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To much sizzle and not enough steak?

by thecableguy
7 replies
Don't you just hate it when the salesletter is better than the product?

I mean as marketers your sales copy should be selling the sizzle, but the so called steak should deliver the "meat" so to speak.

A lot of WSO's and other "special offers" do deliver the meat, but some don't. Is it my imagination that those that don't tends to produce more "affiliate link" type of emails and produces shorter term success?
#sizzle #steak
  • Profile picture of the author TravisO
    For as long as ignorant people exist, it's the advantage of the company.
    Those people just clicked anything.
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  • Profile picture of the author JensSteyaert
    That's why copywriters are so expensive! They can sell crap products with their conincing writing skills.

    But in IM that just results in more refunds i guess...Atleast when the product is really bad according to the awesome salesletter.
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    • Profile picture of the author 4DayWeekend
      Writing copy is like being a defense lawyer in court.

      As a lawyer, there will be times when you know the defendant is guilty but you still have to prove they're innocent... As a copywriter, there will be times when you know the product is a pig but you still have to sell the thing...

      Part of me feels bad when I write copy that converts well for a woeful product. Maybe product creators should start hiring copywriters to create the product too?
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      • Profile picture of the author BillyPilgrim
        The market will out those losers. Under promise and over deliver is a marketing gem and an evergreen concept. Do the right thing with your customers because they will love you and continue to buy from you and because it's just the right thing to do.
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    • Profile picture of the author Paul Hooper-Kelly
      Hi Guys and Gals,

      That's just one example of the MISinformation you get from some goorooos, when they tell you to concentrate all your resources on the sales letter.

      I always recommend to my members that as much care is lavished on the product as on the sales letter.

      Why?

      Simple business sense (apart from the morality).

      Because it costs far more to get a new customer than it does to sell another product to a satisfied existing customer. So anyone short-sighted enough to sell a bad product deserves:

      1. To be buried under and avalanche of refund requests.

      2. Never experience the far higher conversion rate, when you try and sell a second and third product to an existing satisfied customer.

      Warmest regards,

      Paul
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      If you want to stack the copywriting deck in your favor with tricks and hacks producing winners like: "$20K in three days" "650 sold" "30% conversion", then you might like to know I'm retiring and will spill the beans to two people. More info here.
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  • Profile picture of the author GobBluthJD
    You just cracked "How to Sell a WSO 101". Careful, the gurus might be coming after you...
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