I’ve got a “2-sentence persuasion” secret I’d like to tell you, which I extracted straight from the head of John Carlton, and which will help you write killer sales copy, for more sales in less time.
Interested?
If you say yes, then I say… I’m not surprised. Hear me out.
I took my own advice from a few days ago. And I looked at the top three guys in the “copywriting course” space. I wanted to see how they sell their stuff.
And by the top three, I mean Stefan Georgi with his RMBC course… Ben Settle with his Copy Slacker course… and Derek Johanson with his Copy Hour course.
(If your blood pressure just shot up because you believe these three are NOT the top guys in the “copywriting course” market… fine. You’re probably right. I just feel that, for people who might be potential customers for my bullets course — name still TBD — the above three are my top competitors.)
Anyways:
I looked at their sales pages. And I told my brain to search for commonalities. Here’s what it came back with:
1. Mechanism. All three sales letters prominently feature a mechanism — it’s actually the name of all three courses.
2. Authority. Beyond mechanism, all three rely on authority to wow you. Stefan’s page is all about his own authority and the massive sales he’s made… while Ben and Derek defer to A-list copywriters for their implied or direct endorsement of the mechanism.
3. The promise. Both Stefan and Ben basically say, “More sales in less time.” Derek’s promise is more vague — killer sales copy, and ultimate success. Perhaps he’s just targeting a slightly different audience than Ben and Stefan.
So my point for you is:
This kind of research is something you too can do… and it might prove valuable in helping you define your promise and your positioning.
Or it might not.
I’m not sure if I will really go with “2-sentence persuasion” and all that other stuff when promoting my bullets course. Because even though Ben, Stefan, and Derek are all successful in selling their courses… I bet the copy is not a major part of why those courses sell.
Instead, I think it’s about the relationships those guys have with their lists… their reputation in the market… their word-of-mouth endorsements.
That’s why you can’t really trust most online copy. Sure, it can give you good ideas. But it’s worth testing anything you find, and making sure it actually works for you.
By the way, if you are interested in killer copy and more sales and less time, and you’re curious about my 2-sentence persuasion approach… then sign up for my newsletter. That’s where I will send out announcements once this offer becomes available.