Should I hold back strategies for the surrpise inside?

Aaron Moser · 07-08-2009, 07:26 PM

Hey warriors,

I need your opinions on some sales copy I'm witting...

For this product I have about 15 chapters and 5 of these chapters talk about some specific little known strategies and I'm not sure if I should reveal what those chapters are called in my sales copy because I kind of want it to be a surprise when they read the book.

In the sales copy I was thinking about listing all the chapters in the book and having a few bullet points under each one that describes what they'll learn in each chapter.

I'm kinda leaning towards making the sales copy as transparent as possible to build trust and credibility but then again I know most people will be pleasantly surprised if I don't reveal these chapters in the sales copy and they just discover the them in my book.

I'm not sure if I should add these chapters or not.

Should I...

A) Reveal the chapters to reduce refunds, build trust, and entice them?

or

B) Don't reveal the chapters and let reader discover them in the book so they'll think I'm over delivering.

The only problem I see with option A is that some prospects may already know of these strategies and decide to not buy. But then again I do have 10 other chapters they may be interested in. So I'm stuck.

What do you think?

Thanks,

BrianMcLeod · 07-08-2009, 07:38 PM

Build intrigue by "redacting" all the top-secret, classified information. Make it the "mystery chapter" which you absolutely CANNOT talk about publicly... and they'll understand exactly why as soon as they read it!

Paul McQuillan · 07-08-2009, 07:46 PM

No doubt what Brian said is the way I would go.

Don't let the cat(s) out of the bag

Aaron Moser · 07-08-2009, 10:18 PM

Thanks guys. I appreciate the help. I guess letting the cats out of the bag just to seem transparent and credible wouldn't be as good as building the intrigue.

Brian, I guess I could combine the 5 secret strategy chapters into one extremely long chapter with sub chapters for each strategy. I just need to ponder what I should call this chapter.

Thanks for the words of advice.

Elmar Sandyck · 07-09-2009, 02:07 AM

Give some general teasers but leave the meat inside.

That will keep them asking for more.

07-08-2009, 07:26 PM	#1
Aaron Moser Mindset for Success War Room Member Join Date: Oct 2005 Location: California Posts: 1,287 Thanks: 70 Thanked 57 Times in 36 Posts Social Networking	Should I hold back strategies for the surrpise inside? Hey warriors, I need your opinions on some sales copy I'm witting... For this product I have about 15 chapters and 5 of these chapters talk about some specific little known strategies and I'm not sure if I should reveal what those chapters are called in my sales copy because I kind of want it to be a surprise when they read the book. In the sales copy I was thinking about listing all the chapters in the book and having a few bullet points under each one that describes what they'll learn in each chapter. I'm kinda leaning towards making the sales copy as transparent as possible to build trust and credibility but then again I know most people will be pleasantly surprised if I don't reveal these chapters in the sales copy and they just discover the them in my book. I'm not sure if I should add these chapters or not. Should I... A) Reveal the chapters to reduce refunds, build trust, and entice them? or B) Don't reveal the chapters and let reader discover them in the book so they'll think I'm over delivering. The only problem I see with option A is that some prospects may already know of these strategies and decide to not buy. But then again I do have 10 other chapters they may be interested in. So I'm stuck. What do you think? Thanks,
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07-08-2009, 07:38 PM	#2
BrianMcLeod Fingers of Fury War Room Member Join Date: Oct 2005 Location: Miami, Florida, USA. Posts: 1,140 Blog Entries: 5 Thanks: 421 Thanked 348 Times in 198 Posts Social Networking Contact Info	Re: Should I hold back strategies for the surrpise inside? Build intrigue by "redacting" all the top-secret, classified information. Make it the "mystery chapter" which you absolutely CANNOT talk about publicly... and they'll understand exactly why as soon as they read it!
	Brian McLeod "Copywriting Training For NON-Copywriters?" Yes, yes... YES! Increase Conversions By Watching Your Web Visitors On Your Site Direct Response Copywriting \| Follow @LoudMac on Twitter \| Sell.More.Better

07-08-2009, 07:46 PM	#3
Paul McQuillan Sales Page Writer War Room Member Join Date: Feb 2009 Location: Minnesota USA Posts: 806 Thanks: 98 Thanked 208 Times in 134 Posts Social Networking	Re: Should I hold back strategies for the surrpise inside? No doubt what Brian said is the way I would go. Don't let the cat(s) out of the bag
	Paul McQuillan (my fabulous blog) Need a Killer Sales Page?- click here

07-08-2009, 10:18 PM	#4
Aaron Moser Mindset for Success War Room Member Join Date: Oct 2005 Location: California Posts: 1,287 Thanks: 70 Thanked 57 Times in 36 Posts Social Networking	Re: Should I hold back strategies for the surrpise inside? Thanks guys. I appreciate the help. I guess letting the cats out of the bag just to seem transparent and credible wouldn't be as good as building the intrigue. Brian, I guess I could combine the 5 secret strategy chapters into one extremely long chapter with sub chapters for each strategy. I just need to ponder what I should call this chapter. Thanks for the words of advice.
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07-09-2009, 02:07 AM	#5
Elmar Sandyck HomeWorkingWizard Join Date: Feb 2008 Location: Belgium - Western-Europe Posts: 25 Blog Entries: 1 Thanks: 2 Thanked 2 Times in 1 Post Social Networking Contact Info	Re: Should I hold back strategies for the surrpise inside? Give some general teasers but leave the meat inside. That will keep them asking for more.