Copy that quite frankly should never see the light of day converting at 12%.
It's madness I tell ya!
I hear Warriors say all of the time that WSO's are a lot like what Clickbank was 5 years ago; everything converting with so much ease.
A lot of entrepreneurs could be making even more money if they understood the value of a strong brand.
Uh oh... I just used a dirty word in Direct Response Marketing.
But it's absolutely true.
Converting copy is all about flow and continuity.
If your sales copy ever lacks these two vital components, it creates an emotional disconnect in the reader.
Which leads to your prospects clicking away and spending their money elsewhere.
Okay, okay, okay...
So what exactly is a brand?
The answer and execution is WAY easier than you probably think.
At its core, branding is telling prospects what your business is, what it does and who it helps - so you're not letting your YOUR audience guess or draw their own unnecessary conclusions.
You're taking your product's benefits and summarizing them in a tagline, headline, logo, color scheme and buzz words.
I'll give you an example:
I recently did an entire sales funnel for a supplement company.
They were releasing a new product called PanaSeeda (a play off the word panacea.)
It was and is the very first whole Superfood to harness the intact nutrients from seeds.
I came up with the tagline, "Unlocking. Life!"
I needed to create a strong USP to build on the "cure all," "Unlocking. Life!" branding.
So in my headline/sub-headline, I said:
(Even if you're presently reading this letter on your death bed.)"
My selling point was that you don't need to "cure" disease.
You just needed to get so healthy that disease simply couldn't exist in your body.
And by unlocking the intact life from seeds, you now have the opportunity to accomplish just that. The "natural state" was the term I used to describe life without disease.
I was able to utilize all of these branding elements throughout the copy - constantly adding credibility to the copy and building the impact of the USP.
My point is...
When you write copy for your WSO, your first step is becoming crystal clear about your brand. I can't even begin to communicate how much easier that makes writing your entire sales funnel - from solo email to sales letter to follow up sequence.
Here's a quick exercise:
...What are the benefits of your product? Write them down.
...What are some buzz words you can use to describe how your product changes people's lives, opens up opportunities to make more money and helps them compete in over-saturated markets? Write them down.
...What circumstances become available to prospects that they would have otherwise left on the table? Write them down.
These answers will give some of the information you need to conceptualize your brand and USP - massively aiding you in producing the flow and continuity your copy needs to eclipse every other WSO you're competing against for the same dollars.
And if you don't take the time to leverage the power of branding, you're NOT a real marketer.
Branding gives your business legs.
You don't have to be a flash in the pan.
But you need to take the time to build a solid foundation for your product/business - so you can keep adding more opportunities/solutions under the name and reputation you've established.
Branding isn't just about making money now; it's about collecting those dollars you'd be leaving on the table (without it) down the road for your future launches.
P.S. I know a lot of direct response people don't think branding is necessary. But the fact of the matter is... Branding means more now to direct I.Mer's than ever. If you want to stand out from the competition and make it abundantly clear how you help your prospects, this is how the REAL money is made.