People have often asked me how to launch Clickbank #1’s.
And I’ve given them all my top tips, which they’ve followed to the t.
Yet many still come back in dismay over the fact that nobody bought their product. Even with paid traffic that resulted in hundreds of clicks, they simply couldn’t convert.
And for the most part, every time I review the product, it’s absolutely flawless.
These are awesome digital products that will genuinely help people. It’s obvious to me that a lot of time, effort and love was poured into them. What’s more, their niche is profitable and the mass market demand is there.
So why is nobody buying your awesome product?
The sales letter sucks.
You can have the best product in the world and a sure-fire marketing strategy that works.
But all the traffic in the world is worthless if you can’t present the product well in your sales page.
And your bank balance will never see reap the rewards of your hard work.
So here’s my first tip. And it’s HUGE. If you’re not taking notes yet. Then this is the time to take out that notebook.
Don’t believe me?
Here are some stats:
Only between 0.5% to 2% of visitors to a “text only” sales page will end up making the purchase.
Compared to a sales page that includes a video, over 50% will take some sort of action (e.g. sign up for a newsletter) and 12% will actually buy the product.
How about this…
65% of people will watch a sales video to completion, while less than 20% will actually real “text only” sales letters til the end.
All my sales pages, for whatever product in any of the many niches I get into, have a sales video.
In fact, many of my “video only” sales pages convert even better in the IM niche.
So if you’re struggling with conversions on your product, the first thing to add, if you haven’t already, is a video.
Next up is the CONTENT of your video and text.
I personally swear by The Gary Bencivenga 4-part persuasion formula.
It’s a template that has given me, and many other marketers, heaps of success.
1. Urgent problem
Start by directly addressing the urgent problem.
This must immediately grab the reader’s attention and tap into their needs or desires.
Emphasize on the urgency so as to motivate the reader to want to know the solution.
If you’re selling a weight loss product you could start with “Discover the ultimate secret that the greedy diet industry is keeping from you!”
2. Unique promise
Once you’ve hooked the reader with a problem that they are having, give them your unique promise to solving it.
Paint a picture of how great their life will be because of what you have to offer. Don’t focus on the technicalities of your product, but on the better quality of life they will get.
Always sell the benefits, not the features.
Be personal, engage with their emotions. Connect with them through their frustrations.
Remember that it is very likely your page is not the first they have landed on, and they have probably tried out different products in the niche with limited success.
Use this information to your advantage.
Emphasize how revolutionary your promise is, that it cannot be found anywhere. Why it is different from the countless other products on the market.
3. Unquestionable proof
This is the most important part of the sales letter.
The success of your product will rely on the proof you provide.
Of all the four components, this is the one that you really need to focus your efforts and energy on.
For my IM products, I simply show them screenshots of my earning from using the strategies I use:
Aside from that, there are several other methods of proof you can use:
- Your own story. Explain how you were in the same position as the reader. Be personal. Connect to the reader’s emotions. Describe your rock bottom, how you managed to overcome it and why you want to help others.
- Videos. Make use of your medium. There’s nothing easier for your potential customer than sitting back and watching a video. Show them proof of your product’s success.
- Case studies. An in-depth look at the life of someone who used your product. Their problematic life before and their current amazing life after.
- Testimonials. From people who have used your product and how it changed their lives. You could have several short blurbs from a variety of people.
- Statistics. Numbers are always a plus point. If you’re selling a product that teaches people how to make money online, add screenshots of bank statements and so forth.
- Images. A picture paints a thousand words. It also breaks up text and keeps the reader interested. Just make sure it relates to your message and isn’t just a filler.
4. User-friendly proposition
This seals the deal.
Your product is the solution to the urgent problem.
Put your reader first. Keep it simple.
People want fantastic, instant results with little to no effort on their side.
Explain how you did all the hard work and your reader just needs to follow your step-be-step instructions.
Describe how easy your product is to use. Is it a 30-day plan that they just have to follow? Is it a video course that will be emailed to them weekly?
Whatever it is, don’t give them the impression that they have to put in an ounce of effort.
I read a friend’s sales letter promoting a numerology product.
The final proposition included customers having to do different sets of calculations on their own to discover their future love life, finances, and destiny.
Math = non-user-friendly.
It was a great product but needless to say, it didn’t sell well. Or rather, at all.
So there you have it. The 4-Part Persuasion Formula to creating an effective sales letter. Follow it. Use it. Play around with it. See what works for you.
Every niche has it’s own target audience that requires certain things in order to really turn a prospect into a customer.
So remember to always conduct split tests on your sales letter to see what works and what doesn’t. Even the slightest color change or button copy can change the numbers.
Oh yeah, before I go, here’s my final golden tip.
“Add to Cart” is the highest converting button copy.
I’m not sure is button copy is a real term. But yeah. Never use “Buy Now.” People don’t need to be reminded that they have to actually spend money to get your awesome product!