A lot of the commercials and informercials dealt with weight loss, exercise equipment, cosmetic products, anti-aging skin creams, kitchen appliances, etc. In watching these commercials I realized that the vast majority of advertisers used the same gimmicks over and over. Some of these gimmicks included...
...ramping the price down from some outrageous initial price point to what then, by comparison, seems like a heck of a deal
...offering to break the price down into smaller monthly payments
...offering to send you two of the products for the price of just one if you order in the next 30 minutes
...mentioning that this is a "30 day risk free" offer. You pay nothing for 30 days except shipping and handling
So I thought about how we might all implement some of these strategies in marketing our own products online. Here is what I came up with for one of my own products. Feel free to copy, modify, and use my ad copy for your own products as you see fit.
Order Mike McMillan's new 365 page Big Book About Nothing today. It normally sells for $1,675, but the first 50,000 customers who order will get Mike's special discount price point of only $297! The ebook is a .doc file filled with 365 blank pages. Every day as something important happens in your life--you fill in the details so that by then end of the year you have full documentation of the events important to you.
But wait, Mike has decided to break this price down into 60 monthly payments of only $4.95 to make it affordable for everyone! And, if you order in the next 30 minutes, Mike is going to send you a second copy of his Big Book About Nothing for free. You just pay an additional $57 in shipping and handling for this digital product.
Mike's Big Book About Nothing Volume II is about to be released. Info provided with your order.
DISCLAIMER: Due to pending FTC suits this offer is void in Texas, Idaho, Montana, Oregon, Arizona, all states east of the Mississippi, all states beginning with the letters W, U, N, S, K, I, L and P, American Samoa, Central America, Bolivia, Peru, Uzbekistan, Inner Mongolia, Switzerland, Puerto Rico, The Falkland Islands, Haiti, all countries the equator runs through, any country in which 1968 Dom. Romane Conti costs more than $2,000 a bottle, and any country south of 47 degrees S. latitude in which a total lunar eclipse has occurred on a Tuesday since the first burning of the great library at Alexandria in 48 B.C.
So what do you think? Can I use the above copy to mastermind a Jeff Walker style major product launch? Maybe a WSO? I'm working on it as we speak!
Okay, I have hyperbolized my silly ad above, but the guys laying out big bucks for 60 second or 30 minute ads do know their stuff.
Breaking a larger price down into 2-3 smaller payments probably isn't a bad idea. Ramping a price down from one that is outrageously high to a lower one--that's common practice on many sales pages.
Super-sizing your offer? Rather than offer 30 days of access to a membership site, how about up-scaling it to 60 days if the visitor orders today.
The TV advertisers are also good at breaking their message up into bite-sized pieces to make it easy for viewers to keep up. And they keep things moving constantly to prevent boredom. How's your sales page doing in those areas?
Yup, the big TV advertisers spend tons of money to get their messages in front of us. Only the strong survive so the commercials we see over and over again must be working. Maybe we can learn some things from these guys. What do you think?