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New [THING] Reveals How To [BENEFIT]
...Even if [FRUSTRATION]
From the desk of [YOUR NAME].
And much, much, more! (You pretty much always say this after your bullets.)
But you know what you'll really love?
Secondary Huge Benefit!
OK so what we're doing here is trying to set up a one-two punch combo.
The bullet points and the intro have them interested ...but we need to keep selling.
That's why you introduce another huge benefit that your product provides.
For my book about consulting, I positioned the secondary huge benefit as the fact that it's all for people who hate selling.
"Listen. If you don't like "sales", you're not alone.
I can't stand it either.
I'd literally rather do hard manual labor than be a typical "salesman".
And that's why I've spent years developing the system I'll be giving you at the end of this book.
When you use it, two things will happen.
First, you'll be of genuine help to everyone you use it with.
They'll come away from the experience viewing you as a trusted friend and adviser...regardless of whether or not they buy anything.
This is really important to you because it sets you up for a long-term relationship with them where they're significantly more likely to become a good customer that does business with you for years.
The next thing you'll notice is this:
You'll know how to make more sales!
And you'll do it without using any pressure, you won't have to convince anyone of anything, and you won't even have to talk about yourself or your services much at all!
That's because of the way the system works.
I've created it using a combination of advanced NLP persuasion strategies and a new approach called "Collaborative Bridge Building" that actually helps the prospect sell himself!
Yes, you heard that right. Your prospect will actually do part of the selling for you when you use this new approach I'm including in your book, for free."
Now - this is me teaching you again - not actual copy.
See what we did there? We created an entire "universe" around this secondary benefit.
So when you combine this with everything we've done so far, your prospect should be pretty interested.
Which is why we should ask for the order.
I literally do it by saying (in a sub-head just like the one below ...)
Here's What To Do Next
I know, right?
It's so basic and obvious ...but I've used this transition into the part where you ask for money for YEARS ...and it's always served me well.
Learned it from John Carlton, by the way. Amazing copywriter and a good partner in general debauchery if you ever get the chance.
Anyway - you literally just tell them what the deal is here.
Here's how I do it in my sales letter for the consulting book:
"The "cost" of this book is $5.60, and you get it instantly as a download.
As soon as you place your order, you'll get an automated receipt with a link to download the book directly in your email.
You can access it anywhere, immediately, without having to wait for the mail man.
Oh, and in case you're wondering ...
There Is No Catch!
Your prospect is always going to be worried about SOMETHING right at this point.
Your job is to know what it is ...and then deal with it.
I like to be really up front about everything.
So with my book offer, I know they're going to be wondering a few things:
1. Why is the book so cheap?
2. Is this a trick where I'm not getting billed for a bunch of crap every month?
Here's the actual copy I used to overcome those concerns:
"I realize this is very inexpensive ...so you might wonder what the "catch" is.
And I know there are some websites out there that offer you a great deal on something but then they stick you in some program that charges your card every month.
This isn't one of them.
There's NO hidden "continuity program" you have to try or anything even remotely like that.
I'm literally giving you this entire book, for $5.60, as a means of "putting my best foot forward" and demonstrating real value.
My hope is that you'll love it and this will be the start of a good business relationship for years to come.
But with all that said, there is ONE thing to keep in mind:"
You Better Order NOW By Gum!
You don't really want to use that as a sub-headline.
But you DO want to give them a reason why they should order right now.
Just make it a real reason.
Oh - and the sub-headline I like ti use is "Time Is Of The Essence".
And then I give an up-front explanation of why ...like this:
"In most cases, I take a loss when selling the book at this price.
It costs me just over $21.00 in advertising expense to sell one book.
So why would I do that?
I'm making this offer with the idea that you'll be very impressed with what I'm giving you today, and you'll want to do more business with me in the future.
I'm betting that you'll enjoy the book so much, you'll call and ask to take additional classes or trainings from me.
Anyway - with all of that said, this is a limited offer.
(See there? Totally straightforward. Don't make up a bunch of BS here. They'll see right through it. Be a straight shooter.
Then move on to the next part which is where you state your guarantee. Here's how I do it in my letter:
"Oh. And in case you're wondering ...
Of course there's a money-back guarantee.
In fact, I think it's ..."
The Boldest Guarantee In The World
I actually DO use that as a sub-head.
I'm pretty generous about my guarantee.
Here's how I phrase it:
I 100% Guarantee you'll love this book and the new video training or I'll return your $5.60 let you keep the book and the video training anyway.
You don't even have to send anything back.
Just email me or call the number on your receipt and I'll give you back your $5.60 with no questions asked.
How's that for fair?
Now that you've stated your guarantee, you ask for the order. I do it just like this below:
This Is Truly A Limited Offer So Claim Your Copy Now Before It Expires
Thanks for taking the time to read this letter and I look forward to speaking with you soon.
P.S. You gotta have a P.S.
I like to just give a quick re-cap of the offer and tell them to order again.
Here's mine from my book letter:
P.S. In case you're one of those people (like me) who just skip to the end of the letter, here's the deal:
I'm offering you a 68 page book that outlines how to get high-paying clients ...even if nobody's ever heard of you.
The book is $5.60.
I'm also walking you through a "Stealth Persuasion" system I created that's causing qualified prospects to ask me to help them, and then turns them into high paying clients for me.
(Don't worry - "stealth" doesn't equate to "sneaky" or anything like that. It's 100% built on good will and being helpful.)
What's important about this is it doesn't use any pressure, convincing, or any of the typical stuff you might associate with "sales". (And in my experience, it simply works better.)
On top of all that, I'm also giving you a 90-minute online training, free, which shows you exactly how to implement what you learn in the book.
This is a very limited offer because it's a marketing test.
There is no "catch" to this offer. You will not be signing up for any "trial" to some monthly program or anything like that.
In fact, if you don't like the book let me know and I'll even give you back the $5.60. You don't even need to send the book back.
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