The Key to Converting More Browsers Into Buyers is to Stop Trying to Sell Them With Letters that Look Like Sales Letters
Instead, Give Them Sales Content That Makes Them Want to Buy
When prospects know they’re reading a “sales letter,” their resistance is high. Most won’t even do it.
This is nothing new. The mail order newsletter publishers discovered over 20 years ago magalogs and bookalogs beat sales letter format controls. Just resembling magazines and paperback books made promotions seem more credible and valuable to recipients than letters.
(My theory is that sales letters worked originally because decades ago people were used to reading and mailing letters from and to their friends and family. Therefore, reading a letter seemed natural and intimate, so it did not arouse their sales resistance. When everybody stopped writing letters, people began associating all letters with “junk mail,” and stopped reading them.)
Display advertisers found “advertorials” greatly out-sold traditional plain ads that looked like . . . ads. Those are columns of text that contain a lot of useful and interesting content and which look like just another article in that periodical.
One key to success is to allow prospects to discover your product or services for themselves. Yes, obviously you give them reasons to want your stuff, but without them feeling as though you forced it down their throats.
When people convince themselves to buy, they’re a lot less likely to change their minds than when they feel pushed and “sold.”
You want them to own the idea of how well your product or service suits them.
Isn’t that Deceptive?
It can be. The Federal Trade Commission has been looking at online advertorials or native advertising.
However, their problem is with examples that disguise themselves as pure news articles on news sites. That is, if you pay TIME magazine to run your advertorial and to make it look like just another article in that magazine, then it transitions into selling your nutritional supplement, that would be a problem. That’s why such advertorials state they are “Sponsored.”
According to a study released by eMarketer several years ago, from the Online Publishers Association and Radar Research, 73% of online publishers do sell advertorial space.
The FTC could or should object when the advertorial consists of a lie.
“25-Year-Old Single Mom in <Your City Here> Makes $8,967 per Month Working From Home” is one such example I’ve noticed.
I do not advocate you deceive anyone.
When prospects are on your website, there is no misrepresentation. On your own website, you’re saying you are Joe Smith or the XYZ Corporation, not an “independent” source of “objective” news.
You are obligated to tell the truth. On your own website you’re under no obligation to come across as a pushy used car sales person instead of a concerned, better-informed friend or family doctor.
Which headline about a new nutritional supplement makes you want to read what follows?
“New Study by the Harvard School of Medicine Finds Active Ingredient in Amazon Rainforest Herb Relieves Joint Pain by 99% Within 2 Weeks”
“Zymatin Tablets Get Rid of Your Arthritis Pain Overnight or Your Money Back. Limited Stock Available so Get Yours Now.”
Unless your prospects already know and love Zymatin, they want and need the first article. Even an in-house email list may not bother to open and read the second unless they’re running short of Zymatin and suffer from severe pain without it.
Your Sales Piece Does the Heavy Lifting to Move Your Product or Services, Yet Must Make the Process Look Easy and Effortless
Of course, it must connect the information about the product or service to benefits that solve customer problems.
It should use criteria.
That’s criteria set by you in other pieces of content.
That’s also the customer’s criteria. What is the ultimate benefit your product or services gives them?
What is the greatest emotional return they get from using your product or service?
Two Sample Sales Pages – Same Product, to Two Different Markets
EatStopEatSalespage – Eat Stop Eat for Weight Loss Market – Download PDF file.
AntiAgingMarketEatStopEatSalesletter – Eat Stop Eat for Anti-Aging Market – Download PDF file.
* Research into your product and market
* A strategy to use a unique, implicit but non-hypey promise to catch attention and proof to close.
* A primary sales document for one service or product
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