Here’s an interesting question that rolled in:
“Ben, I understand the basics of writing sales letters and ads, but what can I do to KEEP my sales letters running strong and squeeze all the profit I can from them?”
That’s an interesting question.
How DO you increase a sales letter’s “shelf life”?
Luckily, there are lots of ways to skin this cat. Here are a few really easy changes that can often do the trick:
1. Headline
Yeah, I know, “duh.”
But it’s worth repeating even if we’ve all heard it a million times from the copywriting goo-roos.
2. Offer
Another “uh-duh!”
But again… a simple offer (or just a guarantee) change can have mucho impact on sales. Often times even more than changing your headline! (If you don’t believe me try a triple-your-money-back guarantee sometime).
3. Story
Another biggie.
It’s easier said than done, but if your ad starts fatiguing or even outright dying… test telling another story. (You ARE telling stories in your ads, right?)
The story can sometimes carry the sale all by it’s lonesome.
4. Design
This is especially true on ye old Internet.
If you want to do a radical test without changing a word of copy, try a completely different “look” on your site. I’m talking different fonts, background colors, font sizes, order buttons/links, images, videos… the whole shmear.
You might be shocked at the change in response.
5. Market
A true story:
Once upon a time I wrote an ad selling an info product showing people how to buy existing businesses without banks or using your own money. And while there’s an obvious “biz opp” angle there, we noticed something else interesting:
A lot of real estate investors were buying it.
So I simply changed the angle to talk “to” them and their desires, goals, pains, etc (instead of the biz opp crowd’s) and…
Voila!
A whole new market was born for the product.
Anyway, those are a few ways to revive dead (or dying) ads.
Go ye forth and profit from them.
Ben Settle
P.S. For 122+ MORE sales letters tips (used by some of the world’s highest paid copywriters), check out:
