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No sales...do I hire a better copywriter or drop the product?

by Nick Brighton
16 replies
Hey all,

I'm in a pickle and I can't decide what would be a smarter move.

I've just finished the copy for a sales page which direct links to
a merchant's checkout.

I thought (as most copywriters do) that the sales copy was
actually not too shabby.

However, I've just blown a wad of Adwords cash on targeted
traffic (yes, there WERE targeted Keywords) and I've crashed
on the sales...not a single sniff in over 200 hits this afternoon.

The question I am asking myself is:

Is it the product that sucks (it's a pretty extensive $67 product
with lots of experts)

Or is it just my copy?

If I go and blow $500 on a copy revamp and find out that I am
trying to flog a dead horse, well, I'll be upset!

What would you do in this situation? How can you tell if it's the
product that sucks?

I know the obvious answer would be to swap out the product
for something else, but that means a huge rewrite of the copy
each time...

...hmmm?
#copywriter #drop #hire #product #salesdo
  • Profile picture of the author Lance K
    Originally Posted by Nick Brighton View Post

    What would you do in this situation? How can you tell if it's the
    product that sucks?
    Have you tried sending traffic to the merchant's original version of the sales letter?
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  • Profile picture of the author J. Barry Mandel
    Hi Nick,

    Maybe its the price that you have the product set at?

    Why not list the URL so people can take a look and try to see what everything looks like?

    Without seeing the salespage its too much of a guessing game to me.
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    • Profile picture of the author Steven Wagenheim
      I know I'm going to get hell for this but here goes.

      This is why I test out my products, sales pages, squeeze pages, everything
      with articles. It only costs me my time.

      However, if I was in your boat and an Adwords user, I would give it 500 clicks
      and then dump it. I wouldn't throw good money after bad. Unless the copy
      is downright horrible, I don't think changing it is going to make that huge a
      difference.

      I know copywriters will argue with that, and that's fine. I'll take the flack. But
      the point is, you're taking a gamble by paying for new copy. If it IS the
      product, whether it's the product itself or the price point or whatever, then
      you're going to be throwing good money after bad. And if I did that, I'd be
      plenty ticked.

      Ultimately, this is your decision, but that's what I would do.
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    • Profile picture of the author Nick Brighton
      Originally Posted by Lance K View Post

      Have you tried sending traffic to the merchant's original version of the sales letter?
      No, and for good reason...it's appalling! I mean, really bad to the point of it looking like a 7 year old wrote it, hence the reason for me writing my own.

      I think price might come into it...after all, it takes some killer copy to convince cold traffic to pull out their wallets and spend $67 on the spot.

      I guess I'm being to forceful.
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      • Profile picture of the author Tom B
        Banned
        Originally Posted by Nick Brighton View Post

        No, and for good reason...it's appalling! I mean, really bad to the point of it looking like a 7 year old wrote it, hence the reason for me writing my own.

        I think price might come into it...after all, it takes some killer copy to convince cold traffic to pull out their wallets and spend $67 on the spot.

        I guess I'm being to forceful.
        But how do you know their copy doesn't convert? Is this a clickbank product?
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  • Profile picture of the author Lee McIntyre
    There are two many unknown variables, but 200 hits is nowhere near enough action to make a decision. Remember, business is usually about "incremental improvement" and rarely about the "home run".

    And it might not just be about the product and the conversion - different keywords yield wildly different results even when they are "targeted".

    Obviously you thought this was a good idea to begin with and so I personally wouldn't be discouraged after just 200 clicks.

    Cheers

    Lee McIntyre
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  • Profile picture of the author Kyle Tully
    Originally Posted by Nick Brighton View Post

    The question I am asking myself is:

    Is it the product that sucks (it's a pretty extensive $67 product
    with lots of experts)

    Or is it just my copy?
    Sounds to me like you answered your own question
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  • Profile picture of the author GarrieWilson
    I think price might come into it...after all, it takes some killer copy to convince cold traffic to pull out their wallets and spend $67 on the spot.
    They arent really that cold. After all, they are searching for the topic.

    How long are people staying on the page? If it's under 60 seconds, work on your heading and layout.
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  • Profile picture of the author David Wilkinson
    [DELETED]
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    • Profile picture of the author Lee McIntyre
      Originally Posted by David Wilkinson View Post

      If you're marketing interviews as interviews, you'll do BS.

      Not tested this on any of our paid products yet, but on our free funnel squeezes, changing the word "interview" to "training session" has seriously bumped response.

      People don't actually listen to interviews because there are so many, and they're all boring as hell. They'll listen to exclusive training sessions with the whose who of your niche, though. At least, that's the only rational explanation.

      Kudos to Fellman for teaching me that almost 2 years ago.
      David - that's a really great piece of advice

      We make sure we always package our premium site as the "mastermind club" and never a "membership site". People would much rather be part of a mastermind club than a membership site!

      Lee McIntyre
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  • Profile picture of the author JasonParker
    Originally Posted by Nick Brighton View Post

    Hey all,

    I'm in a pickle and I can't decide what would be a smarter move.

    I've just finished the copy for a sales page which direct links to
    a merchant's checkout.

    I thought (as most copywriters do) that the sales copy was
    actually not too shabby.

    However, I've just blown a wad of Adwords cash on targeted
    traffic (yes, there WERE targeted Keywords) and I've crashed
    on the sales...not a single sniff in over 200 hits this afternoon.

    The question I am asking myself is:

    Is it the product that sucks (it's a pretty extensive $67 product
    with lots of experts)

    Or is it just my copy?

    If I go and blow $500 on a copy revamp and find out that I am
    trying to flog a dead horse, well, I'll be upset!

    What would you do in this situation? How can you tell if it's the
    product that sucks?

    I know the obvious answer would be to swap out the product
    for something else, but that means a huge rewrite of the copy
    each time...

    ...hmmm?
    The product or copy may not be good.

    However, your keywords may not be directed toward shoppers or buyers.

    Maybe you are only using keywords that a free information seeking tire kicker would type in.

    I don't know what level you're on with your marketing, so please don't take this post the wrong way. Just trying to help.

    -Examples of a freebie seeker's keywords: "How to Fly A Kite" "Internet Marketing"

    -Examples of keywords a shopper would use: "Dragon Kite" "Internet Marketing Ebook"

    -Examples of keywords a buyer would use: "Buy Dragon Kite" "Get Internet Marketing Ebook"
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    • Profile picture of the author Nick Brighton
      Originally Posted by Thomas Belknap View Post

      But how do you know their copy doesn't convert? Is this a clickbank product?
      No, I've moved away from CB recently...I can assure you, the copy is sub par without doubt. It's honestly terrible...even from a "non copywriting" perspective, it's junk...it looks like a poorly designed website, not even a sales page!

      Originally Posted by David Wilkinson View Post

      If you're marketing interviews as interviews, you'll do BS.

      Not tested this on any of our paid products yet, but on our free funnel squeezes, changing the word "interview" to "training session" has seriously bumped response.

      People don't actually listen to interviews because there are so many, and they're all boring as hell. They'll listen to exclusive training sessions with the whose who of your niche, though. At least, that's the only rational explanation.

      Kudos to Fellman for teaching me that almost 2 years ago.
      That's great advice...but they are being marketed as guides rather than interviews. In fact, "seminar" is the term used, not interviews...and there are tons of modules.

      However, I can see what you're getting at. Step by step blueprints need to be driven home more I think.

      Originally Posted by JasonParker View Post

      The product or copy may not be good.

      However, your keywords may not be directed toward shoppers or buyers.

      Maybe you are only using keywords that a free information seeking tire kicker would type in.

      I don't know what level you're on with your marketing, so please don't take this post the wrong way. Just trying to help.

      -Examples of a freebie seeker's keywords: "How to Fly A Kite" "Internet Marketing"

      -Examples of keywords a shopper would use: "Dragon Kite" "Internet Marketing Ebook"

      -Examples of keywords a buyer would use: "Buy Dragon Kite" "Get Internet Marketing Ebook"
      Very true, I think that might ultimately be the answer. After all, I suddenly lost my marketing smarts and thought "I'll just send some traffic to the sales page and see if it converts before I start promoting to my new list"

      In fact, I don't know why I thought that would work...I guess it's because I currently send traffic to another eBook I wrote a long time ago and they buy straight away with no preselling/list building...so I seem to have the notion that will always be the case...lol.

      I think I need to continue building my list and start acting like someone with patience and a brain again...;-)

      Thanks all,
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  • Profile picture of the author Michael Lee
    Hi Nick

    Put some scarcity mechanism in place and see what happens. You could do it firesale style. For example, you could say it will cost only $27 for the first 20, then $37 for the next 20, etc.

    People hate to lose out on a great bargain, especially if it's something that's beneficial to them.

    Thanks,
    Michael
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  • Profile picture of the author Christie Love
    Hi Nick,

    I would also try changing your price points. Your product may not be desirable enough for people to fork out $67. Try $47 or even $37. Making a simple price change to your sales copy shouldn't cost you very much. In fact, you could do it yourself.

    Also, if I were you, I'd use multiple forms of traffic generation instead of just AdWords. Also, add article marketing and maybe even rent a list.

    Try these options first, before you change your copy.
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  • Profile picture of the author Loren Woirhaye
    Have you made bullet points out of every "secret" revealed
    in the product? If you haven't listened and taken notes
    on what is in there shame on you. When you get specific
    about what is in there (and yeah, "interviews" are not something
    we get excited about paying for) you'll start to have more
    excitement in the copy and that can be contagious.
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  • Profile picture of the author AndyCamden
    Whats you page. I would be more than happy to look at the copy and give you feedback. Just PM.
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    • Profile picture of the author David_Thompson
      Here is my take add some more fast action bonuses
      to it and keep bumping your bonus package till they
      your visitors can't say no...

      You already got some great advise so put them to
      work for you, another thing change your headline
      and text color to maroon, i find this works for me...

      But as with anything else you have to test and
      it depends on what niche you're working in some
      of the tips we are giving might not work...

      --David
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