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I was asked a great question regarding direct marketing style sales letters.
Again you should print and save for later..
The question came from someone, “Sam,” whose company did not have that type of sales letter in its system that is used to convert prospects into signups. So he considered creating one, and wanted a little advice on the following:
“Should the sales letter be focused on the marketing and training system created for his team, or more about the benefits of his specific company or both? If you were going to create a sales page for your business how would you go about doing it?”
The answer to this great question can mean many recruits for you and certainly can mean a lot of duplication for your team soon afterwards.
Pay close attention and remember to print and save. . .
SIDE NOTE: I have no problem revealing this because, for me, the story has already been written, now it’s your chance to leverage what I know for serious money.
I downloaded a free report created by a professional copywriter working for one of the most famous copywriting firms in the world.
This guy was writing a sales letter for a golf related product for one of his client.
In the letter, the copywriter referred to what he THOUGHT was most important to his market.
He addressed two major frustrations in the golfing world – hitting the ball farther and eliminating hooks and slices.
Upon completion of the letter the copywriter took the letter to the big boss for a final review.
His boss, being one of the most accomplished copywriters in the world and having written several high performing offers for the golf world, looked at the letter and gave him some simple advice . . .
“Forget about the slice stuff and focus the entire letter on hitting the ball farther. That’s REALLY what the market is after.”
The copywriter followed the advice of his boss and made the appropriate changes and ended up with a winner.
The moral of the story is . . .
Don’t worry about the ancillary stuff. Deal with the biggest problem and frustration of the target market and dig deep on it.
What this means to you and I as network marketers is this, and it’s important you get this before I go through the process step by step, forget about everything in your letter except solving the main problem of your prospect.
In the network marketing world, the problem always comes back to money. Solve that and that alone.
Print and save for future money
To be honest, no one cares about your company’s products for the most part. All they really want to know is “how” they are going to make money.
From your prospect’s perspective, if you give them a good opportunity to solve their money problems, they can always rationalize that the product or service is “good”.
Waste no time describing your product or why your company is so great, unless it directly supports how and why your prospects have the best chance of making money with it.
Look around both the online and offline network marketing world and you’ll soon see very clearly that this is the model that just about every highly successful opportunity uses.
So, you use it too. And you think of yourself as the opportunity NOT your company, but I’ll explain as we dig deeper here.
Further . . .
If you remember back to what you were trained to do when calling leads if you’ve been through the process you’ll again realize here – the focus of the conversation you’re trained to have is again solving the money issue.
CLUE!
So let’s get to the step by step.
First, you begin with a headline that addresses the concern of money.
Second, you start your sales letter with a lead in that either pulls your audience directly into your story to both entertain and address again the concern or you can simply pose a question that would pull them in deeper like “If you’re sick and tired of working pay check to paycheck then pay attention to everything you’re about to read.”
Next you dig deeper into your story. If you have a good one be sure to bring up your real life failures that they can identify with.
Why?
So that when your prospect reads it he then begins to think “If this guy can do it after going through all this then so can if I just know what he knows.”
If you can arouse that sort of curiosity then you’re on the right track.
Follow this up by bringing up a few things that they may have learned or tried in the past and explain why the only result of following that path is failure. Be sure to explain exactly why.
Allude to the idea that you’ve found a way around.
Bring up your biggest “Ah Ha” moment. The thing that changed everything for you.
Introduce your solution or system.
Explain why it will work for them where the others have not. At this point you can bring up a few details about your company or compensation plan, but don’t name names. Keep them curious.
Now it’s probably time for some bullets about what you have. Provide 30 or so bullets that keep them curious, but again don’t give away the farm.
Next it’s time for you to explain exactly how the process works. Make whatever it is that you do as simple as possible from the prospect’s perspective.
One that always works if you’re working from the perspective of never calling leads again and providing a form of an online solution is “Just think what it’s gonna be like when your prospects are doing exactly what you’re doing right now.”
This is a powerful and an incredibly enticing mental image to create in your prospect’s mind. It gets them to think into the future as a member of YOUR team.
Subtle but powerful.
Now it’s time to talk about what makes you different. Remember anyone can just go to your company’s website and join so you have to provide something above and beyond just get in under me if you’re looking for a high level of response and duplication down the line.
Good things to bring up here are that you provide one on one coaching, live weekly training on whatever it is you do, and a team co-op if you decide to provide one.
Another thing that really helped me was creating a team marketing guide that every new member received after joining. It’s a good idea to think about creating one for two more reasons. First it establishes you as leader and second it takes the huge burden in the way of training off the shoulders of you and your future downline.
Instead of having train everyone have them train themselves by going through your team training guide and provide support from that point. Address questions and concerns and then help them actually get started after they know the lay of the land to say.
Next, if you feel comfortable doing so . . .
Nothing removes more risk from your prospects shoulders than a strong guarantee, so here would be the place.
Now it’s time to tell them exactly how to join you. I don’t know your company so the method will vary from this point on, but I think you can figure this one out.
If you’re incredibly forward create a video AS WELL – not in place of – the text to describe the process your leads need to go through to get access to your team so nothing is left to chance.
If you have success stories be sure to add those throughout your letter.
Finally close out.
Provide a PS or two and you’re done.
Now here is what will separate you from the crowd. You’ve got to go out and test your letter on your own. If it converts great! Don’t change a thing.
If not, continue to test and make changes until it converts profitably for you. Why?
Well you don’t want to roll out a team marketing system that doesn’t work so you’ve got to be sure it works and converts before you make it something your team can use as well.
Once you do though, put the pieces in place to make that system available to your downline.
Then . . .
Watch the magic of duplication. Sit back and watch your company checks grow larger and provide the best support you can.
That should be enough to get you on the right track so print and save now
But let me emphasize. Your company or my company DOES NOT matter. Only the opportunity matters in the eyes of your prospects so focus your efforts intently and totally on that end and you will succeed.
Did you print this out yet?
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Comments
Thanks Angela!
Great PR Timothy. Thanks for sharing this valuable information. Liked and Shared.