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.
Selling 200 in 9 days would have been good. Selling 300 would have been amazing.
So when we sold 1,115 in 9 days!
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 exact 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 online.
It's 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 shows 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. Explain the emotional and practical benefits.
Then it answers all objections and removes the risk of taking action.
Then it gives the reader the opportunity to buy.
That's the basic outline of a long copy sales page.
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, sales people 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.
Sales people 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 reader 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.
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 every objection must be answered before you make your offer. That's why long copy works... and why some letters need to be 10,000 words long.
Before I can start writing a sales letter I must do this research...
Once I understand the fears and desires of your database...
Once I know your inspirational personal story...
Once I understand what makes your product unique and how it helps people get what they want...
Then I can start writing your sales letter.
How long does that process take?
The first time we work together it will take the most time. So expect it to take 20 days.
The second time onwards will take 10 days.
It will take a couple of hours for me to interview you to uncover your inspirational personal story.
If you've written a book and it's in there, then I'll read the book. So it will take zero of your time.
If I can speak to your marketing manager about the fears and desires of your database. Then that will take zero of your time.
If your marketing manager can send me the lead magnet and advert that got people onto your database. Then that will take zero of your time.
If your marketing manager can send me a recording of your workshop or give me access to your online course. Then that will take zero of your time.
So the entire research process could take a couple of hours or none of your time.
The investment for me to write a sales letter is £5,000 plus a 5% commission on high-ticket workshops, online courses and mentorship programs.
If we are selling discovery event tickets or introductory courses then the commission is 10%.
This investment is for me to write the copy and create the sales page. Everything that you need to start using it.
If you would like me to write a long copy sales page for you.
And you'd like to speak to me about your business and how this will fit in with your next campaign. Then please click the link below to book a video consultation call.
The video consultation call is our opportunity to meet and see if we are a good fit for each other.
In 30-minutes you'll know if this is right for you and when we can get started.
There is no cost for this call and there is no future obligation. This is purely an opportunity to see if we are a good fit for each other.
To book a video consultation call now. Click the link below.
Thank you for taking the time to read this entire message. It's a long message because I wanted to give you all the information you need to make an informed decision about using long copy sales pages. I hope you can now see how a long copy sales page will double the sales of your next campaign.
I look forward to speaking with you soon and learning about your business.