Man, Time Flies….
Well, it has been almost a month since I did a trial launch of my first product, Niche Adsense Themes for WordPress. Two weeks ago, I started a post series talking about the lessons learned in doing my first digital project launch. A few days later, I offered a free copy of the product to anyone who asked the best question that I could use for a future post.
The Big Winners Revealed
I am happy to announce that i really liked two of the responses, so I have named two winners.
- Kent made a comment that reminded me that I was thinking about doing a step-by-step explanation of how to create an AdSense mini-site. I had actually started something like that a long time ago. Some of you may remember my series of posts on my mini-site the History of Elvis. Anyway, I never finished that post series or that site. I need to do that, and I would like to do a post series for beginners on starting an AdSense mini-site. So, Kent, thanks for that.
- Alex commented that he likes lists and checklists. That was a great comment. It applies to the current task of posts about my digital product as well as the coming posts on AdSense sites and Elvis.
So, both Alex and Kent will get free copies of Niche Adsense Themes for WordPress.
Lesson Learned 2: Good Sales Letters Are Hard
OK — so here is the next lesson that I learned regarding my digital product. Of course to sell a digital product properly, you need a mini-site. The setup of that mini-site is a big deal. If you want a great free tutorial on that topic, you can take a look at Michael Rasmuessen's free Mini-Site video tutorial. It is outstanding.
Anyway, inside this mini-site, you need a sales letter. That sales letter is this only thing (besides possibly a pre-sales endorsement from an affiliate) that a customer will see before they decide to buy your product. This is important to understand.
A customer is not making a decision to buy based on your actual product. They have not seen the actual product. And, they will not see the product until they buy. Rather, they are handing you their credit card based on the claims in the sales letter.
So what about the product? Well, the quality of the product (specifically, whether or not you live up to the claims of the sales letter) impacts returns, repeat purchases, and referrals (I call these the three Rs).
Good Sales Letter Need Basic Things
Now, I am not a sales letter expert (yet), but I can tell you that sales letters need basic things to be successful.
- A killer headline. You have about 10-30 seconds to capture someone after the page loads. If they do not see something that captures their attention, they will hit that stumble button and never return. So, you must grab them.
- A USP — Ultimate Selling Proposition. Why do they need what you have? What is the value of it to them? Why are the benefits that you are describing obviously worth ten or 100 times the price you are asking?
- Risk Reduction/Reversal. Why is a decision to trust you (buy the product) completely risk free? Or better yet, is there negative risk (If you are not completely satisfied, keep the free knives as our gift just for trying the product).
- Urgency. Be careful with this. Act Now! can be a real turn off if not real. Digital products do not run out of stock, so artificial urgency can be dangerous as it feels sleasy. Instead, consider offering your product at a discount for a limited time. (Be sure to raise the price as promised later).
- Call to action. It is an old truth in sales. You have to ask for the sale. Ask them to buy your product.
My Sales Letter Sucks
OK, so my first attempt at a sales was not so great. Here are my stats:
- 3.5% conversion for highly targeted email list promotions from an expert in the field with an “email list that converts well.” This is OK, but not great. A %10 conversion rate (or higher) should be possible.
- Very low conversion rate (less than 0.5%) for somewhat targeted email list traffic from an MMO blogger. I expected 3-5% conversions.
- Almost zero conversions from random ClickBank affiliates.
What does all that tell me? It tells me that my sale letter needs work. So, I am working on it. I am in the process of gathering input on how to make it better.
- I posted to 5 forums asking for comments and help on the current sales letter (including the Warrior Forum and DigitalPoint Forums.) Man, you want some criticism, just ask for help over there. It helps to have high self esteem. All the comments I got were quite helpful.
- Phone consultation from Aaron Abber at FullTiltBlogging.com (I belong to his mentoring program and to his membership site).
- Private consultations from Garry Conn and Josh Spaulding via email. I am also a member of Josh's coaching program.
- Reading lots of sales stuff by guys like Dan Kennedy.
So, in the next post, we can look at the old sales page and the new sales page, and I will summarize the changes. We can also talk about split testing.
Regards,
Mark
Hi Mark,
Can you provide us with a copy of the original sales letter? I am sure I have it, but this would be more less for the people just tuning in. Can you make it downloadable via a text link in the post? Or, perhaps, just send it via email upon request? For sure, I’d like to get another copy for evaluation.
Best Regards,
Garry Conn
Hey Garry — the sales letter that I am wanting feedback on is the current one at http://www.nicheadsensethemes.com When I update it with the new one, I will post a link to the old one here as well.
I have a new page for you. I did not change the header or the footer, but they have to be replaced. GET RID OF THOSE WOMEN WITH BRIEFCASES. It is a poitless graphic. There were also misspellings and the copy needs to be improved. I would eliminate the STOP signs too!
You have a great product. Hopefully your new sales page will make it sell better.
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Tom — this is an incredibly generous and helpful comment. Thank you very much. I will be posting the new sales page next week, and will be very interested in your comment then as well.
Just curious — do you have a suggestion for a replacement graphic, or are you thinking that No Graphic would be better?
Thanks again,
Mark
My Friend Mark “Captain Kirk” Mason,
Just a thought on asking for suggestions on forums…
While some of the advice will be helpful, most of those who make suggestions have an emotional agenda that’s hidden even to them: They want to find problems with the sales letter (or whatever you ask about.)
But I’ll wager you knew that already…
The psychological trick implemented by researchers is to have them think they are “testing” something else, but then by observing their behavior you see what their “real” reaction to the environment is.
You also knew that already, but it was to set up this comment:
What can we ask people to do that will secretly reveal how to improve our sales letters? If we can figure out good ways to accomplish this, then we could streamline the writing process by getting fast data feedback BEFORE thousands of prospects see our letters.
I’m pondering this one today…
Hi Mark,
Do You do split-testing on the sales page so You know wich one “is the winner” so to speak?
If not, start implementing it ASAP, otherwize You are leaving “money on the table”
/Patrik
Sorry, forgot one thing.
You also need to track were the traffic is coming from, AdWords, referrals, email-lists etc. Then, you can increase You ROI by several thousand percent
/Patrik
@Aaron;
Thanks — I appreciate that.
As an engineer in my offline life, one of the things I am used to is public criticism by people that have no idea what they are talking about (or at least do not have all of the facts). My policy on this has always been to cast a wide net for input, but then have a process for separating the wheat from the chaff (as we say here in Texas).
So, you are right. You need to wear your flame-retardant undies when you post on Warrior or DP and then have the courage to ignore the crap and the sense to implement the great feedback.
Also helps not to have your self esteem tied up in your first sales letter (or product).
Thanks!
Mark
@Patrik — thanks. I do split test and track trafic, and I am planning to discuss that next Wednesday. Stay tuned!
Thanks for the comments Mark and I appreciate your efforts. Like a lot of folks, I’ve been on summer hours lately – whatever that means – so, I haven’t dropped by in a few days. Looking forward to working with this product!
Well, I purchased the product based on knowing you and Garry. Frankly, I haven’t found a sales letter I liked, yet. I prefer to give the people the facts they need without all of the sales jargon and stuff. I suppose that is why I lose a lot of sales in my sales job. I just don’t feel the need to pursaude people. They either like what they hear or they don’t. In your case, they either like what they read or they don’t. But in my opinion, you don’t need to repeat the same thing over and over again. For instance, “you would expect to pay…”
Also, at least on my computer (IE7, 1024X768 res, WinXP), many of your paragraphs look like the width wasn’t defined correctly or the graphics being floated are too large.
Anyway, hope that helps.
I also didn’t like the ladies. As the themes are designed for Adsense, maybe come up with a header that emphazies that.
@Kent — thanks. Summer was busy here in Texas too. Lots of distractions.
@DCA — Thanks for that comment. I’m not crazy about sales letters either, actually. And, I am ditching the ladies in version 2.0. Thanks for the input.
@Nimal — The $5 formula ebook that is included is exactly that — a step by step guide on how to generate content and drive traffic. Now if you are talking about installing WordPress and the themes, then you need the free video tutorial over at Caroline Middlebrook’s site. She features my themes there.
I can also help you right here in this thread. If you watch Caroline’s video you can get up and running without buying anything. Once you have a plain site up, you can decide if you want the product. I’ll help you either way. 🙂
Regards,
Mark
Mark
You found following 2 items were important.
1. I was thinking about doing a step-by-step explanation of how to create an AdSense mini-site.
2. lists and checklists
I am ready to buy your product. I am also a newbie and have never created a web site.
So when will your explanations and check lists be ready?
Thanks
Nimal
The site that I built using the points made in the $5 Ebook produced $15 today. That is pretty darn good.
Another site that I’m aware of had 15 times the traffic, but only twice the revenue. The book teaches you how to laser target phrases and where to put your ad blocks.
Mark’s themes take the points in the book and have ready to use templates built around them.
You can do it.