Copywriting

Today I’m going to show you how you can increase your conversion rate by 34% with one simple change to your website.

This technique is called Click Triggers – a term that was coined by copywriter Joanna Wiebe, who’s experienced a 34% increase in conversions, as a result.

Its simple to do and it just involves putting extra information around a button, so it will persuade people to click it.

The great thing about this is; it will work on any button on your website, subscribe buttons, a home page button, a buy button, etc.

How do Click Triggers Work?

Click Triggers create curiosity about what is behind the button.

They inject a emotional triggers into the experience.

They can also alleviate anxiety and fear about what’s behind the button.

And this will of course increase your click-through rates.

What are Click Triggers?

So what kinds of click triggers can we use?

We can use testimonials, as a form of social proof to demonstrate that the button is safe to click – other people have clicked it and had good results.

We can use risk minimiser’s, and they tells people what happens next – so they might receive an email from you immediately after clicking.

We can use privacy messages, so you might have an anti-spam statement on there.

You could include star ratings.

Maybe showing off some statistics might be a good idea – using data is a proven way to boost your conversion rates.

You can include guarantees.

Why not show payment options – have credit card icons let people know they need to buy.

Or you could list some benefits.

An Example of Click Triggers

An example could be something like; you put a short one-sentence testimonial directly underneath the Submit button.

Or a very common use of Click Triggers, and this is one that I love using on my buy buttons, is having credit card icons directly underneath.

This tells my customers what to expect when they click that button, it tells them that they’re going to need to get their credit card ready.

Another example could be on a squeeze page; you might have a couple of benefits listed directly next to the button.

But listen, it is entirely up to you.

Test Various Click Triggers

However you choose to use these click triggers is cool, and they will most likely boost your conversion rate.

So do play around with them and test them out.

Test against your control version, then split test multiple variants, and let me know what kind of results you get.

I would love to use your website as a case study, that way the whole community can benefit from it too.

Today I’m going to give you a shortcut that you can use to stand out from the competition, and all the other noise that distracts people online, win over your perfect prospect and increase your conversion rate as a result.

You’re going to get a shortcut to delivering a powerful message that grabs and holds the immediate attention of your prospects.

This is a formula from copywriting genius John Carlton.

He claims that most marketers screw up at this so we’re going to use his formula to make sure we do it right.

Because you only have a couple of seconds to grab and hold the attention of your prospect, we need a shortcut that bypasses all the other stuff competing for their attention.

When you use this, the second that your prospect reaches you, they know that they are absolutely in the right place.

Your Perfect Prospect

But what is a perfect prospect?

It’s someone who desperately needs your offer, it’s someone who is in front of you at that time when they need it, and it’s someone who can afford to buy your offer.

The shortcut that I’m going to give you works in person, it works through print media, and it works online.

So you can use this on your adverts, in your emails, videos, and blog posts.

This works like crazy because the prospect they don’t know, they don’t trust you and they don’t want to be sold to.

They just have a problem – something they need to fix.

And you have the ideal solution.

Because you have the exact fix that they need, it’s your job to help them realize it – without freaking them out and without making them feel like they’re being sold to.

You really do only have a couple of seconds to grab and hold the immediate attention – and then deliver enough information to your prospect to keep them engaged and keep them interested.

So what do you do?

Your Mission

You have to give them enough information for them to realize who you are and what you can do for them.

And then you have to position it in a way that grabs their attention and holds their interest.

John Carlton says that most marketers can’t explain it in 30 minutes, let alone in a couple of seconds.

That’s because most marketers really don’t have a clear idea about what they do, and they don’t know how to best present that so other people can understand it easily.

The Formula

So here’s the formula – this is going to help you to achieve all that.

We help ____
Do ___
Even if ____

All you have to do is just fill in the blanks.

I’m gonna go through this in a bit more detail to help you understand it properly.

We help ____ – this is going to be a group of people.

Do ____ – that’s the exact benefit of something – it could be do something cheaper, it could be faster or it could be easier.

Even if ____ – that’s the worst case believable scenario, an obstacle.

I’ll actually give you an example.

An Example

For me, it could be:

“I help marketers create high converting videos, even if being on camera terrifies them.”

The first part is to identify a group of people who you can help.

The second part is to identify how you’re going to help them – what the main benefit for them is.

The third part is the worst case scenario – you’re removing the obstacles.

And those three things will help you to communicate your message clearly to your perfect prospects and will ultimately result in more sales for you.

Now you’ve got a system in place and you’ve got a checklist.

And I’ve just laid out everything you need so you can use this to separate yourself from all of the noise out there on the Internet and give your perfect prospect a compelling reason to buy from you.

I’m gonna leave it there for today, I hope you found this useful and if you have please pay it forward and share it with the people who need to know – they’ll probably be very thankful to you as a result, and it helps me out in a massive way too.

Adding a guarantee to your offer will boost sales, period.

So today you’re going to discover a copywriting secret that will let you overcome the final hurdle when it comes to making sales online.

Today you’re going to demolish customer objections and practically force them to pull out their credit card and buy your product or your service.

You see, during some research I stumbled across a sales page that I had the urge to fix.

It got my creative juices flowing and I figured it might be a massive benefit to the Profit Copilot audience, too.

Sales-Boosting Guarantee

I thought I’d do a little bit of copywriting on the fly and run you through part of my process.

On sales pages we usually have the buy button towards the end, and include a money-back guarantee.

We remove the risk of purchasing.

I’m going to give you an idea of the kinda thing that I like to write when adding guarantees, to give prospects peace of mind.

When your prospects have peace of mind, it overcomes the final barrier to making the sale.

That’s why they’re so important on our sales pages.

For example shooting from the hip, I could write something like:

Listen, you and I both know there are dozens of products just like this one.

So you are free to try them all out and then we will see you back here when they haven’t delivered on their promises.

And that’s why we offer a full 60 day ‘no quibble’ money back guarantee money guarantee.

The Science Bit

So what’s happening here?

First of all, when I use the word ‘listen’ it’s because people reading it enter an auditory state.

When people are reading, they naturally enter an auditory state of mind.

If you’ve looked at any of the NLP stuff that I’ve covered in previous videos and blog posts you’ll know that there are three main states that we exist in – and we move through each state depending on what we’re doing.

We enter an auditory state because we’re engaged with our internal dialogue.

Then I use another very powerful word which is ‘you’.

So ‘listen, you’.

Then I’m creating a little bit of a rapport with ‘you and I both know’.

Because the people who are considering this product are probably looking at lots of other products too we have to acknowledge the existence of our competition – just a little bit.

But if you are the market leader in your niche then you don’t need to do that.

I’m going to assume that you’re not the biggest name in your niche (at least not yet, anyway) so we do have to acknowledge that other products exist but in doing so we have to infer that they are inferior.

I’ll show you how to do that in a second.

But first we say ‘you are free to try them all out’ – this is such a powerful statement.

We remind people that they don’t have to purchase from us, and remind them that they have the power to choose this product or not.

This gives people a sense of power, and they’ll love you for it.

Next we infer that the other products on the market are all inferior because they are going to waste your prospects time, and you’ll see them back on your sales page when they realise it.

This approach to writing guarantees is incredibly powerful.

We’re covering so many different bases on a psychological level.

And then finally we tell them that’s why we’re offering a full 60 day money-back guarantee.

We’re giving them a reason.

When we give prospects a reason, or justification for something, we give people everything they need to believe into our message.

And then take action as a result.

In my example I’m using a ‘no quibble’ guarantee to absolutely remove any form of risk.

This is to help the prospect understand that if, for whatever reason, the product isn’t right for them they won’t have to struggle or fight to get their money back.

So there you go, that’s what I might write on the very first draft.

Of course I’d spend more time refining things a little bit more but I think it’s a fairly good start and the core elements of what we need are in the paragraph.

And that’s really what I wanted to show you today, just the core elements – the stuff that you can take and use in your own sales copy to improve your conversion rates.

So if you found this useful remember to share it with others who might benefit – they’ll probably be thankful to you. And it would be a massive favour to me too.

Today I’m going to give you the secret to writing highly effective, high converting sales copy.  I’m going to give you the structure that you can use to write sales copy like copywriting legend, Jospeh Sugarman.

This framework will help you write sales pages, video sales letters, blog posts, podcasts, and any other type of content that you use.

So if you want to persuade people to embrace your message, buy your products, subscribe to your email list, or take some kind of action  this is gonna be really beneficial to you.

I’m going to give you the exact structure that Joseph Sugarman uses to write high converting sales messages.

Now, the whole purpose of this is to help your prospects construct mental images – images in their mind that have immense value to them in association with your product.

So by the end of this post you will know how to hit both the logical and emotional drivers that compel your prospects to take action.

Strong Opening

When it comes to creating a sales message, the very first thing that you need to do is have a strong opening.

You have to trigger interest and excitement.

Both of these will hook your audience hook your readers and pull them into your content.

Develop the Drama

Then the second thing that you have to do is develop the drama.

You need to explain why your message, or your product, or your service is different to everything else out there.

Explain how to use the product or service in a new way and use that to build on top of the initial excitement you created in the strong opening.

Show the Unique Benefits

The third thing that you need to do is elaborate on the unique benefits of your products, or your service, or your message.

Make the entire sales experience a very positive journey for your prospects by revealing how your product can be transformational.

Justify the Purchase

Then the fourth thing that you have to do is to justify the purchase.

You can do this by identifying the lasting value that your customer will obtain when they make the purchase – or buy into your message.

Address Concerns

The fifth thing that you have to do is address potential concerns.

Identify, acknowledge, and overcome the obstacles.

Highlight the barriers that prevent people from making the purchase.

Ask for the Sale

And then the sixth thing that you have to do is ask for the sale or ask.

At the very least, ask your prospect to take some kind of action.

This is the call to action.

Now, that is the structure that Joe Sugarman has used to write wildly successful sales messages.

I would actually like to inject one more step for you.

Remove the Risk

And that is to remove the risk.

So offer a guarantee.

Maybe it’s a money-back guarantee or maybe it’s a price match guarantee.

In either case remove the risk of the purchase, so your prospect has nothing to lose.

Once you have those seven steps done, you’re ready to construct your sales message.

Storyboard

The next thing that you need to do is storyboard your content.

Think about the mental images that you want your prospects to experience and visualize as they read through your sales message.

Think about the personality and the tone of the content.

I’m going to show you how to use personality and give you a list of different perspectives that you can inject into your sales copy in another post.

But for the moment think about the words that describe the complete mental image that you want your prospects to experience.

How to use Language

Think about the nouns, objectives, the verbs and the adverbs.

Really consider the language that you are using, it’s the most important part of selling.

Think about the phrases people use, list the accepted the truths in your niche.

Keep it simple, keep it short.

I know it’s a bit of a process to go through, but nothing worth having comes easy, right?

So when you list all these out, and when you go through this process you will end up with a flow chart.

And that will help you to storyboard the content and help you to move your prospects through the different emotional states they need to in order to make the purchase.

The decision-making process is kind of the same for everybody and once we hit those key points, like the ones I’ve show you here, we know exactly what type of sales copy to write.

And that’s how you can write sales copy like Joseph Sugarman.