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Order of Copy (Headline, Promise to solve, etc, etc) ...what's right?

by TheWebGuy
11 replies
Hey Warriors,

I know Ryan Deiss put out a pretty good program I bought a few years ago called ugly sales videos (or something like that)...

But when creating a sales video what order do you make your sales copy?

For example:

1) Headline - something to grab their attention
2) Point out the problem and promise to fix it by the end of the presentation (typically a couple paragraphs)
etc
etc


Is there more info about this ...or a recommended order to follow?

Like when do you give your money back guarantee?
When do you offer the additional bonuses (before or after you show the price the 1st time and make the 1st offer)?


What do you guys think? Thanks!
#copy #headline #order #promise #solve
  • Profile picture of the author Curtis2011
    I'm not experienced with video sales letters, but for regular sales letters, you can use this guide for reference.

    I assume video sales letters have a large correlation with written ones in many of the essential points.
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  • Profile picture of the author Robert Plank
    Problem, agitate, solve.

    Introduce the offer, then bonuses, recap the offer, price reveal, then guarantee and order button.
    Signature
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    • Profile picture of the author AndrewCavanagh
      Here is a simple, proven online sales letter format you can use...

      1. Prehead
      2. Headline (Usually red 20 point Tahoma or something similar)
      3. Subheadline
      4. Photo ("action" photos will usually get a higher response and captions will a call to action can dramatically increase response)
      5. Opening line with large dropcap
      6. Story or very compelling opening paragraphs

      These first 6 components to a sales letter are vital. Split testing changes to these will usually bring you the greatest response.

      7. Introduce the credibility of your speaker (this could be anywhere in the copy but it is vital).
      8. Establish your prospect's desperate need for your product (also could be anywhere)
      9. Introduce your product as a solution
      10.Bullets (write your bullets first)
      11.Testimonials to support bullets

      12.Bonuses (or they could be later in the copy)
      13.Establish value by comparing your product's price to other higher priced options
      14.Compelling guarantee
      15.Call to action
      16. P.S. with another compelling reason to act now.
      17. P.P.S. you can use for additional testimonials.


      I hope that helps.

      Kindest regards,
      Andrew Cavanagh
      Signature
      Old School Copy Like This Is BACK & Converting Like Crazy!
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      • Profile picture of the author TheWebGuy
        Thanks all! Great stuff.

        I'm actually creating a whiteboard or "drawing" sales video ...and I'm trying to create copy for that sales video.

        Any recommendations based on that ...or does the order of things change?
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        • Profile picture of the author Benjamin Farthing
          Originally Posted by TheWebGuy View Post

          Thanks all! Great stuff.

          I'm actually creating a whiteboard or "drawing" sales video ...and I'm trying to create copy for that sales video.

          Any recommendations based on that ...or does the order of things change?
          If you go check out some of the top Clickbank products, you'll see that their whiteboard videos follow AndrewCavanagh's and Robert Plank's outlines pretty closely.
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      • Profile picture of the author Hapningnow
        Originally Posted by AndrewCavanagh View Post

        Here is a simple, proven online sales letter format you can use...

        1. Prehead
        2. Headline (Usually red 20 point Tahoma or something similar)
        3. Subheadline
        4. Photo ("action" photos will usually get a higher response and captions will a call to action can dramatically increase response)
        5. Opening line with large dropcap
        6. Story or very compelling opening paragraphs

        These first 6 components to a sales letter are vital. Split testing changes to these will usually bring you the greatest response.

        7. Introduce the credibility of your speaker (this could be anywhere in the copy but it is vital).
        8. Establish your prospect's desperate need for your product (also could be anywhere)
        9. Introduce your product as a solution
        10.Bullets (write your bullets first)
        11.Testimonials to support bullets

        12.Bonuses (or they could be later in the copy)
        13.Establish value by comparing your product's price to other higher priced options
        14.Compelling guarantee
        15.Call to action
        16. P.S. with another compelling reason to act now.
        17. P.P.S. you can use for additional testimonials.


        I hope that helps.

        Kindest regards,
        Andrew Cavanagh
        Awesome template! Thanks for sharing your knowledge. I start out on a roll, but then sometimes lose direction so this will be a great step-by-step road map.
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        • Profile picture of the author AndrewCavanagh
          Originally Posted by Hapningnow View Post

          Awesome template! Thanks for sharing your knowledge. I start out on a roll, but then sometimes lose direction so this will be a great step-by-step road map.
          Writing your bullets first is a huge time saver.

          First it gives you something mechanical to do
          (go through the entire product to write the
          bullets).

          It helps you work out which of the tetimonials
          you can use inside your copy to match bullets
          and benefits.

          It helps you get highly familiar with the product.

          And that helps you work out what you might write
          as leading benefits, leading problems etc etc.

          For the record all copywriters get stuck somewhere
          in the copy.

          It helps to take a break and take a walk to clear
          your head.

          The better you know the product and the prospect
          who will be reading the sales letter the easier it is
          to recharge and get each section finished.

          Kindest regards,
          Andrew Cavanagh
          Signature
          Old School Copy Like This Is BACK & Converting Like Crazy!
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      • Profile picture of the author deezn
        Originally Posted by AndrewCavanagh View Post

        Here is a simple, proven online sales letter format you can use...

        1. Prehead
        2. Headline (Usually red 20 point Tahoma or something similar)
        3. Subheadline
        4. Photo ("action" photos will usually get a higher response and captions will a call to action can dramatically increase response)
        5. Opening line with large dropcap
        6. Story or very compelling opening paragraphs

        These first 6 components to a sales letter are vital. Split testing changes to these will usually bring you the greatest response.

        7. Introduce the credibility of your speaker (this could be anywhere in the copy but it is vital).
        8. Establish your prospect's desperate need for your product (also could be anywhere)
        9. Introduce your product as a solution
        10.Bullets (write your bullets first)
        11.Testimonials to support bullets

        12.Bonuses (or they could be later in the copy)
        13.Establish value by comparing your product's price to other higher priced options
        14.Compelling guarantee
        15.Call to action
        16. P.S. with another compelling reason to act now.
        17. P.P.S. you can use for additional testimonials.


        I hope that helps.

        Kindest regards,
        Andrew Cavanagh
        What is an action photo. I'm assuming it's a photo of your product in action?
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        • Profile picture of the author AndrewCavanagh
          Originally Posted by deezn View Post

          What is an action photo. I'm assuming it's a photo of your product in action?
          Not necessarily.

          It's a photo that has action rather than just a headshot of
          someone.

          So if your sales letter is selling a karate course you might have
          a photo of the author near the top kicking someone out of the
          ring or karate chopping a brick to fragments.

          The action shot draws attention and the caption underneath
          intruiges the reader and gives him a call to action to read further.

          Kindest regards,
          Andrew Cavanagh
          Signature
          Old School Copy Like This Is BACK & Converting Like Crazy!
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  • Profile picture of the author JJaouli1
    Headline
    Open
    Problem
    Agitate
    Solve
    Bullets
    Testimonials
    Offer
    Guarantee
    Close
    P.S.

    Carlton's golf letters are roughly in that format and they crushed, as did basically everyone who made millions with the JPDK model.
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