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Copywriters, Business Owners, Marketers!
Lend me your eyes….
For what I share with you today may forever change you.
We are talking my numero uno, hottest takeaway from my weekend at Jeff Walker’s PLF Live.
Now, if you don’t know who Jeff is or what PLF is…no worries…more on all that in future mail. Today, I mention Jeff Walker to give credit for my tidbit where credit is due. (He actually took it from someone else, but I can’t recall the name).
As copywriters and marketers, our main job is getting the right candidates to press that ole BUY Button. That’s it. The whole shabang. We can help get likes, and a following, and an enormous list…but if we can’t bring home the buy, we don’t keep the job.
When I’m right, I’m right.
So, what do I mean by “landing the plane.”
Here’s an example from real life:
A client comes to me and says, “My program helps my corporate women feel more balance and joy in their lives.”
This plane is still in the sky. Like…waaaaaay up there at 30,000 feet. The offer is general, abstract, and intangible. It cannot be measured. It sounds woo-woo and like far too many bullshyt programs sold by snake oil salesmen looking for a quick buck.
Most people nowadays have seen these overzealous, undefined claims a million times…
Jeff gave us the following bullet point list to help ground an offer in concrete reality…an offer people can believe in, and will buy.
To land the plane, your offer must be:
For those of you working in the personal development space, this little formula will take a LOT of thinking…especially the verifiable and external criteria…how do you measure “feeling oneness with the Source” after all?
Still, even in that space, even though the ideal customer is aware of what you “mean” bringing it down toward the ground will create more sales.
Back to my example…how could we change the offer?
“More Balance” = “You will discover an extra hour to spend time with your family using our specific time management hacks, morning rituals to get you out of bed at 5 with an hour to exercise before you start your day, meal systems to cut down on daily cooking and provide 30 minutes of extra time for hobbies….etc,”
All can be measured…all can be seen through a camera. Right?
“More joy” = “You’ll feel a pep in your step, find yourself smiling for no reason, less prone to tantrums or yelling at the kids, your inner voice will become more complimentary and you’ll sashay rather the skulk…”
The corporate woman’s colleagues and kids could actually see the results. Right?
The ability to visualize the life after your program will draw more of the right people to you..the people who have been looking for those precise promises you describe. The promises demonstrate your commitment to your prospect, your understanding of how they feel and think, and, most importantly, your trustworthiness because you have done something others don’t…
You’ve promised something measurable.
You desire for your wallet explode under the strain of the sacks o’cash generated by your incredibly crafted copy…right? Riiiiight?
Chances are your offer needs a revamp, an overhaul, a makeover.
I say this from vast experience in offer redesign….your heart is in the right place, but your positioning is all wrong.
If your offer has bullets like these, your shots are whizzing by your mark:
The above bullets were taken from the offer section of real sales letters. And some sales letters were pretty good…
Until the reader reaches the offer section…and finds the “how” rather than the “what”…
Irresistible offers do NOT focus on the “how”…the method of delivery is largely irrelevant to why people buy.
As Jeff Walker, creator of Product Launch Formula, puts it “Your offers is about the transformation FIRST, plus a little about the stuff.”
None of the bullets above talk to transformation. Sure, the sales letters leading up to the offer often did a decent job describing the “why” behind the program (some better than others), but all totally lost it at the most crucial place…the offer!
“Six weeks of one-on-one calls” could be “Together, we will develop a concrete action plan to reach your goal weight and ongoing accountability in a series of six one-on-one coaching calls.”
“Eight modules…” could be “You will want to bound out of bed each morning with a smile, make more money with less struggle, and eliminate procrastination in your daily life when you invest your effort into this intensive purpose discovery process.
See what I mean, jelly bean?
Try this game with the other two…or even with any offers you see on the internet.
I’d love to see what you come up with…
I’m loving controversial figures these days, and Perry Belcher is certainly one. At least in the digital marketing world.
A MASTER copywriter and marketer, Perry had some legal trouble back in the days before he co-founded Native Commerce and Digital Marketer with Ryan Deiss.
Some remain wary of him; others love him. But most respect his ability to sell online…
And sell he does…everything from $10 flashlights to masterminds for millionaires.
So, when I had the opportunity to attend his storytelling session at the recent Traffic & Conversion Summit, I jumped at the chance. Between you and me, it was the only session I attended (the networking outside the sessions proved a powerful pull, even for an ISTP like me).
As always, my friend, what’s mine is yours…so I’m gifting you a linky-poo to Perry’s storytelling slides (actually, you can get all of the slides from all of his presentations here as well).
No opt in required…just pure, free learning…so take advantage.
Lindsay Sacks O’Stories make Sacks O’Cash