.

And there’s one very simple reason for that, and it’s this…

While that particular business may not be using the internet, their potential customers certainly will be!

You see, the number of people who are using search engines to find products and services is increasing by the day. Indeed, in 2013, the actual figure was reported to be around the 90% mark, while Google alone generates more than 3 BILLION searches each and every day!

So to put it simply, if your business isn’t marketing itself online, then you won’t be around for much longer.

And that’s an absolute guarantee.

And to hammer this point home, here are 5 reasons why YOUR business should be embracing the online revolution…

#1 – You’ll benefit from increased visibility

To put it simply, a huge proportion of your customer base will be searching for your products and services online. As a result, a website will give you much greater visibility. Instead of a potential customer finding one of your competitor’s websites and calling them, they’ll be calling you instead, enabling you to generate more business. What’s more, there are numerous completely free ways of promoting your site online, including YouTube, Twitter, Facebook, blogs, articles, forums and press releases, amongst others, which will increase your online visibility even further. So before you can say “why the heck didn’t I do this sooner?!” you’ll be benefiting from greater brand recognition, more business, and bigger profits.

#2 – A website doesn’t need to be costly

One reason why many business owners shy away from developing an online presence is the perceived cost. But the truth is, a website really doesn’t need to be an expensive investment at all. There are so many web designers and developers out there these days, and consequently, prices have fallen quite dramatically in recent years. In fact, you can easily create your very own WordPress site (with a built-in content management system) for just a few hundred pounds. And that initial investment will be pulling in new customers and thousands and thousands of pounds for many years to come.

#3 – You can very quickly rank your website at the top of the search engines

Of course, some of your potential keywords will be a lot more competitive (and therefore more difficult to rank for) than others. But depending on the nature of your business, you may be surprised at just how easy it actually is to rank your keywords on page 1 of Google (and the other major search engines, too)! Indeed, many of my clients have gone from having no website at all, to ranking on page 1 of Google in less than a month, which has generated huge amounts of new business for them, and a massive increase in profits.

#4 – Your business can benefit from a global marketplace

In the past, traditional businesses were only able to sell their products and services to local customers, but Tim Berners Lee’s invention completely revolutionized the scope and reach of every business across the globe! With a handy little website at your disposal, you can now (theoretically) generate business from anywhere in the world, enabling you to dramatically increase your profits year on year.

#5 – Your website will act as your very own salesman, 24/7

Traditional businesses are often limited by traditional hours (you’re only able to generate business when the office is open). A website, on the other hand, can be accessed at any time of the day or night, allowing you to communicate your message and sell your products and services 24/7. All you need to do is make sure that your website content is compelling and captivating enough to achieve exactly that. And that’s where a professional sales copywriter comes in!

So if you’re a business owner, and you’ve been somewhat reluctant to market your products and services online, then I hope that this post has given you enough encouragement to do so!

And of course, if you need any help writing the sales letter or website copy for your new site, give us a shout.

We’d be only too happy to help!

Nick Cobb – Direct Response Copywriter

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FEAR! Every Sales Letter’s Best Friend!

How to use fear in your sales letters...If you’re looking for a tried and tested way to boost conversions (without rewriting your entire sales letter!), then have you considered adding a little bit of fear?

Now, I’m not talking about scaring your prospects here…

I’m talking about including some kind of urgency technique towards the end of your copy, which will encourage your prospects to order NOW, or risk missing out altogether!

Injecting fear into sales copy is a technique that’s been around for decades, and it’s incredibly effective.

Indeed, when implemented correctly, the ‘fear factor’ has the potential to turn a great many “fence-sitters” into happy customers.

Of course, this technique won’t work on those who have little to no interest in buying…

In order for your reader to fear the prospect of missing out on what you have to offer, your sales copy must be hugely compelling to begin with, and your reader must be very close to ordering, but not quite ready to commit to the transaction.

It’s at this point that a fear tactic can be employed to “close” those prospects, by letting them know that if they wait any longer, the offer will either increase in price, or might even disappear altogether.

Here are 4 tried and tested fear tactics that you can test out on your own sales letters:

1. The One-Time Offer

The one-time offer is often used on upsells, where the prospect is directed through to a connected/relevant product after ordering the front-end offer. It’s made clear to the reader that they need to order now, or they will miss out completely, because it’s a one-time offer only, and will never be repeated.

2. The Upcoming Price Increase

An example of this tactic would be to set the price at say, $47, but let the prospect know that at a certain point in the very near future, the price will be increasing to $77, for instance. This will encourage the prospect to act quickly, so that they lock-in the cheaper price. A great way of improving this tactic even further is to incorporate a ‘countdown timer’ on the page, providing the prospect with a visible reminder that time is running out! (Of course, offers like this MUST be genuine. If you try to deceive your customers, they will find out, and will not do business with you again. So be 100% truthful with any urgency techniques that you decide to use).

3. The Limited Membership

Let’s say that you’re selling a mentoring product, for example. Instead of making that product available to an unlimited number of people, a very effective tactic is to create scarcity, and therefore a sense of urgency. By limiting the number of people to, say 15, for instance, you immediately plant the thought in the prospect’s head that if they wait too long, those 15 slots might get filled. As long as your offer is good, you’ll probably find that many people, who were previously sitting on the fence, decide to take action and order, rather than risk missing out completely.

4. The Limited Quantity Offer

Similarly, let’s say that you’re selling a piece of software. To create urgency, you can set a limit on the amount of licenses that you’re going to make available to the public (100, for example). This can be very effective, but of course, if those 100 licenses are bought quickly, you’ll be unable to sell anymore (without looking as though your original offer was deceitful!) A better way of incorporating this technique would be to offer the first 100 customers a discount, to encourage them to act quickly. Then, once those 100 people have bought, you can continue to sell the software, but at a higher price.

So, if you’re looking to give your conversion rates a quick boost, go ahead and include one of the above urgency techniques, because I absolutely promise you, they work very, very well!

Nick Cobb – Sales Letter Writer

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Meet Dave & Sue…

I wrote a video script for The Online Marketing College earlier this year, and the video has just gone live.

And if I do say so myself, it’s really rather good ;)

Take a look…

Nick Cobb – Video Sales Letter Copywriter

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