{"id":170,"date":"2022-02-04T06:00:00","date_gmt":"2022-02-04T13:00:00","guid":{"rendered":"https:\/\/stephenfbrown.com\/?p=170"},"modified":"2022-02-04T06:00:00","modified_gmt":"2022-02-04T13:00:00","slug":"increasing-conversions-with-an-alternate-sales-letter","status":"publish","type":"post","link":"https:\/\/stephenbrownsblog.com\/index.php\/2022\/02\/04\/increasing-conversions-with-an-alternate-sales-letter\/","title":{"rendered":"Increasing Conversions With An Alternate Sales Letter"},"content":{"rendered":"<style>.wp-block-kadence-advancedheading.kt-adv-heading_112a7c-51, .wp-block-kadence-advancedheading.kt-adv-heading_112a7c-51[data-kb-block=\"kb-adv-heading_112a7c-51\"]{text-align:center;font-style:normal;}.wp-block-kadence-advancedheading.kt-adv-heading_112a7c-51 mark.kt-highlight, .wp-block-kadence-advancedheading.kt-adv-heading_112a7c-51[data-kb-block=\"kb-adv-heading_112a7c-51\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}.wp-block-kadence-advancedheading.kt-adv-heading_112a7c-51 img.kb-inline-image, .wp-block-kadence-advancedheading.kt-adv-heading_112a7c-51[data-kb-block=\"kb-adv-heading_112a7c-51\"] img.kb-inline-image{width:150px;vertical-align:baseline;}<\/style>\n<h1 class=\"kt-adv-heading_112a7c-51 wp-block-kadence-advancedheading\" data-kb-block=\"kb-adv-heading_112a7c-51\">More Conversions From An Alternate Sales Letter<\/h1>\n\n\n\n<p>One time I wrote a sales letter, and like I write most sales letters, I banged it out in a couple of hours. And then I went to go and upload it to my site, and I realized I already had a sales letter there. So I had this product, and about a month or two prior I had written a sales letter for it, and I totally forgot about it. &nbsp;<\/p>\n\n\n\n<p>But then when I was ready to launch it, I wrote a new sales letter unaware that I had the original one finished. And so I had these two different sales letters. It was the exact same product, but they all hit on totally different benefits, and they had totally different stories. So it might help sometimes to just rewrite your sales letter with a fresh mind. If you\u2019re really devoted to a product and you\u2019re really devoted to making it convert better, write it with a fresh mind. Or if you don\u2019t like to write copy, pay someone else to write it and don\u2019t show them the original sales letter. List all the benefits, give them the product, maybe even rename the product to prevent them from going out and doing a Google search, and just write it with a fresh mind. &nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"data:image\/gif;base64,R0lGODlhAQABAIAAAAAAAP\/\/\/yH5BAEAAAAALAAAAAABAAEAAAIBRAA7\" data-src=\"https:\/\/stephenfbrown.com\/wp-content\/uploads\/2021\/06\/paper-3033204_1280-1024x576.jpg\" alt=\"\" class=\"wp-image-771 lazyload\"\/><noscript><img decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/stephenfbrown.com\/wp-content\/uploads\/2021\/06\/paper-3033204_1280-1024x576.jpg\" alt=\"\" class=\"wp-image-771 lazyload\" srcset=\"https:\/\/stephenbrownsblog.com\/wp-content\/uploads\/2021\/06\/paper-3033204_1280-1024x576.jpg 1024w, https:\/\/stephenbrownsblog.com\/wp-content\/uploads\/2021\/06\/paper-3033204_1280-300x169.jpg 300w, https:\/\/stephenbrownsblog.com\/wp-content\/uploads\/2021\/06\/paper-3033204_1280-768x432.jpg 768w, https:\/\/stephenbrownsblog.com\/wp-content\/uploads\/2021\/06\/paper-3033204_1280.jpg 1280w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/noscript><\/figure>\n\n\n\n<p>And these four questions are what I like to ask myself. I learned this from Jason Fladlien\u2019s bare essence talk copy. You ask yourself these four questions:<\/p>\n\n\n\n<p>What will the reader do? So when they\u2019re viewing your page, what do you want them to do? Do you want them to buy your product? Do you want them to opt into a list? What is the call to action? And if it\u2019s a book make sure you mention what the book is. So it\u2019s like, \u201cHere\u2019s what I want you to do. I want you to click my dog- training guide and figure out the 12 ways you can teach your dog to run twice as fast without any work at all. You just follow these simple directions and they will work on any breed of dog, no matter what age, no matter what time of the day, no matter how impatient you are or how difficult your dog is.\u201d<\/p>\n\n\n\n<p>Then you ask, \u201cWhat do these people want and desire?\u201d So you kind of said that in the call to action, but you think what do they want and desire? &nbsp;They don\u2019t necessarily want to do the training of the dog. They want the dog to already be trained, so you want to skip over that. You want to skip over the work, and just skip right to the result.&nbsp;The result is that the dog can run super fast and will get tired out more quickly; so he will require less upkeep because he\u2019ll run faster, and when it\u2019s playtime he\u2019ll tire himself out quicker. And he\u2019ll have more fun because he won\u2019t just be moping around the house. And he\u2019ll live longer because he\u2019ll be working his heart and his muscles and everything. So what they want and desire is a dog that\u2019s very happy, that\u2019s always exercising, lives twice as long, and is as low maintenance as possible. &nbsp;<\/p>\n\n\n\n<p>Then you write down what are the top objections. So you have this dog training system: How do you make your dog run faster? &nbsp;What are the top objections? Will my dog run too far away from me? You can say, \u201cNo, your dog will not run too far away from you because your dog will still be the same person. You\u2019re not brainwashing or hypnotizing the dog. You\u2019re just teaching him a few techniques on how to run faster.\u201d &nbsp;So he\u2019ll run faster, but he\u2019ll still be loyal to you. And if you play catch, he\u2019s not going to run twice as far. He\u2019s going to run and go and get the bone and bring it back to you twice as fast. &nbsp;So that\u2019s objection #1. &nbsp;And then you can have another objection like, \u201dWhat about my Chihuahua? He\u2019s really tiny and I\u2019m afraid that if he runs really fast then he\u2019ll have a heart attack and die.\u201d And you can say, \u201cWell, I\u2019ve tried this on all kinds of tiny little dogs and big dogs and middle-sized dogs. And they all liked it, and none of them died of a heart attack. In fact, many of them lived two or three extra long lives. You might even segue into a personal story of a dog. Like maybe you saved some dog off the street and he was really tired, but then you tried this system on him, and he got right back into good health. I don\u2019t know, but you just think of some real objection that people are asking for. And you know these objections either by looking on forums and seeing what common questions are, or maybe you\u2019re a dog trainer yourself because you have this dog-training product. So you answer the top objections. &nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"data:image\/gif;base64,R0lGODlhAQABAIAAAAAAAP\/\/\/yH5BAEAAAAALAAAAAABAAEAAAIBRAA7\" data-src=\"https:\/\/stephenfbrown.com\/wp-content\/uploads\/2021\/06\/woman-865111_1280-1024x682.jpg\" alt=\"\" class=\"wp-image-772 lazyload\"\/><noscript><img decoding=\"async\" width=\"1024\" height=\"682\" src=\"https:\/\/stephenfbrown.com\/wp-content\/uploads\/2021\/06\/woman-865111_1280-1024x682.jpg\" alt=\"\" class=\"wp-image-772 lazyload\" srcset=\"https:\/\/stephenbrownsblog.com\/wp-content\/uploads\/2021\/06\/woman-865111_1280-1024x682.jpg 1024w, https:\/\/stephenbrownsblog.com\/wp-content\/uploads\/2021\/06\/woman-865111_1280-300x200.jpg 300w, https:\/\/stephenbrownsblog.com\/wp-content\/uploads\/2021\/06\/woman-865111_1280-768x512.jpg 768w, https:\/\/stephenbrownsblog.com\/wp-content\/uploads\/2021\/06\/woman-865111_1280.jpg 1280w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/noscript><\/figure>\n\n\n\n<p>And then you finally say, \u201cWhy should they order right now?\u201d You can say, \u201cThis is an introductory price, and I\u2019m going to double the price very soon from 20 bucks to 40 bucks because a lot of people are getting their hands on this. And I want to add more content later so I\u2019m going to have the high price to justify it.\u201d Or you can simply just say, \u201cYou should order right now because your dog isn\u2019t going to live forever. It\u2019s tough, but it\u2019s true. And you want him or her to be around for as long as possible, and you want to have the most amount of fun. So you should order right now so you can put these tips into action today. Maybe if you see your dog in the same room as you and he\u2019s sitting over there on his little bed and he\u2019s just not feeling good, well you can give him a big smile on his face and turn his life around right now.<\/p>\n\n\n\n<p>So those are the four questions you ask. You ask: What will the reader do? What action will they take&nbsp;after reading your letter? Like ordering now? What do they want and desire? So what is going to be the end result What are the top objections to fulfilling that desire? And why should they order right now? What\u2019s the urgency? &nbsp;<\/p>\n\n\n\n<p>So you just take your existing product and you write a totally new sales letter. And if you only answer these questions, the rest of the benefits will write themselves, and you\u2019ll have a style that\u2019s way different than the original letter. And you can just take the benefits in the new sales letter and merge them into the old one. So you\u2019re just thinking up more benefits that you didn\u2019t think of the first time around that you wrote the copy. &nbsp;<\/p>\n\n\n\n<p>And like I said, you don\u2019t have to write this yourself. You can have another copywriter write the letter. And maybe you want to integrate his benefits into your old sales letter. Or maybe you want to take the benefits of your old sales letter and integrate them into the benefits for your new sales letter. There\u2019s lots of things you can do to tweak this alternate letter.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>More Conversions From An Alternate Sales Letter One time I wrote a sales letter, and like I write most sales letters, I banged it out in a couple of hours. And then I went to go and upload it to my site, and I realized I already had a sales letter there. So I had &hellip;<\/p>\n<p class=\"read-more\"> <a class=\"\" href=\"https:\/\/stephenbrownsblog.com\/index.php\/2022\/02\/04\/increasing-conversions-with-an-alternate-sales-letter\/\"> <span class=\"screen-reader-text\">Increasing Conversions With An Alternate Sales Letter<\/span>Read More &raquo;<\/a><\/p>\n","protected":false},"author":2,"featured_media":772,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"pagelayer_contact_templates":[],"_pagelayer_content":"","slim_seo":{"title":"Increasing Conversions With An Alternate Sales Letter - Stephen Brown&#039;s Blog","description":"More Conversions From An Alternate Sales Letter One time I wrote a sales letter, and like I write most sales letters, I banged it out in a couple of hours. And"},"footnotes":""},"categories":[11],"tags":[262,534,830,864,881],"class_list":["post-170","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sales","tag-conversions","tag-how-to-increase-conversions","tag-raising-conversion-rates","tag-sales","tag-selling"],"_links":{"self":[{"href":"https:\/\/stephenbrownsblog.com\/index.php\/wp-json\/wp\/v2\/posts\/170","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/stephenbrownsblog.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/stephenbrownsblog.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/stephenbrownsblog.com\/index.php\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/stephenbrownsblog.com\/index.php\/wp-json\/wp\/v2\/comments?post=170"}],"version-history":[{"count":0,"href":"https:\/\/stephenbrownsblog.com\/index.php\/wp-json\/wp\/v2\/posts\/170\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/stephenbrownsblog.com\/index.php\/wp-json\/wp\/v2\/media\/772"}],"wp:attachment":[{"href":"https:\/\/stephenbrownsblog.com\/index.php\/wp-json\/wp\/v2\/media?parent=170"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/stephenbrownsblog.com\/index.php\/wp-json\/wp\/v2\/categories?post=170"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/stephenbrownsblog.com\/index.php\/wp-json\/wp\/v2\/tags?post=170"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}