What do you think of my experiment?

by DavidO

Posted: 14 years ago 12 replies

COPY WRITING

Here's the situation: I'm frustrated as hell. This is normally my best time of year but my conversion rate has slipped to rock bottom. I can't figure out the problem.

I'm not a good copywriter but my sales page has produced a steady income for more than 3 years, up until the last couple months.

I have a top-notch copywriter doing me a new salespage but in the meantime I'm getting desperate. I've tested just about every copy angle and hook I can imagine and nothing has worked.

But I've finally had a flash of inspiration! How about this concept? --- no copy at all!

That's right. How about letting my customers speak for me? My product has been on the market more than 3 years and I've got literally dozens of testimonials on almost every aspect of the product.

I've even got testimonial headlines. The only things I would need to write are the offer and guarantee (I even have testiomials to apply to these).

Of course it would be good if I had it together to show you, better even if I had results. I'll do this and post a follow-up as soon as possible.

But I wonder if anyone has ever tried this before? What are your first reactions to the idea? I'm truly at wits end and it's time to try something radical.

#experiment

marciayudkin 14 years ago

David,

Chances are it's not the copy that's the problem, it's the offer.

Do you have an offer?

Is it irresistible?

Marcia Yudkin
- Thanks
- 1 reply
Signature
Check out Marcia Yudkin's No-Hype Marketing Academy for courses on copywriting, publicity, infomarketing, marketing plans, naming, and branding - not to mention the popular "Marketing for Introverts" course.
{{ DiscussionBoard.errors[1369665].message }}
- erwindegrave 14 years ago
  
  Originally Posted by marciayudkin
  
  David,
  
  Chances are it's not the copy that's the problem, it's the offer.
  
  Do you have an offer?
  
  Is it irresistible?
  
  Marcia Yudkin
  
  Yes true.. it's not a copy anymore but merely an offer page.
  It's good to have testimonials however people know that customers
  tend to be biased when they give testimonials.. Your readers won't
  even know if the are telling the truth or not because obviously they
  will always give good feedbacks only, right?
  
  Thanks
  
  Signature
  Erwin de Grave
  Success Coach & Internet Marketer
  www.MassiveAffiliateIncome.com
  
  {{ DiscussionBoard.errors[1376043].message }}
colmodwyer 14 years ago

Copy fatigues. 3 years is a good run. It could be that.

People are saving like heck now too. So you need to make your offer a lot more valuable than perhaps it was.

Colm
- Thanks
Signature

www.FreeSwipeFile.com -- Free Archive of Sales Letters for Copywriters and Marketers...
{{ DiscussionBoard.errors[1369710].message }}
atterno 14 years ago

David,

Though I am much less experienced than you are, I have realized your scenario. I am taking for granted that you have a great copy since it has been selling for the past few years. Too much of testimonials would be a not so ideal situation. What I feel is that you need to re-vamp your product, nothing extremely complicated..Just old wine, new bottle. Combine a few of your products/services and offer them for an irresistible price..But more importantly, make a believable justification that you can state in your sales copy/promotional mails regarding why you are doing that.

Also you haven't mentioned much about your competition. How well are they doing in this particular scenario??
- Thanks
{{ DiscussionBoard.errors[1369730].message }}
DavidO 14 years ago

Thanks for your comments. Perhaps I'm rushing off with this half-cocked. Reviewing my offer is an excellent tip.

I'm aware that copy needs to be refreshed. I'm constantly testing new variations although the "meat" stays pretty much the same.

No, my offer is probably not irresistible, not enough for today's tough climate. I'll take a good look at it.

Thanks again!
- Thanks
{{ DiscussionBoard.errors[1369766].message }}
bigchezmktg 14 years ago

David,

Been there! My site (although R-rated to be sure) went viral when we first put it up. It was "ballsy", different. I didn't have to market it once AND had a 6 month waiting list.

Then people started tightening their purse strings, the revenue started to go down. In an effort to generate interest, I did a few silly videos with great offers, but the silliness of the videos (in one, I'm dressed as Billy Mays) counteracted the offer and seemed more "used car salesman" than credible offer.

So I'm in the process of redoing my site as well. Just wanted you to know it wasn't just you. Best of luck to you!
- Thanks
{{ DiscussionBoard.errors[1370074].message }}
erinwrites 14 years ago

Do you have something that you can offer as a "get this free!" when people take advantage of your offer? Sometimes all it takes is the promise of getting two things instead of one to get people to click.

I don't know what your offer is, but I bet if you posted it here, you'd get plenty of advice on how to make your specific offer better and raise your revenue. I got plenty of help when I asked for it!
- Thanks
Signature
I put words on the Internet.
Silly Haikus starting at $5! PM me for details! (Because it's fun)
{{ DiscussionBoard.errors[1372283].message }}
Daniel Scott 14 years ago

Rachel,

Is that your picture on your website? Grrrr!

David,

Why not post a link and get some ideas?

-Dan
- [ 1 ] Thanks
- 1 reply
Signature

Always looking for badass direct-response copywriters. PM me if we don't know each other and you're looking for work.
{{ DiscussionBoard.errors[1375612].message }}
- bigchezmktg 14 years ago
  
  Dave - if that WERE me...would it make you more interested in using me for copy? HA!
  
  While I HAVE lost 80 pounds and could have posed, the pic is pre-fab. Did you follow all the links at the end of the page (ie "Click here if you still need to grow a pair")? The trip through the site is absolutely hysterical if you follow it to the end.
  
  Thanks
  
  1 reply
  
  {{ DiscussionBoard.errors[1381052].message }}
  
  mrdomains 14 years ago
  
  I am asuming you have the same traffic numbers, is the traffic from the same origins?
  
  if demographics are the same, 3 years is a long time - suppose you are into pimples, teenagers grow out of it in 3 years. perhaps your offer lacks luster in the eyes of the new, faster paced teenagers
  
  if you have seen a sudden drop it could be your offer is weakend by external forces - lets say it´s about laser hairloss treatments, but news have surfaced about lasers and cancer.. just inventing there, but a sudden drop if you still have the same traffic and demographics implies an exterior influence
  
  without a link it´s impossible to say of course
  
  Thanks
  
  Signature
  
  Free action plan : Think less. Do more.
  
  {{ DiscussionBoard.errors[1382546].message }}
Mili_D 14 years ago

I don't think it's the copywriter but it just could be the topic or the time of year. How about adding a free bonus to get those sale's in?
- Thanks
- 1 reply
{{ DiscussionBoard.errors[1531214].message }}
- Sam Mlambo 14 years ago
  
  DavidO,
  
  I believe you have a good idea. Have you tried testing it yet?
  
  The reason why I ask is because I study plenty of Dan Kennedy and he advises to get and heavily use as many good testimonials as you can.
  
  And what is a good testimonial you might wonder?
  
  Well here is an excerpt from his book The Ultimate Marketing Plan:
  
  "Make two lists; one of every claim, feature, benefit, and fact about what you're marketing that you want to substantiate; second, every doubt, fear, or question that might exist in your prospective customer's mind. Then collect and use testimonials that specifically substantiate the claims that eliminate the doubts."
  
  Hope this helps you out.
  
  - Sam
  
  Thanks
  
  {{ DiscussionBoard.errors[1531325].message }}