MODULE #6

How To Get People Who Aren't Spending A Penny To Start Buying From You


We've now reached the "D" of our S.P.E.N.D strategy, and here we'll talk about Demand.

Specifically, we'll look at how to create demand so that people who aren't spending a penny start buying from you. In other words, you're about to find out how to boost your conversions.

SIDEBAR: Demand is the willingness and ability to buy something at a given price in a given time period. To create demand is to get people interested in your product so they are willing to buy it because they believe it will deliver a desired outcome.

Take a look at these ideas…

1. Polish Your Sales Copy

You know you have a great offer. But the question is, does your sales copy effectively convey the benefits of your offer to your prospects?

Does your sales copy engage the prospect and convince them that your product can help them solve their problem, reach their goal, and / or enjoy their interest?

Does your sales letter do a good job of getting people to click the "buy now" button because they recognize the value of what you are offering them?

Point is, one of the biggest factors that's going to influence whether someone buys from you is the effectiveness of your sales letter.

Now, you've probably seen those hyped-up, over the top sales letters that make you grit your teeth when you read them.

Guess what? You don't need to create that sort of letter. And in fact, I advise against it.

Instead, I suggest you simply provide a straightforward, honest accounting of the benefits of your offer. People will connect with that and buy from you.

To that end, check out these tips:

  • Do your market research. If you research your audience first so that you know who you're writing to, then you'll be in a better position to create content that really resonates with them.

  • Invest time in creating attention-getting, benefit-driven headlines. This important piece of your copy will make or break your conversions, so be sure to put the biggest benefits in your sales letter.
  • Focus on benefits, not features. People want to know what your product can do for them.
  • Engage readers with stories and imagination. Empathize with the problems your readers face and give them hope for a better future. Tell stories to fully engage readers (especially stories about someone with the same problem and how they overcame it…even better if that person is you).

These are just a few ideas to get you on the right track.

Now let's check out the next proven idea for boosting conversions…

2. Handle Objections

Even though your prospects are interested in your offer, there is still a niggling voice in the back of their mind that's rattling off all the reasons they should NOT buy your offer. And if you don't raise and handle these objections, your prospects won't buy from you.

So, what type of objections might you encounter?

Obviously, there are some objections that are unique to your specific type of product.

However, here are some of the common objections:

  • It's too expensive.
  • I can't afford it. (Take note that this isn't necessarily the same as something being too expensive – it might be a good price in the prospect's mind, but they feel like they can't afford it.)
  • It's too cheap – there must be some catch. Maybe it’s junk.
  • I don't trust this person/company.
  • I don't believe the claims in the sales letter.
  • Sounds great, but I doubt it will work for me.
  • It's too _________ (long, short, ugly, fast, slow, etc.).

Let me give you a couple examples of how to overcome some of these common objections…

If someone is thinking, "It won't work for me," there are a couple things you can do:

  • First, you can provide proof that it works for others, such as testimonials, case studies, and other forms of proof.
  • Secondly, you can offer a money-back guarantee. If it doesn’t work for them, they get a refund. There is no risk, nor reason not to try your product.

Another example of raising and handling a common objection is to justify the price. As noted above, both high and low prices can trigger an objection. As such, you want to explain why this is a good price for this product.

For example, let’s suppose you're selling private label (private label rights) content. It's premium content with a premium price tag – say $497 per package. You can justify this price by explaining:

  • It's a money-saving offer, because hiring a ghostwriter to create the same amount of content would cost 10 times that much.
  • It's a valuable license, because you're only selling 100 worldwide licenses (which means there is little competition).
  • It's a revenue-generating offer because they get to sell the content for $97 per package. Sell just five and every $97 order that comes in after that (for life!) is pure profit.

You get the point.

What you need to do is figure out what it is about your offer that’s keeping people from buying, and then you need to handle these objections.(Note: surveying prospects and even customers can give you some insight into why people are hesitant to buy.)

Note: Again, you don't want to PRESSURE people to buy something they can't afford or don't need. The point is, if your product IS something that will help them, you want to remove barriers that would prevent them from getting that help (and you getting the sale).

Next…

3. Test and Track

The third way to boost your conversions is by testing and tracking your ad campaigns, emails, and sales letters. That way, you can know for sure what's working and what's not working (and you can improve the things that don't work to start generating more sales).

While you can test most anything and everything, ideally you should focus on that 20% of your sales letter or campaign that's going to create 80% of your results.

Those items with the biggest impact include:

  • Your headline.
  • Your overall offer (price, bonuses, etc).
  • Your price justification and call to action.
  • The overall design of the page.
  • The bulleted list of benefits.
  • Text copy vs. video sales letter.
  • Short copy vs. long-form copy.

How do you test? Like I mentioned earlier, get yourself a split-testing tool and then test just ONE variable at a time. This means creating two versions of a sales letter that are exactly alike in every way except for the one item you're testing (such as your headline).

What you may find is that a simple tweak – such as raising or lowering the price, or using a different headline – can double, triple or even quadruple the number of people who buy from you. That means more people you are helping and more people who are spending money with you.

That's why this testing is so important. As always, if this isn't something you care to do yourself, then you can outsource it to someone who specializes in conversion optimization.

It's time to take a look at your current sales process and get a better understanding of where you're losing customers and to get your customers to start spending more with you.

DOWNLOAD YOUR PDF AND WORKSHEET – IT IS NOT CHEAP

Complete the brainstorming session with your worksheet and I'll see you in the next module, where we'll discuss how to get new customers every single week, completely on autopilot.