So What’s the Secret 16-Word Sales LetterTM? Copywriting secretsAndale Andale
Here it is:
“The secret to converting copy is to define the one belief, then answer these ten questions.”
Copywriting is a unique skill, it’s the act of making the reader take an action.
My email open rate increased from 48% to 68% after the first read of this book. Target is 80%.
This is my personal summary. Written by Evaldo Albuquerque. Grab your copy for $39.20 on Amazon here.
Remember these two things. One belief and Ten questions.
The ONE BELIEF
The single most important thing you can do when you write a sales letter is to make the reader believe that:
This new opportunity is the key to their desire and it’s only attainable through my new mechanism.That’s your mission. Grab your note and write this down.
It was Russel Brunson, who said: “If I can get someone to TRULY believe that the new opportunity is the key to what they want the most, and they can only get it through my vehicle, then they have no other options but to buy.”
The extent to which you make your reader believe this, the more pull your copy drives.
One Belief has 3 important Elements.
– The new Opportunity.
– Your Prospect’s desire.
– The New Mechanism.
- [ ] The new opportunity: The USP
- [ ] Your prospects desire: It can be the key to their desire only if it will help your prospect feel more significant, respected, and valued.
For the health niche, the desire could be to lose weight, lower your blood pressure, build muscle, etc.
- [ ] The new mechanism: Once your readers believe your new opportunity is the key to their desire, now they must believe you’re the only one who can meet that need.
You have to make them believe that ONLY your new mechanism can help them.
In the biz op space, it could be a mentorship program about a new type of online business.
- Investing in private companies before they go public (new opportunity) is the key to making the biggest gains in the stock market (desire) and it’s attainable only through the secret IPO account I uncovered (a new mechanism).
Inject dopamine into prospects’ brains.
- Question #1:
“How is this different from everything else I’ve seen?”
You must begin your copywriting by asking what the new opportunity is.
Our brains are wired for novelty, that’s why we explored the world searching.
“That’s why your USP should always be in your headline and at the beginning of your sales letter. The new opportunity needs to feel like a breakthrough. It needs to feel like you just figured something out, and you’re revealing what you discovered to the reader. It could be a new cure, a new way of losing weight, a new way of making money, a new business model, recovering from COVID, etc.”
Example: “Hi, I’m Alan Knuckman.
I’ll introduce myself fully in just a moment.
But right now I want you to look at this piece of paper I’m holding in my hand.
It’s patent application # D0365193.
It was filed with U.S. Patent and Trademark Office to protect the invention of a powerful NEW market indicator…
The ONLY indicator in the world that can tip you off about impending big market news…
BEFORE the news becomes public.”
- Question 2#: What is in it for me?
“Something as simple as “go finish your homework because as soon as you’re done, we can go to the park and play soccer”
Talk about what the other person wants!
“So put yourself in your customer’s shoes and ask yourself “what promise can I make here at the beginning of my letter that will get my customer salivating?”
Examples are “make $10,000 a month online without having to build a website, hire a copywriter, learn copywriting, or even develop a product.”
Make the big promise at the beginning of the letter.
“Once you tell your customer how your idea is unique and the big promise it can deliver, you’ve piqued their interest. Now you just have to prove you’re not full of shit. And that brings us to the next question….”
- Question #3: “How do I know this is real?”
After the first two questions, your customer will be skeptical. You need proof (social proof). Use stories using ABT for proof that stands for And, but, therefore.
“No wonder Hollywood screenwriters often follow that format when writing their logline maker, a short description of the concept.
Here’s an example of a logline: A young man meets a crazy scientist and travels to the past in a time machine and meets his future parents. But he accidentally distracts his mother from noticing and falling in love with his father. Therefore, he is forced to bring them together or he will cease to exist.”
Stories are better than facts.
For example, in the financial niche, you can turn even a boring chart with an indicator into an ABT format story with something like this: “The company had ‘sell’ ratings… and earnings were declining…. Most people thought the company was going bankrupt…. No wonder shares were tanking, as you can see in the chart. But then out of the blue, my indicator flashed a buy signal, indicating shares were about to explode higher. At first, nothing happened. I thought the indicator had failed. But as soon as the market opened the next day, boom, shares exploded higher. So (therefore) had you placed a simple trade, you could have made a quick $9,500 that day.”
“It’s Time to Reveal the REAL Problem with Question #4”
- Question #4: What’s holding me back?”
The purpose of this question is to justify your prospects’ failures by revealing the real problem.
To find the real problem, all you need to do is reverse-engineer your answer to question #1.
Example: “The real problem is that you’re getting in the trade AFTER the news is published. By the time you get in it’s already too late and the big gains have already been made.”
You indirectly tell them that they’ve failed because they didn’t have what you were selling.
“You’re starting to tell them, indirectly, that they’ve failed because they didn’t have what you’re offering. And FINALLY, you’re allowing them to replace what’s not working with something better: your new mechanism. At this point, your prospects will begin to believe that your new mechanism is the only thing that can help them achieve what they desire (a key part of the one belief).”
“It’s Time to Play the “Us vs. Them” Card with Question #5”.
- Question #5: Who/What is to Blame?”
Create a common enemy. Place us vs them card.
Example: “While Democrats and the corrupt liberal media are busy trying to destroy our country…
The Republican Congress has passed a groundbreaking new law that could benefit millions of REAL Americans like you.
You won’t hear this from the disgraced mainstream media…
But a few everyday folks like you are already collecting extra income thanks to this new tax provision…
And collecting what I call ‘Republican Checks.’
Just look at what happened with Kevin Larry, from Chicago.
He’s set to collect a massive check for $44,577 this month.
Imagine if that happened to you….
That’s 34 times MORE money than the average monthly Social Security benefit.
No wonder Kevin has retired comfortably…
And now, instead of worrying about money, he says: ‘It’s time to pursue my personal interests full time.’”
- Question #6: Why now?
Four levels of resistance;
– Reactance: when a prospect feels like you are limiting their choice to choose, that why don’t mention your product at the beginning of the sales pitch.
– Distrust: Question #3 helps to destroy this.
– Scrutiny: Your prospect will need to see proof. People buy on emotions
– Inertia: Staying put is easier than acting now, that’s why “Why now?” comes in.
FOMO; use either-or. Either act now or. You can start from the leads or throughout the promo in the offer section.
“How to Make Your Prospect Know, Trust, and Like You”
- Question #7: Why should I trust you?
This is the credibility section.
Three main storylines that work. I’ve been in your shoe storyline.
The goal here is to show your prospect that you (the guru, editor, etc.) went through the same challenges your prospect is facing right now. That at some point everything seemed lost. But then you discovered your new mechanism, and it changed everything. It helped you overcome all the challenges and achieve the same things your prospect desires.
- The Robinhood storyline.
Steal a secret from the rich and tell the reader; better if you accidentally stumbled on the secret.
- The Expert Storyline.
An option is to position your main character as a guru by talking about his expertise. That includes books, TV appearances, experience, or any accomplishments that prove expertise in the field.
How to Make Your Prospect Nod his Head and Think “Yeah, that Makes Sense.”
- Question #8: How does it work?
Explore an existing belief. Remember ABT; use a story.
- Question #9: How can I get started?”
Give a no-brainer offer.
“Your goal here is to put together an offer so good (product/service, price, bonuses, guarantee) that will take your copy to a whole other level. In fact, if you can get your offer right, your copy doesn’t even have to be top-notch. As the saying goes, “the product is mightier than the pen.”
“By creating a huge GAP between the value and the price. To accomplish that, you can either offer a ton of value or cut the price or do a combo of both.”
DONT LOWER YOUR PRICE
“You can create the perception of value by comparing it with a higher-price product that could provide a similar solution. For example, a hedge fund that provides a similar strategy would charge you $100,000. That way, you’re anchoring the high price, creating the illusion that your offer is a really good deal. You can also use scarcity (limiting the number of units available) to increase the perceived value and create urgency.”
“The right way to construct your offer to create your premiums specifically for the offer. Premiums should be so good and so valuable… They should demonstrate such exciting, compelling benefits… That your prospects would happily pay money for them!”
- Then use the value stack.
“It’s Time to Close with the Powerful Push-Pull Technique”
Question #10: What do I have to lose?”
“First, you’re going to push your prospect away by making them feel they’re in control. It’s their decision. They have options. Maybe this is not even right for them. Then pull them back in by reminding them of what’s at stake. Paint the picture of what they have to lose if they don’t act. It’s time to answer the last question of the pro”
“Remember, we started this whole process with one belief. By now, your prospect either believes it or you have no chance of selling. So remind him how your new opportunity is the key to what he desires and that it’s only attainable through your new mechanism. Then, raise the pain levels by painting the picture of how his life will remain the same if he doesn’t act. Whatever problem he has will not be solved. The key here is not to be needy and to let your prospect decide for himself.”
“The secret to converting copy is to define the one belief, then answer these ten questions.”
Here’s the one belief…
This new opportunity is the key to their desire and it’s attainable only through my new mechanism.
Here are the ten questions
- How is this different from everything else I’ve seen?
- What’s in it for me?
- How do I know this is real?
- What’s holding me back?
- Who/What is to blame?
- Why now?
- Why should I trust you?
- How does it work?
- How can I get started?
- What do I have to lose?”