You know all those super-successful entrepreneurs that you see crushing it online?
Their sales letters are getting about a 1%-4% conversion rate (almost always on the lower end).
In other words, those sales letters that are making them bundles and giving them the dream life have a 96%-99.5% rejection rate.
Most people who land on their sales pages just navigate away.
Newer copywriters & entrepreneurs are typically scared by this. They see all these people navigating away from their sales page and ignoring their offer and assume they must be doing something wrong.
But this is actually normal.
The most successful entrepreneurs celebrate a 2% conversion rate (aka a 98% rejection rate) like they just won an Olympic gold medal.
And that’s because they know something most struggling entrepreneurs don’t know, which is…
Most people don’t want to spend money to solve their problems. But there’s almost always 1%-4% of customers in any given market who actively have their credit cards out LOOKING to buy something to solve their problems.
In other words, they don’t want more free YouTube videos. They’re sick of incomplete free content that doesn’t actually solve anything for them.
They WANT you to be selling a product.
They’re actively looking for one to buy.
One that gets right to the point and fixes their problem for good.
Your job as a copywriter isn’t actually to convince anyone to buy your product. It’s to show the 1%-4% of customers with their credit cards already out that your product is what will finally solve their problems – so they invest in you and not something else.
So when they land on your sales page, after you’ve shown them you truly understand their problems and have a solution that might actually work…
Just confidently state what your product is, how it works, and what’s inside.
That’s the job of the third element of The 7 Figure Sales Writing Framework: The Offer.
This part is the simplest of all the elements.
Because all you do is:
- Literally say what the offer is — e.g. the product’s name and what it actually physically/digitally is
- Quickly describe how it works and how it will solve your customers’ problems.
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And then list out the modules/parts to your product – along with their features & benefits.
"Features", of course, being what the product does — and "benefits" being how it improves the reader’s life.
And when I say "list", it can be a literal list — or just a paragraph describing it.So for our (fake) product The 5 Day Workday, it would look something like this:
Introducing… The 5 Day Workday
The 5 Day Workday is a 5 module course that will show you how to get your current 5 day workweek done in just 1 day — so you either 5x-10x your productivity now, or just take more guilt-free time off.
And it’ll teach you how to do it overnight.
The course is designed specifically for solo entrepreneurs who are juggling every part of their business themselves and feel overwhelmed.
Instead of giving you a bunch of one-off productivity tips, I’ll show you how to install an entirely new mental model for getting your work done.
It won’t be easy. Throwing away decades of bad practices never is. You’ll cling to your old ways at first.
But when you’ve finished the course, and when everything "clicks", it’ll be impossible not to experience an immediate 5x-10x boost in output — while also doing the best work of your life and feeling more in control of your business than you ever have before.
It’ll also be impossible to ever go back to your old ways.
The course is broken down into 5 modules:
MODULE 1: WHAT ACTUALLY MAKES YOU MONEY
We need to start by getting your priorities straight: I can guarantee 80% of the tasks you do every day could be cut entirely and make no difference to your bottom line. Even if you don’t believe me, I can prove it to you and at least 2x your output immediately.
MODULE 2: RUTHLESS CUTTING
If 80% of the tasks you do every day are pointless, they’ve got to go… but cutting them out is easier said than done. In this module we’re going to actually go through your daily tasks – and cut out everything but the absolute essentials.
MODULE 3: BOUNDARIES
One of the main reasons you get distracted every day is because of your lack of boundaries – both for yourself, and for others. But fixing this problem requires viewing yourself – and your work – in an entirely different way. This module alone will give you a 5x productivity boost – guaranteed.
MODULE 4: SYSTEMIZING YOUR MONEY-MAKERS
I guarantee there are only 1-3 tasks you do in your business that make nearly all your money – and if you were able to radically systemize those tasks, you’d speed them up 10x while outputting the best work of your life. We’ll do exactly that in this module.
MODULE 5: SUPERHUMAN TIME & ENERGY MANAGEMENT
If you aren’t batching your daily and weekly tasks according to your biochemistry and circadian rhythm, you’re currently operating at maybe 1/10th your true capacity. In this module we’ll fix that.
I also highly recommend adding in a few testimonials of users who have actually used the product and gotten your reader’s ideal results. (If you don’t have any, that’s fine – but also go get some.)Testimonials — real testimonials, from real users, who have really used your product — are a copywriting super-hack. You will see conversion rates skyrocket when you throw in short, to-the-point, powerful testimonials from real users with real results — because humans are social creatures and testimonials tell us, "People like me got the results I want — so it should work for me too."
My best suggestion: keep your testimonials short (just 1-2 sentences) and have them simply state in a straight-forward manner what results your success stories have achieved.
"I thought a 5x boost was an exaggeration but I measured it and I’m outputting 14x what I was before The 5 Day Workday – and my business has tripled so far this year. This course should be taught in schools."
— Bob Jones
"Holy s%^t, I just looked over this month’s numbers… I’m on track to make more this month than I made all last year. I didn’t think I was capable of doing this. This is the first time in my life I’ve actually felt in control of my work."
— Sally Smith
Cool? Cool.By now, if you’ve done your job, your customers are convinced you have what they need…
But unfortunately most people are stubborn. I am. You probably are. It’s just how we’re wired.
We don’t buy that easily – even if something is exactly what we need.
So you now need to push your customers over the edge – and get them to put in their credit numbers and actually buy now.
That’s the job of the fourth (and final) element of The 7 Figure Sales Writing Framework: The Close.
We’ll cover that tomorrow.
– Derek