When to break from sales letter formula?

by 6 replies
8
Conventional sales letter formulas (AIDA, 12-step) call for you to get attention, describe the problem (to increase the "pain" and build empathy), maybe tell your story, and only then introduce your solution.

It's a great strategy and it obviously works. But it requires great writing. If you're only a mediocre writer or if you don't nail the market right (even the pros sometimes get this wrong) you're going to lose visitors before they even get to see your solution.

This is a huge problem for many of us. I think a lot of marketers don't realize this. You may have a great product and offer but most visitors probably don't ever see it.

So a different strategy is to introduce your solution straight away. Put a nice product image, main benefits/features and even price (if it's lower than your visitors would expect) above the fold.

Obviously this changes the whole balance of your sales page. If you're firing all your best shots above the fold how do you subsequently tell a story, build empathy and trust and call to action?

I've tried this second strategy many times and it's always flopped so I go back to a conventional sales letter. But the fact that many visitors leave early without seeing my solution really bothers me.

Of course the best solution is great copywriting, and I'm working on this.

But, in the meantime, any suggestions on how to deal with this?
#copywriting #break #formula #letter #sales
  • Hey David,

    First of all you don't want to "break the rules"...

    Understanding human psychology when they first hit the page is part of being a good copywriter.

    If you just stick a product image with a few bullet points and a buy button above the fold you're killing your chances at building trust, desire and credibility.

    When most people hit your sales letter for the first time they have no idea that your product exists or how it can benefit them... The very first sale you have to make is selling the prospect on taking the time to read your sales letter.

    That's not an easy sell to make. People value their time and unless they're into copywriting they don't go around reading sales copy for fun.

    That's why hooking them with a headline is so important... They have to be able to take one look at the headline and be curious enough to start scanning the copy. From there the copy has to be exciting and engaging enough to keep them reading, ultimately build up that trust and desire and then close the deal.

    If this is the same site that I looked at a few months ago here's what I'd do...

    I just took a look at it, not sure if you've changed it up completely or are just testing. The headline you're using isn't terrible, but I have a hard time believing that it can't be improved upon. That's one way to double your response or more. Come up with as many good headlines as possible and start testing them.

    Do the same thing with the sub-head.

    I'd also kill all of the links above the fold... You want to get them into the copy at that point, links just serve as distractions.

    I recommended this awhile back, not sure if you've tested, but if you haven't I'd test losing your demo all together... It's another potential distraction and I've got a gut feeling that it kills curiosity in your case.

    Beyond that there's always changing up the copy entirely... And maybe branching your product out so that it appeals to other markets than the ones you're currently targeting.

    Good luck.

    -Scott

    P.S. A quick tip for your headline... "Mayo Clinic" is a good way of saying "proven" and "trustworthy" without actually saying it.
  • Hi David,

    Every copywriter takes the AIDA formula as basic Copywriting 101.
    What you don't hear discussed much is how you apply the formula
    to different markets and target audiences.

    The question is HOW do you get attention for a weight-loss products
    versus a 'make more money' product?

    TIP: It's not the same.

    What of the prevailing attitude of your target audience to your product?
    You must know because this will determine HOW you apply the formula.

    Do they know about your TYPE of product?
    Are they opposed, don't care, favorable to your product?

    The answer to these question will all determine HOW you
    apply the formula.

    Case in point: Let's say I'm writing for the weight loss market.

    What is the general attitude? People are very skeptical because
    they have tried so many things that didn't work. So I may not get
    their attention by making them a big promise but tap into that
    deep skepticism right away.

    But if I discovered this new way to get SE traffic, I could get
    a lot of attention (still) by making a big promise upfront.

    My point is that the devil is in the details of applying the AIDA
    formula where you have to fine-tune it in order to fit your
    target market.

    -Ray Edwards
    • [1] reply
    • David, as both Scott and Ray have expressed, sticking with the AIDA formula as your foundation is a must.

      Writing an ad doesn't require great writing, though, it requires effective writing.

      Let's take your post as an example. You effectively communicated your thoughts. That's effective writing.

      So for anyone who writes effectively, it then just becomes a matter of learning. Learning how to grab a prospect's attention. Learning how to get their interest. Etc.

      Look at successful sales letters with an analytical eye and notice how they do those four things. It's a great way to learn.

      Alex
  • Sounds like a recipe for disaster to me

    By doing this you are going against the grain and are trying to make up your own ideas which goes against time-tested effective ways of getting great results...which is ultimately why your writing your letter anyway.

    Human nature is to want to know what a solution is AFTER people know what the problem is.


  • I thought it was too good to be true that this was original material unless of course you are the author

    If you are not the author then by all means you should rightfully give us the authors name and link otherwise you are plagarizing
    The Formula for Writing a Sales Letter



    • [1] reply
    • This guy's stealing content from other people left, right and centre.

      Give him a few hours and he'll be banned.

      -Dan

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    When to break from sales letter formula?

    Conventional sales letter formulas (AIDA, 12-step) call for you to get attention, describe the problem (to increase the "pain" and build empathy), maybe tell your story, and only then introduce your solution. It's a great strategy and it obviously works. But it requires great writing. If you're only a mediocre writer or if you don't nail the market right (even the pros sometimes get this wrong) you're going to lose visitors before they even get to see your solution.