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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