1. Call Out to Your Audience
Address your audience at the start of your ads, at the top of your landing page, or in your sales letter.
2. Demand Their Attention
Use a big promise headline, like the National Enquirer.Example: "How to lose 10 Kgs in 6 Weeks Without Exercise Or Dieting…Guaranteed!"
3. Back Up Your Big Promise
After your big promise headline, back it up with a straightforward explanation in the subheadline.
4. Create Irresistible Intrigue
Craft a headline that demands attention and a subheadline which positions your big promise. Then, dial up the intrigue with some bullet points. Write out 10 to 20 additional headlines and trim down to your best six. Each bullet should call out the different pains, fears, hopes, and dreams of your target market and add an element of intrigue.
5. Shine a Floodlight on the Problem
Identify the audience (who they are, how they feel) or tell a story about a problem, a struggle, or a challenge. Explain vividly how it feels to experience the specific problem your target market has. Agitate the problem so they really feel pain and agony and become motivated to take action.
6. Provide the Solution
Reveal a solution to their problem with your products or services and then prove this solution is the best viable option that exists. Demonstrate clearly how it’s different from all the other solutions they have tried which failed.
7. Show Your Credentials
Prove to them you can be trusted, establish your credibility, and demonstrate your expertise. Your reader’s skepticism is high and must be quieted. Prove to them you can be trusted by showing them your credentials:
- Results you’ve achieved.
- Successful case studies.
- Prestigious companies (or people) you’ve done business with.
- The number of customers you’ve served.
- Press mentions you’ve received.
- Important awards or recognitions.
8. Detail the Benefits
People don’t care about you or your product or service, they only care about what it will do for them. Features tell and benefits sell, so talk only in benefits. Use bullet points to call them out. Make a two-column list; in one column have all the features and in the second column have the corresponding benefit.
9. Social Proof
Build credibility and believability in your business and your offer. Use third-party validation to build authority, such as research statistics or quotes from credible or authoritative sources.
10. Make Your Godfather Offer
In order to convert, your offer must be:
- Clear and easy to understand: There should be no question as to what your audience is getting in return for their email/purchase/registration.
- Value-based: Your offer copy should be focused on how it will fill a need or solve a problem.
- Concise: Keeping it short and to the point will drive more conversions.
- Persuasive: If there ever was a place to bust out your salesperson chops, your offer is it.
- Irresistible: It must be such a good offer that it’s a no-brainer for your prospect and even leaves them asking themselves, ‘How can they possibly offer so much value?’
11. Add Bonuses
Add relevant bonuses or sweeteners to the offer. These should be highly desirable but not essential to reaching the desired outcome – prospects simply need to want them.
12. Stack the Value
Use the value stack to do just that… stack up the total value and benefits of everything in your offer. Tell them how much everything is worth then paint a vivid picture with benefit explanations to raise your offer’s perceived value.
13. Reveal Your Price
Add prices together to calculate value, then reveal a price that’s much cheaper. Explain why the price is what it is and why it’s such great value. If your goal is lead generation and you’re pitching a free consult, it’s important that you put a dollar value on what the consult is worth. This is not to be confused with the price of your services; you can cover that on the call.
14. Inject Scarcity
Offers without scarcity don’t sell as well, but it needs to be genuine or you’ll destroy your reputation. Examples of scarcity include:
- Putting an expiration date on your offer
- Countdown clocks
- ‘Doors are closing’
- ‘Only X left at this price’
- ‘Buy before X to avoid a price hike’
15. Give a Powerful Guarantee
Remove, eliminate, reverse, and take out perceived risks. Longer guarantee = fewer returns. A guarantee transfers the risk from the buyer to the seller. It shows the buyer that if the product doesn’t deliver, they won’t be at a loss of time or money, thus eliminating the pain of buying.
16. Call to Action (CTA)
The call to action is a command. Be specific and tell them exactly what to do. Keep it clear and direct – your audience shouldn’t have to play 21 Questions to figure out what you want them to do. Ask them to do just one thing.
17. Close with a P.S. that Includes a Warning and a Reminder
Always include a closing point or P.S. It’s the third most read element of your letter. Remind them of your irresistible Godfather Offer. Warn them against the consequence of what will happen if they don’t buy. Include your call to action and remind them of the limited time or quantity.
Action Points
- Write down the most irresistible and absolute best offer you can come up with. Even if it scares you – then you know you have a great offer.
- Create an irresistible landing page, video sales letter, or whatever delivery mechanism will work best for you and your prospect, using my exclusive 17-Part Secret Selling System and example templates provided.
- Pitch the phone call and not the sale. While you ultimately want to convert your prospects into paying clients, in order for that to happen you’ll need to speak with them. With that in mind, make your Godfather Offer centered around a free phone consultation, analysis, strategy session, or roadmap.
