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I want to share with you one of the biggest mistakes any affiliate marketer can make. I want to share this with you so you won’t fall into the pit with all the others: The one major mistake many affiliates make is NOT setting up a list!

Affiliates will often send traffic that they generate straight to the merchant’s website, rather than a list. When they do this, they are unwittingly making a bet that the visitor will buy on first contact. Unfortunately, this is generally not the case. Visitors often need to be warmed up to a product – through the course of multiple visits and additional information – before they are willing to make a purchase.

Enter List Building

By building a list, you can fix this problem in a snap. When you have a list of your own, you can retain traffic, warm it up, and then direct that traffic to different purchases in the future. This means that it isn’t a one-shot deal: instead, you can attempt to sell the same person multiple products over the course of time.

Now, in order to do this successfully, you must purchase the necessary tools. I personally suggest using http://www.aweber.com for the actual auto responder service. Aweber is relatively inexpensive ($20/mo.) and comes with a formidable range of services, including spam checkers and macros. Best of all, it is whitelisted by many email clients and boasts a delivery rate of 99%.

This service will not only manage your list, but it will also help you build it. It includes free tools that allow you to create web forms, pop-ups, and hover-ins – all of which can be used to increase your opt-in rate.

Now, in addition to purchasing the auto responder service, you will need to setup your own site if you do not already own one (see the ‘Building Affiliate Websites’ section). If you already own a related site, you can simply add your opt in form to a page on your existing site.

Once you have your site and your auto responder setup, there are only two steps left:

1. Building videos, ebooks, reports (stuff that we covered in earlier sections) related to the affiliate products you will sell.

2. Creating an opt-in form that converts.

The first part is relatively easy if you’ve been paying attention. We’ve already covered product creation, so we won’t get into that again. So, once you have the ebook or course ready, what you need to do is offer it as a special bonus to people that sign up to your list. This is your incentive. Now, you need to present it in a way that garners the most possible signups….

Which brings me to the second part: the opt-in form. You will have already received the appropriate code for the opt-in form from your autoresponder service, provided you signed up with a credible one (like Aweber). But the copywriting part of the puzzle is what drives most people insane. What I suggest you do here is hire a seasoned copywriter to do your dirty work for you.

You can head down to a bidding site like elance.com, getafreelancer.com, guru.com, rentacoder.com etc and post your project (along with how much you’re willing to pay). People will “bid” on your project and you select one based on their past credentials, bid amount etc. The reason I don’t recommend writing your own copy is because unlike ebooks or reports, copywriting is actually a separate skill in itself and is best left to the pros. But if you’re going to do it yourself anyway, here’s a few tips that will come in handy:

#1: Study popular squeeze pages.

This is the number-one tip anyone can give you. If you’ve been an internet marketer for a while, you’ve likely signed up to a few ‘guru’ ezines already. Visit squeeze pages that these experts use and see how they craft their headlines and write their copy. If you have an eye well-trained to observe detail, I guarantee you will learn a LOT.

#2: Make the headline absolutely spectacular.

Your headline should evoke an emotional response from your visitors and practically force them to read further. Remember to emphasize it with bolding and huge font. Also, you might want to make it bright red (or other bright color) as this has been proven to boost conversions.

#3: Keep the opt-in form above the fold.

If you don’t know what a “fold” is, it refers to the visible area of a page without having to scroll down. If the opt-in form itself is anywhere below the fold, you will inevitably face very poor conversions, so always make sure it’s visible as soon as someone lands on your page.

#4: Use multimedia.

Look at the kind of squeeze pages that high-profile marketers churn out, and you’ll see that they all have some kind of multimedia on them. I generally don’t recommend that you put large video or interactive flash files on your landing pages because this can take a lot of time to load, and dampen the effect that you will have on your visitors. A better strategy is to use a small but powerful audio introduction (that plays automatically) and then give people the option to view another video presentation.

Once you’ve got all this down, your squeeze page will be ready and all you have to do is drive traffic to it. Since you’ve gotten this far in the course, I won’t have to tell you how to drive traffic anymore. So go get ‘em, champ!

Hey wait! What do I do with the list?!

Ah yes, the list. The first thing you should do is set up your autoresponder to automatically deliver the bonus once a person is signed up to your list. This bonus would naturally contain your affiliate link, so you have a good chance of making a sale there.

But what then? Do you just abandon your prospects once you deliver the bonus? Of course not! Ideally, you would capitalize on this opportunity, and periodically send out a newsletter or ezine to your subscribers. Needless to say, the frequency of your newsletter isn’t nearly as important as the quality. But then again, you should keep in touch with them at least once in a while or you risk losing them altogether.

With that said, I do understand that you won’t be producing grade-A content all the time, and you’ll probably even burn yourself out from writing too much. A good idea here is to bill your list as an “industry news” ezine or something like that. You can then pick up the latest news, product launches, scandals etc from your industry, comment on them, and send out an ezine.

What this does is free you of the obligation to write up articles from scratch all the time. Since you probably don’t have a lot of time and money to invest, you should do things the simple way.

Another cool little trick to use when you send out ezines is to have lots of articles pre-written, and then add them to your autoresponder. You will program it in a way that anyone who signs up to your list will receive these articles at specified intervals when automatically, along with your regular ezine updates.

In the end, the important part is for you to build a good reputation and market presence as an expert in your niche. If you can consistently send out quality newsletters, you will build a relationship with your subscribers; they will begin to trust you and your affiliate promotions.

Additional Tips and Information

By now, you’ve got the basic concepts of crafting a great sales page. Take notes on these
pointers to make sure your landing page is as effective as possible.

Keep it Short

A very important practice to keep in mind when you’re creating landing pages is that your
copy should be as short and simple as possible. Following the K.I.S.S. principal of “Keep It
Short & Sweet” (or Keep It Simple, Stupid!) is key here.
Also keep your copy simple and easy to read. It is important that your visitors are able to
understand what you’re trying to say on their first reading. In most cases, you should be able
to convey one key idea effectively in just one or two lines of writing. Also, you can use
context-specific images near difficult blocks to text to convey your message, as long as they
do not distract from the content.
If you do need to include longer copy, make sure it’s organized properly. Even if you’re in a
very technical industry, and your visitors are used to pages heavy with text, they may not
actually be willing to read them. So, divide any distinct ideas you might have into separate
paragraphs and use highlighting, bolding, coloring, etc. liberally. Provide them with useful
headings, sub headings and bulleted lists. This is a great way of introducing key ideas to your
visitors.

Make your Copy Exciting

Keep your copywriting clear, and write vividly. You should be aiming to write in a light,
unassuming tone of voice. If what you have written is boring or overbearing, what you are
trying to convey will not get through to your readers as you intend it to. You want to make
your visitors excited at the opportunities the product will provide for them.

What To Do When You Simply Cannot Write a Sales Letter?

Try as we all may, sometimes it might just not be coming together properly. You want to
create a sales letter, but you just can’t find the words. You think and think and think but to no
avail. It’s a really annoying situation and can happen to anyone, anytime–even the best of us.
However, there’s a great way to get your creative juices flowing.
Ask questions
Are you really in tune with the product you’re trying to promote?
Let’s suppose you’re selling a treadmill. It isn’t enough if you’re just an affiliate; you really
need to know how it feels to use it. When can you use it? What are the limitations and side
effects? Knowing and caring about the product gives you the passion to tell the whole wide
world about it, to praise it, to love it, to flaunt it.
Next, record the reasons why it’ll help you. Will it make my life easier? Will it add value?
Will it solve a problem? Also, is it too expensive? Is it too ugly, and so on?
List everything. The good, the bad, and even the ugly. You need to find out the why people
will buy this item from you. What is so unique about the product or service?
Once you’re done, all you need to do is take a look at what you have penned down and make
a list of all the ideas you have. List them in order of priority. Then choose the most significant
idea on the list; combine that with what you think is the main motive for someone to buy the
product. Now turn that into a headline.
Let the ideas on the list pour into your landing using subheading or highlights when you need
to stress a point. Soon, your page will have almost written itself.

Final Sales Copy Checklist

Here’s a final checklist of the most important copywriting guidelines that you should always
keep in mind when writing sales copy. It helps to read it now, and maybe once you’ve
finished the sales copy, come back and check through it again to make sure your work is the
best it can be.

• You must always target the wants, needs, and desires of your prospective clients.
• Avoid the crowd mentality. Write to specific people. You should write to a real and living person. Write the copy as if you’re writing to one friend, not to thousands of people.
• Research your prospective targets until you know everything about them. How do you target a specific group of people if you don’t know who you’re selling to? You must realize your market’s wants, desires, and aspirations. You must know what motivates them and what doesn’t. Once you know that, it will be far easier for you to write a killer landing page that converts visitors with ease.
• People buy benefits and not features. You should begin by distinguishing the benefits from the features. The sales letter should be able to influence your reader to buy your stuff based on the grounds of what benefits the product/service derives and not based on its features. It is the benefit the buyers buy and not just the feature in isolation.
• Hook your readers with the first line itself. Your sales letter should be crisp and catchy. The headline should not just make the reader read the first line but also continue with the rest of the landing page.
• Provide the reader with specific and relevant information. Don’t go around in circles explaining the product. List specific benefits, especially in bulleted points and tell them how their life would be easier with the benefits that are being offered.
• Write in a conversational tone. The basic aim of your sales letter is to sell. To serve that end effectively, it must be written in a conversational tone. Always talk directly to your prospect. Lose any embellishments. Nobody is grading your literary skills; just your salesmanship.
• Appear unbiased while writing your copy. People hate to be cornered into buying by salespeople. They feel cheated even if, in actuality, they are not. Therefore, if your landing page manages to convince them that your basic intention is to help them find the perfect solution to their problem, your job is almost done.
• Test your landing page. Try and ask yourself, if someone was writing the same letter to you, would you be convinced enough to spend your hard-earned money on it? If not, improve it until it feels right. Then put it out and test it. Constantly reapply and improve upon your results.
• Be sure to groom your landing page. I’ve said it already: appearance matters. Use user-friendly fonts and templates that will make it visually appealing. You can use bullets and highlighters to break the clutter. Include relevant images occasionally to keep the reader interested.
• Tell the reader precisely what to do. What do you want the reader to do next? Does he have to enter his details into a form and sign up to your list? Or does he have to place an order? Or call for more information? Schedule an appointment? Eat a hamburger? Notify him accordingly. Don’t ever presume he knows. It’s amazing how many landing pages fail to take the visitor by the hand and lead him through the sales process.
• Use a P.S. or P.P.S. In this area, you’d want to include the three or four most important selling points from the entire copy. Almost everyone reads P.S.’s so make use of the real estate available to you.

Conclusion

By now, you’ve read a whole bunch of information. It’s probably overwhelming, and seems
like a lot to absorb by now. Hopefully you’ve been able to take some notes, or at least
remember the key points of this guide. Go back and skim through the guide again, re-reading
any sections that you don’t entirely remember.
As with all aspects of Google Cash Revolution, you can improve on even the best version of
your sales letter by referencing the information located in the “Split Testing & Analytics”
component of this system. Aspects such as the headline, P.S. boxes, benefits, and layout can
all be tested to find the best performing variation.
Details such as font size and color, product images, background colors, and so on make a big
difference as well. Those details are listed in the “Landing Page Design” component.
I can guarantee that if you follow all of the advice in this guide, and keep testing and
improving upon your copy, you will be able to achieve double-digit conversion rates in no
time flat. Best of luck in your ventures!

Making the Reader Want Your Product

Creating desire for your product will naturally happen if you properly highlight what the
product will do to better their lives, and provide substantial evidence to support your claims.
It’s important to remember that every word and every sentence in your landing page is
important. If you let your reader’s attention stray even for a moment, they will quickly lose
interest. You need to hold their attention continuously, while making your case for the
product or service you’re promoting.
One good way to do this is by starting off with an exciting story that ties directly into the
product’s benefits. If you’re doing this, I recommend that the person in the story be you, and
not a friend of yours, or someone you once helped.
For example, if you’re promoting an acne cream, think of what your target visitor’s life might
be like. She might be a teenager who never gets much attention because of her acne problem.
Maybe some of her friends constantly make fun of her, or she’s picked on constantly. It might
not be a good idea to bill yourself as a teenager, but there’s no reason you can’t be someone
who had the exact same problem three years ago and vowed to come up with a perfect
solution to it, for the benefit of everyone like herself.
In this situation, you would be allowing the reader to relate to you personally, while giving
extra attention to the problems associated with acne. You’re aiming to agitate their pain by
discussing how embarrassing acne is, how it dampens their social lives, and so on. Then you
reveal the solution to the reader (which is to use your product).
Keep in mind that as you write, you aren’t selling a product; rather a benefit or set of benefits
to the buyer. Nobody is interested in buying “face cream”, instead, they are interested in
buying what the product gives them, which is clearer skin.
When a person buys a Rolls Royce, they aren’t buying transportation or a “car”, they’re buying
the feeling the car will give them, and the prestige they get from owning it. Nobody whats to
buy tooth whitener, instead, they want to buy white teeth and the good looks they will get
from having those teeth.
We touched on this a bit before, just remember that people are buying benefits of the
product, not the features of it.
Can you imagine how well a product would sell that gives people the power to make $2,500 a
month just for a few hours of work? What about something that gives the reader the perfect
relationship that they’ve always dreamed about? If you boast benefits like this, and provide
evidence that the product you’re promoting can do this for them, you will have an incredible
number of sales.

Attracting the Attention of Skimmers

In a perfect world, every person that visits a landing page would read the entire page, start-to finish.
However, you probably know from personal experience that is rarely the case.
Most of your visitors merely skim a letter before deciding if they want to read further or place
an order. With a few techniques, you can attract the attention of skimmers, and draw their eye
to exactly the details you need them to see. When this is done properly, you’ll make sales
just from people skimming the page!
Doing so is quite easy. As people skim your page, you just need to emphasize key comments
and sentences to attract their attention. You can do this by placing subheadings (with a larger
font, different color scheme, etc.) throughout your copy to break up the text, plus emphasizing
phrases with bold lettering, bigger font, coloring, and highlighting.
However, ensure that you don’t overuse these elements. If you emphasize too much of your
copy, not only does it look unprofessional, but the emphasis is actually lost. As a rule of
thumb, one item per paragraph or every-other paragraph is a good saturation rate.
Just make sure you are emphasizing the proper elements of the page. What a skimmer might
take in from just reading the emphasized elements of a several-page-long sales letter is similar
to a bullet-point list of facts. Just in skimming the page, they can take in several benefits of
the product (including the “key benefit”), the proof, the guarantee, a testimonial or two, and
the button that shows them how to order.
This is all many people need to see before deciding to purchase! If they they decide they want
more details, there’s a lot more content for them to read.

Using Bullet Points

Bullets are amazing, because they cater to just about any type of audience that you want to
target. They provide emphasized benefits for skimmers with short attention spans, as well as
easy-to-read content for people who are taking the time to read the entire landing page..
Nearly every successful sales letter you come across will include bullets which highlight the
features and benefits of the product or service. Bullets may be simple, but they can be a very
powerful selling feature.
If you simply placed the entire list of features and benefits within regular paragraphs, only
those few who are reading every word of your page would catch them. Skimmers would
entirely glance over them, and they might not sink in for those people that do read them.
Much of the selling in your body copy happens within your bulleted lists of benefits. Often,
you may see a very successful sales page that has one, two, or more straight pages of bulleted
benefits. As odd as it may look, it can do a great job when used with a product that has a ton
of various benefits.
This is the part of the landing page where you are really able to stir desire in your prospect as
he can see what your product will do for him. The bullets are so important that you should
spend a great deal of time crafting this list of benefits. Indeed, you can consider each bullet a
mini-headline where you use your “power words” and promise a benefit in each bullet. If you
list a feature of your product, try to weave in a corresponding benefit.
If you’re creative, you can come up with a lot of benefits for almost any product. If you’re
promoting an ebook or report, one feature is that the report might be short, perhaps only 40
pages or so. The benefit is that it’s a quick and easy read for busy people – no fluff!
In addition to weaving together benefits and features in your bulleted list, you’ll also want to
arouse curiosity whenever possible. You can have a bullet that looks something like this:

• See Page 87 to Discover Which Diet Aid Doctors Everywhere are Calling the ‘Miracle Fat Burner!’

The reason the above bullet works is because it’s specific (see page 87); it uses power words
(“discover”); it’s backed by an authority figure (doctors); it uses social proof (“doctors
everywhere”); and it arouses curiosity.
If you were looking to lose weight quickly, chances are a bullet like this would certainly
arouse your curiosity and push you to buy the report. Think about the product you’re
promoting and how you can create benefit-packed statements and bullets that create desire
and arouse curiosity.
Essentially, you should write a lot of bullets and then choose the best ones. Here are some
more tips for writing great bullet points:

1. Each bullet point should highlight only one thing about the product.
2. Keep the bullet points short. You do not want to do a long drawn explanation. That is the job of the rest of your text. Just keep it simple.
3. You do not have to write perfect sentences. You can use fragments to say what you need to.

Getting Readers into a Buying Mood

Here’s one of the biggest secrets to create compelling copy: people buy because of their
emotions, and then justify their purchase based on logic. People don’t buy a Rolex because it
keeps very accurate time. They buy Rolex watches because of the prestige that comes along
with wearing it.
It is the emotion that makes him want the watch, and ultimately what makes him click the
order button.
It’s this way with every one of your prospects, no matter what you’re selling. You need to put
your reader in the right emotional state. Make them get emotional as they envision using your
product.
And then, mention the more technical features of the product too, so that the logical portion of
their brain can justify the purchase.
For example, let’s look at a cookbook. Logically, you’d buy a cookbook so that you have a
variety of meals to serve your family. However, emotionally, there’s a part of the prospect
that enjoys the praise she imagines receiving after cooking a particular delicious dish.
Keep this in mind as you craft your letter. Your goal is to get the prospect to imagine
themselves receiving the promised benefits of using your product, and whatever emotions
they’ll feel as they do so.
As you make your case and put your prospect into this emotional buying mood, be sure to
give the prospect enough factual information so they can back their buying decision up with
logic.

Proving Your Case

At this point, we’ve covered how to craft a landing page that pulls the reader into the copy,
right down to your list of benefits where you make them want what the product can do for
them. And then, you know how to get your visitors into a buying mood and make it easier for
them justify their purchase.
However, there is one issue that still needs to be addressed. Anyone can say anything on the
internet, and no matter how realistic your claims sound, most people will not believe you until
you prove your case to them.
As you build your case you need to do the following things:

• Prove your case using facts and figures
• Be specific to increase credibility
• Provide testimonials (even if you’re an affiliate).

As far as facts and figures go, consider some of the examples you see in TV commercials:

• A popular chewing gum advertisement says “four out of five dentists prefer this brand of gum.”
• Aquafina recently created a television commercial that talks about how many times they filter and purify their water.
• Dove soap talks about having ¼ moisturizing cream in it, and being 99.9% pure.

All of these are good examples of using facts and figures to talk about your product. You can
talk about facts directly related to the product, or you can talk about a measurable change
people experience when they use the product (ex: “95% of people who followed this diet lost
10 pounds in two months).
As an affiliate, you can often get facts and figures such as this from the affiliate program’s
website.
It’s also a good idea to use some sort of case study where you share specific, measurable
results obtained by users. Ex: A study by the XYZ Institute of Technology found that over
70% of all toy poodles contract <abc> disease after the age of 7 etc. This is a fictional
example, but you have to be careful to provide only real, verifiable case studies or
experimental results as proof of your claims.
You can also add credibility to your landing page by using odd numbers, which seem more
believable.
Dove example that they claim to be 99.9% pure. For all practical purposes they could call
their soap 100% pure. But Dove chose to say 99.9% pure, as that’s a more believable and
credible figure.
Let’s suppose you’re selling something to an internet marketing audience. Instead of saying,
“you can make up to $1500 in your free time,” be specific and say, “you can make up to
$1567.33 in your free time.” The more specific the number is, the more believable it is.
Finally, one of the very best ways to prove your case is to provide testimonials from others.
As an affiliate marketer, it can be pretty hard to gather actual testimonials from people
who’ve bought the product you’re promoting. But there are a few things you can do to easily
get real testimonials:

1. Pull testimonials from the merchant’s sales letter. Most merchants won’t mind your using the testimonials on their sales page to promote the product. You can also add something to the effect of “actual, unsolicited testimonial from merchant website”and everything should be fine.
2. Ask your list to send in honest testimonials in exchange for a bonus. If you have a list already and you’ve sent out a product recommendation, you can offer a free bonus to your list in exchange for an honest testimonial from people who’ve bought the product.
3. Offer rebates. If you don’t have a list, or would like to get testimonials from people
   who aren’t on your list, there’s an easy way to track who has purchased the product.

What you do is set up a separate landing page that offers cash rebates to anyone who
will buy the product from your affiliate link. Then you create a form where people
who’ve purchased from your affiliate link can come back and enter their receipt
number into. When they do this, you’ll also have them enter their name and email
address. Then, they will receive a cash rebate on the product that they purchased. A
few days later, you can contact them and ask if they’d be willing to send in a
testimonial (in exchange for an awesome bonus like in the previous technique).
Once you get enough testimonials, you should put them on your landing page immediately
following specific claims.
For example, let’s suppose your landing page for a diet e-book talks about how many
pounds people can lose using your program. Immediately following this claim, you can
use a testimonial that supports it–specifically, where a past customer talks about exactly
how much weight he/she lost in what time frame.

Overcoming Objections

You’ve created an attention-grabbing headline; you’ve opened with a brilliant lead-in
paragraph, you’ve provided many benefits to the product, and packed in a killer guarantee.
And yet as the reader goes through your copy, he/she is bound to have preformed questions
and objections. If you were in a face-to-face sales situation, it’s easy to handle these
objection,s because you answer them as the prospect raises them. It’s a little more difficult in
writing, since you have to anticipate and address their objections.
However, with the right sales copy, you can defuse any negative feelings they might have,
and make them eager to purchase your product!
For example, if you’re trying to promote exercise equipment, one objection that is likely to be
raised is, “Will this fit in my home?” To that end, you need to tell the reader the exact
dimensions of the equipment, as well as mention its space-saving design.
The most common objection, however, is usually price. To counter that objection, you can
take the price down to its smallest increment. Being an affiliate, maybe you can offer rebates,
but there isn’t much else you can do to affect the price of the product or service. What you
can do, however, is present the cost in a way that makes it look much more attractive.
For example, instead of saying that a service is $27 per month, you can say that it costs just
90 cents per day–less than a cup of coffee at McDonalds!
Another way to effectively present the price is to use decreasing figures. You’ve probably
seen something like this used on a television infomercial. Here’s an example:
“What would you expect to pay for something like this? The product itself, with my $500
worth of bonuses, and your exclusive access to my database worth $399, you would normally
pay $1,200 for this package. However, with this special limited-time offer, I’m not even going
to charge $500. In fact, you won’t pay $350, or even $100. Order right now, and you can get it
for only $59. But you have to order right now.”
Your target market will have its own unique set of objections. For the best results, talk to a
few people from your target market and try to sell them your product. Take note of what
questions they ask you. If even one or two people ask a question, chances are others in your
market will ask that same question as they read your copy. You can also participate in related
forums and see what objections seem to constantly pop up whenever a commercial name is
brought up. Then counter these in your landing page with appropriate benefits.
If you don’t want to take that much time, you can feed off of what is already on the affiliate
owner’s sales page, but it helps to do you own research.

Using a P.S.

If you’ve been reading sales letters on the internet, you may have noticed that practically
every one of these has a P.S. down at the bottom. You may also see a P.P.S. after that, and a
P.P.P.S. after that. This is because every good copywriter understands the importance of a
P.S.
The P.S., short for postscript, is a little tidbit at the end of your copy. Unlike in letters you
write to your friends or family, the postscript is more than just an afterthought when it comes
to sales pitches online. The P.S. is usually a short paragraph which summarizes your copy and
makes sure the most important parts are reiterated.
Also, the P.S. is your last chance to ask for the order. The P.S. is something that you shouldn’t
skip, and it’s something that should be given some effort. One of the reasons that a P.S. is so
important is that everyone will read it. People read the P.S. because it is at the end; it is short
and straight to the point. In here, you need to talk about how the reader needs to order right
away. Tell them again about any special features or offers. Make the P.S. seem like something
very important.
If a person has not made the purchase by the time they get to the end of the landing page, your
P.S. has to be great to get them to go back and hit the buy now button. Your P.S. has to speak
to them in a way that the rest of your copy doesn’t. However, regardless of this, it is very
important that it should never seem desperate. Your readers shouldn’t see it as a plea, but
rather as you not wanting them to lose out on this great offer.
The trick is to list out the 3 or 4 most important points of your landing page and create a
heavy sense of urgency in your P.S. It should be very short and very concise.
Here are some examples of good P.S.’s:
P.S. Don’t forget that when you buy now, you will get a special bonus with your order. You
don’t want to wait until the special bonus offer is gone. Remember, only the next 23 orders
get this free gift!
P.S. This offer is good for only a limited time. You have only 3 days until this special price is
gone forever. Don’t hesitate; order now!
P.S. Remember: you get the 90 day money back guarantee with your purchase. If you are
unsatisfied for any reason at all, you can get your money back with no questions asked. You
have nothing to lose, so order now!
These examples create a sense of urgency and they help remind the customer why they need
to buy today and not give it a second thought.
Of course, with the product you’re promoting, you can be more specific and make the P.S. a
little more detailed. Additionally, you can break up the information with a few more P.P.S.’s
if need be.
Also note how key points of the P.S. are in bold or underlined. Skimmers almost always read
the P.S., so having details emphasized will cater to them.

Creating the Sales Copy

That’s about all of the theory we’re going to cover ahead of time. As long as you’re trying to
think like your target customer, and picture exactly what situation they are in, you’re ready to
dive right into crafting the sales copy.

Let’s now look at the actual process of writing copy. This is the most important part of the
course, so ensure you read it thoroughly. You might even consider taking notes, and
skimming this section again once you’re done to make sure you didn’t miss anything. Without
further ado, let’s begin digging into the sales copy.

Any well-written sales letter roughly follows the following layout order:

• a. Headline
• b. Sub-headline
• c. Greeting
• d. Lead paragraph
• e. Body
• f. Closing

If there is a logo or graphics you have or plan on using, place them landing page only if they
are really pertinent to what you are offering. It’s important to remember that you are not
selling your logo, but the benefits of the product and what it will do for your customer. Any
images on the site should not be flashy, and shouldn’t draw the reader’s attention away from
the sales copy. The words will sell the product, not the pictures.

The Headline

The headline is the most important part of the entire sales letter.
If it doesn’t do its job, which is to immediately capture the reader’s attention, the rest of your
landing page is worthless because chances are good that it won’t be read in the first place.

Your headline isn’t meant to sell the reader on the product, however. That’s what the rest of
the page is for. The headline is simply what you use to grab the reader and pull them into the
rest of your copy.

Ideally, the headline should be less than 30 words long. It should be catchy, it should grab the
reader’s attention, and give them a general feeling of what the landing page is all about. The
job of a good headline is to list the product’s most important benefit, and often to make a
solid guarantee.

Most products will have many benefits to the reader. The key here is to identify the single
biggest benefit associated with the product you are promoting, and promise this benefit to
readers if they keep reading.

In order to know what your biggest benefit is, you also need to be aware of what is important
to your target market. For someone looking a credit repair book, for example, the biggest
benefit would obviously be improving their credit score. A great key benefit for an anti-aging
cream might be to “Look 10 Years Younger Overnight!”.

In addition to figuring out what’s important to your prospects, you’ll also want to consider
some more “universal” wants of people. For example, people want quick and easy solutions
to their problems. Words like “Free”, “Fast” and “Easy” always grab attention.
Also keep in mind some of the other power words that you can use to stop people in their
tracks. The word “You”, for example, is a very powerful word. It shows people how
something directly relates to them.

Additionally, words like “new,” “introducing,” and “break-through” tend to capture plenty of
attention. People like to be on the cutting-edge and have the latest-and-greatest.
Words like “secrets, “revealed” and “discover” are also very powerful words to use in your
copy. Most people want to feel like they’re about to be told something nobody else is aware
of.

Here’s a list of a few other proven “power words” that tend to be quite effective in attracting
attention and building interest:

• Breakthrough
• Discover
• Discovery
• Easy
• Free
• Guaranteed
• Hidden
• Incredible
• Love
• Master
• Money
• New
• Powerful
• Profits
• Proven
• Results
• Revealed
• Scientific
• Secret
• Shocked
• Shocking
• Ultimate
• Uncovered
• You
• Your

At this point, now that we have covered some basic headline-writing techniques, let’s jump
straight in to creating the headline. The best way to start out is not simply to write a headline,
but to write as many headlines as you can think of, then choose the best one from the list.
Since this is the most important part of your landing page, it only makes sense to spend a
good amount of time crafting the very best headline you can.

If nothing else, the additional headlines can be tested using multivariate testing techniques to
enhance your landing page’s performance (see the component titled “Split Testing &
Analytics” for more information).
For our example product, let’s use a cosmetic wrinkle cream. The product is designed to help
users smooth out laugh lines, eliminate crow’s feet, wrinkles, and so on. Perhaps you’d start
out with a headline like:

“Here’s How to Eliminate Crow’s Feet and Laugh Lines.”

This is far from a killer headline, but it has got to start somewhere. Reading this headline, the
first problem we can see is that it only lists a feature associated with using the cream, and not
a direct benefit to the customer.

To go any further, we need to make a list of some of the benefits of using one of these
creams. Overall, it’s safe to assume that smoothing-out and eliminating wrinkles makes you
look younger. It’s also common opinion that someone who looks younger is happier, more
attractive, and more likely to get attention from the opposite sex.

Using these benefits, we can tweak the example headline into this:

“Here’s How to Eliminate Crow’s Feet and Laugh Lines to Make You Look Younger.”

That’s progress, but it’s still far from a perfect headline. It doesn’t offer a lot of detail, and
doesn’t sound too compelling. Instead of simply saying “younger,” let’s say get more specific
and say “Ten Years Younger”:

“Here’s How to Eliminate Crow’s Feet and Laugh Lines Quick and Easy to Make You
Look Ten Years Younger.”

This is improving, but now it’s long, awkward to read, and the wording doesn’t draw you in. It
still needs work. Let’s improve on it by adding in some of the “power words” listed
previously.

Let’s take the word “Discover”, and the word “Secret” and see what we can come up with.
Furthermore, let’s try to refine “quick and easy” to the specific period of time it might take a
person to apply the product per day.
Here’s what we end up with:

“Discover the Secret of Looking Ten Years Younger… in Just 5 Minutes a Day!”
The headline we get is much more compelling, the wording is smooth, and it is very easy to
read. Let’s brainstorm a few more while we’re here:
“Here’s an Anti-Aging Cream that Makes You Look So Young and
Beautiful that Your Husband will Call You his Trophy Wife!”
“In Just 21 Days from ?ow, You’ll look so Young that People
Will Mistake Your Teenage Daughter for Your Sister!”

The key here is to come up with as many headlines as you possibly can before you quit. No
matter how silly and idea may sound, go ahead and write it down anyway. You can always
toss it out later.

Types of Headlines

We’ve looked at the core process of writing a good headline, but there are actually different
types of headlines. I’m going to describe the most common of these below, and although
some of them work best for specific products, you can use any of these in your copy –
regardless of what market you’re targeting, or what you’re promoting.

• Direct headlines. This type of headline is blunt and straight to the point. The reader should clearly know what is being sold and what the great offer is just by reading the headline. This is the type of headline we’ve been providing examples of so far.
• Indirect headlines. This type of headline raises a question, which can then be answered by the body of the sales letter.
• News headlines. This type of headline is laid-out like an announcement, like something you might read in a newspaper. For example: “Attention: Toy Poodle Owners! Groundbreaking New E-Book on House Training Promises To Discipline Your Dog in Just 2 Weeks or Less!”
  ‘How-to’ headlines. This type of headline is very popular. It works well at selling almost any type of infoproduct. Basically, the headline starts with the words ‘how to’ and goes on from there.
• Question headlines. Since you’re making landing pages, most of the people land on them after clicking on an ad of yours. This clearly means they have a burning problem or a question that they’re looking to have solved. A question headline attempts to reflect that exact same question that is going through the reader’s mind. Ex: “Who Else Wants to Make $1634.27 Every Week, Working Right from Home with Zero Investment?” This creates an “intuitive” feel and intrigues your visitors to read further.
• Command headlines. This type of headline basically tells the reader to do something. The trick to this type of headline is to use strong words that will trigger action in the reader. Ex: “Quick! Sign up to my “Poodle Master” list right now and get free instant access to over $400 worth of poodle-training material absolutely free! Only 4 slots left!”.
• Numbered headlines. These are usually relatively easy to come up with. Numbered headlines are basically meant to highlight a certain number of things the reader will learn or benefit if they read on, for example: ‘Here Are 5 Top Secret Ways to Lose 10 lbs of Belly Fat In 2 Month Or Less!’

Headlines should be printed in very large print (the largest font size on the entire landing
page), and should avoid being too long. The headline of no more than 30 words should fit in 2
to 3 lines.

The Sub-Headline

The sub-headline is optional, but will usually increase sales when used properly. It serves as a fill-in between the headline and the opening paragraph. It’s printed as a line or two of smaller font directly below the the main headline. The sub-heading is an extension of the headline.

The sub-headline doesn’t have to be as bold as the headline, since the headline needs to be the most noticeable statement on the page, but it should still grab the reader’s attention. Your goal here is to make the subhead as catchy as possible. It’s a note that grabs further attention and gives a hint that there is much more to come if the visitor will just continue reading.

To write a good sub-headline, think of it as a headline with a very specific point. The subheadline can provide more information regarding what the headline detailed, or it can be a very general statement, such as “Attention Toy Poodle Owners!”.

The Greeting

Below the headline, the sales copy should immediately open up with the greeting. At this
point, many copywriters let readers know who is writing the letter.
You’ll see notations like “From the desk of Alex Smith”. Sometimes the marketer will display
their picture here as well. Doing so is a great technique, since allowing the visitor to see who
is talking to them rapidly builds a great deal of trust.
Of course, this technique should only be used if you have a professional photograph that you
look nice in, that goes well with the product you’re selling. If you’re 16 years old and trying to
market a product teaching people to buy-and-sell real estate, you might do more harm than
good by posting a picture, since people would be more likely to trust someone who looks like
they have decades of experience in the industry.
The next component of a good sales page is often the salutation or greeting. It’s best to use a
salutation that identifies them as part of a specific group and captures their attention, such as
“Dear Internet Marketer” or “Dear Soccer Fan.”
It’s not a requirement to open your landing page like a letter, but it is a solid method to use.
You may instead opt to simply jump right into the body of the page, and that’s fine, but do try
to included at least a few paragraphs within the sales copy laid out like a letter from you.

The Body

This is where all the selling takes place. The headline, as you know, is a primer to the body of
your landing page copy. While the headline’s job is to generate attention to what you’re
saying, the body’s job is to capitalize on that attention to begin producing interest in the
product.
Essentially, the body copy has the following objectives:

• Use the same tone as the headline and elaborate upon it.
• Detail the benefits of the product, and if possible, offer proof of the claims made in the headline.
• Provide some details about the features of the product.
• Build credibility in who you are, and what you’re saying.
• Eventually, create a craving for the product being promoted, and make the visitor want to buy it.

The Opening Paragraph

The first part of the body copy is your opening paragraph. Ideally, this should be short and
concise. The first sentence and paragraph should be very easy-to-read.
If you haven’t used a direct headline with a big benefit in it, do so in your opening paragraph
– preferably in your first sentence. This is where you will begin to make the reader see why
he or she must read the rest of the copy and ultimately accept your offer. In fact, when done
right, the reader will be excited to read the rest of your sales copy!

Your starting paragraph is going to highlight the problem the customer is facing. It is going to
bring the focus to the benefits of the product and why the reader’s problem can be remedied if
they just take the right steps. Anything you say in your starting paragraph will later be backed
up by other areas of your copy. In many ways, it’s like a more detailed headline.

You should also aim to build a rapport between yourself and your reader in the lead
paragraph. Here are some basic rules to keep in mind as you begin to write it:

• Keep it conversational, focused and simple.
• Make it a one-paragraph story if you can. People relate well to stories. Stories have a way of drawing people in and making them feel “at home.” You should be able to evoke some reaction in them that makes them nod in agreement. It is a key sales tactic to get the customer agreeing — because once they start agreeing, it is easier to close the sale.
• Keep it very relevant. It should have a basic point to it that is clear. Don’t ramble on and confuse your visitor.
• You can also try answering a question. If your headline asked a question, your starting paragraph needs to provide the answer to that question. You can explain the situation, ask further questions, and then explain how the product you are promoting can help.

There is no rigid formula to a lead-in paragraph, and a think-outside-the-box approach can
work, but your landing pages will produce better responses if you follow these rules.

The Rest of the Body

After your visitor is done reading the lead paragraph, he will be very curious in the rest of the
copy. This is what you’re going to capitalize on at this point.
The rest of the body contains your sales pitch that’s backed by statements which emphasize
the features and benefits of your product, testimonials from satisfied users and other forms of
proof (such as screen shots of earnings, documents supporting the claim, clinical trials, etc).
You can also include additional sub-headlines throughout the body that emphasize other big
benefits, a guarantee policy (this is critical), and finally a call to action and an order button.
We’ll talk about these components in more detail shortly.

The aim of the body is to leverage your visitors’ interest (already grabbed by your headline),
pull them into your letter, and keep them reading until the call-to-action, where they can place
their order.

The Guarantee

Any product must have a great money-back guarantee, or you will miss out on a vast number
of sales. The money you will have to return by making good on your guarantee is nowhere
near as much as you will lose by not having a guarantee.

It’s good to hype the guarantee as much as possible. “Remember, you have a full 30 days to
return this, for any reason at all, and I’ll give you every cent of your money back. In fact, I’m
even going to let you keep my bonus product just for trying out the system!”.

30 days should be considered the bare minimum. Many people only offer a return period of
this length, thinking it will reduce returns. Surprisingly, return periods of 60 or 90 days often
provide a lower return rate. If someone intends on returning they product, they don’t feel the
rush to return it right away since the return period is so long. Then, by the time 60 or 90 days
rolls around, they have often forgotten about it.

No matter what the length of the return period, a guarantee is a requirement.

Introduction

Welcome to the Persuasive Copywriting section of the Google Cash Revolution system. This
is the component that actually teaches you how to take words on a page, and use them to
make a customer want to buy the product you’re promoting.

It’s often thought that a product can be sold by simply listing its features, and if it is
something that interests the customer, they will buy it. That is simply not the case.
This train of thought causes people (both online and offline) to miss out on an incredible
amount of profit each and every year. To truly convince the visitor that they need your
product, it takes great sales copy. It’s a myth that any product sales itself–it’s the sales effort
behind the product that makes it sell.

Let’s take a look at the Google Cash Revolution process again, to make sure the methodology
is still fresh in your mind while you read this component of the system.
With the original Google Cash method, profits are made by directly linking Google
AdWords campaigns to affiliate sites. You pay a small amount of money each time someone
clicks on one of the ads, and get paid a much larger amount of money whenever somebody
makes a purchase.

Now, that technique works just fine, and a lot of money can be made off of it. Google Cash
Revolution takes this method a step further, and shows you how to create your own sales
pages (known as “landing pages”), where you insert your own sales copy and then directly
link the customer to the affiliate product when they are ready to order. This allows you to sell
the customer on the product yourself.

If a person visits your landing page using Google AdWords, looks around for a moment, then
leaves, that visitor is not only failing to produce a sale: They are costing you money. You have one shot at converting that visitor to a sale, but with the right techniques, it’s not as
difficult as you might think.

Writing sales material is truly an art, and normally it takes years of practice and experience
to learn what works and what doesn’t work. As a shortcut, you could hire a professional sales
copywriter, but it’s hard to find a good one, and at the end of the day, they don’t care of the
product sells well–they just want to get paid.

To make the most of your sales efforts, you need to write your own sales material.
Thankfully, this guide will eliminate the traditional years of practice you need to become
great at writing sales material. It is based upon proven sales techniques that have brought in
millions of dollars for internet marketers everywhere.

It is designed to work hand-in-hand with the “Landing Page Design” component of the
Google Cash Revolution system. This guide discusses the actual text content that will be
placed on those landing pages. You will find that good sales copy can double, triple, even
quadruple or more your sales numbers (and your profits).
Good sales material not only convinces the reader that they need the product you’re
promoting, it scares them to death not to have it. Whenever you succeed in getting a visitor
excited over your product, and convinced that the world will end if they don’t buy it, you will
get a sale.

Even if you don’t know a thing about writing good sales copy, get ready to take some notes,
because I’m going to show you the most effective techniques out there. You will be able to
compete with the best internet marketers in no time flat!
Some of the information presented here might sound a little complicated at first, and it
might seem like writing sales copy is a complex process. That’s why instead of covering a lot of
theory, we’re going to pretty much jump right into creating a sales letter after a brief
introduction.

Once you get started, you’ll find it’s not all that difficult to craft a great sales letter!

Basic Sales Techniques

We’re pretty much going to dive right into creating the sales letter, and just learn the concepts
as we go–without talking about too much theory ahead of time.
However, before you begin preparing the sales copy, you do need to have a thorough
understanding of the product that you’re promoting. Since you’re not the author of the
product, you might consider purchasing it (if you haven’t already) and testing it out for
yourself.
Either way, to write good sales copy, you need to know the features thoroughly. If you don’t
want to purchase the product, however, you can still craft a good sales letter by feeding off of
the already-written sales copy on the product’s website.

Features and Benefits

One of the biggest mistakes that sales writers make is that they focus on the features of a
product, and not the benefits of those features.
A feature is an aspect of the product you are promoting. “This auto-detailing guide is filled
with detailing techniques” is a feature, but shows no benefit to the customer.
A benefit is how a feature personally affects your reader. It answers the question “What does
this do for me?”.
“This auto-detailing guide is filled with detailing techniques that will give you beautiful,
dripping-wet-looking paint that will make your car the envy of the neighborhood!”, on the
other hand, provides a direct benefit to the reader.
To come up with the best benefits of the product you are promoting, it helps to know who
exactly your target customer is. This can be difficult, but just imagine in your head what type
of person would buy this product, what situation they might be in, what type of life they
might lead, etc.
Often, it helps to think of what friends, family, co-workers or acquaintances you have that
would be the most likely to purchase this product, then focus on what aspects of their lives
make them an ideal customer.
Once you understand who would want to buy your product, you can better imagine the ways
in which the product would benefit their lives.

The 4 Steps to Making a Sale

There’s a lot that goes into a good sales page, but the easiest way to understand the process
that a customer goes through is to think of it as 4 steps. The 4 steps I’m referencing is the
“AIDA model”, which stands for Attention, Interest, Desire, and Action. It represents the
process that goes on in your visitor’s head as he or she reads your landing page.
To make a sale, you need to grab the attention of your visitor, arouse interest, drive that
interest to create desire, and finally persuade them to take the action to purchase the product.
Let’s break down each of the 4 steps, and look at them in greater detail. Again, some of this
may sound complicated at first. These 4 steps exist to cover some basic theory behind a great
sales letter, and while you should go ahead and read them, you don’t have to remember every
single detail. Don’t worry if it sounds overwhelming–we’ll cover it all in more detail later on.

Grabbing Your Visitor’s Attention

Grabbing the visitor’s attention is the first goal of any landing page. If they aren’t paying
attention to what’s on the page, they won’t be receptive to what you’re trying to tell them, no
matter how important it may be to their lives.
Grabbing the reader’s attention is usually done with a powerful headline and sometimes a subheadline.
To do the job effectively, the headline must play on their emotions, or immediately
provide them with the perfect solution to a problem they have been having.
Usually, the uppermost elements of a sales page, such as the headline and the first paragraph
or two of copy, exist entirely to engulf the reader in what you are saying. All you’re trying to
do at first is grab their attention. No effort should be made on selling a product, because any
sales effort at this point will be wasted. In fact, the product ideally shouldn’t even be
presented yet.
We’ll get into more detail on headlines and such at a later time, once we get into creating the
actual sales copy.

Creating Interest in the Product

Once you have succeeded in grabbing the reader’s attention, now is the time to move directly
to the next step: Creating interest in the product itself.
You don’t want to waste too much time at this point. Even though you’ve captured their
attention, it won’t last for more than a few seconds, so it’s critical to jump right into the key
benefits that will make them want to buy the product. This is where the actual body of the
sales copy begins.
In the process of gaining the visitor’s attention, a bold and aggressive claim or promise about
the product would have been made in the headline, sub-headline, and opening paragraph. The
body of the document is where you elaborate on that and create even more interest and excitement.
Usually, this is where a few features of the product are included, along with some useful
benefits. Also, if you can find any testimonials or guarantees, this is the best time to introduce
them.
Creating a interest in your reader’s mind comes naturally, as long as you focus on what the
product can do for them, how their life will be much better because of this product, and how
there is no risk at all for them to try it out. Once you have their interest, they will naturally
begin wanting the product–making a natural transition directly from interest to desire.

Creating Desire

You’ve sparked the interest of your reader and held this interest through much of your sales
copy. You’ve made your case, and by now you’ve even proven it. Desire is a natural
progression from interest. They will start out with an interest in your product, but as you add
more information on how this product benefits them, and how their lives will never be the
same once they have begun using your product, they begin to want it.
Once they have the desire, it’s time to capitalize on it.

Calling the Customer to Action

This is a very simple step, but surprisingly, many fail to take advantage of it. Effective sales
copy has to ask for the sale, rather than assume the customer will naturally migrate to the
order button. Once you integrate this step, you will see a significant increase in sales.
This is usually done by telling the customer exactly how they can order the product, but the
most effective sales copy creates a sense of urgency. “Remember, only the next 25 customers
get the product for this amazing price!” or “Why wait another minute to improve your credit?
Start taking advantage of a great score right now!” are all effective call-to-action examples.
In summary, there are many elements of the landing page that come together to create a very
compelling sales piece. However, these steps are the the start to understanding what goes on
in a buyer’s mind leading up to the point of sale. If you understand these key points, you can
better get inside your target audience’s mind.