Start chasing that ball too early and you're business will never be profitable; wait too long and you're leaving money on the table. How can you manage this balancing act?
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are your sales letters garbage? Find out on today's episode. Today's episode is brought to you by ECM. Rush started in 2008 with one mission to make online competition fair and transparent, with equal opportunities for all. To find out how SCM Rush can help you compete with the big boys. Go to serve no master dot com Backslash ECM rush today. Are you tired of dealing with your boss? Do you feel underpaid and underappreciated? If you want to make it online, fire your boss and start living your retirement dreams now then you've come to the right place. Welcome to serve no master podcast where you learn how to open new revenue streams and make money while you sleep. Presented live from a tropical island in the South Pacific by best selling author Jonathan Green. Now here's your host. When you're first starting out building an online business or any time to small business, you often have limited funds you want accomplish as much as possible, spending a little possible so you can get to the black as quickly as possible. I've seen so many ventures that start out with a great deal of money crashes burns because they're not responsible. If that money when you have a a massive amount of money 25,000 $50,000.100,000 dollars you know it's cautious, but how you spend it and sometimes you can spend on things that take you nowhere. But for most of us were going down that path, we're trying to really build our business in one of the first areas, really hit a wall in a bunch of challenges with copyrighting writing, sales letters, writing e mails, writing opt informs the things that get people to take action. This is where we can start to have a bit of a struggle. And you write that first cells letter and you hope you did everything right. You put it out there and then you have to ask yourself this question, Is this gonna work? Is it doing any good? And the only way to really find out is to by traffic or send traffic and show that sails under a bunch of people. A lot of new people in business are struggling, and so we try to go down the jayvee path, which is where he's borrowed traffic. We talked about that a few episodes ago we talked about Find borrower by traffic and borrowing. Traffic is where you get someone else to send their customers to your sales page. But here's the thing. You only get one shot at that. If you put up an offer and the people start to send it customers to that page And Page doesn't make sales, the page doesn't convert. The page isn't profitable. It doesn't hit the numbers we're looking for. Then you've burned that relationship forever. They'll never give you a second chance. Getting a first chance is really hard getting a second chance. It's pretty close to impossible. And the way affiliates and Gabi's measure the effectiveness is up. Rage is called E P C. Earnings per click. If I'm your first affiliate, the first person you convince you to let me borrow some traps from me bars on my traffic. What I'll do is send an email out to my audience. I'll send email out. Let's S and M 0 2000 people. I then measure how many people click inside that email. Go to your sales page. So if I send 1000 people actually to your sales page that'll be 100% clicks to rate, which never happens. It's more likely that, let's say, 10%. So out of 1000 people have an email to 100 people. Collect the Lincoln going with your sales page. Your conversion rate will be how many people out of 100 baht. So four people make a purchase out of those 100. That means your conversion rate is 4% and that's okay. That's actually pretty good commercial rate for sales page. Not bad. But what's more important is the price. Where you actually charging for your product you're charging $7. That means $28 comes in, so out of 100 klicks $28 you're earning per click is about $2.80. However, that's only if you're giving the affiliate 100%. If you're going to feel it, 50% their own expert Quick is a dollar 40 and they might decide, or they might be someone who's used to making a higher number. And most say to you, Look, your numbers are high enough going to continue to mail. You have to either raise my percentage. Somebody Ernest goes above a dollar 50 or gonna part ways because your conversion rates just too low based on your price. You can also try and raise your price and see if the Confederated States static raise it to $9 we're still converting 4%. Then again, you have a happy affiliate. But this is where we're going to split testing, experimenting. But before all of that happens, you still need to have an effective sales letter. Poorly written sales Leonard can actually converted. Zero. It's very normal for someone's first sales letter for a squeeze page. First efforts. A cop writing to be a Cold heart. Zero. Cooperating is not easy to learn where they're a few tricks and tips that I can give you to make sure that you're not putting out pure garbage. Number one structure is more important than content. A bad sales letter bad words written in the right order will be more effective than good words in the wrong order. If you're not sure what I mean, Imagine you're watching an infomercial and it starts off saying 1995. Wait to see what we're selling, and then it begins to tell you about the product that infomercial won't do very well. They show the price at the wrong time. What if the mistake was even smaller? 1995. You can get everything you see here. In fact, we're not gonna charge you $100. We're not gonna charge you 80 docks. I'm gonna charge you $50. Wouldn't feel weird if they did that price drop technique after already knew the price. Of course it would. And that's only moving things around by about 30 seconds. But that's all it takes to throw off the flow of a sales letter. And they're actually a couple of really good structures and templates going out there for the order of a sales letter and you could find them online. And there's different places and I follow a pretty basic structure. I'm working on putting that structure into a new book I'm working on. So eventually I'll release my but it starts off with the sub headline. Who's this? Four? Attention people with this problem headline, How would you like this solution? How would you like this benefit? Sub headline, Secondary benefit or disclaimer without spending all the money you have. And then you begin to go into your personal story. Here's who I am and why you should listen to me. Here's the problem solving and the benefits for you. Imagine a life like this, and as you float to the story, the structure is very important. So the first thing to look at with the new cells later is the structure of the order of events. The series in which things happen is absolutely critical. You don't have to write from template. Most of my better letters aren't written for a template. Instead, they're written through process of reverse engineering. Reverse engineering is not the same. Plagiarizing. Plagiarizing is very not to come. Stay copywriters, especially new copywriters or new product creators. They'll steal ourselves later. They go well. It's not a book, so I'm not plagiarizing. But in fact, you are doing from cooperators. I'm cool. It's very dangerous because if that copywriter catches you and you'd just stolen two sentences, they can take you to court. Argue those two sentences of the reason you made every single cellmate and they can demand 100% of your profits doesn't happen very often, but when it does, it's not a good feeling. Don't put yourself in a vulnerable position. Reverse engineering is where you look at the structure of a story. It's the same reason that the drum rhythm toe a song. It's not owned. Anyone complain that drummer than to any other song. When someone cop writes the lyrics and coverage, the music of the song that drumming is never included. This is why drummers haven't feel like they get the short shrift. But the beat. It's too common. There's only so many beats. There's only so many rhythms. It's a very limited area, and for that reason it's not considered unique enough. Two defenders argue. No one else could play that rhythm of the drums again, because if we had that role by now, there'll be no more new songs. New songs have stopped about 40 years ago or 50 years ago. There's just not that many different rhythms. You can play with drum kit in the same way the beats of a story are not copyrighted. You could replicate the rhythm of Star Wars if you want to tell a story. In fact, most movies and most books that are trying to do the same thing, that's what they do they start off with you getting introduced to someone in trouble. Then they shoot to another Scene begins where they find someone who's living the life that I really satisfied with or evil step parents. Or they have some type of problem in their life where they feel limited and then beginning on a journey. If you watch a lot of really popular movies, they follow same structure and structures. Okay to replicate because it works. If you look at music, there's actually a company our team in Sweden called Hit Factory. That's what they do. They looked at the perfect structure results, and it could look a song that this will be a hit. This won't be hit. Here's a changing the majority of top 10 songs in the world on a minor C major, almost all in the same key. Additionally, one in every 10 top 10 songs in England has word angels in the title, Another little tip. If you're English, you want to have a big hit. Put the word angel into each of your song titles. That chances knowing these little things allows us to manipulate the odds. But we're working a self letter. What that means is you find a sales letter that's after the same market is yours. If you're after the weight loss market and you're specifically targeting people there trying to lose weight after having a baby, the postpartum weight loss market, if you will you find a similar product that's not quite the same. Maybe what you're providing is a Jazzercise programs or Ah, weightlifting program or a diet. You confined a postpartum yoga weight loss program out there and find their sales letter that's doing well. And then you look at the structure in the same way I began to talk about the starboard structure you look at, what the order in which they say things. How do they start their introduction and you want to take their script and break it down into story beats. And again, you don't want to copy down a single word from their letter. You can start up with saying, you know, personal introduction or benefits or problems, and try to really just narrow down the idea of what they're talking about. Her, the section and sometimes we can break of cells, let her down a simplified Selves letter, like most of mine are 20 sections or less. Sometimes they're just 12 or 13 more simple structures. But if I'm doing a video cells, then a reverse engineer, sometimes they come up with 50 parts are breaking into different parts. You know, there's a part that I call the worst moment of my life, where they talked about the worst thing that ever happened in this type of sales video. This is where the presenter will say, I just had my baby. I was so fat. I thought, My husband's never gonna touch me again. I start having medical problems. The doctor home. I couldn't sleep next to my baby, roll over on top of my child and killed them because I'm too heavy. They start describing the worst things that happen in their life, and that's where they have their moment of revelation. And I called at the worst moment of my life, and at the moment in the story, that's one of the most emotional stories. It's the most emotional moment at the peak of that story. There's other part of the story. We talked about visualization. I began to think, What would it be like to be skinny again and have people look at me again. What would be like, have my husband jealous of the way other men were looking at me again? I began to long for that. Can you imagine what that would feel like? And we're talking about the future, and you call this a future progression or visual ization. There's not the names for it, but the idea is, you talk about things in the future that the listener, the person watching your video reading yourselves, or could imagine happen in their life. If you look at all my sales letters or sells videos, you'll recognize certain components. There's the part where you offer proof or evidence. Evidence of the problem here is how many people gain weight after having a child here. Statistics about having people never lose the wait. Here's how long it takes the average person to lose the way. 70% of women end up £20 heavier after having a baby, 60% them struggle and never lose the weight. These air statistics. So we're using a little bit of science out there. Here's evidence There's a quote from a doctor at the Mayo Clinic. There's that type of evidence you say? Well, why should you listen to me? For most fitness things at the picture of fat and picture of ST Person scheming here is the before and after of me, MME. Or evidence could be pictures of people that have been through your program before. After us. We love those testimonies from people. My husband hadn't touched me in eight months. I went to this program. Now it can't keep his hands off me. You saved our marriage, Kimmy from Arkansas. That's testimonial proof, a type of proof, and that's a section. So as you're designing your letter and you're wondering if your letter is working, you can look for similar letters and see if your structures in the right order. Often the easiest thing to D'oh is to move sections around. This is why most of my sales letter smokes to my cells. Letters on Serving Master start out as long form cells owners. They start over in this text so that, as I'm tweaking them, someone who's coming and look at them and sometimes I talk to coaches are experts. Look at the section with these two sections are out of order. Here's the shift you need to make and moving. The section room's quite easily, and sometimes you can move the sections around. You'll find that your new version ourselves letters better and, of course, their software that will do that. So the first thing to look at when you're wondering if yourselves letters were gonna work or not? It's the structure. The second thing to do is find a good structure out there that's working the third element to see if your cells under its garbage or if it's cold, this look at your proof. You can never have too much proof. In fact, with most of my sales letter, I start out with just proof. I'm currently riding that Kendall's Life for Sales letter. I've written some sections of them. All I really have done it gathered proof and some My proof has changed. I'm gonna do some tweaks, but before I write any words like organizing structure of the proof, that's everything to me. Proof, proof, proof. That's why I run Reviewer contest. That's why I do everything I can to encourage a reward people for feedback. That feedback turns into that type of social proof evidence. It's only one type of evidence. We also want to see evidence of paychecks and direct deposits and life changes. This is why, in the eighties, every time you saw late night commercial was a man standing front of a boat with two beautiful women. Extra would see what kind of boat must be really successful. And two women, those women were only hang out with that guy. If he was rich, he must be rich. So we look for the couture amounts of success. When I first got an inner marking, there was a particular guy that everyone would say, Oh, that guy's the best. If you can get him to promote your business, your life is gonna change. And I saw the guy that event once and I said, Are you sure about that? Because he's wearing $10 jeans. It's not wearing expensive clothes. The next day we're suit that looked like is about 30 years old and everyone said, No, no, you're wrong. He just dresses like that. Just a fashion. I said. I don't know. Those jeans don't look old, and they also don't look comfortable. And then several people I know did business with the guy and nothing came of it turned out that his business had died a long time ago and so noticing these little things. Not me being judgmental, especially when you're dealing with your business. You look for a little clues that you should or should not do business with someone. This is why sometimes we have toe dress up Justus. Though we're going on a first date in business, we do the same thing. People look for those secondary things I could talk about living on the beach all the time. If you're listening to this, which, of course you are. You can hear the birds around me and might even really hear the ocean in the background. I try to limit the background noise, but I live on the beach and there's so many wild birds. And there's such a beach environment that it's hard to hide. Recently, someone asked me to record a video. They said You have a green screen. I said, Of course not record everything outside. Now, one of the challenges that's very noisy here. It's not always easy to get that quiet recording. In fact, I need to record a video later today for sales process. The 1st 1 wasn't working. We did a full rewrite and have to find a quiet moment, a place where there's no construction. There's no people, so I can do my five minute new video. It's hard to sometimes get that, but people look at the backgrounds of my videos as confirmation that I really do live on the beach. Sometimes I see people that talk about living an island lifestyle, and every single one of the pictures has taken endorse, very suspicious. Those little things add up. That's why you see a lot of pictures of me. In fact, the only places that you'll see pictures of my family or pictures me out doing something isn't my sales letters, because that's the one point place what really matters. That's proof that I really do live a great life like that. Other people would love to leave, too, and I always say that right, you want to follow people, lead a life that you appeals to you or that you desire to be in alignment with and living on the beach. Something that appeals to a large number of people are the freedom of it. That's why I take a lot of pictures Outdoor. That's like shoot videos that door. I record all my audio outside. I could record indoors where there'd be less background noise, but I don't want to be inside. I'll be absolutely honest with you. If I'm recording inside, using my zoom set up, I have to turn off the air conditioner. Turn off the water cooler, turn off all the fans to get a really clean audio sound. And when I do that, it is too hot. I'm in paradise. I wanna be outside. I have never recorded a single section of one of my books in any of my dictations. Indoors I do outside. I'm either sitting at the front of restaurant or sitting on the dock or walking around in between in my front yard. Now I am in the middle of negotiations to take over a house that I may eventually by. That's about 500 meters away from me still on the beach. None of that happens. My recording location will change a little bit, but I'll still be outdoors. I just might be standing on my porch more often, but circling back the elements of your cells letter. If you don't have any proof. You don't make testimonials, you're gonna have a lot of problems. Nobody wants the first person to try something. Another critical element that you'll notice every cell phone. Every offer is a refund period. Look, given refunds is the worst feeling in the world. I hate when some messages me for a refund. It just it's feels bad. There's no that's driving. It feels bad. And you watch all this money that you had just disappear. I want to buy something from you. Go through the entire course, consuming, absorb it and ask for their money back. It's as though you're in a restaurant and you serve someone dinner. They eat everything that we don't like it. I want a refund. We ate everything, but that's life, and that's necessary. Having a refund policy will help you make more sales than not having it. And so depending upon who you are, you do 30 days, six days, 90 days. Some people do 365 days to say, Hey, if you're deciding, not satisfied a year from now, you still get your money back and follow my courses. I do 30 days and for my service is he hired me to ghost write a book or for coaching. There's no refund policy because you're buying time. But if you're just buying, of course a book training. You can return my books to Amazon If you buy a book Crimes on don't like it. You can refund any my courses if you're not satisfied with them, but I work very hard to make sure that doesn't happen. But having that refund policy increased the number of sales I made At first, I didn't have a refund policy. Well, first building serving master. I was like, I don't have time to invest in self some, of course, and deal with refunds. But as soon as I have things a little structured after a few months, I added in the refund policy in the sales began to increase accordingly. People feel a lot more comfortable. They could go. If I buy this. It's not what I'm thinking about is not what I'm looking for. Here is a change. I could make the good thing about a refund policy as well. And in case mine, you have to email me because I have to click the button to refund. I don't have a customer service team. When I get that email, I could find out and say, Well, what was wrong with the course? What was missing? And in fact, someone just didn't refund on me. It was very nice about it. To make up for the refund, he did a great review of one of my other products and I said, Well, what were you expecting? What was missing and actually his feedback. It's going to become the next product I create. Feedback could be very, very, very valuable. And so there's a benefit to having a refund policy to in the end. And it's a critical component of a sales letter. We go throw. The sparks is always different components, so when you're creating yourselves, letter makes you have the right structure. Look at the beats of the competition. Look at the components, see if you're missing a particular component. If there's no picture of you, if there's no pictures of success, if there's no proof that there's no testimonials, any missing piece and cause a problem just as much as if there's no Bible, sometimes the problem is the price. But usually it's not. If your product or offers converting it 0%. If you send 1000 visitors and no one buys anything, changing the price isn't gonna fix it. It's not a price problem. It's only when you're making sales, but not enough that you could begin to test elements like the headline of the Price. As always, getting a little pea back can be valuable. If you want to email, be linked your first selfless efforts. If you want to send in the things that you're working out, you know that I'll take a look at it. I always do. Answer every email personally, as people often surprised to find out. So I'm happy to offer you that feedback and help you get extra set of eyes that can really help. I've spent a great deal of money on hiring copyrighting coaches to help me overcome these hurdles, to give me a second set of eyes on what I'm working on to let me know what they think of the things I'm working on. It really helps me to get extra of you, and I take the advice a lot of the time, but not always. Sometimes I'll look at something and kind of see what they're saying. I have my own opinion on it and what I then do it split test are two ideas to see which is more effective. But these are things that you could do these airways, that you can improve yourselves letter and having an extra set of eyes having extra feedback. Health. But the first phase is to really try and get it right. We talked about cooperating. Great deal. In the past, as always, I recommend downloading. My ultimate swipe file has tons, tons of amazing classic ads you can copy by hand and see the structure and really get a feel for powerful language of one of the best ways to get good copyrighting really help you improving master this process. But the end of the day, the only way to really get good copies to learn by doing so. Even if you're an absolute beginner and you're riding your first cells under nervous because you've never made a dollar line before, that's okay. You could do it. If you want to take a peek out, send me an email. I'll check it out. I'm happy to do that, and I'm excited about that. And now you know exactly how to check to see if your sales letter it's garbage. Thank you for listening to this week's episode of Serve No Master. Make sure you subscribe, so you never miss another episode. We'll be back tomorrow with more tips and tactics on how to escape that rat race. Head over to serve no master dot com forward slash podcasts Now for your chance to win a free coffee of Jonathan's bestseller Serve No master. All you have to do is leave a five star review of this podcast. See you tomorrow. Thank you for listening. To serve no master podcast. Head over to serve no master dot com back slash podcasts right now to find out how you can win a free copy of my brand new book.