{"id":3853,"date":"2010-10-14T00:00:09","date_gmt":"2010-10-14T07:00:09","guid":{"rendered":"http:\/\/bensettle.com\/blog\/?p=3853"},"modified":"2010-10-14T00:00:09","modified_gmt":"2010-10-14T07:00:09","slug":"why-sales-letter-speed-bumps-kill-sales","status":"publish","type":"post","link":"https:\/\/bensettle.com\/blog\/why-sales-letter-speed-bumps-kill-sales\/","title":{"rendered":"Why Sales Letter “Speed Bumps” Kill Sales"},"content":{"rendered":"

I need to clear something up today.<\/p>\n

Remember yesterday’s email about the little changes that can sometimes (but not all the time) yield big response in your ads and sales letters?<\/p>\n

Well, one change was removing speed bumps<\/strong>.<\/p>\n

But… what’s a “speed bump”, exactly?<\/p>\n

Here’s how I explained it to a Crypto Marketing Newsletter<\/a><\/strong> subscriber in the private members-only forum they have access to (to ask me questions, etc): <\/p>\n

It’s something that interrupts the sales letter “flow.”<\/p>\n

Like, for example…<\/p>\n

A testimonial, video or product image in the middle of the page. <\/p>\n

You see it online ALL the time.<\/p>\n

And yet it can really hurt<\/em> response.<\/p>\n

Why?<\/p>\n

Because it’s like giving a face-to-face sales pitch and, out of the blue (when the customer is eager to hear more) suddenly whipping out a testimonial and saying “…but before I tell you this part I know you really want to hear, listen to what Irma Baker from Cedar Rapids Iowa says…”<\/p>\n

This can really KILL readership<\/strong>.<\/p>\n

And, thus, your sales<\/em>, too. <\/p>\n

Anyway, I’ve never seen them help response.<\/p>\n

Usually they destroy it, instead.<\/p>\n

Ben Settle<\/p>\n","protected":false},"excerpt":{"rendered":"

I need to clear something up today. Remember yesterday’s email about the little changes that can sometimes (but not all the time) yield big response in your ads and sales letters? Well, one change was removing speed bumps. But… what’s a “speed bump”, exactly? Here’s how I explained it to a Crypto Marketing Newsletter subscriber […]<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[8],"tags":[],"class_list":{"0":"post-3853","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-copywriting-and-sales-letters"},"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/bensettle.com\/blog\/wp-json\/wp\/v2\/posts\/3853","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/bensettle.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/bensettle.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/bensettle.com\/blog\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/bensettle.com\/blog\/wp-json\/wp\/v2\/comments?post=3853"}],"version-history":[{"count":0,"href":"https:\/\/bensettle.com\/blog\/wp-json\/wp\/v2\/posts\/3853\/revisions"}],"wp:attachment":[{"href":"https:\/\/bensettle.com\/blog\/wp-json\/wp\/v2\/media?parent=3853"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/bensettle.com\/blog\/wp-json\/wp\/v2\/categories?post=3853"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/bensettle.com\/blog\/wp-json\/wp\/v2\/tags?post=3853"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}