Writing copy for high-ticket items?

7 replies
As a copywriter, I've been thinking bigger lately --- much bigger.

There's no reason I can't use the same skills to sell $40 ebooks to sell $400,000 yachts.

I'm curious as to the high value items you guys have written copy for...

Have you found it required a different approach?

Thinking out loud, I'd wager a 2-step process would work better.

ie..Write a direct-mail piece to bring in a lead for an appointment, and have a salesman finish the job.

Has anyone done something like that? How would you structure the deal?


Cheers,

John
#copy #highticket #items #writing
  • Profile picture of the author Raydal
    The classic book that deals with this subject is SPIN Selling by Neil Rackham.
    You can also look up some books on "Selling to the Affluent" at Amazon. That
    is the long answer to your question.

    A shorter answer is that you are selling experience rather than material value
    at those level of sales. I know that Sugarman says that he sold a Jet plane
    using long form sales letter, but that's not the typical route.

    -Ray Edwards
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    The most powerful and concentrated copywriting training online today bar none! Autoresponder Writing Email SECRETS
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  • Profile picture of the author Mark Pescetti
    I've found, and a lot of marketers teach this stuff now, that selling something, like an ebook at a low price (e.g. $7) gets people in the door. Then you retarget them with your VSL or sales letter pitch.

    Doing a Jeff Walker style pre-launch can be incredibly effective too (building anticipation and getting that dopamine response going.)

    As for the actual main sales presentation...

    When selling big ticket items, established brands are always good. Social proof becomes more important than ever (especially how it's used)... and lots of future pacing.

    But you're right...

    It often takes the same amount of energy to sell a pen... or a castle.

    Mark
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  • Profile picture of the author Alex Cohen
    Originally Posted by John Lloyd View Post

    Thinking out loud, I'd wager a 2-step process would work better.

    ie..Write a direct-mail piece to bring in a lead for an appointment, and have a salesman finish the job.
    Exactly (assuming your definition of "high ticket" is $5,000 and above).

    The "trick" is to split your persuasion elements correctly between the direct response piece and the phone (or in person) conversation.

    Alex
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    • Profile picture of the author John Lloyd
      Originally Posted by Alex Cohen View Post

      Exactly (assuming your definition of "high ticket" is $5,000 and above).

      The "trick" is to split your persuasion elements correctly between the direct response piece and the phone (or in person) conversation.

      Alex
      Alex, how would you pitch this to a client?

      For example, if I were to approach some local yacht companies offering to do a direct-mail campaign to get them some warm leads...

      My copy wouldn't be directly responsible for the sale, as their sales guy would do the closing..

      How would you structure a deal like that?
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      • Profile picture of the author Alex Cohen
        Originally Posted by John Lloyd View Post

        Alex, how would you pitch this to a client?

        For example, if I were to approach some local yacht companies offering to do a direct-mail campaign to get them some warm leads...

        My copy wouldn't be directly responsible for the sale, as their sales guy would do the closing..

        How would you structure a deal like that?
        John,

        I can show you how I've split up the persuasion elements between the direct response piece and the phone conversation for my high-ticker offer. And then you could adjust it to fit your situation (selling yachts).

        Just PM me if you'd like to see it.

        Alex
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  • For "high ticket" deals usually the salesperson needs a face to face meeting.

    They can try and arrange this by phone but (understandably) big money prospects are difficult to reach.

    So, write an immaculate pitch and send it by FedEx (it will always be opened).

    A $100.00 bill makes a great grabber with a note saying "Please keep this or give it to your favourite charity - if you'll give me 9 minutes of your time - I promise I won't waste it"

    This does get a lot of appointments.


    Steve
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  • Profile picture of the author Ron Lafuddy
    Originally Posted by John Lloyd View Post

    As a copywriter, I've been thinking bigger lately --- much bigger.

    There's no reason I can't use the same skills to sell $40 ebooks to sell $400,000 yachts.

    I'm curious as to the high value items you guys have written copy for...

    Have you found it required a different approach?

    Thinking out loud, I'd wager a 2-step process would work better.

    ie..Write a direct-mail piece to bring in a lead for an appointment, and have a salesman finish the job.

    Has anyone done something like that? How would you structure the deal?


    Cheers,

    John
    Another approach, find someone who needs to sell their yacht and who has some equity to work with.

    Use the hundred that Steve mentioned, to secure an 'option to buy' agreement with the seller.
    You want to strike a price, that will allow for a margin between what the seller wants and
    what you are asking. That is your profit.


    Now use your writing skills to create ads, letters or postcards to sell the yacht.

    That's one way.

    Another way, call down a list of yacht dealers and tell them what you have.
    If it's a good enough deal, one of them may buy it.

    You only need one.

    They may also know of someone, who is looking for a yacht and has the money for
    a good deal.

    Or change your approach. Use your ad writing skills to attract yacht buyers, who are looking for a good deal.

    If you find a qualified buyer first and then go "shopping", you'll have the hard part done. There are good deals to be had everywhere. Every day.

    Finding a qualified buyer, who can and will act quickly, is the ticket.

    HTH
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