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Questioning the effectiveness of sales letters for WSO offers.

by Daniel Brock
26 replies
I have a new product coming out pretty soon and I was planning to market it in the WSO forum.

I notice that everyone and their mother is using a sales letters.

Now, I know that sales letters work.

However, do they lose their effectiveness here? Everyone is accustom to seeing sales letters from a WSO, so surely they can't work as well especially in this market.

What are your thoughts about this?

Thanks,
Dan
#effectiveness #letters #offers #questioning #sales #wso
  • Profile picture of the author Steven Wagenheim
    There are several factors that go into a successful WSO. The sales letter is
    just a piece of the puzzle.

    Other factors.

    1. The offer.
    2. The reputation of the seller.
    3. Pre buzz

    A great sales letter from an unknown may very well not do as well as a WSO
    posted by an established authority who puts up nothing more than a brief
    description and a buy now button.

    I'm not saying a slick sales letter won't help. All I'm saying is that it won't
    necessarily make a difference either way (hurt or help sales) without all
    the other variables to consider.
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    • Profile picture of the author havplenty
      Originally Posted by Steven Wagenheim View Post

      There are several factors that go into a successful WSO. The sales letter is
      just a piece of the puzzle.

      Other factors.

      1. The offer.
      2. The reputation of the seller.
      3. Pre buzz

      A great sales letter from an unknown may very well not do as well as a WSO
      posted by an established authority who puts up nothing more than a brief
      description and a buy now button.

      I'm not saying a slick sales letter won't help. All I'm saying is that it won't
      necessarily make a difference either way (hurt or help sales) without all
      the other variables to consider.
      Steve I respect you immensely but I put it you that the greatest offer in the world won't fly without an effective sales letter. That's why people employ them in their WSOs - they just flat out work.

      People aren't pre-disposed to 'buying', they have to be convinced to buy. And IMO a good sales letter does this.

      By the way, I read a guide by Justin Michie and he said that the number one reason most WSO don't do well is because of a poor sales letter. And Justin Michie knows his stuff. I think

      Just my .02 Steve,

      Hav
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      • Profile picture of the author Kevin Riley
        Originally Posted by havplenty View Post

        Steve I respect you immensely but I put it you that the greatest offer in the world won't fly without an effective sales letter. That's why people employ them in their WSOs - they just flat out work.
        I agree completely, and would never run a WSO without a salesletter or video. However, whenever I've run a WSO I've had numerous buyers who never even read the salesletter and just rush to the order button. Some have gone so far as to Skype me after (no mentioning names Bev Clement) and ask me what it is they just bought. So, Steve is also correct in his view that reputation (I built up a good WSO rep years ago with my Recipes) will make a big difference in sales.

        To the OP:

        I recommend highly over-delivering for the price you put on your WSO. This will build your rep. Your first WSO may not be a huge seller, but the word will start to spread. Then, following WSOs will be more and more successful. With WSOs, don't focus just on the money.
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        Kevin Riley, long-time Warrior living in Osaka, Japan

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  • Profile picture of the author documaker
    Banned
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    • Profile picture of the author Jay Jennings
      Originally Posted by documaker View Post

      Personally... as a customer... I hate sales letters because I know they over-hype whatever it is they sell. I prefer much more sincere, practical product descriptions. If I were faced with two similar products, one behind the typical screaming sales letter and the other behind a well-thought out description and product comparison, I'll buy from the latter.
      In general I've found that to be false -- that's what people say, but it's not what they do.

      In surveys I've done to my list I've found an overwhelming amount of people who "don't want hype" and "just want the facts."

      Yet, in split-test after split-test, the "hyped up" copy outsells the "plain speaking" copy by a LARGE margin. And that's to the same group of people who said they wanted just the facts.

      I see a lot of people in this thread say, "I think it's better to..." but i wonder how many of them have actually tested their suppositions?

      A hunch might be where you start in marketing, but it shouldn't be where you end up.

      Jay Jennings
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  • Profile picture of the author Amitywill
    How else are you going to sell your product without a sales letter?
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  • Profile picture of the author Blase
    Originally Posted by dbbrock1 View Post

    I have a new product coming out pretty soon and I was planning to market it in the WSO forum.

    I notice that everyone and their mother is using a sales letters.

    Now, I know that sales letters work.

    However, do they lose their effectiveness here? Everyone is accustom to seeing sales letters from a WSO, so surely they can't work as well especially in this market.

    What are your thoughts about this?

    Thanks,
    Dan
    The one thought I had was...

    Aren't the people here in the group that reads long sales letters and
    buys all kinds of IM stuff sold by long sales letters, email campaigns,
    long videos, long product launches, and hype?
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  • Profile picture of the author Daniel Brock
    Thanks for the guidance.

    So I guess you could say, the sales letter is still important, but it depends mostly on other factors like whether or not people know you and trust you?
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    • Profile picture of the author Lance K
      A letter isn't necessarily what's important. All a sales letter is is a way to present an offer. You can use a video if you're more comfortable doing that.

      But the offer still needs to be irresistible. There are a lot of things that make up an irresistible offer. Trust and credibility are definitely components. Yet, there are others too.

      Sense of urgency (no not the same thing as hype) is another. If I have the world's largest pimple on my forehead the day before senior prom and you have a proven cure, I want it. If you've only got 100 units left, I can't mom & dad's CC # fast enough. Or if you're selling the next 20 units at 1/2 off, etc. The reason people start to see 'sense of urgency' as hype is because a lot of short term thinkers use fake scarcity.

      Risk reversal is another. If your proven cure is guaranteed to zap my zits in 24 hours or less, or else you'll give me double my money back, you get my business over the guy with no guarantee.

      There are more, but you should be starting to get the picture. It's all about presenting your offer. Delivery is what counts. The method is rarely as important as people might think.


      Originally Posted by dbbrock1 View Post

      Thanks for the guidance.

      So I guess you could say, the sales letter is still important, but it depends mostly on other factors like whether or not people know you and trust you?
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      ~ Zig Ziglar
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  • Profile picture of the author Mark Riddle
    Finally the definite guide to copywritting for WSOs

    Why Big Headlines and Red Type Don't Always Work
    The insiders Guide to Effective WSO Copy

    Funny Icons, big type and hyped up language have lost their effect on the worlds most powerful site for internet marketers.

    Now when you choose to create a effective WSO make sure that you understand its IS about the product, AND the Producer of the product.

    You could be the best article marketer on the planet, but if you launch a wso on creating videos it just May FLOP.

    Its not because you don't know your subject or because there isn't a demand for your information. It is simply because that the stronger marketer you are in your niche, the harder it will be for you to take on other niches on the warrior forum.

    Even if Allen wrote a WSO about Cuban Cigars, it wouldn't sell as well as a formula for creating powerful offers or effective marketing channels.

    So when you want to create an effective marketing campaign with WSO make sure that:

    • You focus on what you are best at
    • Create a product that has a great value
    • Over deliver on your promises
    • Maintain your position of an expert in your field
    • Never blast others that are teaching your topics
    • Focus on what make your materials special and unique
    • Treat your fellow members like GOLD because they are!
    no matter what you have created even if its:

    A complete 10 step program that will skyrocket your results

    Use language that conveys the impact of using your information. Not only the income potential.

    Create a sense that you are offering a product that will resonate with marketers like yourself. Those who have found similar problems and have search high and low to find the one solution that helped you achieve the next level in your marketing.

    Your Competitors will Scream and shout you reveal so much info

    Like it or not, many people who are in your field will become your customers so they can learn first hand the methods that techniques that you found so they can add the information to their products and services.
    Here's the bottom Line

    Don't delay for even one second, when you create the your product or service Make your OFFER CLEAR AND COMPLETE.

    WHOA

    That's right!

    Your CLEAR AND COMPLETE OFFER IS Just ONE of the keys to the kingdom that your WSO should include.

    Don't Delay

    [YES] Should be used in WSO Copy
    [YES] Effective on mini site too
    [YES] Can be used to create sign up pages for membership sites
    [YES] Can be used for free bonuses
    [YES] Can be used to create a $10,000 a month Business
    [NO] Bash competitors
    [NO] Use in spam posts
    [NO] Use in Splogs
    [NO] Dishonest ripoff programs











    ====================

    Ok That was fun

    Mark Riddle




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    Today isn't Yesterday, - Products are everywhere if your eyes are Tuned!
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  • Profile picture of the author katiec
    Thinking from a consumer end I personally do NOT like sales letters. I do read each and every one that I get in hopes that I'll find the perfect letter, but they all seem to be trying too hard and over-selling the product.

    If you can put together an effective letter then I'm sure it'll be worth it.
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  • Profile picture of the author Kezz
    Personally, I've gotten a fairly clear impression with my stuff that less is more. That's just me, and perhaps my waffle is just the kind that people don't want to read through, but I also suspect that with WSO's it's a major factor that people are looking at a lot of offers at once.

    With a sales page, odds are you're not sitting in a list of several hundred other sales pages that the reader is perusing at the same time. When we look at WSO's, we browse, pick out headlines that take our interest and then take a peek inside.

    I think you have to really let someone know straight away, in some fashion, exactly what you have for them, or there's a good chance they'll just move along.

    The other thing here I think, is folks here are mostly savvy salespeople themselves, and you know what they say, "Don't sell a salesman". People here know all the regular techniques, so I think it's better to just cut to the chase and say, here is what I have for you and these are the benefits.

    As Mark says, you still need to cover all the benefits, your USP, and get across the most important points of your offer. But, I think here it should be done in a straight to the point, concise, hype free fashion.
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  • Profile picture of the author Shannon Herod
    The WSo forum is so effective because you do not have to go into all that crap. Just put a good offer together that clearly states the value of the WSO and you will do fine.

    Especially if you use the WSO forum for what it is meant to be for. If you can point your user to the actual product were you are selling it for a bunch more, it will help increase your credibility and drive more sales
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  • Profile picture of the author Raydal
    Originally Posted by dbbrock1 View Post

    I have a new product coming out pretty soon and I was planning to market it in the WSO forum.

    I notice that everyone and their mother is using a sales letters.

    Now, I know that sales letters work.

    However, do they lose their effectiveness here? Everyone is accustom to seeing sales letters from a WSO, so surely they can't work as well especially in this market.

    What are your thoughts about this?

    Thanks,
    Dan
    Hi Dan,

    I've often become lazy as a copywriter writing my own WSO and
    think that people know me so then I don't need to say a lot
    or use any special selling techniques to get people to buy ...

    Well .... WRONG!

    When I get lazy and just 'write a plain offer' it always hurts
    responses. Even when you are a known entity on the board,
    you still need to put your best foot forward if you're looking
    for good results.

    -Ray Edwards
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    • Profile picture of the author Steven Fullman
      So...conflicting opinions?

      Originally Posted by MarkAndrews IMCopywriting View Post

      You will of course find that a few copywriters who
      will tell you that my advice is very bad for you.

      However, I think some of them are completely and
      utterly wrong and they fall straight into this trap
      of trying to over sell absolutely everything ...
      when blatantly that is not what everyone wants to
      see or read.

      More and more people today on this forum, they
      don't want to read an exceptionally long sales
      letter that follows the usual format, it's a huge
      turn-off for a great number of people - especially I
      believe fellow Internet marketers who see them,
      over and over again.

      Sure, they work, but I think in many cases, especially
      for a WSO, a short or medium length WSO sales letter
      can work just as well, if worded correctly.

      No doubt one or two will be throwing their arms up in
      abjuect horror again at me writing such a thing, but I
      do like to be more original and a bit different to the
      average run of the mill.

      The extremely highly polished sales letter, with every
      gimmick possible thrown in and art of persausion
      psychology built in ... after a while get's exceedingly
      boring to read and digest or take in.

      I think a lot more people today like to see a more
      genuine and down to earth approach. Certainly you
      want to explain the benefits as well as you can, but
      you know, if you've got a spelling error here or there,
      or your punctuation isn't 100% absolutely perfect, for
      this market, so what - what does it really matter?

      What I think matters, is the age old question that
      most people will be asking themselves and that is...

      "What's in this for me?"

      If you can focus on that point and convey yourself
      honestly, getting down to the nitty gritty quickly, using
      very good bullet points to get your benefits across,
      you really don't need the advice of one or two other
      copywriters who will try and put some huge great
      mystery into copywriting honestly, from the heart,
      about your product.

      This is afterall, your business and you know your
      business, your product better than anyone else.

      Give it to them, warts and all, by just doing the
      absolute best that you can. Your honesty will come
      shining through your words.

      Jason Fladlien is a great example of this style of
      copywriting sales letters.

      I hope that this helps you and a few other posters
      out.

      Kindest regards and best wishes.


      Mark Andrews
      Originally Posted by Raydal View Post

      Hi Dan,

      I've often become lazy as a copywriter writing my own WSO and
      think that people know me so then I don't need to say a lot
      or use any special selling techniques to get people to buy ...

      Well .... WRONG!

      When I get lazy and just 'write a plain offer' it always hurts
      responses. Even when you are a known entity on the board,
      you still need to put your best foot forward if you're looking
      for good results.

      -Ray Edwards
      Signature

      Not promoting right now

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  • Profile picture of the author Mukul Verma
    When I look at a salesletter, I skim it and look for certain parts as they are expected. I think it is still effective since each IM will look at it and skim instead of reading it fully.
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    • Profile picture of the author Lance K
      Another thing to think about before you submit your WSO...

      WSO stands for Warrior Special Offer. Anymore, some are none too special.

      Do what the name implies and see how that works out for you.
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      "You can have everything in life you want if you will just help enough other people get what they want."
      ~ Zig Ziglar
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  • Profile picture of the author Diana Lane
    I don't mind long sales letters that use emotive words and attempt to sway people's responses or grab their attention with screaming bright red text or whatever, but I think I'm probably far too code-y/logical to successfully pull off the same thing, so I usually just say what something is, why I saw the need for it and what it can do. If I can use a picture instead of a thousand words then I will. I'm not bothered if other people do that too.

    What does put me off a bit in WSOs (as well as elsewhere) is when people begin by almost apologetically saying stuff like 'I don't do long sales letters, so...'

    The minute people start to make excuses for what's about to follow, it somehow plants the suggestion in my mind that they're making excuses for the product too.

    Sales letters, concise descriptions - I'm not fussed either way. Just as long as it's presented without excuse or apology.
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  • Profile picture of the author Shannon Herod
    I recommend highly over-delivering for the price you put on your WSO. This will build your rep. Your first WSO may not be a huge seller, but the word will start to spread. Then, following WSOs will be more and more successful. With WSOs, don't focus just on the money.
    Very well said Kevin. I do believe that you need an effective sales message and/or video, but I believe that is what your sales page is for. If I offer a WSO it is going to be a special offer, that is the only thing that I sell in the thread... The Special Offer

    Then again, the vast majority of people running WSO's do not have a sales page, and the only thing special about the offer is it was made just for the forum, so I guess in all reality they do need a sales page in the actual thread.

    Shannon
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  • Profile picture of the author Kezz
    I picked up something from Rob Benwell's "Blogging to the Bank" page that I think is really great. He starts out with his main and subheadline, but then jumps straight into a bullet point summary of the benefits of his product.

    I've just adopted this approach and I definitely noticed positive results. I think almost everyone wants a "scannable" summary to help them decide whether or not to read on, and this way you don't make them work for it. You give your reader what they want upfront, no scrolling back and forth required, and I think that makes the rest of the reading experience go much more smoothly.

    Here's the site (no affiliate link) How to Make Money Blogging with Blogging to the Bank 3.0
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  • Profile picture of the author Kezz
    The man's a guru!

    I'd have to say that second only to a picture, the bullet list is the most helpful web based communication aid available.

    I think I'm going to go and read all of your WSO's and take notes
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  • Profile picture of the author Michael Taylor
    There are two or three people in the WSO forum who, if they just put up a button that said "Buy Now" and nothing else...I would buy it from them and would be sure I'd be happy with whatever it was they were selling.

    Everyone else had better have a well crafted offer.
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  • Profile picture of the author currypuff
    Thanks for the tips on this topic as it clarifies a lot of questions about doing WSOs. Just a clear offer and a paypal button then.
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