Tips For Raising Conversions

Get someone to critique your sales letter. So, if you don’t want to get a totally new sales letter written or if you don’t want to get a totally new sales letter revised by someone – because we both know what’s going to happen if you go to a copywriter and you get him to revise a sales letter for you. Either he’s going to rewrite it from scratch and he’s not going to hit on the same benefit points you wanted, or he’s just going to make some little tweaks. And you’re going to say, “Well, I already wrote most of this, and you just changed the headline. You just changed a few bullet points, and I just paid $500 for that.”  

So instead of paying for a new sales letter to get written if you don’t have the money or if you don’t have the patience, go to forums in your niche and ask how to make it better. So if people read it, especially if they’re your buyers, they’ll say, “Well, I didn’t understand until way too far down in the copy what this actually was” or “I thought it was one thing, but it really was something else” or “I didn’t know what it was at all, and I got upset and stopped reading it.”  

So you just take that feedback and you refine the little pieces of the copy.  So maybe you need to make a stronger story or maybe you need to list a couple more benefits very early on instead of waiting after you finish the story. Or maybe you had too much of something. Maybe you had too many case studies and that kind of eclipsed the real selling you were trying to do.  

So you go to forums, get it critiqued, but a lot of those people don’t even know what they’re talking about so you might want to pay a copywriter 100 bucks for him to make a video where he just goes over your sales letter for an hour. And it’s well worth it, and many of these copywriters, they’ll actually re-do your copy for you, but not in writing.  They’ll just say it. So he’ll read your headline, and he’ll say, “Well, I didn’t really like this. It didn’t have a hook. It didn’t grab me. So I would instead write…” blah blah blah. And he’ll speak out this new headline, but he won’t write it down. And that’ll be your job; you’ll write it down. You’ll save yourself a few hundred dollars because you had to write down some of the stuff he had to say.  

And if you have a split tester like Split Test Accelerator or Google Website Optimizer, split test it. Don’t take this guy’s word for it that it’s going to convert better. Test your copy against this new copy. And if your copy performed better, then you just paid the money to make sure that you had the best copy possible, which is money well-spent. And if this change made it convert better, then you just spent money to get your money back because it led to more sales.

Add Power Words

Add power words. So you want to go in and remove bad phrases like “buy” or “work.” And remove fancy extra words or repeat words like “so” or “instead” or “however” and add power words.  

So add words like “discover.” Or instead of “learn,” say “find out.”  Instead of “buy,” say “get your hands on.” Or instead of “work,” say “improve.” So you want to get away from things that sound like they’re a lot of work or that take a lot of time or are unreliable or not repeatable.  You want to just make whatever your product is and you focus on the quick stuff.  

Or maybe you want to sell the quick stuff that’s in there, but then when they actually read the book the quick stuff leads into the more long-term stuff. But you need to get people hooked on the quick stuff. That’s just how human psychology works. People want things quick and easy.  

So don’t have a product with just the slow and painful stuff. Have it only quick and easy or have it quick and easy and painful, but only sell the quick and easy stuff, and once they’ve got it, then sneak in the painful stuff that they really need.