Google Cash Revolution – Making the Reader Want Your Product

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.

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