I can count on one hand the number of times that something I’ve tried to sell has been well-received by the people I serve. You know how some kids are a late bloomer? That’s me with most of the things I sell. People buy them years later sometimes. But this time, I really struck gold.
How We Write Our Sales Letter Sequence
I learned a lot while putting together the now-defunct webinar version of Online Course Maker. (Let me reiterate: the WEBINAR VERSION IS GONE). First, I learned that there’s such a thing as too much information for a format. I tried to cram way too much information into a one-hour webinar, which led to me rushing, skipping over important details, and more. I basically had to take down the webinar after giving it to people who registered and paid for it because it just wasn’t the right tool for the job. Instead, I had to break it into a course-style product so that I could give more breath and air to what needed talking about.
We launch our sales emails like this (the days don’t matter; just pay attention to the method):
- Tuesday – sales letter.
- Thursday – Rob’s letter.
- (sometimes Friday) – Brief sales letter.
- Sunday – Chris’s letter (hey that’s me!)
- Tuesday – Last Chance letter
Inside the letters, it goes something like this:
- Tuesday – pure sales and explanation.
- Thursday – a story with a reminder.
- (Sometimes Friday) – pure sales, but brief.
- Sunday – a slightly salesy story and pitch.
- Tuesday – emotional triggers.
What I Learned
The webinar was the most-purchased webinar I’ve ever offered. And when I sent out the “last chance” email, I received more anguish and frustration when I had to tell people “I’m sorry, but no” than I’ve ever experienced. People were genuinely upset that I wouldn’t sell them a bad product that I had to take off the site.
What I really learned was even more interesting. I learned how to write the most effective sales letter I ever wrote.
Over 46% of our sales came from my “last chance” letter.
That has never happened. Our best is around 30% (which is still pretty interesting).
So what was in that letter? What did I learn from the whole process? How did my experience change how I’ll do business with people and what I’ll be offering to the people I serve?
Short answers:
- People need help seeing what you most want them to see.
- People do not buy from logic.
- Scarcity is alive and well, much as that saddens me.
Want the longer answers?
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