But when you launched it…
*crickets*
This is what happened to Marife Rosas, founder of Christian Infopreneurs Academy. She created an online course called “Wealth Creation Masterclass” where she helps Christian entrepreneurs build successful online businesses.
She had everything prepared: paid traffic, squeeze page, email sequence, sales letter, testimonials, proof, results, follow-up series…everything.
However, only a few people would enroll…keeping her profit margins razor thin. She was making enough to get by, but not enough to scale.
So she asked for my help.
I went through her funnel. I subscribed, read her emails, and ebook.
Everything looked good until I saw the sales letter:
I think you’ll agree with me on this: the sales letter is a complete mess. Even Marife agreed. You have a headline and 5 or more subheadlines that didn’t go together. They’re saying different things at the same time. It’s loud and distracting at the same time. The headlines also don’t hook you or pull you in.
And that’s just the “above-the-fold” section. I saw a few more problems as I read further.
Contents
The 5 Major Problems of the WCMC Sales Letter:
After reading her entire sales letter, I saw many problems. But I only concentrated on five. I knew that once these were fixed, her sales letter will convert.
- Formatting (yes, sales letters need to be formatted correctly)
- No USP – she sounds like every other entrepreneur out there
- Awareness-Lead Disconnect
- Rumbled up sales argument
- Zero build-up to the offer
Here’s How I Solved the Problems:
Step #1: Find the Awareness Level and Sophistication Level of her target market
Step #2: Read the emails she sent prior to the product launch (to understand her sales message)
Step #3: Develop her USP. She was first shy about it. But I talked her into using it.
Step #4: Writing a captivating headline built for Problem Aware and Solution Aware audiences
Step #5: Understand the offer, how it’s delivered, and the “WHY” behind the offer.
Step #6: Incorporate a relatable story in her sales letter
Step #7: Insert social proof, authority, and establish credibility, commitment & consistency in the lead and sales argument
After a few days, here’s what the new and improved sales letter looked like:
She used the new lead and sales argument in February 2018 launch. It became her biggest launch to date. Her revenue quadrupled (compared to her last launch). And from that point on, she should expect the same results every launch.
If she rewrites or improves her offer? Who knows? She might 2x or 3x her current income again.
Not bad for just a few tweaks.
Here’s How My Tweaks Quadrupled Her Revenue…
- A new an improved headline – Your headline is the most important part of your sales letter. If it doesn’t do its job, you’ll end up with little to no sales.
- USP in the headline – “Why should I choose you? What makes you different?” These are questions your prospects are asking themselves. You need to answer them in your sales letter. In this sales letter, I answered those questions immediately in the headline.
- Story lead – this is a lead meant for cold audiences. Marife had them go through a launch sequence before landing on the sales page. But she didn’t tell her whole story. I saw an opportunity there. That’s why I put her “hero story” in the lead. It makes her more relatable, makes her likable, and gives her authority and credibility.
- Creation story sales argument – Yes, you can use your story of discovery as your sales argument. I call this the “Opportunity Sales argument.” Using your story, you’re educating them about a new opportunity. An opportunity that you will show them in your offer
- AIDA Build Up to the Offer – you probably know about the oldest copywriting framework in the world, AIDA. This is also what I used to build up…especially the desire. I wanted them to desire the life Mafe had, the benefits of the new opportunity, and how to get there.
Now, if you want a sales letters like this, book a 30-minute consult with me and I’ll share the “LSOC” Sales Letter I continually use to write high-converting sales letters.
