How to get a 5% conversion rate - TODAY

[Cherilyn Woodhouse]

Okay, standard form disclaimer here - this is what works for ME. Do your own testing. I can't tell you that you'll get a 5% conversion rate as a guarantee, because it depends on your product, your traffic, and your circumstances. But the post below will give you a MUCH better chance!

So, you want to get a better conversion rate. You want at LEAST 1 out of 20 visitors to your site to buy your product. Here are a few steps that I use to get there for my clients...

1. Always be asking "why". I prefer "why" to "whats in it for me", because it helps you get into the prospect's mindset better. For example, take a headline... "Get More Twitter Followers Right Now!" (bad headline, but it is just an example) - Now pretend you are reading the letter, instead of writing it, and ask yourself "Why?"

So in this case, why would I want more twitter followers? So I can sell them products. (feature you can turn into a benefit in your copy.)

And why would I want to sell them products? So I can make money (another benefit.)

And why would I want to make money? So I can spend more time with my family and quit my job (another benefit.)

And why spend more time with my family and quit my job? To be happy without fear, worry, and stress (ultimate benefit.)

So we went from "get more twitter followers" to "being happy without fear, worry, and stress". What do you think is going to sell your report? The prospect of more twitter followers, or the prospect of more happiness?

Always, always be asking WHY.

2. Forget copywriting structure. Completely. A lot of books will try to teach you copywriting as a formula. Do this first, then that, then this, and your salesletter will be complete. And if you want to succeed, you need to forget about ALL of that.

I'm not saying that your sales page WON'T follow the "headline, subhead, lead in, etc." formula. But don't set out to write your sales page with that formula in mind, because it isn't the physical elements that sell - it is the ideas behind them.

Say it with me - Attention, Interest, Desire, Action. Get their attention first. The most effective way to do this is with a headline. (see? We're still asking why - why write a headline? Because it captures their attention!)

But, and here is what most people miss, you have to KEEP that attention. Write a headline that leads into a subhead, which leads into the body of the copy itself, and keep that flow going. Even if you have a brilliant headline, don't use it if you can't "hook it up" with it in your lead in.

3. Stop copying IMers. Seriously. Big launches usually have crap copy because they don't NEED good sales copy, its all done by preselling with their prelaunch and JV email blasts. The IM market has some of the worst sales copy out there. Just because "guru X" did such-and-such in their copy doesn't mean you should. If you want to copy IM product salescopy, look at the top selling items in Clickbank and swipe THOSE. They are proven to actually sell.

4. Sell in real life. Whatever you're trying to write sales copy for, find someone who might be a good prospect and get face to face with them. Grab a tape recorder, and try to sell them on BUYING that product. Don't tell them what you're doing, just start talking about the new thing you're doing or this neat thing you've found. When they ask "how much is it?", tell them. Answer all of their objections. When they say "where can I get it?" you're almost there - tell them it isn't released yet. You want to hear your "prospect" say something along the lines of "man, I wish I could have that right now!"

Then promptly thank them, stop recording, and go off and take notes about EVERYTHING you said. That recording is literally a gold mine of info you can use to sell your product.

Follow those tips, and you'll be light years ahead of everyone else when it comes to writing a letter with 5% conversion rate - or better!

- Cherilyn

[procopywriter]

Great post, Cherilyn. One of the things I talk about is the chain of desire. A benefit is a satisfied desire. And all desires (there are an unlimited number of them) can be traced back to just a handful of core desires.

The Twitter example is a great example. I use a very similar example, myself!

I'll have to respectfully *CLARIFY* point #2. Not saying I disagree completely, because I understand what you're saying. I just want to clarify for readers of this post what you really mean so there is no misunderstanding among newbies.

There is ALWAYS structure to a well-written sales argument. But there is a difference between a "formula" and a structure. A formula is a specific example of a structure. The "formula" may differ completely from one sales letter to the next--there is no "one size fits all".

But for any sales argument to work, there MUST be a logical, structural underpinning that organizes your thoughts into a logical progression that leads naturally to the close. This structure may vary greatly from one product or one market to another.

Thank you for point #3. Everyone is trying to copy the over-hyped style of IM and apply it to other niches and other markets where the prospects are COMPLETELY turned off by such an approach--especially in health-related niches.

If you want your site instantly labeled a "Spam Site" in the mind of your prospect as he frantically hits the back button, then by all means... copy the IM approach. (Makes it easier on the rest of us!)

One thing I would add: always focus on the prospect. Be aware of who your prospect is... talk to your prospect... walk a mile in his shoes... know what resonates with him, what's important to him, what his hope, desires, and dreams are--everything you possibly can. And keep the focus on the prospect.

Marketing and copywriting is first about the prospect... second about whether you're "the one" to solve the problem (building the know/like/trust bond)... and third about HOW you can solve a problem, meet a need, or fulfill a desire. It is not about "what" you sell.

I refer to this as "The Pattern". And that's why most people have a hard time writing decent sales copy. They don't follow the pattern. They don't keep the focus on the prospect... and they don't effectively build the know/like/trust bond before getting into the product details.

If I had to choose only ONE piece of advice to give a copywriter it would be this: know your prospect. Everything else stems from there.

[Cherilyn Woodhouse]

Joshua - yes, you captured #2 perfectly, thanks for clarifying that!

I agree completely. Know your market, and you will know your message. It really can be that simple.

- Cherilyn

[whereizzi]

Thanks for a good post, Cherilyn.

Reminds me of the typical way most people read a letter with a "Yeah, so what?" frame of mind.

Or the thought that "I've got to go wash my hair"... or "I've got to go wash my dog..."
It's not unusual for the reader to be looking for any excuse to stop reading. So maintaining credibility goes hand-in-hand with catching and holding attention.

And your point #1 locks that in when the answers are real.

Best,
Anthony

P.S. - while I was reading this thread, an idea for a WHOLE OTHER POINT sprang to mind for a salesletter I'm building. Now THAT's creative procrastination at work!
(gotta go now and start scribbling furiously...)

[MaskedMarketer]

Originally Posted by Cherilyn Lester

3. Stop copying IMers. Seriously. Big launches usually have crap copy because they don't NEED good sales copy, its all done by preselling with their prelaunch and JV email blasts. The IM market has some of the worst sales copy out there. Just because "guru X" did such-and-such in their copy doesn't mean you should. If you want to copy IM product salescopy, look at the top selling items in Clickbank and swipe THOSE. They are proven to actually sell.

yeah IM'ers are probably the worst group to copy. Some just don't get it.

I refer to a lot of IMer's as me2 marketers lol..

As far as following successful online publishers- one just has to look at website like Agoras, Simpleology, Trump U... All multi million dollar businesses.. They build communities and add value.. most IMer's do neither.

[T.J.]

Great post Cherilyn. Thanks for sharing. Hopefully I can start using some of the techniques in your post and in this forum to increase conversions.

[Mr. Subtle]

Originally Posted by Cherilyn Lester

3. Stop copying IMers. Seriously. Big launches usually have crap copy because they don't NEED good sales copy...

Vin Montello is driving to the bank to cash another "big launch" paycheck and is wondering what the stabbing pain in his back is all about.

[Cherilyn Woodhouse]

Oh Subtle - I wasn't directly insulting anyone. I know that there are good copywriters in the IM niche, and I know that there is good copy for big launches - problem is, that is the exception to the rule. Most people copy the WRONG launches and the WRONG people - not people like Vin, Michel, or any one of the other reputable, amazing copywriters in the IM niche.

People new to copywriting should avoid copying IM sales letters as a rule because they don't know the difference between copywriting by a top producer and copywriting by the anti-Vin.

If you can tell Vin's copy from that of Sir Sucksalot or Joe Blow, then all the power to you to copy IM salesletters.

[John Sullivan]

Hi Cherilyn,

Thanks for the post I am looking for ways to increase my conversions and have picked up some good information from your post. 5% is a dream for me.

John

[robinincarolina]

Great post and so true. That is a lot of what turned it around for me. I think like that when I come up with key words or titles to articles. I put my mind into the frame of what the buyer must be thinking and what wouldl I type in if I were searching for an answer.

People but to avoid pain and to solve a problem. I think how can I take away the pain and solve thier problem. That is always in my call to action. I am new to all of this, but 20 years in sales in the outside world and I have found that a lot of that experience helps here.

[merlion87]

What a great idea to tape a conversation. Thanks for the great tip!

I also like the Why question. I have a problem writing about features instead of benefits, asking why on a deeper & deeper level will hopefully help me drill down to my customers true desires.

Thanks,

Marilyn

[TSDMike]

Hi Cherilyn,

This is very timely because I am currently in the process of writing sales copy for a very emotion-driven product and this has really helped. Thanks!!!

Do you do sales page reviews by any chance?

Mike

[k0zm0zs0ul]

Awesome post, thanks Cherilyn! And Joshua too for the clarification. I think I will print this one out and hang it up for daily reading, lol. I think alot of people get hung up on listing features instead of really digging down and finding the benefits and what drives people to buy. And the taping the conversation thing I would never have thought of doing, so thanks for that.

Best regards,
Cori

Also:

As far as following successful online publishers- one just has to look at website like Agoras, Simpleology, Trump U... All multi million dollar businesses.. They build communities and add value.. most IMer's do neither.

Good point! lol