Secret Ingredient For Belting Out A Home Run On Your Next Promotion
I was chatting to one of my copy-cub students this week. He was struggling with a piece of copy that wasn’t converting.
Couldn’t put his finger on it…
So he asked if I could run my masterful eye over it. He was hoping I could spot the leaking crack that flowed into the dark abyss of lost sales. Smart move.
So I checked it out. And there it was. Staring me in the face like a flashlight stunned Possum in the veggie patch.
You see… everything else in the copy was great. He tapped into the dominant emotion of the market with a crunching headline. Pulled them into a story from the get-go. Dug up all their objections, fears and desires. Transitioned into the solution like a seasoned pro. Drenched the piece with some undeniable proof to back it all up…
But just couldn’t drag them over the line…
So what was missing?
Lucky for you… my soon-to-be-enlightened-conversion-enthusiast… You’re about to find out.
Once I revealed this golden insight with my eager understudy, I thought why not share it here too?
Okay, enough stalling. Brace yourself…
Here’s what the missing ingredient was
He didn’t show them a R.O.I (return on investment).
Big mistake. Huge.
Showing your clients a R.O.I is a critical, powerful weapon to use in your copy to close a sale. Don’t forget this.
Let me show you how. To drive the point home… (You’re gonna love this)… I’ve even added in some examples from a couple of winning sales letters that I’ve personally written. Cool huh?
So let’s kick it off…
Okay, before I get started, let me drill this into your mind one more time so it sticks. Remember this..
Anytime You Can Show Your Prospect A
Return On Investment In Your Copy… DO IT”
In fact, go the extra mile to show them. This is one of the most powerful “copy clicks” you can ever use. Period.
To prove it… The kingpin of direct response copywriting, Dan Kennedy, rates the “ROI click” as one of his top five copy-clicks he uses every time he writes sales copy (as if you need any more convincing than that)
Think about the psychology behind it…
Keeping in mind that the majority of your prospects are secretly looking for reasons NOT to buy from you…
What do I mean? Well, let’s be honest here… Your prospects don’t spring out of bed in the morning looking to spend money with you, right?
Reality check:
If they can get the solution for free,
they’ll take it every time, no question.
So you need to knuckle down and work harder in your copy if you want them to part with their money.
Beware of the dangerous little voice in their head that whispers, “I don’t really need to spend money on this”.
It’s your job to silence that voice
Good news is… the ROI click can totally swing them around. If you can demonstrate (as simple as possible) how quickly and easy they can recoup the money they spend with you, then it could seal the deal.
That little voice will now say, “What have I got to lose? I’ll get my money back in X days/months, then I’ll be in front after that”
NOTE: If you hear more then two voices at the same time, please see a doctor immediately or stop smoking those “special” hand-rolled cigarettes.
Moving on… Let me give you an example of a ROI click. Sound okay?
The first example is from an ebook sales letter.
If you’ve seen me present on stage before… or watched my free-gift-DVD “How to write a winning sales letter”… then you may remember this example from the ‘Dog Breeding” letter.
Here’s how I used the “ROI click” for this $27 ebook
How this $27 ebook can make you $30,000
Then I got to thinking… now I know all the facts on dog breeding, and seeing that I LOVE the process…this little $27 ebook could make me some extra cash on the side. My calculations told me I could sell each puppy for around $1000 each, so with a litter of 11, that’s $11,000 for doing something I love.
Then my mind really started ticking over… I could do this several times per year and pocket around $30,000 and stay at home and enjoy life, instead of selling my soul to an unappreciative BOSS!
That example is pretty short and sweet – Probably all that’s needed for a $27 ebook. In hindsight, if I had taken the time to create a visual graph or table showing the profits, then it would convert even more.
Note to self: Go back and add a graph.
Okay, the next example is selling a high priced service for providing leads to financial planners.
As you’ll see, I’ve put a lot more emphasis on diagrams and tables to show the ROI. I’ve ripped out three pages from the letter for you to look at.
There’s a lot of great copy and psychology weaved through this example – so it’ll pay to read the lot. Yes, it’s long, but I had to convince the prospect to part with a lot of money here… so there is a lot more selling and convincing to do, so the copy needs to be longer to make the sale.
End of example.
There are stacks of great chunks of copy you can be “inspired” by in the above example. But most of all… look at the powerful demonstration of ROI.
Use it where you can. It works.
Till next time…
Think big. Be different.
Bret Thomson
P.S. Tell me… did you enjoy seeing real examples of some of my copy? Do you wanna see more like this? Let me know by leaving me a comment below. Cheers
Excellent.
You’re right, it’s such an important element and so often over-looked. I know I’m guilty! But not anymore. You’ve drilled it into my copywriting brain. ROI. ROI. ROI.
Loved seeing examples of your copy too. They’re always so inspiring.
Thanks for the lesson!
No probs Sel – it helped – I’ll keep the examples coming…
‘It’s your job to silence that voice’ A critical point for sales often missed in otherwise good copy, you’re absolutely right, we all have that voice which tells us ‘we don’t really need to spend money on this’ and as copywriters we need to be one step ahead of the game, magnify glass in hand looking for every crevice that voice could slip into a prospective buyers mind. And to then back that up with clear and powerful ROI to ‘hand-hold’ a customer throughout the process. Always love seeing examples of your brilliant copy hon and I’m sure your readers would like to see more of this too. It helps to absorb outstanding advice like this, if you can actually see it demonstrated visually too. Well done on all counts. xx
Nicely said 🙂 As you know… being the amazing writer you are… I’t’s an art to instinctively read the minds of your prospects. Sales Intuition. Hard to teach. Only the battle-scared seasoned copywriters can really tap into this powerful skill.
How weird it is that your first post for the year is about the same thing I was reading in a book at 6am this morning…
It’s a good point and very relevant.
Welcome back Bret
Spooky coincidence Josh… Thanks mate
Wacky-do Bret – that is the power of visualisation. I was looking for examples of how to do this in my new sales letter and there you popped up on Facebook with a link to show me clearly and specifically what was needed.
Thanks a million mate!!!
Spoooooky…. Let me know how it goes 🙂
I love seeing examples, these are all in the “make money” space, what about curing an embarrassing problem? How would you show the ROI?
Thanks.
Hey Trish. Good question. I once wrote a successful sales package for an age-defying skin care range. To show the ROI, i listed out all the money they would spend on cosmetic surgery (I pasted a chunk from my sals letter below). But ROI isn’t the only way you can justify price. You might need to emphasis on the “emotional cost” of not using your solution… but that’s a whole other post. Stay tuned…
* Forehead lift $3,500 – $5,000
* Eyelid tightening $4,000 – $5,500
* Face lift $7,000 – $9,000
* Dermabassion $2,000 – $4,000
* Deep chemical peel $3,5000 – $5,000
* Botox $200 – $600 per area
* Collagen injection $500 – $1,500
* Medium peel $1,500 – $2,500
* Blue peel $500 – $700
* Chin or cheek implant $3,000 – $4,500
Hey Bret,
Coming to your website is like attending an old school reunion with lots of groovy peeps hanging out.
I just sent a sales letter draft to a client and guess what… I included the ROI copy click, then saw your email and BANG! I get instant gratifications and kudos.
You hit another home run yourself with this post.
Rock on!
Awesome Monika… You’re obviously on track, well done!!
Thanks a lot Brett, I’ve just made some changes to a client’s copy. Love to see more of your copy too mate.
Good timing hey Hugh? Good luck with the results mate
I’m seeing this ad on TV at the moment … and they say “FANTABULOUS” … and that’s what this is. And me too !! I love the examples, that’s what helps me write great copy. And, I’m with Julie … I need it for my new sales letter too … building it tonight :).
Absolutely. We are all human, and yes, although we DO buy primarily on emotion, we no doubt back up our buying decisions on LOGIC, and this essential element takes care of just that. Nonetheless, substantiating a good ROI also reduces buyers remorse by justifying a wise move – a feeling ALL buyers want to possess. Awwwwesome Bret. Keep it comin!!!
Thanks Bret! “Yes Please” “keep the real examples coming”
When I see the Herd of EDR commenting I know I am on the right page. I have learned so much from you guy’s and gals and value the guidance.
Thamks Again!
Konrad
Hey Bret,
That was an awesome read, chock full of your usual brilliance. I’m in total agreement – keep the copy examples coming because they are brilliant.
Will do Nick, thanks for the comment mate
There have been many times in my career when I weoenrdd why certain people are leaders. I think business often sends the wrong message to young hires and aspiring leaders as the the true reward of being a leader. Money isn’t it. Looking back at the end of the day and looking at what you accomplished, whether it with others or alone, is why I chose this career.
Hey Brett,
LOVE your work mate. I especially love the friendly tone of your copy, which obviously reflects your personality. It makes it such a joy to read. Thanks for the fabulous free info, I’m loving writing my own copy and seeing it work.
I will definitely add ROI to my sales pages, Cheers,
Steph
Hey Brett,
There is this real danger that I am becoming a groupie!
Reading or watching “something” you wrote or spoke about, EVERY SINGLE DAY! Hope the fever is contageous enough to pass on to many new propsective clients for my new project! ROI, that is the King! Very french of you, quite impressed… did you realise?
Merci beaucoup!
Edua