Recap Benefits To Create More Sales
(c) Charlie Page
http://www.RealWorldTactics.com
Want to make more sales the quick and easy way? Then follow this simple
formula, and create a sixty second summary page for your readers!
The problem is all too common.
* People don't have time to read long sales letters.
* Long sales letters produce better results.
So how can you solve that problem on your website?
Easy ... create a sixty second summary. After all,
everyone has one minute to spare!
Here's how you do it, followed by an example that is
working now.
===> First, List The Benefits Of Your Offer.
The key here is to list benefits, not features. A
feature is something your product does, a benefit is
something it does for me. Here's an example.
Feature: The Directory of Ezines is a database of
ezines that sell ezine advertising, publish ezine
articles, and do joint ventures.
Benefit: The Directory of Ezines helps you save time
when you are searching for ezines in which to
advertise, publish articles, or do joint ventures.
See the difference? People could care less that the DOE
is a MySql database driven membership site. But the
*do* care about saving time.
List all of the benefits you can.
===> Second, Create A Bulleted List.
The best way to display these benefits is not by hiding them inside fancy
words. After all, just the fact that someone might want to read a 60 second
summary page indicates they are in a hurry. So, give them just the facts.
People like lists. Simply list the benefits you created above in descending
order, from the most powerful to the least important. Every one of the benefits
you list will have impact to someone, but do remember to start with the
strongest benefit you can offer.
Here's the example I promise you.
http://www.directoryofezines.com/sixty-second-recap.html
===> Third, Test The Page.
Now it's time to read the page. Since these are words that you have written,
you will read it faster than another person. I recommend asking a friend to
read the page, and timing them. After all, you want to keep your implied
"60 second" promise.
If the page is too long, either shorten each bullet point or remove some
until the page is short and concise.
===> Fourth, Include A Clear Call To Action.
The objective is to sell to people who are in a hurry. The last thing you
want to do here is to give them your short yet powerful list and then force
them back to your main page, where the order link might be hard to see. So,
always include an order link at the bottom of the list.
You can safely restate your *main* benefit at the bottom of the list, but
resist the temptation to say more. What you want here is action ... now!
Whether you send them directly to a payment link, or to an order page that
recaps the offer, has proven to be an unimportant point.
===> Last, Add A Link To Your Sales Letter.
Now it's time to modify your original sales letter and let people know you
offer a 60 second summary.
I choose to do that at the very top of the page. The thinking is that people
in a hurry will hit that link fast, and my testing has proven that to be true.
Here is my example page.
http://www.directoryofezines.com
Using long selling copy is smart, because long copy
gives the reader enough time to feel comfortable, and
you can tell the whole story.
Using short copy is smart, because people online are in a hurry, and many
sales letters are simply too long for them.
Until now, you had to choose. But now, by using a 60 second summary, you can
have it all!
And having it all is a beautiful thing indeed!
*******************************************************
Charlie Page teaches real people how to market on the Internet at http://www.RealWorldTactics.com
Want to know what works in the real world? Find out now by visiting Charlie
online, or calling his toll free number.
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