IMPORTANT: I am not affiliating anything. I am not promoting anything. I am not selling anything, unless you happen to be interested in awesome art courses, which I doubt you are.

Here is how I write sales copies that have a steady 3% conversion rate. I think that’s pretty good for the art industry. I sell my art courses. Masterpaintingnow.com is my site, where you can find examples of my sales copies for reference purposes. They can be applied to any product. They are not limited to art courses.

Before I share my secrets, you should know why a good sales copy is so important. Before I had a sales copy, my sales conversion rates were below 1%. That blows. No wonder I wasn’t making good money. After making a quick sales copy, my sales rates went up, even though the copy was, blah. Any sales copy is better than nothing is what I learned.

After I wrote a good sales copy, my sales jumped to a steady 3% and have remained so. This is for each course, which has a separate sales copy.

So, yes, learn to write a sales copy. It is better than just INFO about your product. Look, people buy mostly based on emotions, so you need to cater to their emotions. People want to know “what’s in it for me?” It is all me, me , me.

That’s what I did. I learned to write sales copies. I am already a writer. I have sold short stories to magazines, written 6 novels, a good handful of screenplays, etc. I have several published articles under different pseudonyms. I also used to be a top sales person. That honestly was enough to write a good sales copy.

Nonetheless, I studied several sources on sales copies, starting with the free stuff, like “Write Sales Copies That Sell.” Several websites, threads, etc. I bought a few WSOs.

I applied what I learned. The sales copy did pretty well, about 2% on average, but…
What brought my sales copies to the steady 3% conversion rates was writing in a casual style as if I were right there face to face, right there selling them something. Basically, I applied everything I learned about door-to-door sells, selling Cut-Co knives, Kirby Vacuums, etc.

I try to keep my sales copies on the shorter end. Hell, my shortest copy is for my most expensive product $39.95, an art course bundle. It is selling like crazy. Right now the sales copy and video conversion rate is 19%, but that will drop once most of my dedicated fans have stopped buying. I wouldn’t be surprised though if this one has a 4% steady rate after the NEW course hype dies down.

Okay, so, here it is. I follow a simple outline, and within that outline, I keep a casual voice. I talk to them like they are a good friend. I am a real person, so why shouldn’t I sound real? If I say something ungrammatical, then so be it. That is how I talk in person.

Formatting: I keep it simple.

Headline H1, centered, dark red, not the bright ugly red.

Every few paragraphs, I highlight important info. H2, dark red, centered. I think this keeps readers reading.

For the rest of the text, I use black, H5. If I want to highlight an important phrase, I use dark red and bold. I never use yellow highlights. I find them tacky. This might work for other markets, but I think artists, go yuck! I will still try it in a split test, though.

1. I start with a catchy headline that appeals to their needs or wants in an emotional way. Honestly, the best way to convert someone in a debate is using the logical fallacy of appealing to emotions. Sure, you might lose the debate in the eyes of the debate judges, but you will convert more people. Here is a sample of my latest headline for my latest course. “Stop Wasting Your Time With Lame Tutorials and Finally Learn How to Draw Anything From Your Imagination.” It is hard to appeal to an artist’s need to sell them an art course. I could say, Make Great Money as a Pro Artist with this 60 hour Course Bundle for Under $40. That is a headline I will be testing, or something like it.

2. I actually skip introducing myself, which doesn’t seem to be the norm. I introduce myself just a bit later. At this stage, I tease them with more appeal to emotions. Like the blurb of a novel or something. I want to draw them in before I introduce myself. I hint at the problem and solution to that problem.

With this particular copy, I did it like this—

3. Next, I share a testimony or two. Why? Because people will believe a testimony or second hand info in a story form before they will believe scientific or logical information or facts. This has been proven with many blind tests. It’s because the testimony appeals to emotions. We are emotions creatures and make most decisions based on our emotions.

4. Then I share a before and after picture, to show how much one of my students improved after taking my course. For other products, you could use a similar type of image. For weight loss, or muscle building, you could use a before and after pic of yourself or a student, to show how much weight they lost or muscle they gained. For a marketing product, you could show before and after stats of sales. How much money made before and made after using the product.

5. Then I introduce myself briefly with showing a fault about myself. Sometimes, I do this before I share the before and after picture. Here is an example.

6. Then I talk a bit more about myself. This is the why they should care about anything I have to say. I am a professional illustrator and art instructor who makes good money doing what I love.

7. Now I clearly lay out the problem and partly the solution.

Example from the same sales copy I have been quoting from.

8. Now I share more about myself. I share a short story about my how I couldn’t draw from my imagination, how I couldn’t get a job as an artist, et c. Then how my solution got me a job in art. How my solution got me drawing from my imagination, but I still only hint at the solution.

9. Then, if I can, I like to offer a free lesson if they will stick with me just a bit longer. I always keep my promises. If I say it is a free lesson, then that is exactly what it is. Don’t claim you will do something and not do it. Always be honest. Don’t claim the deal expires at midnight unless it actually expires at midnight. If I ever see that an offer expires at midnight, I wait. If it is still there the next day, I don’t buy, even if I really want to buy. They are dishonest, so how can I trust their product is going to work?

10. I list benefits of the art course. I make these emotional, not just information. I don’t say, this course teaching you to draw figures like never before. I say things like “you’re going to advance quickly,” “you’re going to draw awesome figures,” “you’re going to land that art job.” If you can, mention the benefits of how it will help their needs and desires. Don’t just say, “This program will make you lose weight.” Say, “Watch the weight fall off and the hotties start asking for your number.” Or something like that.

11. I like to mention how awesome they will feel when they can finally draw from their imagination. At this point, my story I told of my transformation becomes their story. They should now feel like with my course they can make that same transformation, but I am sure they have concerns and doubts. What is holding them back from scrolling down and just buying right now?

12. I start to address these concerns.
Example:

I also use a little trick I carried over from screenwriting, the ellipsis. I think it adds tension, just like it does in a screenplay.

13. Next, I briefly mention what the get. This is what is in the course. Because this is boring, I keep it as short as possible. INFO = Boring.

14. Then I build up the value.
Example:

I am always honest about the value. I never falsely inflate it to try to get more sales. I want my sales to be honest. Look, they are going to buy and watch the course. They are going to know if it isn’t actually worth $10,000 dollars. I see marketers inflate value to the point of dishonesty all the time. Don’t do it if you want repeat sales.

15. After I have shown the TRUE value of everything they are getting, including the value of all the bonuses, then I drop the price on them.

Example:

16. Then I explain why and how I can offer such a good rate. Sometimes, I show why I am taking all the risks. Other times, I just leave it implied. In this sales copy, I left it implied.

17. Then I make a call to action. I use a little trick here. Throughout the copy, I have called it my course, then the course, and now, when I make a call to action, I say, buy your course now. I call it there course, transferring the ownership to them.
Also, using the word NOW is important. It is urgent.

18. Either before or after the first price mention, I give a sense of urgency. In this case, the 39.95 price is only for the first 100 people. I always keep my word. After 100 people, I will raise the price. Always be honest. It is best for repeat customers. Don’t get a bad rep of being dishonest. If they know it is real, then the next time I make an offer, when I email buyers who joined my newsletter, they will know the price will go up.

19. Next I write a P.S. As part of my P.S. message, I drop a true fact on them.

20. Another call to action. I always use text not buttons. I always have the buy text say, Click Here to buy your new course now. Or something like that.

Why I feel it is better than a call to action than a buy button is because, I feel like it is two steps they must go through. Read the call to action, then check out the button to click on it. You are saying, Buy now for ONLY $39.95. Then there is a buy now button. I think it is distracting. But I need to split test buttons VS no buttons.

21. I like to end with a “still not convinced?” sentence. In this case I remind them of my promise, the free lesson.

I understand that it isn’t good to lead them away from the sales copy, but in this case, I think it works because, anyone that gets this far is still not ready to buy. They go watch the free video lesson. They see it improve their art. At the end of that free lesson is a call to action and a link back to the video version of the sales copy.

One last thing. I have had great success with making a video version of the sales copy and embed it in the copy to play automatically. I write in big text that they can pause the video the mute the sound, if they prefer reading.

In fact, video sales copies have an even higher conversion rate for me. I am not sure exactly how much yet because not enough data, but no doubt, it is higher.

Thanks for reading. I hope this helps you make more money.