One line of copy that stole 2 million in sales in 2017

by Peter Lessard 17 replies
Oziboomer started a great thread on here titled
"When a Farmer Sows A Seed".

Got us all debating about the value of nurturing prospects versus going after ready buyers.

I think we can all agree that part of the reason we contributre here is to help
some of the folks with less experience.

The largest hurdle we face in helping others understand how to improve their results
is just how subtle and nuanced the difference is between a strategy that flopped
and one that created millions in sales.

Truth be told we can often fall on one side or the other in a debate but in real life
you could often barely tell the difference between one strategy and the other and it
generally requires a hybrid with just the right slant at the right moment.

To that end I will share an example from one of my clients campaigns where one line
of copy made the difference in bringing in an extra 2 million in sales in 2016.


The Client: A Granite Fabrication Shop serving both public and builders.

The Sales: To consumers.

Traffic Source: Google PPC.


Relevant Background:

99% of the heavy lifting involving re-branding the client as the consultative expert.
A granite ebook, a video spokesperson, great content and everything one would expect to find
on a web site if they needed to go through an entire education and selection process for buying
granite. Mechanically a killer custom quote request engine was developed.

Each of the elements I state above where done exactly right. Tons of work and testing.
With 99% of the work done actuall sales barely moved 5%.

The entry point and qualifier to his web site like most of his competitors was Google PPC.
His competitors ran ads with these types of headlines:

"Largest Selection In Town"
"See how your kitchen will look..."
"View all our selection of slabs..."

Additionally every ad then had things like beat any price etc...

Ok, so here comes that line.
I am warning you it will be completely anti-climactic.

"Try Our Simple Online Estimator. An Estimate To Your Inbox"

Now your thinking seriously? That made a 2 million dollar shift?

Well let me share what we witnessed.

Buyers that wanted granite did a search. They saw ads that said "view our selection"
so guess what?
They took them up on their offer.
They clicked, consumer their budget and spent time on their site choosing a stone.

But this is where they magic happened.
With stone selected (they literlly wrote down the stock number)
They then took us up on our offer.
They tried our simple online estimator to get an estimate to their inbox.

A huge percentage of the estimate requests that came in actually included the stock numbers
of his competitors. It happened so much his sales staff had to print off competitors stock numbers
so they could cross reference the stone type!

Technically using that headline allowed us to "steal" folks that had been "nurtured" by a competitor.
It caught them at the exact moment they wanted to initiate price and purchase.
Sometimes they were considering stone type for months. Often they asked questions answered by the competitor.
But when they filled out our form they were basically educated and had made a choice.


Now this is where it gets really tricky for the new folks.
The headline made the difference BUT 99% of the back end system was exactly like or better than the nurture
machine of the competitor.
Hec we had the ebook not them. We had an autoresponder series. We had a great FAQ section.
We had all the credentials like BBB A+ rating etc...

But doing it 99% right only meant a 5% increase in results.
That 1 headline focused on targeting the best ready buyers only took 1% of the time but was the catalyst for 95%
of the financial results.

That is why I advise anyone new reading our threads that you look deeper at what we are saying.
We often debate each other for fun and use very black and white examples
but most of the people here are damn good at what they do and easily could debate the merits of both sides of an argument
and often use a hybrid of both methods.

P.S Don't the competitors have quote request forms? Yes but again the subtle differences make huge impact. First off they don't lead or ask or suggest to shoppers to use it in their copy upfront. Second their forms offer more resistance in how they look and are designed. I could write an entire post on the time and testing and psychology behind his quote request from but as my friend hammy hamster used to say "that's another story".
#offline marketing #2017 #copy #line #million #sales #stole
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  • Profile picture of the author SARubin
    I love case studies. Thank you for this.

    While I can see a couple of psychological elements with the line "Try Our Simple Online Estimator. An Estimate To Your Inbox"

    In, and of itself, it's not a brilliant sales pitch. So I have to wonder how, and where, the trust factor broke down with the competitors funnel.

    For someone to research the stone, up to the point of actually choosing the stock number, and then leave to buy it from some other company. I have to think it was more than just the convenience of an online estimator that sealed the deal.

    I wonder if any of the competition asked themselves that same question?

    Even if they can't tell which company is getting the sales, they can still see (through analytics) people researching right up to the tipping point, and then disappearing.

    Of course, I'm just guessing based on limited info, but it would seem like the competition is not making that final connection of trust.

    Not even by offering something like... "hey, if you need help choosing the right granite, let us send you a free buyers guide that explains everything you need to know, to make an informed decision." (Or at least something that captures their email and allows for follow up)

    And that leaves the door open, allowing your client to become the trusted source, and swoop in to make the sale.
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    • Profile picture of the author Peter Lessard
      Originally Posted by SARubin View Post

      I love case studies. Thank you for this.

      While I can see a couple of psychological elements with the line "Try Our Simple Online Estimator. An Estimate To Your Inbox"

      In, and of itself, it's not a brilliant sales pitch. So I have to wonder how, and where, the trust factor broke down with the competitors funnel.
      That's exactly the point. It is indeed NOT a brilliant sales pitch. It is not a sales pitch at all.
      It simply captures the lead at the exact moment we want to catch them at with exactly what they want.

      You are indeed correct that many other elements are at play as far as trust is concerned etc.. but
      in the end its not that complicated.
      Figure out where to position yourself for highest conversions of the most important actions.

      What happens AFTER they submit the quote request is just as important.
      They do NOT receive an estimate. We ask questions and engage them in dialogue to become their trusted adviser while getting them pricing.
      But that's another story ;-)
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    • Profile picture of the author eccj
      Originally Posted by SARubin View Post

      I love case studies. Thank you for this.

      While I can see a couple of psychological elements with the line "Try Our Simple Online Estimator. An Estimate To Your Inbox"

      In, and of itself, it's not a brilliant sales pitch. So I have to wonder how, and where, the trust factor broke down with the competitors funnel.

      For someone to research the stone, up to the point of actually choosing the stock number, and then leave to buy it from some other company. I have to think it was more than just the convenience of an online estimator that sealed the deal.

      I wonder if any of the competition asked themselves that same question?

      Even if they can't tell which company is getting the sales, they can still see (through analytics) people researching right up to the tipping point, and then disappearing.

      Of course, I'm just guessing based on limited info, but it would seem like the competition is not making that final connection of trust.

      Not even by offering something like... "hey, if you need help choosing the right granite, let us send you a free buyers guide that explains everything you need to know, to make an informed decision." (Or at least something that captures their email and allows for follow up)

      And that leaves the door open, allowing your client to become the trusted source, and swoop in to make the sale.
      There are a lot of shady looking websites with shady looking quote forms that scream "FILL THIS OUT AND A SALESMAN WILL CALL YOU AND FORCE YOU TO BUY."

      People hate that stuff.

      They just want to know the price. Of course some products it is really hard to just give someone a price BUT they still want a price anyways or else they start to get mad and suspicious.

      Salespeople are scared of giving prices.

      Prospects just want a price. And all they really need is a ballpark and they are happy. Then you can go into question mode and they will start to understand that prices depend and that you are not trying to snake them out of money.
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    • Profile picture of the author savidge4
      Originally Posted by SARubin View Post

      Of course, I'm just guessing based on limited info, but it would seem like the competition is not making that final connection of trust.
      I would bet it is less about Trust, and more about Friction. Keep in mind these people are writing down the Stock #s. What that tells me is that the method of contact being pushed is more than likely the phone.

      I am going to step out on a limb a bit here but I would better than bet that the majority of the contact forms filled out in a days time is probably between 6pm and 2am. the peak being about 10pm, and a lessor peak right around 2am.

      People buying stone.. more than likely this will be a couple... coming home having dinner, and then jumping online.. look at this honey or ooh how bout this one... IF company A has a crappy form.. say name and number with their phone number plastered all over, vs site B that has a quality back end, and the built in USP to back that up, the couple can goto sleep knowing they have "done something" and are moving forward.
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  • Profile picture of the author ewenmack
    If you could boil it down to one thing, the one principle
    that is responsible for what took place, it would be...

    Being More Helpful Than All Others When The Buyer Needs It Most


    Best,
    Ewen
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  • Profile picture of the author ewenmack
    One limitation of online searchers is that we don't know
    if they have had a track record of buying similar or same products and services.

    If you were helping a Lasik Surgeon, those who have bought a brand of contact lenses, bought several brands and non-branded eye drops for contact lenses and go direct to only they leaves you in an uncontested area on a local level.

    Google Adwords you are competing for searchers in which you have no idea their intent.

    BTW, you can pull up a list of buyers I just mentioned.

    Just did it for a client.
    There are 1,666 of them in his location.

    Best,
    Ewen
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    • Profile picture of the author Peter Lessard
      Originally Posted by ewenmack View Post

      One limitation of online searchers is that we don't know
      if they have had a track record of buying similar or same products and services.

      If you were helping a Lasik Surgeon, those who have bought a brand of contact lenses, bought several brands and non-branded eye drops for contact lenses and go direct to only they leaves you in an uncontested area on a local level.

      Google Adwords you are competing for searchers in which you have no idea their intent.

      BTW, you can pull up a list of buyers I just mentioned.

      Just did it for a client.
      There are 1,666 of them in his location.

      Best,
      Ewen
      hmmm, I don't really agree but maybe some clarification is required.

      I DO agree that based on previous behavior you can market to a group that is NOT actively searching a buyer keyword and would consider buying
      but
      when they actually search that buyer keyword like "best lasik dallas" then that is enough said, its time to show them your offer and way way way, did I say way? easier than trying to interpret future intent based on previous behavior.

      Having said that, I am fully aware that the pool of people that MIGHT be interested in lasik (based on previous behavior) far exceeds those actively searching to buy today...

      It would be a great decision to target both and I would do it in the order of active searchers first. I see no reason to try and find people that might buy until I have exhausted the pool of ready buyers with hands in the air. People Google searching are raising their hands and really important is that if your offer is not good enough to close people that are actually saying I am interested in buying, it will certainly bomb to those that only fit the profile of a possible buyer.

      I know Ewen with your ninja tactics you could sell to either crowd easily but I am driving the point home a bit because many shy away from adwords because they claim it is too expensive. That's a load of B.S.
      Their ability to sell or business model is simply not as good as the people that can bid on spot one for a year without blinking....
      so they ignore ready buyers and start to play the game of intent marketing... and fail
      then blame the targeting etc...

      If you can thrive in buyer keyword PPC then you can start to kick ass in intent marketing very nicely...
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    • Profile picture of the author savidge4
      Originally Posted by ewenmack View Post

      One limitation of online searchers is that we don't know
      if they have had a track record of buying similar or same products and services.
      As big a deal as this is ( track record )... With online search it means nothing. Primarily motivation becomes the controlling variable. Intent follows a close second. It doesnt matter what they have done in the past.. it matters what they want NOW. IF they are looking at lasik surgeons, there is an obvious motivation behind the search. And with intent there is a clear indicator as to where they are in the buying process.

      take a moment and read this article: Lasik surgery - a consumer search behavior analysis

      As I have noted before, the buying process ( Viability, education, selection, comparison, purchase, and then after sale support ) plays a very critical role in the level of motivation within a buyer. This article in particular lays out Motivation with "Intent" ( terms used in search ) in pretty black and white terms.
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