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The page went BALLISTIC when I made...

by The Copy Nazi Banned
14 replies
...an irresistible offer.

Forget the rest of the BS. If the offer isn't something that the reader goes - "WOW! that's insane - I gotta have that!" - then you're dead in the water.

So many times lately I've had people coming to me wanting me to pull a rabbit out of my butt - with a lame offer.

They have nothing. And yet they want me to "do your magic". Often with something that isn't even finished. "The software is nearly there"..."we're still working on the videos"..."we'll have some testimonials soon"..."this is gonna rock Clickbank". Yada yada yada.

Sigh.

Make it an irresistible offer and we're halfway home.
#ballistic #made #page
  • Profile picture of the author Raydal
    Early in my copywriting career I made the mistake of
    taking on some clients that I didn't feel had a great
    product and writing for such projects is like getting a root
    canal. You end up exerting more mental efforts because
    you almost have to create benefits that don't exists.
    (A nice way of saying "lie").

    Then there are the other products that you are excited to
    write for and even when you're done you don't feel like
    you did it justice. Those are the great offers.

    -Ray Edwards
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    The most powerful and concentrated copywriting training online today bar none! Autoresponder Writing Email SECRETS
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  • Profile picture of the author Toniy
    We're talking about Unique Selling Propositions essentially here, right?

    I was in the process of writing the intro to the copy of a product I'll be putting together in the near future (long-winded sentence)... to be told it lacked an edge.

    Essentially all I was putting together was a high quality, comprehensive course on a familiar subject.

    Would it be awesome for the people who read it? Mostly, yes.

    Would it sell? No.

    People don't give a **** about high quality because it doesn't MEAN anything anymore. They don't care about it being 'comprehensive' because it damn well should be anyway, right?

    DESPITE the fact that high quality, and comprehensive should be the only things a buyer really needs.

    Anyway, I went back over it and came up with my hook. Now I'm going to make millions, but it took a while to figure out...

    One person might say in a saturated market, how can you possibly differentiate your offer? I did at one point.

    Now I say, the market isn't saturated and the offers are infinite. Just gotta be a little creative.


    ... I think that was relevant...
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    Madness...
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    • Profile picture of the author The Copy Nazi
      Banned
      Originally Posted by Toniy View Post

      We're talking about Unique Selling Propositions essentially here, right?

      I was in the process of writing the intro to the copy of a product I'll be putting together in the near future (long-winded sentence)... to be told it lacked an edge.

      Essentially all I was putting together was a high quality, comprehensive course on a familiar subject.

      Would it be awesome for the people who read it? Mostly, yes.

      Would it sell? No.

      People don't give a **** about high quality because it doesn't MEAN anything anymore. They don't care about it being 'comprehensive' because it damn well should be anyway, right?

      DESPITE the fact that high quality, and comprehensive should be the only things a buyer really needs.

      Anyway, I went back over it and came up with my hook. Now I'm going to make millions, but it took a while to figure out...

      One person might say in a saturated market, how can you possibly differentiate your offer? I did at one point.

      Now I say, the market isn't saturated and the offers are infinite. Just gotta be a little creative.


      ... I think that was relevant...
      Not really Dude. I'm talking about...you read the head...then the deck...then the first para of the body copy...and you know you want it - you get a hard-on and want it desperately - you can't hit the button quick enough.

      Difficult to do if the offer isn't a killer to start with.

      BTW I can turn you into a Copywriting Superstar in 3 easy lessons - that only cost $47 - and the best bit is - you can pay me after you land your first $20k gig - this time next month! Guaranteed - or Pete Walker, aka Mark Andrews, gets to beat the bejesus out of me - while you watch! How cool's that!!!
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  • Profile picture of the author Toniy
    Point well made, my mind totally has an erection now from reading that offer.

    Alright I went off-track while I was writing the last post, I got distracted... I've just gone through a course with another marketer and the concept of 'the offer' just confused the hell out of me... I knew what it was BEFORE I took the course, then I took the course and I didn't.

    Now I gotta re-learn it :p

    But putting that aside, here's a question then:

    Ray said he used to take on clients who put out products with pretty limited offers... nothing that grabbed you by the balls and wouldn't let go.

    Then you give an example of an offer (Mal) in your post that's every young copywriters wet dream. For the fortune or the violence, I don't know. Both.

    So what makes a bad offer?

    Just that it's been done before?

    In Ray's case, his clients could have re-written with a new edge, a new hook... for example a 'Get Your Ex Back' book would go through a few steps on... how to get your ex back.

    But then you could offer 'Get Your Ex Back Or I'll Hand Pick You A High Class Escort For Your Exclusive Use For One Whole Year'

    And another one 'Get Your Ex Back And Get Her To Bring Her Sister Too'

    How do so many people get away with creating products without an incredible offer? Or is that not our concern as copywriters?

    And whose responsibility is it to find that hook? Ours or the client's?
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  • Profile picture of the author JimmyR
    So what constitutes an irresistible offer?

    I have a product that is (honestly) the best in it's niche, we get told that all the time. The problem is we don't have a large enough presence yet to even come close to the market share of our major competition who have been around a lot longer. Either that, or we suck at copywriting.
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    • Profile picture of the author Steve The Copywriter
      Jimmy,

      It may well be the best but is the offer irresistible?

      You could post the copy and you'll get the experts here to review it and make some excellent suggestions.
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      http://www.warriorforum.com/warriors...right-now.html
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    • Profile picture of the author ewenmack
      Originally Posted by JimmyR View Post

      So what constitutes an irresistible offer?

      I have a product that is (honestly) the best in it's niche, we get told that all the time. The problem is we don't have a large enough presence yet to even come close to the market share of our major competition who have been around a lot longer. Either that, or we suck at copywriting.
      I don't know your product or market, but sometimes having
      the best product and an irresistible offer still won't get you
      knocking off the dominate player.

      This can be due to them having locked in distribution channels.

      Best,
      Ewen
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    • Profile picture of the author The Copy Nazi
      Banned
      Originally Posted by JimmyR View Post

      So what constitutes an irresistible offer?

      I have a product that is (honestly) the best in it's niche, we get told that all the time. The problem is we don't have a large enough presence yet to even come close to the market share of our major competition who have been around a lot longer. Either that, or we suck at copywriting.
      Obviously I don't know your product but if you're having trouble breaking in to an established market you ever thought of making a "Loss Leader"? Take a loss on the sale but capture leads - that become, hopefully, lifelong customers/clients. Then offer them a variation or "One Time Offer" or Upsell.

      "WARNING: endangered species

      Save the Green Widget

      We know you're currently buying and using Blue Widget - and that's a great product. But we've come out with something that we think far superior. Problem is - no-one knows about it. And we don't have megabucks to throw at an advertising campaign so people get to hear about it.

      So we're going to appeal to your "greener side". We're going to try and bribe you - by offering you an "ethical bribe" as it's known in the trade.

      You'll get a great product at a great price and you'll be helping to save the planet as well.

      We're going to take a loss on this new product of ours - "Green Widget" - a big loss. Because we really want you to try it. On us. Take it for a drive around the block. Spin the wheels - tear up your neighbor's lawn with some doughnuts. Make out on the back seat.

      Then tell us that isn't the greatest widget you've ever used.

      But you better be quick - we can't keep it at this price for long or this species will become extinct. And that would be a very great shame as no-one would get to experience the thrill of using Green Widget.

      Please - make it a greener world. For your sake and your children's sake.
      Order a Green Widget today - your conscience will thank you for it."
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    • Profile picture of the author mrdomains
      Originally Posted by JimmyR View Post

      So what constitutes an irresistible offer?
      An irresistible offer is one that ignites desire.
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      Free action plan : Think less. Do more.

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  • Profile picture of the author JimmyR
    That's awesome. We are not far off releasing a cut-down free version, so something like that would work well
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  • Profile picture of the author BartsTreasures
    All of the above said, ...one of the most valuable pieces of advice I read, was write your sales letter FIRST...then create a product that fully lives up to the sales letter!

    I realize this is not always possible to do, but when it is, you end up with great copy for a great product!
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  • Profile picture of the author ChartTraderZ
    Honestly if you are a good copyrighter you should be able to sell ANYTHING.

    Look at top 10 in IM in Clickbank: mostly ****. And still it sells amazingly well, because these people are focused on selling well.

    I agree that it is much easier to sell stuff you actually believe in, and the sales pitch comes much easier and will even sound more authentic (coz it is!). But ultimately it doesn't really matter.
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    • Profile picture of the author EricMN
      Originally Posted by ChartTraderZ View Post

      Honestly if you are a good copyrighter you should be able to sell ANYTHING.

      Look at top 10 in IM in Clickbank: mostly ****. And still it sells amazingly well, because these people are focused on selling well.

      I agree that it is much easier to sell stuff you actually believe in, and the sales pitch comes much easier and will even sound more authentic (coz it is!). But ultimately it doesn't really matter.
      Good copywriting as a practice isn't about being able to sell anything to anyone. It's about getting into the minds of people who have ever thought about what that product addresses, and exposing it.

      Only to grab it and tie it to an offer that they can't help but fall into.

      Of course there are clever ways of getting around initial road blocks. An example was given here (I forget which thread, but it was recent) when book buying was down, the construction market was targeted to install book cases knowing that it would create an urge to fill them by new homeowners.

      These are great opportunities. But if you want to get fundamental and effective, it's about what I mentioned before.

      2 most important questions
      Who cares?
      Why you?
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