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All this copywriting is making me improve my product

by Scott Lilly
9 replies
I wrote my first ebook almost one year ago. It started out as tips to some friends of mine, and eventually got to the point where I thought it was good enough to sell as a book.

So I set up a website and wrote a sales page based on someone's 12 or 14-step guide. It sold a few copies, but wasn't anywhere near what I hoped.

After looking around, I found another guide for writing a sales page. I followed those instructions, rewrote my copy, and haven't seen much of an improvement in sales.

Then I decided to really learn about copywriting.

I started reading all the classics suggested here - Collier, Bly, Sugarman, Kennedy, Hopkins, Cialdini, and more. In almost every case, the books said to "get into the heads of my customers". So I started to do that.

What are their fears?
What are their hopes?
Where have they been disappointed before?
What's keeping them from acting?

Once I wrote the answers to those questions, I noticed my product doesn't fulfill all their needs and desires. Of course, I think it's a good book - we all think "our" babies are cute. However, going through this stage let me see where I can make it even better.

Now, as I'm close to completing the first draft of the latest sales page, I realize I won't be happy until my book answers all the questions my customers are asking.

I hope that, with the new content and the new sales page, sales will start to be what I am looking for.

In a way, I'm kind of glad I can't afford to pay a good copywriter. Without seeing the problem myself, I could have gone on, oblivious to a problem that could be seriously limiting my income.
#copywriting #improve #making #product
  • Profile picture of the author ARSuarez
    This brought a tear to my eye.

    However, a good writer should - after doing research - discover where the product's shortcomings are.

    I've done it before and refunded clients their money because I thought there was a 'problem' with the product.

    Good on you for realizing it and taking action toward correcting it.

    -Angel
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  • Profile picture of the author Hans Klein
    Originally Posted by Scott Lilly View Post

    In almost every case, the books said to "get into the heads of my customers". So I started to do that.

    What are their fears?
    What are their hopes?
    Where have they been disappointed before?
    What's keeping them from acting?
    Awesome post.

    Yep... the process of content creation and selling the product are very much intertwined.

    Good content (content that resonates) comes from knowing how to sell to your market.

    Good sales copy comes from having good content to sell.
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    • Profile picture of the author Scott Lilly
      Originally Posted by Hans Klein View Post

      Yep... the process of content creation and selling the product are very much intertwined.

      Good content (content that resonates) comes from knowing how to sell to your market.

      Good sales copy comes from having good content to sell.
      I can't remember where I heard it, but someone said they actually create their sale page before they create their product. I can see why now.

      If your customers care about A, B, and C, a book on A and B is good. But if you want a product they rave about, then it needs to cover all three (or, at least offer them C in the upsell ).
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      • Profile picture of the author Mark Andrews
        Banned
        If only some of the know-it-all newbie 'copywriters' who come and go - pass this way often Scott, would apply your own dedication to their own business.

        Your greatest upcoming pain is probably going to be... getting your offer seen by the very audience who are most likely to be interested in the information you can share with them.

        Paying some attention to these traffic sources, how these people are finding your product will probably boost your conversion rate. In other words... from where and how are these people finding your eBook?

        Try your best to locate this warmed up market on and offline, these are potentially your hottest leads and potential buyers. Chances are your sales letter will close this hungry crowd much more easily than stone cold traffic will judging by the amount of care and attention you're giving to this business model.

        Best of luck,


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

          Your greatest upcoming pain is probably going to be... getting your offer seen by the very audience who are most likely to be interested in the information you can share with them.
          Traffic has been my bane - well, one of my banes.

          I have a blog that gets around 40 unique visitors a day. I've also built a small, but fairly responsive e-mail list (30%+ open rate). I really need to work on split testing my squeeze page, since my opt-in rate from slightly warm visitors is just under 10%. I haven't been able to find any JVs yet, and PPC is too expensive until I can increase the lifetime value of a customer (which means, I need to create more products).

          That's what has been most frustrating. There are so many moving parts, and if you screw up just one of them, you can destroy your sales. But I know it's a good market, and it's something I believe in.
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  • Profile picture of the author max5ty
    Originally Posted by Scott Lilly View Post

    I wrote my first ebook almost one year ago. It started out as tips to some friends of mine, and eventually got to the point where I thought it was good enough to sell as a book.

    So I set up a website and wrote a sales page based on someone's 12 or 14-step guide. It sold a few copies, but wasn't anywhere near what I hoped.

    After looking around, I found another guide for writing a sales page. I followed those instructions, rewrote my copy, and haven't seen much of an improvement in sales.

    Then I decided to really learn about copywriting.

    I started reading all the classics suggested here - Collier, Bly, Sugarman, Kennedy, Hopkins, Cialdini, and more. In almost every case, the books said to "get into the heads of my customers". So I started to do that.

    What are their fears?
    What are their hopes?
    Where have they been disappointed before?
    What's keeping them from acting?

    Once I wrote the answers to those questions, I noticed my product doesn't fulfill all their needs and desires. Of course, I think it's a good book - we all think "our" babies are cute. However, going through this stage let me see where I can make it even better.

    Now, as I'm close to completing the first draft of the latest sales page, I realize I won't be happy until my book answers all the questions my customers are asking.

    I hope that, with the new content and the new sales page, sales will start to be what I am looking for.

    In a way, I'm kind of glad I can't afford to pay a good copywriter. Without seeing the problem myself, I could have gone on, oblivious to a problem that could be seriously limiting my income.
    What you'll eventually end up discovering...is that your customers aren't asking the questions you think they are....

    they're simply looking for answers.

    I know it sounds odd...but they don't know how to ask the right questions.

    Your job is to offer answers...some they've never thought of asking...

    It takes a special skill.
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  • Profile picture of the author EricMN
    Awesome perspective and initiative, Scott.

    Hope your product is very successful and that your growing copywriting skill set will lend to your ability to bring it to those who need it most.

    Especially now that it does the job they want it to.
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  • Profile picture of the author JimBetrue
    This is exactly why many people advocate writing the sales page before you create your ebook, tele-class, workshop, etc. Make big promises in your copy and then create product to fulfill and exceed the expectations you've set.
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    • Profile picture of the author Jake Dennert
      Originally Posted by JimBetrue View Post

      Make big promises in your copy and then create product to fulfill and exceed the expectations you've set.
      Excellent point, Jim... especially the 'exceed' part.

      REALLY works well when you're looking to do everything yourself (i.e. make the product AND write the copy).

      Virtually guarantees that the only refunds you'll see will be from 'serial refunders'...

      ...and minimizes the chance that someone will want their money back because your product didn't deliver.

      I mean, isn't that what all of us want when we buy a product?

      For it to deliver on EVERY promise that was made on the sales page?

      And if you go beyond what's promised on the S/P, it's just icing on the cake.


      Jake
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