Google Cash Revolution – Copywriting, Attention, Interest, Desire, and Action

January 22, 2010
By Jon

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.

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