eyebrow to identify the market

Something about having the expertise but nobody buys

Turn your information product into an irresistible offer. We’ll walk you from your first idea to a finished sales letter, just like this.

Enter your text here…

Identify the symptom they feel already.

Identify the audience (who they are, how they feel) or tell a story about a problem, a struggle, or a challenge you might have had in the past that they will recognise

  1. Identify the problem they’re not aware of yet.

Here is where you’re going to make the biggest difference and sweep your competition aside. If you can show that there’s an underlying problem that other competitors aren’t dealing with, and you can fix that problem, the whole market can be yours.

  1. Hint at the solution to the deeper problem

Reveal the solution to them, which is your method (not the product name yet) and explain why it’s the best option out there.  remember there are lots of other people who have similar products so ask yourself how you can stand out from everyone else.

  1. Get authoritative proof

Use outside authority or third party validation (example: research statistics, quotes from credible or authoritative sources,  case studies, etc.)

  1. Show pain of and cost of development

Let your audience know the pain and cost you and others went through to develop the solution to the problem. Establish empathy and affinity with your audience.   

  1. Explain ease-of-use

Let your readers know just how easy it is to use your product or service.

  1. Show speed to results

Give your readers a typical timeframe in which to expect their desired outcome.

  1. Future pace

Let the reader imagine what their future could be like if they were to solve their problem.  in your writing use as many of the senses as possible e.g.

Imagine what it would feel like if you could enjoy shopping for clothes that were two sizes smaller, how would that feel inside.  You look in the mirror and you feel amazing.  Your friends all tell you how great you look, how would that feel? And even better, you could walk past the bakers with all the wonderful smell of fresh doughnuts and cookies and not even think twice about entering.

  1. Make your offer

Tell them exactly what they are getting for the price of your product or service.

  1. Detail the benefits

Use bullet points to list the benefits of your product or service.

Remember that benefits are not the same as features, people want to buy an outcome not a product or service.  So think about this when you’re writing the benefits e.g.

They’re not buying a weight loss product they’re buying a sexy body

  1.  Use bonuses to knock down next level problems

Adding bonuses will often increase the perceived value of your product or service, but don’t go overboard with lots of bonuses and make sure your bonuses are worth the same as the cost of your program or higher.

  1. Build up your value

Build up the value of your offer. Tell them how much everything is worth.

  1. Reveal your price 

Add the prices of your product and bonuses together to calculate value, then reveal price that’s much cheaper. Explain why the price is what it is and why it is such a great value.

  1. Split Your Audience

At this point you want to push away people that the offer isn’t right for. People who are “just interested” or think they’ll get the result just by reading/watching your product and not taking action.

By describing your anti-customers, you’ll push a fair few off the fence to commit that they won’t be like that.

  1. Inject scarcity (or create it)

Offers that don’t have scarcity don’t sell as well, but it needs to be genuine or you will hurt your business credibility. (example: change the price, limited time, take away a bonus,  ie. bonuses only available at the end of this call, webinar, XX # of  days long product launch, etc.)

  1. Give a guarantee, or don’t

Remove, eliminate, reverse, take out perceived risks. Longer guarantee = less returns.  Your buyer wants peace of mind in a skeptical world e.g. 60 Days Risk Free

Alternatively, you can use the lack of a guarantee to split the audience again into people who will take action, and people who already know they won’t.

On balance, guarantees work better on higher priced products than on impulse purchases. Anyone who backs out of a $50 sale is probably going to be a terrible customer anyway.

  1. Call to action

The call to action is a command. Be specific and tell them exactly what to do. Use visuals, screenshots, and other tools to guide them to do the next steps until completed.

  1. Give a warning against inaction

Warn them against the consequence or what’s going to happen if they don’t buy.  ( If you don’t take action now, you will be in the same boat as last year, with the same if not more amount of debt, lost profits, living out of your car, etc. )

  1. Close with a reminder

Recap the whole offer and remind them what they are getting. Summarize the method, and the result they’ll experience once they put it into action

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Julia Hardy


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