Maintain a "Made Me Buy" Swipe File
Posted 11-21-2008 at 04:20 PM by Robert Plank
Tags funnel, made me buy, sales process, swipe file
http://www.youtube.com/watch?v=PCwx14cnG5A
As a copywriter, you probably maintain some kind of swipe file, which is an archive of headlines, phrases, and entire sales letters that contain sales materials that you like, so you can re-use the same strategies in your own sales letters and hopefully hit on some of the same hot buttons as the original copywriter did. But my question to you is, do you maintain the most important swipe file of all, which is the "Made Me Buy" swipe file?
When you write a sales letter, it does not matter if you have the most attention-grabbing headlines and body text, and the most compelling offer in the world. If it never converts to a sale, it is no good!
The simple fact is, if you only keep a swipe file of all the sales letters you never buy from, you are keeping a list of losers. You need to keep that list of winners, and so many people will think to save swipes of sales letters that almost get them to buy... they never think that, after purchasing a product, they should go back and dissect what made them buy.
If you can figure out those one or two triggers that caused you to buy, chances are you can pass that on to your own prospects. Do yourself a favor and keep a swipe file of products you buy. Not just the sales letter, either! Capture the entire process: the e-mail follow-ups, surprise bonuses, support, and consulting. Keeping a "made me buy" swipe file will really help, especially those times you get writer's block while copywriting.
Get the exact step by step formula to write a sales letter in five minutes or less, complete with easy to use worksheets and plug-n-play headlines, offers, stories, and guarantees... http://www.fiveminutecopywriting.com
As a copywriter, you probably maintain some kind of swipe file, which is an archive of headlines, phrases, and entire sales letters that contain sales materials that you like, so you can re-use the same strategies in your own sales letters and hopefully hit on some of the same hot buttons as the original copywriter did. But my question to you is, do you maintain the most important swipe file of all, which is the "Made Me Buy" swipe file?
When you write a sales letter, it does not matter if you have the most attention-grabbing headlines and body text, and the most compelling offer in the world. If it never converts to a sale, it is no good!
The simple fact is, if you only keep a swipe file of all the sales letters you never buy from, you are keeping a list of losers. You need to keep that list of winners, and so many people will think to save swipes of sales letters that almost get them to buy... they never think that, after purchasing a product, they should go back and dissect what made them buy.
If you can figure out those one or two triggers that caused you to buy, chances are you can pass that on to your own prospects. Do yourself a favor and keep a swipe file of products you buy. Not just the sales letter, either! Capture the entire process: the e-mail follow-ups, surprise bonuses, support, and consulting. Keeping a "made me buy" swipe file will really help, especially those times you get writer's block while copywriting.
Get the exact step by step formula to write a sales letter in five minutes or less, complete with easy to use worksheets and plug-n-play headlines, offers, stories, and guarantees... http://www.fiveminutecopywriting.com
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