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Do Classy Sales Pages Perform?

by StefanPaulGeorgi
31 replies
I recently wrote a sales letter in the relationship niche for one of my clients. Her previous sales page was really hypey, and "Internet Markety" and I'd like to help her position her product a little differently. I want the sales page to connect with readers emotionally, elicit a response, and make sales (of course lol).

I started looking at examples of other sales pages in the relationship niche via CB, and all of them are super hype-ish. So I'm wondering:

1. Based on your experience, do you think I'm wrong to want to move towards something more classy? Is the relationship niche just like other IM niches, where big red headlines and "shocking" language converts better than something more "mature?"

2. If I'm not, does anyone have examples of nicely done sales pages that look warm and welcoming, but still convert? I'm not going to swipe you, and I won't copy your style - but I'd love to have a reference point.

I'd really appreciate any advice or thoughts you guys have on this.

- Stefan
#classy #pages #perform #sales
  • Profile picture of the author StefanPaulGeorgi
    I'm referring specifically to the relationship niche though. I'm wondering about people's experiences with relationship product sales letters, and if they've seen ones that aren't standard, IM-style, convert well.
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  • Profile picture of the author StefanPaulGeorgi
    Not dating, but this isn't for like "eharmony" it's for a product that helps improve relationships. As to dating, this is one of the best selling dating/relationship/self help products on all of CB:

    Goldfish

    And it starts with a Movie Rating type screen saying that "the following program is controversial, viewer discretion advised." That's a nice marketing trick, gets viewers interested, but I would count that as being very IMish.
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    • Profile picture of the author BrainCopy
      Originally Posted by StefanPaulGeorgi View Post

      Not dating, but this isn't for like "eharmony" it's for a product that helps improve relationships. As to dating, this is one of the best selling dating/relationship/self help products on all of CB:

      Goldfish

      And it starts with a Movie Rating type screen saying that "the following program is controversial, viewer discretion advised." That's a nice marketing trick, gets viewers interested, but I would count that as being very IMish.
      That video is pretty offensive in the first 3-4 minutes. I wouldn't have the balls to call my viewers "Gay"

      As for your copy, there are some really great examples on CB that I found in the relationship improvement niche that's doing extremely well. Let me find it and I'll post the link for you.
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      • Profile picture of the author StefanPaulGeorgi
        Originally Posted by BrainCopy View Post

        That video is pretty offensive the first 3-4 minutes. I wouldn't have the balls to call my viewers "Gay"

        As for you copy, there are some really great examples on CB that I found in the relationship improvement niche that's doing extremely well. Let me find it and I'll post the link for you.

        That would be great, I would really appreciate the links. As for the video, I agree it's totally offensive, but it does sell. I'd love to take a different angle though.
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  • Profile picture of the author Micah Medina
    Hey Stefan.

    First of all, depends on the sub-niche of your product.You can probably get away with something more laid back on a product targeted towards married people or women.

    Have The Relationship You Want | Learn About My eBook
    The Ex Recovery System | How to Get Your Ex Boyfriend Back | Understand Men

    You'd have to talk to vendors to know whether that converts more than louder material. Remember that this is a desperation niche, so your letter is going to have to convey urgency.

    Send me a PM if you want to throw ideas around.
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  • Profile picture of the author BrainCopy
    Here's the link.

    How To Get Your Ex Back New | The Magic of Making Up Course
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  • Profile picture of the author StefanPaulGeorgi
    These resources are great, thanks so much guys, I really appreciate it!
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  • Profile picture of the author davemiz
    say what you want, that goldfish video is BANKING HARD.

    as in KILLING it.

    #1 in clickbank.
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    • Profile picture of the author Cool Hand Luke
      Originally Posted by davemiz View Post

      say what you want, that goldfish video is BANKING HARD.

      as in KILLING it.

      #1 in clickbank.
      This.

      Do you really think they're worried about offending anyone or coming across as too "IM-ish"?

      I highly doubt it, but even if they are I bet the millions they're making cushion that feeling quite a bit.
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      • Profile picture of the author StefanPaulGeorgi
        Originally Posted by Cool Hand Luke View Post

        This.

        Do you really think they're worried about offending anyone or coming across as too "IM-ish"?

        I highly doubt it, but even if they are I bet the millions they're making cushion that feeling quite a bit.

        I'm not talking any shit about that video. Last I heard they were doing over a million per month. One of the responders to this thread asked if I've ever seen a dating product that was IM'ish, so I showed him an example. If that was my sales copy, my entire life would be different and I'd be charging $10,000 per job instead of $300, so certainly not talking smack about it. Just not the style I'm looking for in this instance.
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  • Profile picture of the author DavidG
    You don't have to be hypey, BUT if the market wants hype, then give it to them...

    See, it's all in the mindset of your market. In the weight loss market if you say "Lose weight now" then those who have never EVER looked into weight loss will relate and connect to the sales letter.

    In this case the market has been hyped, pushed and told everything already so you'll need to have a great gizmo in order to sell...

    In your case, look at your market. How many products are out there for YOUR NICHE. Are the products crap?

    If they are sophisticated then focus more on why your product is different. If it isn't then simply tell your market about your product and they'll buy.

    Hope that helps.
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  • Profile picture of the author Daniel Scott
    That goldfish video is ******* rad, and whoever is behind it is a very, very sharp guy with a killer team. I don't know who wrote the letter (though I wish I did), but I was super impressed with it.

    Stefan, "relationships" is a big place. Are we talking seduction? Dating advice? Getting your ex back? Sex advice? Marriage tips?

    Each of these have a different market that responds to things differently, so it's hard to give you a one-size-fits-all answer at the moment.

    -Daniel
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  • Profile picture of the author ERPLeadsWriter
    A few posters have already pointed out that the term 'relationship' needs to be defined here so I'll just chime in with my own take.

    When I first saw the word on this thread, my first thought was actually "business relationship" (because B2B work is what my company involves itself with).

    So yeah, start first by describing what you really mean by that word. It could mean different things to a lot of your readers (future ones included).

    Rereading this thread a few times, I'm not sure if you have sufficiently described what it is you are trying to market.
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  • Profile picture of the author bizgrower
    How does she want to present herself to the niche(e) and segments within the niche?

    Who does she want to appeal to and resonate with?

    Which side of the spectrum is she closer to, seduction or religous values marriage side?
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    • Profile picture of the author bizgrower
      Perhaps a sample:
      not my aff link
      Free Presentation Shows You How to Become Irresistible Again to Your Cold, Distant and Unintersted Man
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      • Profile picture of the author Shadowflux
        I think the most important thing is to always appeal to your specific niche. You need to have a good idea of what the ideal customer is and target them specifically.

        Does classy sell? Sure, if that's what the market is into. Look at cars, the more expensive they are the classier their advertising will be.

        Does hype sell? Of course, if that's what appeals to the market. Just look at any fitness product. "Get ripped and explode with power!!!!!!!" Is pretty much what people have come to expect. A guy in a tux, not sweating and doing very graceful chin ups isn't really going to cut it.
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        • Profile picture of the author cjp214
          Originally Posted by Shadowflux View Post

          I think the most important thing is to always appeal to your specific niche. You need to have a good idea of what the ideal customer is and target them specifically.

          Does classy sell? Sure, if that's what the market is into. Look at cars, the more expensive they are the classier their advertising will be.

          Does hype sell? Of course, if that's what appeals to the market. Just look at any fitness product. "Get ripped and explode with power!!!!!!!" Is pretty much what people have come to expect. A guy in a tux, not sweating and doing very graceful chin ups isn't really going to cut it.
          Quoted for truth. It all depends on where your ideal customers want. Where do they hang out? What do they spend their time doing? And, more importantly, what kind of person would they trust? Your sales pitch should "look like" that person to them and make them feel like you're engaging them in a personal conversation.

          This doesn't mean you can't toy with the prospect's expectations and accepted advertising conventions a little bit... as long as you can maintain your credibility why doing it.

          Say you're selling a financial newsletter. This is typically a "stuffy" niche. Your letter could appeal to your prospects from a different angle. You could position it as a casual, "let's cut to the chase," no-nonsense letter.

          Bottom line (IMO): do your research. get as many facts as you can and limit the hype to a bare minimum. Give your ideal prospects what they want in a way they can believe.

          Corey
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  • Profile picture of the author verial
    When I wrote for [big name financial newspaper], I was always told to write "classy copy."

    However, I'm not sure how having money makes someone impervious to flashy copywriting tricks. If I had it my way, I would split test both styles.

    But I understand the newpaper's insistence: They want to maintain a brand image.
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    • Profile picture of the author Mark Andrews
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      Originally Posted by verial View Post


      When I wrote for [big name financial newspaper], I was always told to write "classy copy."
      If indeed you did actually write for some nameless [big name financial newspaper] Damon, how come there are so many mistakes on the appalling sales letter at the top of your signature?

      Only I would have thought your written English would be absolutely superb if this was the case? No?

      Perhaps you could explain the discrepancy?


      Mark Andrews
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      • Profile picture of the author verial
        Originally Posted by Mark Andrews View Post

        If indeed you did actually write for some nameless [big name financial newspaper] Damon, how come there are so many mistakes on the appalling sales letter at the top of your signature?

        Only I would have thought your written English would be absolutely superb if this was the case? No?

        Perhaps you could explain the discrepancy?


        Mark Andrews
        What, specifically, is your complaint?
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        • Profile picture of the author Mark Andrews
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          Originally Posted by verial View Post

          What, specifically, is your complaint?
          Well how about the About Us page on your website? The top link in your signature Damon, perhaps you could provide a translation for this piece of gobbledegook...

          "Defining the term "Men's Copywriter" as a copywriter who specifically employs scientifically-backed strategies targeting the psychologies of male demographics rather than conventional and superstitious heuristics, Damon combines results from studies in evolutionary psychology, cognitive dissonance, neuromarketing, and cross-cultural studies to create advertisements and marketing campaigns that bring solid sales results."

          I mean, what the blazing dickens are you going on about?

          It's gibberish man, absolute gibberish.

          And that's just one example, there are many more such instances where you're just not making any sense in the slightest. Your positioning for starters is completely up the creek.

          I'm just lost for words. You stated above how you're supposedly this incredible writer, yet most of the wording used on your website is saying the complete opposite.

          What gives?


          Mark Andrews
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  • Profile picture of the author misterme
    So "Goldfish" is, I'd say, IM material all the way, and the product's to teach guys who can't get any, to get some. RELATIONSHIP courses, on the other hand, need to appeal more to WOMEN, as women are typically the safe keepers of the relationship.

    So the question becomes, can you use IM type copy to sell that? Maybe. Why not test? "If you want your relationship to not only last, but get better, more amazing..."
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  • Profile picture of the author Shazadi
    Another Halbert-ism for the day: Hype is used when the writer doesn't have enough substance to create meaningful copy. I.e. "Use this super cool amazing secret to get shredded, ripped and SLAIN in 0.5 seconds!" vs "The one tweak to the common push-up that doubles your arms' muscle growth".

    The second point doesn't have exclamation points or flowery language. It's just a powerful truth that people would like to know. You can bet it still makes people excited and eager to learn more. Your market research (to find out what your target audience is really interested in) is a thousand times more important than your word choice when it comes down to selling.
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  • Profile picture of the author Corey Geer
    I'll admit the video is catchy and I love those draw style sales videos, but I get bored with the super long ones.

    Then again, I think it's because I know what's coming at the end. His story was rather interesting though.. can't say we relate on the exact same scenario, but I've been there, bending over backwards to make someone smile and getting crapped on.
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