The first time I tested a simple persuasion idea to sell discovery events online was in January 2015.
The simple idea is that you earn the prospect's trust before you ask them to put their hand in the pocket.
Once you've earned their trust you can sell discovery events online.
The big question was...
How much more effective would a campaign be over a single webinar?
So in January 2015, I first ran a campaign that combines Upfront Value, Storytelling, Social Proof and an Irresistible Offer.
The results completely blew my mind.
We were selling £27 tickets for a discovery event.
There was an open and shut window to buy the tickets. This gave the campaign a hard deadline.
The sales window for the campaign was 9 days. The upfront value part of the campaign was 12 days. So the total campaign length was 21 days.
Selling 200 discovery event tickets in this brief window would have been good. Selling 300 would have been amazing.
So when we sold 1,115...
That's £30,105 in sales!
That's the moment when I knew this simple persuasion idea was the most powerful marketing tool I had ever used.
Then we pushed the boundaries of this type of campaign by selling a £1,997 online course.
The big question on my mind was...
Could we sell a £1,997 online course without a sales team?
I assumed that if people were going to spend that much money, they would want to speak to someone first.
But it was worth a test. It was worth testing the limits of the marketing dynamite.
That second campaign used the same system that we use before. The only difference was selling an online course for £1,997 rather than a £27 ticket.
The second campaign made £672,989 in 9 days!
The second campaign proved that there are no limits to this marketing dynamite. When you use every sales and persuasion tool.
The ONE thing that has doubled (or in some cases quadrupled) the sales success is...
A long copy sales page.
A long copy sales page is a salesman in print. Or in most cases today, a salesman online.
A long copy sales page is a 4,000 to 10,000-word sales presentation that earns the readers trust by first telling your inspirational personal story. When the reader sees that you are just like them, only you refused to give up. There is an emotional connection that goes way beyond the features and benefits of your workshop.
Once the sales page shows how you created your system. It shows how you have used this many times to repeat or exceed the initial level of success.
Then it uses Social Proof to show that other people just like them have changed their life... when they use your system.
Once the sales page has earned the readers trust. And built the need for your system. Then it can present the workshop or online course. This is as simple as saying...
It's a 3-day workshop where you'll learn...
It's a 6 module online course where you'll learn...
No one buys a workshop because they want to spend 3 days with you. They buy it because of what they will be able to do once they leave the workshop. In other words, they are buying benefits.
So the sales page shows the reader the emotional and practical benefits of your system... in ways they can see and feel.
Then the sales page answers all objections and removes the risk of taking action.
One way of removing risk is with a money-back guarantee. Another way is by showing the reader that this system is for them... and they can change their life when they use your system.
Then the sales page gives the reader the opportunity to buy.
That's the basic outline of a long copy sales page.
The mechanics of a long copy sales page are not important. What's more important is understanding...
You see, the first and most important thing a sales page does is earn the readers trust.
It does this by showing your credibility. The most powerful way to do this is by telling your inspirational personal story. This shows the struggles that you endured on your journey to achieve a stunning result.
By showing your struggles, you build the need for your help. And prove that you achieved the stunning result.
If you've had media appearances, it's easy to sprinkle them into your story without bragging.
By telling your inspirational personal story, you make the reader see how you can help them. Why they should trust you. And what makes you different.
That's a powerful first step to take with any prospect.
At this point, you have earned the right to tell the prospect how you can help them. So you tell them about your workshop, online course or mentorship. And explain what it will do for them.
One of the most powerful things a long copy sales letter does is answer objections.
A salesperson will answer the questions that you ask. They will answer the objections that you tell them.
They do not answer the objections that you don't ask!
And to make the sale, you've got to answer all objections for the prospect.
The biggest objection is one prospects will not ask. The biggest objection is...
Will this work for me?
A long copy sales page answers this with stories and social proof. It answers this by explaining what the prospect needs to do to seize the opportunity and start enjoying results.
Then it justifies the price. And when it's done right, it makes the prospect see that the investment is tiny in comparison with the results they will achieve when they use your system.
That's a lot to fit in one letter. And that's why a sales page is between 4,000 and 10,000 words.
The benefit of a long copy sales page is that it can reach 1,000 or 10,000 or 50,000 people in a single day... anywhere in the world!
That's no exaggeration because your entire database can read a long copy sales page... at a time that's best for them.
There is no other salesman that does this for every customer... every single time.
After all, salespeople are human. So it's no great surprise if they forget to mention one of the benefits that could make the customer want to buy.
It's also no great surprise if they don't tell the story of how you discovered your system. Yet this is what builds the need for your system. This builds the value of your system in the mind of the customer.
Salespeople answer the questions the customer asks. But... do they answer the questions that they don't ask? The objections to the sale that if unanswered will leave a red hot prospect inches from the sale.
Because this is the ONE sales tool that has doubled (or quadrupled) the success of every campaign I've ever run.
You can send a sales page to your entire database. And...
They can read it at a time that suits them. Something they can't do with a webinar.
With a sales page, the prospect can read as much or as little as they need before they decide to buy. Something they can't do with a webinar.
With a sales page, the reader can re-read the parts of the offer or your story that are most important to them. Something they can't do with a webinar.
You've got nothing to lose from using a sales page in your next online promotion!
If you run webinars to sell your discovery events or workshops. Then you can use a sales page as part of the same campaign. The day after the webinar, you can send an email to the database telling them about the opportunity. And if they want to learn more about the opportunity then they need to read your letter.
Rather than use a webinar replay. Use a long copy sales page.
Why would you do this?
Because 60% (or more) or webinar registrants do not attend!
Only 10% of your email database will register for the webinar!
So, 96% (or more) of your database do not know about the opportunity to change their life.
A long copy sales page is more effective than a webinar because prospects can read it at a time that suits them. They can read it as many times as they want. (Infusionsoft tracking has shown me that some buyers watch a webinar then read the sales page 4 times before buying).
All these things are impossible with a webinar.
All these things make it easier for your prospect to do business with you. All these things make it more convenient for your prospect to do business with you.
So, why wouldn't you test this? You've got nothing to lose and everything to gain!
One reason why you might not test a long copy sales page is that you are thinking...
I've never met anyone that admits to reading long copy sales pages. In fact, the only things I've heard people say about them are negative. They are too long. They are ugly.
The results don't lie!
It's easy to track the sales source in a campaign. It's easy to see how many people bought on a webinar.
It's easy to see how many sales came from the sales team.
It's easy to see how many sales came from the long copy sales page.
In every campaign I've ever run... the sales page has accounted for 50% to 90% of the sales!
This doesn't make sense because of what people tell you. And it proves that what people say is irrelevant. The only thing that matters is how they act.
The short answer is that it's not easy to write a long copy sales page.
It's not easy to hold a reader's attention for 4,000 to 10,000 words.
In fact, I'll never forget the first time I wrote a sales page that was over 10,000 words.
I was terrified!
I didn't believe that anyone would read that much copy.
No problem, I thought. Editing will show me what I can cut. So the first day of editing added another 500 words! Not exactly the result I was looking for.
I thought that my ego would not let me cut the copy. So I sent it to some people I trust. I asked them what I could cut out. And explained that I wanted to cut the sales page in half so I wasn't looking for removing the odd word here and there.
5 responses came back telling me to keep every word.
This was not the response I wanted to hear.
I was out of time. Out of options. Out of ideas.
I put the sales letter live.
And it made the cash register ring for a very long time.
That proved to me that people will read any amount of copy if... it is about their passion.
People will read the amount of copy that makes them feel good about buying. And if you are selling a £6,000 or £10,000 mentorship program. There will be a lot of objections to the sale.
And you must answer every objection before you make your offer.
That's why long copy works... and why some letters need to be 10,000 words long.
Make a decision right now to test a long copy sales page in your next campaign.
Then decide when you're going to run the campaign.
Put that in your calendar right now!
Once you've done that, you are halfway there.
The only other question is who is going to write the sales letter?
Are you going to write it? Or are you going to get someone else to write it?
I'm not going to lie. Writing a sales letter that inspires people to change their life and makes them feel good about buying. Is not easy.
It's not impossible.
If I can do it. Then you can do it.
If you'd rather focus your time, energy and effort on delivering the best workshop. And you'd like someone else to write the sales page. Then the Sales Page Copywriter page on my website tells you how we can work together. Click the link below to go there now.
If you've found this useful, then please leave a comment below.
If this can help a training company owner that you know, then please share this with them.
Until next time...
P.S. If you'd like to learn more my simple system to turn email databases into 6-figure campaigns. Then you need to read my book How To Turn Expertise Into Cash.
To download your free copy. Click the link below.
To download your free copy. Click the link below.
I'm a copywriter and marketing consultant that turns an email database into a 6-figure income... without a sales team.
Filling "discovery" events with Facebook and YouTube ads and external databases is hard and expensive.
60% of registrants do not attend.
Only 20% of attendees buy.
So, 92% of "discovery" event leads do not buy.
What do you currently do with this 92 % of your leads?
Do you have a nurturing system in place to earn their trust and convert them into customers?
Do they lie dormant?
I can turn these dormant leads into high-ticket workshop and online course sales without a sales team.
In fact, turning your dormant leads into sales won't need any time or resource from your team. And it will only need 6 hours of your time, or the course creators time.
How is that possible?
The short answer is that I've got a simple system to turn dormant leads into customers. I do this by combining Upfront Value, Storytelling, Social Proof and an Irresistible Offer.
This system has 12 days of upfront value. Followed by 11 days of sales. Then the shopping cart closes and the offer disappears.
I've used this simple system to turn dormant leads into £100,000 plus in many different industries.
My most successful campaign made £672,989.
I use this system as a consultant to create 6-figure campaigns.
And I teach this system to trainers and mentors that want to turn their email database into a 6-figure income without a sales team.