Here is how I write sales copies that have a steady 3% conversion rate. I think that’s pretty good for the art industry. I sell my art courses. Masterpaintingnow.com is my site, where you can find examples of my sales copies for reference purposes. They can be applied to any product. They are not limited to art courses.
Before I share my secrets, you should know why a good sales copy is so important. Before I had a sales copy, my sales conversion rates were below 1%. That blows. No wonder I wasn’t making good money. After making a quick sales copy, my sales rates went up, even though the copy was, blah. Any sales copy is better than nothing is what I learned.
After I wrote a good sales copy, my sales jumped to a steady 3% and have remained so. This is for each course, which has a separate sales copy.
So, yes, learn to write a sales copy. It is better than just INFO about your product. Look, people buy mostly based on emotions, so you need to cater to their emotions. People want to know “what’s in it for me?” It is all me, me , me.
That’s what I did. I learned to write sales copies. I am already a writer. I have sold short stories to magazines, written 6 novels, a good handful of screenplays, etc. I have several published articles under different pseudonyms. I also used to be a top sales person. That honestly was enough to write a good sales copy.
Nonetheless, I studied several sources on sales copies, starting with the free stuff, like “Write Sales Copies That Sell.” Several websites, threads, etc. I bought a few WSOs.
I applied what I learned. The sales copy did pretty well, about 2% on average, but…
What brought my sales copies to the steady 3% conversion rates was writing in a casual style as if I were right there face to face, right there selling them something. Basically, I applied everything I learned about door-to-door sells, selling Cut-Co knives, Kirby Vacuums, etc.
I try to keep my sales copies on the shorter end. Hell, my shortest copy is for my most expensive product $39.95, an art course bundle. It is selling like crazy. Right now the sales copy and video conversion rate is 19%, but that will drop once most of my dedicated fans have stopped buying. I wouldn’t be surprised though if this one has a 4% steady rate after the NEW course hype dies down.
Okay, so, here it is. I follow a simple outline, and within that outline, I keep a casual voice. I talk to them like they are a good friend. I am a real person, so why shouldn’t I sound real? If I say something ungrammatical, then so be it. That is how I talk in person.
Formatting: I keep it simple.
Headline H1, centered, dark red, not the bright ugly red.
Every few paragraphs, I highlight important info. H2, dark red, centered. I think this keeps readers reading.
For the rest of the text, I use black, H5. If I want to highlight an important phrase, I use dark red and bold. I never use yellow highlights. I find them tacky. This might work for other markets, but I think artists, go yuck! I will still try it in a split test, though.
1. I start with a catchy headline that appeals to their needs or wants in an emotional way. Honestly, the best way to convert someone in a debate is using the logical fallacy of appealing to emotions. Sure, you might lose the debate in the eyes of the debate judges, but you will convert more people. Here is a sample of my latest headline for my latest course. “Stop Wasting Your Time With Lame Tutorials and Finally Learn How to Draw Anything From Your Imagination.” It is hard to appeal to an artist’s need to sell them an art course. I could say, Make Great Money as a Pro Artist with this 60 hour Course Bundle for Under $40. That is a headline I will be testing, or something like it.
2. I actually skip introducing myself, which doesn’t seem to be the norm. I introduce myself just a bit later. At this stage, I tease them with more appeal to emotions. Like the blurb of a novel or something. I want to draw them in before I introduce myself. I hint at the problem and solution to that problem.
With this particular copy, I did it like this—
How? Not with lame tutorials. To learn to draw like a pro, you need to be taught by a gifted teacher. That is what this special offer is all about. We’re talking all my courses for a mind-blowing price. |
Yes, you heard me right. All 7 courses.
That’s 60 hours of quality teaching that will transform you into an awesome artist.
That’s right …
This is the end of your journey of drawing okay to drawing realistically from your imagination, to painting digitally, to drawing comics and awesome figures, to shading and lighting properly, to doing perspective properly, and more.
You’re going to see your drawings transform, and you’re going to see your friends admire your drawings/painting, and you’re going to experience more confidence in your drawing than you ever have before—and you will do it in just a few months.
That sounds like a long time, huh? Well, it’s not. It goes by quickly. It is a fraction of the time it will take you if you try to do it on your own or go to art school.
4. Then I share a before and after picture, to show how much one of my students improved after taking my course. For other products, you could use a similar type of image. For weight loss, or muscle building, you could use a before and after pic of yourself or a student, to show how much weight they lost or muscle they gained. For a marketing product, you could show before and after stats of sales. How much money made before and made after using the product.
5. Then I introduce myself briefly with showing a fault about myself. Sometimes, I do this before I share the before and after picture. Here is an example.
I’m not the best artist in the world, but I’m a great teacher. I transform artists into professionals. |
Just look at this transformation from my figure course.
7. Now I clearly lay out the problem and partly the solution.
Example from the same sales copy I have been quoting from.
The #1 Reason You’re Not Drawing Like A Pro |
You’re Not Learning the Fundamentals that Michelangelo learned.
You’re not doing the correct drawing exercises that daVinci used.
That’s what my courses do. They actually teach.
Hey, I understand if you are skeptical, so if you stick with me for just a bit longer, I will give you a free lesson to see for yourself. How’s that sound?
9. Then, if I can, I like to offer a free lesson if they will stick with me just a bit longer. I always keep my promises. If I say it is a free lesson, then that is exactly what it is. Don’t claim you will do something and not do it. Always be honest. Don’t claim the deal expires at midnight unless it actually expires at midnight. If I ever see that an offer expires at midnight, I wait. If it is still there the next day, I don’t buy, even if I really want to buy. They are dishonest, so how can I trust their product is going to work?
10. I list benefits of the art course. I make these emotional, not just information. I don’t say, this course teaching you to draw figures like never before. I say things like “you’re going to advance quickly,” “you’re going to draw awesome figures,” “you’re going to land that art job.” If you can, mention the benefits of how it will help their needs and desires. Don’t just say, “This program will make you lose weight.” Say, “Watch the weight fall off and the hotties start asking for your number.” Or something like that.
11. I like to mention how awesome they will feel when they can finally draw from their imagination. At this point, my story I told of my transformation becomes their story. They should now feel like with my course they can make that same transformation, but I am sure they have concerns and doubts. What is holding them back from scrolling down and just buying right now?
12. I start to address these concerns.
You will also get that feeling. In fact, if my teachings don’t work for you then… |
I will refund your money because I want to help you.
If you don’t grow then I failed and you shouldn’t have to pay for that.
I can offer that guarantee because my methods works for 99 percent of people. They will work for you too. So why wait?
13. Next, I briefly mention what the get. This is what is in the course. Because this is boring, I keep it as short as possible. INFO = Boring.
14. Then I build up the value.
That is 60 hours of drawing lessons that will transform you into a professional artist. |
All these courses are easily worth $1,000, and definitely worth $500.
I could easily charge $100 just for my figure course.
15. After I have shown the TRUE value of everything they are getting, including the value of all the bonuses, then I drop the price on them.
|Look, I know not everyone can afford much, so here it is. You get all 60 hours, all 7 of my courses for a low $39.95.|
17. Then I make a call to action. I use a little trick here. Throughout the copy, I have called it my course, then the course, and now, when I make a call to action, I say, buy your course now. I call it there course, transferring the ownership to them.
Also, using the word NOW is important. It is urgent.
18. Either before or after the first price mention, I give a sense of urgency. In this case, the 39.95 price is only for the first 100 people. I always keep my word. After 100 people, I will raise the price. Always be honest. It is best for repeat customers. Don’t get a bad rep of being dishonest. If they know it is real, then the next time I make an offer, when I email buyers who joined my newsletter, they will know the price will go up.
19. Next I write a P.S. As part of my P.S. message, I drop a true fact on them.
Here is a neat little factoid. Most people that see an offer like this, if they don’t buy it then, they never do. Life gets in the way. They lose the page and can’t find it. The deal runs out because 100 people already bought it, etc. |
Don’t be one of those people. Your new courses will change your drawing career.
Why I feel it is better than a call to action than a buy button is because, I feel like it is two steps they must go through. Read the call to action, then check out the button to click on it. You are saying, Buy now for ONLY $39.95. Then there is a buy now button. I think it is distracting. But I need to split test buttons VS no buttons.
21. I like to end with a “still not convinced?” sentence. In this case I remind them of my promise, the free lesson.
|Still not convinced? Well, that is why I am offering you a free lesson that you can watch and do right now to see the improvement. Click here to check it out.|
One last thing. I have had great success with making a video version of the sales copy and embed it in the copy to play automatically. I write in big text that they can pause the video the mute the sound, if they prefer reading.
In fact, video sales copies have an even higher conversion rate for me. I am not sure exactly how much yet because not enough data, but no doubt, it is higher.
Thanks for reading. I hope this helps you make more money.