Testimonials will help your sales letter because it shows that other people have taken an interest in what you have to sell and that they have received results from the product you’re offering. Let’s talk today about how to get testimonials, how to add them, and how to format them.
First of all, in order to get testimonials you need actual buyers. I’ve heard people recommend that you give out review copies which means that you might sell a book for $20 dollars but you will be handing it out for free in exchange for a review. But the problem with this is first of all if no one gives you a review, you’ve given these books out for nothing and the best review I’ve received are from real buyers.
That’s why I would recommend that you launch your product at first with no testimonials because they are not required. And, after people buy, follow-up with them individually to get a testimonial out of them. Then when you follow-up, how do you get this testimonial, It’s simple! Ask three questions about their experience. It doesn’t even matter what three questions, ask three things and this means that they’ll have to respond to you with at least three sentences, usually more.
You take their response, remove the questions and now you have a thoughtful response. These can be any three questions such as, what did you like the best about this product, What was the easiest part and what would you recommend other people can get out of this, Easy! Three questions, three different answers and now you have a detailed review. Once you have that review, you can put it on a webpage and I would recommend you put it inside of its own box.
I prefer blue boxes and take their best phrase and make it the headline of that box. For example, if you had a product and someone used it to sell a house in two days. The headline might be “Sold My House In Two Days!” And, that is a part of the length of your review they say but now it is easy to scroll around and see what that testimonial is about. Another thing that really helps is to have their picture and full name because we’ve all seen sales letters where the testimonial was from “Suzy T” and it looks made up.
We want to prove as much as possible that these people giving testimonials are real people. When someone gives you a testimonial, ask if they have a picture of themselves. Add them to Facebook, see if they have a picture there. Get any picture of them to prove they are a real human being and list their first name and last name. No initials, full first name, full last name and if they have a website url, a dot com name. List that as well but do not link to it. We’re listing that to prove not only did they leave this review, they have a full name, they have a picture, and they have a url. And, that is as simple as testimonials have to be.
Making a video and adding it to your sales letter is hard. Split testing takes awhile but one very simple improvement you can make to your webpage is adding an audio button. It takes you a few minutes. It makes you look more professional and it keeps people staying on your webpage for those first few seconds.
Adding an audio button is easy. We’re going to use the WP audio player script to add to our webpage. We’re going to use the Logitech USB Clear Chat Headset to record it and Gold Wave to save the file. And you’re going to be reading what you see on the webpage.
The WP audio player script is a file you upload and a piece of code you put on your webpage that says, “Find this audio file, this MP3” and play it directly in their browser. All you have to do is download the stand alone version if you have a HG mail sales letter or install the plugin if you have a WordPress sales letter, and now it is ready to play your MP3 file. But we have to record that MP3 file first. For that we will get the $35 dollar Logitech USB Clear Chat which you can buy on Amazon, and it will record anything you say in fairly good quality.
Then you can get the shareware program Gold Wave, hit the record button, speak then save as an MP3 file. Now that you know how to record an audio file, upload it and play it on this webpage player. What do we say, Very simple! Open up your webpage, read the headline, read the first few paragraphs introducing yourself and then find a place where there’s a cliffhanger and transition into telling people to continue reading the webpage.
That way you’ll have your shocking statement, you’ll begin telling the story but they have to keep reading the webpage to get that story. We want to limit our audio button to about one minute in length to avoid being too long and we want to read the exact text we see on the webpage because the whole point is to get them to start reading. It wouldn’t make sense to show one thing in text and read something else in audio. Read what you see.
And that’s how to add an audio button to your sales letter. Use WP audio player as your player. It’s free and even though it does work with WordPress, there’s also a stand alone edition for regular sales letters. Use the Logitech USB Clear Chat Headset to record your audio and the program Gold Wave to actually record it and save the audio file. Read the headline, read the first few paragraphs then tell people to continue reading the page to get more information.
When you make a sales letter, you have different options. You can make a sales letter be entirely made of text, a video and nothing else, or combine text and video. Which one is right for you, If you ask me, a text sales letter is easier to make because I don’t have to worry about video sizes and I don’t have to reshoot or worry about graphics or sounds.
With text I can words up on a screen and that’s it. Text is good because it gets the detail oriented people. People who want to know exactly what they’re buying, what’s exactly in Module 3 of your course, what problems does it solve. They want to know all the details and text is helpful for that. Especially because anyone can scroll down to the bottom of the page add any points and choose to buy.
Video on the other hand is easier to pull people in and they can hear your voice, they can see whatever graphics you choose to put on the screen, and you can even set up things where people can’t skim or fast forward, or scroll to the end of the video. But unfortuantely, this is also the problem because it’s tough to back on a video and see exactly what you’re getting, and even if there are fast forward and rewind controls, it’s hard to see the big picture to see the entire offer in video.
That’s why you’re seeing more and more sales letters that used to be 100% video, now have text below it so that the exciting presentation is on video but the actual details of what’s inside the offer or inside the course is below that video. At first glance this might seem to be the best of both worlds but this is something you need to split test because many times I’ve found that giving people something extra to play with, distracts them from the sales letter and many people will watch the video and leave.
Text and video is a good place to start but then you should split test text and video against text with no video, and you might be surprised at the results. But either way you shouldn’t discount a text sales letter because it has been working for so long but you also shouldn’t discount a video sales letter because it might convert better for your particular webpage.
It doesn’t matter too much about your niche, price point or audience. You have to decide how long you’re going to make your sales letter and adjust from there. But there is no magic number about your webpage needing to be two-pages or ten-pages long. It has to be the right length.
When I write a sales letter, I don’t think ahead of time it’s going to be one page long or ten pages long. It ends up being however long it has to be to list all the details but also not be too boring. We could easily go for 50 or 100-pages filling up the space and saying nothing but we will lose readers. On the other hand, if you were trying to get someone to pay you a thousand or $2,000 dollars and your sales letter was five bullet points, that probably is not enough information.
If your sales letter is on the short side, doesn’t give me enough details to decide I need it. Are you telling me if it’s a book, video or a class, And, if it’s a video what format is it in, How long is it, What does it tell me, If it’s a class, how long does the class go, What parts of it are interactive and so on. Tell me what are the details, not only that. what is in every component and why is each of those components important.
If you’re only selling a 10-page report, you might not have as much to talk about and that’s when you need to worry about your sales letter being too long. If it’s so boring that you have to go through every single component in the table of contents or talk about everything else on every single page that’s obviously too much detail.
As your price point and the amount of value you deliver goes up, then your sales letter needs to be a little bit longer as well. But there’s always that danger of going too long. It’s important for you to look at your own sales letter, ask people in your niche what they think, and split test to see if your sales letter is too long or too short. But when you’re looking about what improvements to make, focus more on improving the headlines or focus on partof the sales letter where you might loose or discuss your readers instead of worrying about how long or short it should be.
I want you to get really good at writing sales letters and other webpages and I don’t want you to get stuck. That’s why I am going to share with you an easy way to come up with any headline and any bullet point without thinking by applying a very simple formula that you can use for any offer on any webpage, and have your site set up in a fraction of the time.
The first way I like to think about writing a headline or a bullet point is to think of three problems and three solutions. For example, if you were offering a time management course and the problem the people were having is that they were overwhelmed, they were tired and they were running out of time. Those are the three problems and three solutions could be to simplify their life to increase their energy and to work faster then they can get more out of the day.
And, we could incorporate that in the headline and it’s almost now written itself. If you’re overwhelmed, tired, and you’re running out of time then you need this training to get more energy, work faster, and do something else that will help them out. Three problems and then three solutions to those problems writes the majority of your headline or your bullet points for you.
The next thing to keep in mind about headlines and bullet points is that we’re focusing on the “wow” factor; on the big result, outcome, boost, or improvement. We’re not going for what it actually is, we’re going for what it does and that means that instead of talking about the really cool worksheets or step-by-step formulas that we’re offering. Let’s focus on what people get once they’re done.
Maybe they will get 10 hours of work every day compressed into one hour. Maybe they will live long; maybe they’ll be happier but those are the things to keep in mind when writing your headlines and your bullet points. It’s fine to mention that the components of your course but your headlines and your bullet points will become a lot more exciting if you focus on what comes after they take your training.
And finally, if you’re really stuck. My fill in the blank template for writing bullet points is why and then some kind of emotional reason and how, and then some kind of emotional outcome. And, that could be something as, “Why saying goodbye to email forever. Why saying goodbye to email forever will improve your life drastically and how you can take those steps in three days or less!”
We’re saying why this thing is important and then how it does this but we’re making sure to add emotional words such as say goodbye to or improve then we’re not listing things out. We’re actually making this fun and exciting and connecting with our readers. Write headlines and bullet points by thinking of three problems and three solutions by focusing on what results comes out of that training, and then use the why and how technique.
When you have a sales letter which is a simple webpage that presents a single offer and has one thing for people to buy. They’re mistakes that I see over and over again, and if you avoid these mistakes you can shortcut a lot of frustration, time and money, and start making sales faster.
Avoid the confusing or hard to understand offer, avoid signing off before you hit the buy button, and avoid multiple calls to action. Even though your sales letter is supposed to be simple, even though it’s supposed to be one thing to buy. I still see people make it super complicated. If you’re selling something for a $100 dollars, then state it’s a $100 dollars. If it’s two payments of $20 dollars then state that but let’s not get crazy and make it 15 payments or a payment every day. Let’s make the price of what it is exactly what it is.
And, be upfront about what thing people are paying for. Are they paying for reports, a physical book, a cd, How is it delivered, That way when I buy from you, I know exactly what it is I’m getting for my money. It’s a very easy thing to fix is making sure that all the pieces are presented in the right order. For example, you wouldn’t want to put your guarantee above the bonus area because everyone is used to seeing the guarantee near the very bottom of the sales letter. It’s almost a legal section. But if we see the guarantee and we’re thinking it’s the bottom of the sales letter, we might miss some of the bonuses.
Likewise, if you sign your name and have a signature of your name at the bottom of the sales letter but didn’t have the buy button under that, less people will read to the bottom because they see you signing your name and they’re used to regular letters where you sign your name at the bottom and then your done. By moving your buy button under your guarantee and before your sign off, you can get more sales because they’re used to the guarantee is winding down but the sign off is where the sales header is completely done.
And finally, [are easy to make to buy,] [2:38] it to fix your sales letter is to remove extra order buttons. Remove links off of your site. Your sales letter should have one single call to action, one single thing to do. That means instead of having three or four order buttons, have one single order button. Instead of having a order button and other links outside the website, narrow it down to one single order button.
It’s okay to have links that drop people down to the bottom of the page to that order button but you want it to be one single thing people can buy on this webpage. Either they can buy or they can leave. I know there’re some very common mistakes that you can easily avoid on sales letters. Have an easy to understand offer, sign off after your buy button annd limit yourself to one call to action.
Even though you might see many webpages from top to bottom. Most copywriters don’t start by writing the headline. They might not start at the bottom either. The question is what part of your sales letter should you write first, The answer is the bullet points.
For me, the most detailed part and the most difficult part to come up with in your sales letter is the bullet points. The description of what’s inside your product because once you have that middle part, that list of what is inside the solution. Then you can transition into the headline. Then the story and the problem pretty much write itself. But a great place to start is with the bullet points because it’s easy to expand from there and a webpage with nothing but a bunch of bullet points and a order button is still a basic sales letter.
What you do first is list many of the components, videos or chapters or inside your paid offer and then expand them into benefits. Take those things, for example, if you were to sell a report about increasing the distance you can hit a golf ball but the first chapter might be about which golf club to choose. But we want to focus on the outcome, the feature is what golf club to choose but the benefit might be exactly, “How choosing the correct golf club makes all the difference,”
Even if some of your bullet points are features and not benefits, it’s still okay. It’s fine to list the exact components of your course, report, video, or class because people still need to know what they’re buying. It’s up to you to take that list of what they’re buying and make it more exciting. But if you’re a beginner copywriter, having a list of bullet points is better than having no sales letter at all.
A sales letter is a webpage that you have on your site that’s explains a problem and introduces a solution, and then it tells people why your solution is the best. But it’s difficult to tell where you should start on a sales letter and even if you look at your competitors, it’s tough to see how you can follow in their footsteps without actually copying what they do. And, the best way to have at the top of your sales letter is to introduce a problem.
The reason for that is because if you come right out with your offer immediately, a report or a video that’s for sale. Then they can easily say “no” and leave the site forever. But if you start off with your sales letter with a very common problem that is the same problem that took them to your site, then they are somewhat in agreement with you and have a reason to continue reading.
If you sold a membership site about how to improve your golf game and people came to that site because they couldn’t improve their golf swing. Then you begin with explaining the problems they might be having with that golf swing but you don’t come right out immediately and say, “Buy this” because they can easily say, ” I don’t need this.” Get them aware of the problem first then that by the time you introduce your solution, they have a more difficult time saying “no” to it because they already agreed about the problem.
And, on top of this problem-solution idea, the great way to pull them into to begin with is to introduce a shocking statement to keep them reading. For example, if your membership site shows you how to double the distance that they can shoot a golf ball, then talk about that in the headline but then lead up to that. You’ll say that you’ve discovered how to double the distance. Anyone can hit a golf ball but then jump back to the problem and build up to your solution which explains then how to solve this problem.
Open up your sales letter, figure out what’s the big problem your problem is solving. Is it their problem, Is it your problem, But don’t come out right out with the offer. Have a shocking statement at the very top with the promise of the outcome. Then bring in the problem, then the solution, then what people can buy from you.
If you apply all seven persuasion points told by Robert Cialdini onto your sales letter, you’ll find that you automatically have a great argument to get people to buy and you will build the trust and show the proof that your sales letter needs to have to begin with. Here are the seven elements that you need to be sure your sales letter has.
Number one, reciprocity. People return favors to people who give them a favor in the first place. That means, if you put an opt-in page in front of your sales letter offering a free gift, that’s a favor. If your sales letter divulges a lot of really good information before you even ask for the sale or present the offer, that’s a favor.
Number two, commitment and consistently. If you ask someone to do something and they just do it, that’s one thing but if you get them to promise first before doing it, then there’s a greater chance they will actually complete that action. That’s why if you have a high priced product, think about splitting it into two parts or at least adding an upsell. If someone buys one thing from you, offer product number two.
Number three, social proof. Others want to do what everyone else does. If you can add testimonials on your sales letter then people will want to be a part of that crowd and want to achieve the same results they’ve had as well. If you can show the results you have obtained other people including case studies and testimonials. That will help that to show that you know what you’re talking and that your product does what you say it does.
Number four, authority. If it appears that you’re in charge, then people are more likely to listen to you and do what you say. And, that means if you can show some kind of credentials or your own approve. That will help on top of the testimonials and case studies you add to your sales letter.
Number five, liking. There’s a reason why people on TV are attractive including in commercials because people tend to gravitate more towards people who look good. And, you can apply that in written formats, if you are a nice person. If you don’t offend your visitors and if you can account for all the possible types of people who come to your website. Let’s say that you were selling training on how to install WordPress, you’d make a mistake by only including people who have never used WordPress before. You might specifically call up people who haven’t used WordPress, who are experts on WordPress or social media on WordPress, and that way you make sure to include everyone. And, they can tell that you know what you’re talking about and that you care about them.
Number six, scarcity. If something is only available for a limited time, then there is a higher chance that someone will actually buy it. I’ve had a few products where they’re selling for $19 dollars and 95 cents, but I announced that the price was increasing by a mere $7 dollars, and it doubled the conversion rate from 5% to 10%. By announcing some change as a price increase or the offer will close soon, or even specify that if somebody does not act on your offer right now, what will the consequences be,
And those are six Robert Cialdini points you should check to make sure that your sales that are contains to make sure not only do you go into enough detail about your offer but you are being persuasive and convincing enough to get people to buy.
If all you’re doing on your sales letter is adding an order BUn at the bottom, then you’re losing sales. And, if you are copying your order BUns so it appears multiple times within your sales letter you are also losing sales and possibly inviting refunds. On a sales letter you want to have the order BUn at the bottom, that way people start at the top, read what they need to see then they buy. But we can’t assume that people know that the bottom of your sales letter is where they should go to order.
As we progress through the problem, the solution and the benefits. One single feature might convince someone to buy and we want to make it easy for them to make that buying decision right now before we’ve said too much. That’s why we want to add what are called anchor links throughout the page. Preferably, once per page starting with where you introduce the author and when you click on them, draws people down to the order form.
The reason for this is first of all to have many of these links that people can make a decision right now to buy but we’re dropping our customers down to the bottom of the webpage to the order form then they know exactly what they are getting. If we were offering a course for a thousand dollars and someone decided they wanted the course and they click to buy, and suddenly it said a thousand dollars. They’d be tempted to click back to verify what they were getting.
If we were offering a monthly site, for example, for $20 dollars per month and somebody decided to buy. They wouldn’t see exactly what they’re paying and what they were getting, and it would make for a confusing user experience. That’s why it’s important to add these jump links starting with where you introduce your solution and your offer, and have these links drop down to the bottom of the webpage where your order form and order BUn are and place a different reason in each link. And that means, if we’re offering a course about WordPress and we start off with saying that one section is the important plugins to add.
We might make a link say, “Great, I want to know what plugins to add. Let me order now,” and click that link, they dropped down to the bottom of the webpage and now they can order. Then we talk about the perfect themes that people should use for their WordPress blogs. You can say, “This theme training is just what I want, click to order now.” They click that, they are dropped to the bottom of the page. Now, they can click to order.
But adding jump links in this fashion where they’are listed once per page with a different reason that drops people down to the bottom of the page, will make it clearer what they’re buying and make it easier for them to buy in the first place.