I've been studying a lot of other copywriters lately to try and step up my game.
I'm on a handful of projects right now that are insanely results-based, and I need to be operating at 100% in order to knock it out of the park.
No more messing around. I need to study. I need to be the best.
So I've been reading a lot of sales pages, and it's been breaking beliefs that I have around selling expensive stuff.
Right now, you're seeing an influx of people who are selling high-ticket courses or coaching programs.
High-ticket, in this case, means anywhere between $1,500 and $10,000.
It's all the rage right now. Some people are making serious bank with this stuff.
This means, there's also an influx of people who are riding this wave and trying to assist these high-ticket sellers with service-based businesses.
Agencies making crazy money running ads, appointment setters making commissions putting calls on the calendar, and closers making even bigger commissions getting people to pay for this stuff.
This is typically called a call funnel.
Generate attention with organic or paid social, get people interested enough to book a call, and close these people on the price of the program.
Lately, I've been seeing something very strange.
These businesses are adding another step to their "call funnel", and it's becoming the most important part of the entire process.
Very skilled copywriters are coming in and writing 3000-4000 word sales pages for these businesses to pre-sell the offer.
If it's not a sales page, it's a VSL.
On the sales page or the 30-minute VSL, you're going through and addressing a number of things:
- Why they're here in the first place (pain points that led them to clicking)
- More reasons why they're in the right place
- Explaining how their pain points can be solved by your unique mechanism
- Explaining why your unique mechanism is better than other solutions on the market
- Talking about why you need to invest in this mechanism now instead of later
- Adding urgency both internally and externally to the product
- Strong call-to-action to inspire a purchase
There's a golf analogy that people often use in the business world.
Marketing (copywriting) is the drive, and sales is the putt.
The better your marketing is, the easier your sales will be.
If your marketing is bad, sales can make up for it.
But if your marketing is absolutely stellar, you might not even need sales at all.
Hole in one.
The reason I'm bringing this up is because I've seen a couple of creators launch expensive products without a sales team.
For a $3000 product, you typically need a salesperson to help walk your prospects through their buying decision.
That's a lot of money, and you need to have certainty that it'll work for you. You achieve that by having them talk to a human.
However, you can have a sales page or VSL that is so strong that people don't need to speak with a salesperson.
You can convert semi-cold traffic to a $3000 product with a sales page that's really well-written.
What does this mean for your audience, Chase?
Two things:
- If you're a copywriter who's trying to go after bigger deals, you can start approaching businesses and offering to write long-form sales pages or VSLs for them to convert prospects better. I know people who charge upwards of $25k for a sales page, and they take royalties on the backend. It's very difficult to find clients like this, but a skilled copywriter can make it work. I've done this a couple times back in my day. But I didn't charge $25k.
- If you're a business owner and you have a product over $1000, you can double or triple your sales by using the combination of a sales page/VSL + a sales team. You are DEFINITELY leaving money on the table by not using this tool.
I know I bash direct response a lot, Chase. But sometimes they're right.
I think that some good, tasteful, aggressive DR sales pages and emails can work wonders for some businesses.
By using those 7 bullet points I listed above, getting creative with your language, and acquiring the right traffic, you'll have a business that will actually print cash…and disappoint a lot of salespeople.
Yours truly,
Alex.
Sent from my CF 2.0 account
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