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.
Table of Contents
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.
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.
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.