As a direct response copywriter, clients sometimes get puzzled when I tell them:
“I’m not writing your copy for you unless you let me change your overall marketing strategy.”
What I mean is, whilst your sales copy is very important, it’s useless if your overall marketing strategy sucks.
When it comes to running a campaign, there’s three main things that determine how well it goes.
1) Your list
2) Your offer
3) Your sales copy
And get this:
Only 20% of your success is down to your copy.
The other 80% is split 40/40 between your list and offer.
(Though I would argue it’s more 45/35 in favor of your list, because if you have a responsive list of rabid fans, then there’s still a chance they’ll buy from you even if the offer doesn’t exactly jump out at them. Yet an amazing offer still wouldn’t sell to the wrong list. Anyway, let’s move on.)
As you see, it doesn’t matter who you hire to write your copy if you have a shit offer and/or it’s going to the wrong list.
But enough with the theory.
This isn’t school, after all. Instead, I wanna show you a real-world example…
See, Josiah Novak of The True Transformation got in touch with me to write some copy for him.
He wanted me to re-write his application form for his 1-to-1 online coaching program. But first, I asked him what his strategy was. And he said he was sending out daily emails to his list and sending them straight to this application page.
Now, Josiah is AMAZING at what he does. And well worth the amount he charges for his high-ticket coaching.
But here’s the problem:
It was the very first thing he was offering to his prospects when they joined his list.
And why was this a problem?
Because people won’t generally pay you 4-figures the first time they buy from you. They don’t trust you enough, yet. They’re don’t fully believe you can help them.
It’s like going up to a beautiful woman and saying, “Hey, I’ll give you the best night of your life tonight – I promise. Let’s go.”
Sure, if the guy was mega-good looking, made of money, famous, or had a 12 inch dick coated in gold, she might say yes.
But, most of the time, you’d be better off taking her through a “dating funnel”.
First, you wanna get her number.
That’s buy-in number one. It’s the easiest one to get because it requires the lowest investment on her part.
Next you might go for a phone call.
It’s harder than getting her number. I mean, she might just have given it to you because she felt bad saying no. But it’s still a pretty low investment.
Then, you’d try to set up a date.
Next would be your first kiss.
Then “third base”… A “home-run”… A relationship…
And finally, the last step of your funnel, marriage. After that, you can’t really “upsell” her anymore. It’s then about making sure you keep hold of her and she doesn’t leave you.
As you see, you get to the end-goal by making the woman jump through a lot of smaller hoops first.
And it’s the same with your products and services.
Asking someone to buy a high-ticket product/service straight off the bat is like asking a woman for sex the second you meet her. Not the smartest of moves.
Anyway, going back to Josiah…
Instead of focusing on his application form copy, we focused on his overall business strategy.
No longer would he send people straight to his form. Rather he’d now get them to enter his sales funnel.
Here’s what we did:
First, he created some lower-cost products. All amazing quality, by the way. Which is vital. If people buy from you at this point in your funnel and they find out it’s a shitty product, they won’t buy from you again. Even if they only paid $7 for it.
Anyway, these products ranged from $7 to $197 (I think. Might have been 297. Can’t remember.)
And when they’d gone through this funnel, we introduced Josiah’s True 8 Program – which is now his grand masterpiece.
It’s an 8 week program for a few hundred bucks. WELL worth it.
And finally, the next step up after that, if his clients wanted it, would be his 1-to-1 coaching program.
However, this time, because people had already bought one of his lower-priced programs, they were now more likely to join this high-ticket one.
Fair to say, right now, Josiah is crushing it.
Of course, he’s amazing at what he does. His clients get epic results. And you need to make sure your clients get epic results, too.
Otherwise they’ll never buy from you again.
But as long as you’re great at what you do, and you over-deliver on everything, then having a sales funnel in place will take your sales to a whole new level.
PS- Wanna know something ironic? Well, ironic and beyond stupid on my behalf?
I don’t have a funnel in place myself.
At the minute, it’s either you hire me to write your copy…
Or you don’t.
That needs to change.
What an idiot I am – lol.