- by Rory Ramsden
When a prospect lands on a long copy sales letter, he may at best have a mild interest stirred by a PPCad. The headline may reinforce this but the odds are against him reading every single word of your carefully constructed on your sales page. At best, he will skim the sub-heads and bullet points as he scrolls to the bottom and the price.
Getting him to push the ‘Buy Now’ button in these circumstances is hard.
The alternative might be to convert your sales letter into a video format – this could boost conversions from 2% to 6% – This forces the viewer to watch the whole presentation from beginning to end. He has no option. Getting him to stay with you for the full 15 minute running time is another matter. Your completion rates – the number of people who do take the time – may not be all you expect them to be.
There is no magic button that will change this… Or is there?
To start with put yourself into the mind of your prospect. Both of the above scenarios involve dropping him into your sales presentation almost cold. He may resent your presumption. To say, the least it is a crude approach. There is no attempt to engage with him. No attempt on your part to empathize with him or show that you understand the challenges he faces.
It’s akin to knocking on someone’s door and asking the first person to open it to marry you and only then explaining why they should. That would be crazy…
Added to this, the fact that his BS meter will be cranked round to the red zone. And he’ll be ready to bolt at the first sign of hype. The last thing he wants to be subjected to is high pressure selling techniques. And yet, he is in the market to buy otherwise he would not be on your page in the first place. He wants to be allowed to make his own decisions.
The natural thing to do is to woo your prospect. It’s what he expects. He wants to feel that you care. He wants you to prove to him that you are worthy of this trust. To show that you have the right to be respected by him as the niche authority. To show that you have a fast and fail-safe way that will solve his problem that has worked for people worse off than himself.
He wants to know that you are a normal like-able guy just like him who is prepared to give valuable help before even thinking of asking for the sale.
All that is achieved by turning your original sales letter on its side and delivering it in bite sized junks in a sequence of events that gently lead your prospects through your launch story. It gives you the time to respond to questions on your launch blog and engage people in your launch conversation.
This is what doing a product launch is all about. It’s a horizontal sales page. It’s a customer centric event driven marketing strategy that builds excitement and anticipation. You build buzz in the market place. You position yourself as the go-to guy. You layer one level of proof on top of another to demonstrate your track record. You give away powerful tips that help prospects get what they want. You show your prospects that you are just like them… Only you have discovered the key that opens the door to a better future. The one that they want too
Your prospects are getting ever more sophisticated. Your approach to them has to evolve too. Once it was possible to do all this offline. It was expensive and took time to get to the point. Then there was the web. Everyone accessed your pages from a desktop computer.
Now we are in the midst of a digital revolution. Smart phones and tablets are almost ubiquitous. You can reach out to your people on the move. It doesn’t matter where they are. You can reach out to them. And just as importantly they can reciprocate. Your product launch can go mobile.
The question is… Would you hire yourself to manage your own product launch ?
If not, you may be wondering how much hiring a product launch manager will cost and the quick answer is not as much as you might expect. Our aim is to structure a win-win sort of a deal with clients. We get paid when you get paid. That is we work on a percentage of the ‘pre-return’s gross’ revenue that your product launch makes. Naturally, you have to pay a fee to get on our calendar. We can only take on 2 or 3 clients per year so our time is valuable and we must know what our schedule is well in advance. It would be unfair on our other clients if we didn’t insist on this. Find out more by booking a free consultation with me now