Dear Chase,
I had an original idea recently.
Kinda mindblowing.
I have a client that does a weekly webinar for a pretty expensive program ($2,000+).
Every single week, he gets on camera, and does the exact same routine for over a thousand people.
I've helped him formulate everything.
The slides, the presentation, the offer, etc.
We've been testing new stuff recently because he's been doing this webinar for a few months now, so we have some good data on what works and what doesn't.
We've been trying something new every week, and I'm noticing a pattern.
This is actually kinda crazy, and it's such an easy lever to pull that I've started using it everywhere.
Lemme break this down for you.
When this client started his webinars, he would do a ton of build-up early on in the presentation, drop the offer, and then do Q&A.
This converted pretty well for a while.
We started to notice sales drop off after a few weeks, so we added more build-up in the beginning.
Sales would increase a little, but not by much.
We'd add MORE build-up before the offer. More proof. More hype.
And increase sales by only a tiny bit.
So, I had a hypothesis.
What if, instead of selling harder before we drop the offer, we sell harder after we drop the offer?
For example, drop the offer, state the price, and THEN offer more proof, more hype, etc.
We started doing that.
After the initial CTA, we keep selling. As if we didn't just drop the price.
WAY more proof after the CTA.
WAY more stories.
Restate the guarantee multiple times.
Restate the benefits multiple times.
And guess what?
Sales went nuts.
As marketers, we think of the CTA as the end of a pitch, but that's only the halfway point.
The CTA is when the tides change from value to sales. And we need to put in just as much effort on the sales front as we do on the value front. It needs to be equal, if not a little lopsided towards the latter.
So I tried it with a long-form email for ANOTHER client. It was a launch email that took me a while to write.
Build-up, drop the CTA, and then sell for another 400 words after.
And it worked again.
This is when I realized that the MORE material you have after the CTA, the more money you'll make.
Not before.
The leverage comes after you drop the CTA.
It's math.
The more proof and sales material you have after you drop the offer, the more money you'll make.
This is a simple one.
The CTA is not the end of an email or an ad.
It's the start of a whoooole new section where you sell like your life depends on it.
If you do this, you will be shocked at how much more money you bring in.
Try it.
Yours truly,
Alex.
Sent from Google Slides
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P.P.S. If you're looking to hire best-in-class freelance marketers, go here.
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