How To Raise Conversions By Stressing Benefits

Figure out the what’s in it for the customer and the reason why. So when you read the sales letter, don’t even think in terms of headlines or benefits or bullets or testimonials or guarantees. Just read it and ask why are you selling it in the first place. What’s your reason?

So if you’re the guy selling the how to win at video poker, why are you keeping this a secret? Aren’t the casinos going to figure it out anyway?  And you can say, “Well, the secrets always get out. People always brag, and the secrets are going to get out anyway.” Or you could say, “Yeah, the secret can get out, but the casinos can’t do anything about it because this relies on the software running on all their slot machines, and it’s used by every casino in the country. And for the machines to be replaced would cost billions of dollars. And so many companies would have to go out of business, and so many companies would have to replace them that these techniques will work for at least the next 10 or 15 years.”  

Or you could say that “This algorithm allows the casinos to make money from the general public, and the ratio of losers to winners is good enough that they don’t care that a small number of people know how to win at it.”  

Increase Conversions By Telling Your Prospects What’s In It For Them

Or you could say “Look, I’m not promising you millions, but I can promise you that you’ll win more times than most people. So many people will still lose their money at video poker, but on average you will do better than those people because you’re educated.”  

Then explain why is it at that price. So you sell your how to make your dog running fast DVD.  Why is it only 27 bucks? Why isn’t it 997. And so just think about if it was 997, what would it have to contain? So if you have your how to make your dog run fast thing at 997, what would it have to contain? Maybe like some telephone calls or like a live seminar or a bunch of DVD’s. So you could say, “It’s at this price – It’s at 27 because it’s not going to give you the whole entire world. It’s not going to tell you every last thing you need to know about making your dog run.

 It’s just going to teach you this one system. So you pay a low price because it only has an hour or two of instruction, but that’s your advantage because you pay a little bit, you spend a little bit of time, and you get all these results.” And the idea is that you will buy my next $27 DVD and my next and my next. So instead of overloading you with a huge home study course, I’m just letting you choose what you want to teach your dog. So maybe in the future I’ll have a how to make your dog grow a thicker coat, but the people who want to teach their dogs how to run faster aren’t necessarily going to be the same group of people that want to teach their dog how to grow a thicker coat.  

So you say, “That’s why it’s priced so low. And why is it not priced at $1?  Because I value this information somewhat, and I don’t want the information to get out to every single person because you get what you pay for. And this information is a lot better than the $7 dog training books with no video, and it’s better than the free information because a lot of those people don’t know what they’re talking about. So I make a living teaching people how to train their dogs better, and that’s why I price it at $27.”  

So you don’t want to say all that, but you just hit on a couple of those points. And you can do a price drop, so you can say, “Well, I should take all this information and pad it out and add in extra interviews and extra software on how to measure your dog’s heart rate or something, and I could bloat up the price to 497, or I could just reduce it to a couple DVD’s and make it 97, or I could just reduce it to some DVD’s, some CD’s, and some coaching and make it 97, but I’m going to bring it down to $27 because I just have this one DVD, and I want you to get the most out of it in the shortest amount of time.”

Finally, that was your reason why – those two things – why you’re selling it at all. Because back when Google AdSense was new, there were people claiming to make $10,000 or $20,000 a month, but they would be selling these $20 how to make $10,000 a month things with AdSense.  And so I’m like, “Why would you almost just give your information away just to get more competitors?”  So that’s the reason why stuff.  

So then you focus on the what’s in it for me. What do they get out of it?  So instead of just saying “You get a 94-minute DVD of teaching dog tricks,” you say, “You get a full DVD of 27 different dog training tips, and you can space it out and just teach your dog one new thing a day, or if you’re really motivated you can teach your dog all these things the same day and then repeat them over and over.”  

You just want to think that people are buying the information. They’re buying the systems, the techniques; not the DVD itself.  So that’s why you can charge your $27 when the DVD itself only costs $1 or 2.  

So keep in mind the reason why you’re selling it in the first place, and what’s in it for me.  So why would they even want it in the first place?  And what benefits do they get out of getting your DVD?