The offensive guide to selling millions.
Warning: employing these secrets will not get your small business more exposure.
But, if applied correctly, you’ll see a 200+% increase in conversion rates in a matter of days.
If your web page is getting hundreds of views daily and only a handful of those views are converting to sales, you are doing three things wrong:
- You are focused on you.
- You emphasize features over benefits.
- Your copy is precise, but not concise.
Discover the philosopher’s stone of marketing – three simple changes and your page visits will convert into sales like iron into gold.
1. You are focused on you. Fix this.
Brace yourself. Your customer doesn’t give a damn about you. So stop talking about you and what you’re selling.
Start telling the customer how they specifically will benefit from your product.
Make it personal.
Instead of pontificating over a sleeping audience like a hungover math professor, write something jolting. Use words that control the way your customer feels. Use the word ‘you.’
The word ‘you’ is your bread and butter. Be faithful to it.
Use it correctly and your reader will inevitably associate himself with your product without even knowing.
“But mind control is a thing of science fiction?”
No, it is not.
When you address the customer directly in your writing, it teases at their deepest weakness – the fragility of their ego.
In practicing this simple psychology trick, you will find you have attained, overnight, the power of mind control.
Meet Stubborn Steve.
Steve is tough on the outside but you know his weakness. You can manipulate Steve by:
- Making him worry about what life might continue to be like without your product.
- Asking Steve about what is wrong with his life and hinting at why he needs your product.
- Making Steve imagine how great life could be if only he threw thousands of dollars in your face.
If Steve begins to place himself within the context towards which you are directing him, he becomes soft like clay, and you will mold Steve into whatever shape best suits your product.
Instead of shaping your product around the customer, you can use words to shape the customer around your product.
Note: This can and should be done ethically.
Here’s the “impersonal” mission statement from an automotive center near me. See if you can read without skimming:
I have used Hahira Automotive in the past and they really do provide exceptional service. You should definitely check out those specials if you’re in South Georgia.
Could you tell me from memory alone what the important points in that mission statement were?
Most of us made it to line 3 or 4 before skipping around. No worries. Try this:
Any repair, family care. Quality service you can afford.
At Hahira Automotive, we understand that your vehicle is your investment. Let us make it ours as well.
We guarantee that your investment will leave our garage worth more than when it came in.
Why South Georgia chooses us:
- Family owned – honest and professional.
- Affordable to all.
- Equipped to handle all repairs, no matter your vehicle model.
- Certified NAPA AutoCare Center.
- Automotive Service Excellence (ASE) certified technicians.
Experience nationally established service and the personal care of a family-owned business. You can find our affordable service specials and coupons here.
Call us at (***) ***-2429 to schedule your appointment or come see us at [address] Hahira, GA.
Employ this customer-focused style and your customers will flock like sheep.
This is literal mind control. The above statement does the following 5 things:
- Hooks the reader.
- Builds trust.
- Involves the ego and imagination.
- Evokes emotion.
- Draws attention to important text.
If you are interested in learning more about using this simple and effective technique, check out my rewrite of a famous author’s autoresponder here.
2. You Emphasize features instead of benefits. Features are meaningless.
Yet another thing your customers don’t give a damn about: features. Again, people are selfish. So what can you do for them?
Features don’t do jack for them.
Most of the people browsing your page right now are completely ignorant of what 800-fill NikWax Power Down can do for their camping experience.
Well it’s an insulation used in sleeping bags, and a highly rated insulation at that. So it’ll do a lot.
But the customer has no idea that it’ll come with the benefits of water-resistance, shape-retention, and warmth in 15-degree weather. IceAge Sleeping Bags just lost a customer.
So what’s the difference between feature and benefit? Simply put:
- Feature describes what a thing is.
- Benefit describes what a thing can do for you.
As discussed above, you have to engage with your customer on a personal level. Features are meaningless to that person. Leave them for the “read more” button and focus on your customer’s desires.
Here’s a feature-focused ad by Alienware:
This is one of the first things you’ll see scrolling down Alienware’s desktop section, and the last thing many will see before leaving the site.
Though it might be informative to a computer specialist, all the specialists are building computers from scratch. RIP sales numbers.
This sort of advertisement is about as useful as a set of tits on a bull.
What the customer wants to know is what a $2200 desktop will do for his or her gaming experience.
Let’s try something like this:
New Alienware Area-51
Any game. Max graphics. Guaranteed. Stand miles apart from the competition with the all-new Alienware Area-51.
Your interest in the Area-51 shows that you are no longer that “filthy casual.” You’ve put in the work and now glory awaits you.
Every true gamer understands the frustrations of choppy frame-rates, low render distance, and “good” terrain detail. In today’s competitive e-sports environment, you can’t afford to miss a single pixel.
Your machine’s performance needs to match your own competitive drive perfectly. Don’t settle for less than you deserve.
Here is what you have to gain from the Area-51:
- Experience life-like FPS.
- Get the early jump on targets with virtually infinite render distance.
- Never miss another boss mechanic or environmental effect with perfect graphic detail.
- Spoil yourself with uncompromising responsiveness no matter what program you’re launching.
- Record, game and stream simultaneously in 4K resolution.
- Render 3D models, edit pictures, video or sound without worrying about RAM capacity.
- Connect wirelessly or wire in with absolute confidence in your end.
- Cut your GPU’s operating temperature in half.
- Enjoy Area-51’s sleek, durable, fully accessible chassis.
See detailed feature list here.
With a few clicks, you can now experience your games the way the developers intended. Don’t waste another minute with sub-par performance.
Customize and Add to Cart.
Which “add to cart” button are you more likely to click, the 1st or 2nd? The 2nd of course.
By focusing on personal benefit, you will draw the customer in, and they fantasize about your product.
“Here’s a few thousand dollars Joe. I can’t imagine going on through life without the doohickey you’re offering.”
Here is how it’s done:
- Understand the customer. Down to the smallest trait.
- Who is the customer?
- Who does the customer want to become?
- What do they need in order to become that person?
- Put yourself in the customer’s shoes. Empathy is sacred to marketing.
- Detach yourself from the product. You are no longer the salesman.
- What is going on in your mind when visit the sales page for the first time?
- From the perspective of the customer, what stands out? What are you seeing?
- Examine the product’s benefits. Use words to align those benefits with the customer’s desires.
- How would purchasing your product bring the customer closer to who they want to become?
- Make the customer believe that they need your product in order to become that person.
Use your writing to do the customers’ thinking for them. Don’t give them a break. Evoke emotion. Make them think about why they need what you’re offering.
If you make the customer believe that your product is necessary to their goals, they will click “add to cart” every time.
If you’d like me to implement these strategies for you, check out my services tab here and let’s work together.
If we decide to do business, the initial consultation is free of charge.
3. Your copy is precise but not concise. Revise. Revise again.
Build. Build. Build.
Strip. Strip. Strip.
No one wants to read that high school essay your mom was so proud of.
You need to be able to reduce your entire pitch down to a tag line. If you can’t, send it to a copywriter.
If they can’t, your product probably isn’t worth selling.
Fat paragraphs and wordy sentences cost you sales. So trim the damn fat. After about three lines, your reader begins to skim. And as soon as they begin to skim, you’ve lost the sale.
Here’s an example:
I made it to line two. You?
No one’s going to know what a badass company Kaspersky is because no one’s taking the time to decipher that nonsense.
Write something that’s going to funnel your customers down the page. Destination: “add to cart.”
Make your customers skim, but not because they are bored. Because they are in a rush to spend money.
“But how? And what did you mean by build, build, build, strip, strip, strip??”
Write as many good things as you can about your product. Give your reader a million reasons to buy.
Your page copy isn’t going to be concise in its first revision. Use this first revision to build precision. Say everything. You’ve got to fatten up that cow.
Make her persuasive but fatten her up. Perfectly marbled steaks are cut from the fattest cows – forgive me vegan friends.
Here’s Wikipedia’s definition of copywriting:
“Copywriting is the act of writing text for the purpose of advertising or other forms of marketing. The product, called copy, is written content that aims to increase brand awareness and ultimately persuade a person or group to take a particular action.”
That’s a nice, fat cow. Now let’s take her to the butcher.
Now that you’ve chosen your victim, you need to harvest that perfectly marbled filet mignon.This is going to take a few revisions so take your time. You’ve got to be careful not to cut off too much at once. Do that and you risk cutting off something that would’ve converted a reader into a buyer.
Let’s take our time with that definition of copywriting:
- Revision 1: “copywriting is the act of writing persuasive material for the purpose of promoting brand awareness or marketing a particular action.”
- Revision 2: “copywriting is the act of marketing a particular action through words.”
- Revision 3: “copywriting turns words into money.”
And thus the filet mignon. Now I not only know what copywriting is, but I want to hire a copywriter.
Let’s see what we can do for Kaspersky:
Professionalism and Dedication. The market leader in antivirus protection.
A decorated pioneer in the antivirus industry, Kaspersky is praised by research centers and IT publications worldwide. Tested and proven by millions. Trusted by all.
Five new IT standards charted by Kaspersky:
- Full-scale solutions for Linux, Unix and NetWare.
- A new-generation heuristic analyzer.
- Detects newly emerging viruses before they affect you.
- Protection against polymorphic and macro viruses.
- Continuously updated antivirus databases.
- Detection of viruses in archived files.
The world has spoken. Your company can rest easy with Kaspersky.
Now this will actually be read. No fluff. No information lost. A quick, informative, persuasive read.
If you would like to learn more about harvesting that perfectly marbled filet mignon, contact me.
- Focus on the customer.
- No one visiting your site gives a damn about you.
- Use the word ‘you’ to trigger the customer’s ego and imagination.
- Your words can manipulate the customer.
- Instead of shaping your product around the customer, you can use words to shape the customer around your product.
- Focus on benefits, not features.
- Features describe what a thing is. They are meaningless to sales.
- You want to tell the customer what your product will do for them. Communicate benefits.
- By focusing on personal benefit, you will draw the customer in, and they fantasize about your product. This = sales. Every time.
- Use your writing to do the customers’ thinking for them. Don’t give them a break. Evoke emotion. Make them think about why they need what you’re offering.
- Make it concise.
- Build. Build. Build.
- Fatten that cow up. Perfectly marbled steaks are cut from the fattest cows.
- Strip. Strip. Strip.
- Your customers have no use for the whole cow. They want that filet mignon.
- Be able to reduce an entire page down to a tag line.
Test one of these strategies and tell me how it affects your business in the short term.
If you’d like to learn more, click that subscribe button to the left or check out my portfolio tab.
Be sure to check out that services tab here if you’d like me to employ these strategies for you.
If we decide to do business, the initial consultation is free of charge.
Happy sales, friend.
And remember, be ethical when applying these methods. Only use them if your product is genuinely purchase-worthy.