Sell software or scripts? How I doubled a client's conversion rate

Just got some awesome feedback from a client I did a critique for.

I'll ask his permission if I can post his site before and after...

But long story short, he sells a piece of software that creates sales letters and squeeze pages for you, in Wordpress.

I took one look at his sales page and noticed there wasn't a video demonstrating his software in action.

Instead, he had just a long ass sales letter that was frankly boring as hell.

So here's what I did to take his conversion rate from around .90 % to almost 2% after the first week of sending traffic.

I pretty much cut out 75% of the copy and at the top, stuck a great big headline that instantly told the site visitor what the software would do for them, how long it would take, and what they wouldn't have to do because of that.

It was something like...

"In Just 60 Minutes You Can Create a Sales Letter that Will Double Your Conversions... Guaranteed"

but here's where the real magic came in.

I instructed my client to create a short video that walked a prospect through what the software does for them...

In other words, the good ole' demonstration. Like it's been said before... a single demonstration is worth a thousand words.

Ronco and his rotisserie Chickens know the power of demonstrations.

So, I had him do a camtasia and gave him a script that immediately talked about the prospect's problems... and why this software was the best solution.

I had him literally show the prospect what the software did and sets the software up as the solution.

The entire video was set up to first mention all the problems the prospect had...and then the software was shown to knock out those problems, one at a time.

We isolated the top 6 or 7 main problems... and set up the software to knock out each of those... presenting it as the most effective and affordable solution that solved each problem.

I also wrote the script so that the client could tackle the main objections while he was running through the software demo.

I.e. here's why this is your most affordable option... here's why this will save you hours and hours... here's why this is unique and there's nothing else like this...

In other words, all the objections were pretty much handled in the video.

Then I had him show proof that others are using it successfully...

and then had him offer his guarantee...

here's why you need to grab it now. And we gave a price reduction for the next 48 hours only.

The script was nothing more than a mini sales letter that he read, while he was showing the prospect exactly what the software did.

I know a lot of websites use video for demos, but many of them don't use them right.

In other words, they don't use the video itself as the sales copy/selling tool.

If you SHOW the prospect how the software will solve all their big problems... why it's unique, then prove it will work, etc... all the things you should do in a sales letter... you can literally cut out most of the written copy.

so, his sales page went from 10 pages to around 3... and the video was the main showcase, and all it did was follow a set "sales script" i wrote for him.

I know none of this is probably news to seasoned copywriters... but for any new writers here, if you sell software or scripts, don't underestimate the power of a video demo.