1st sale day 1: A report & a squeeze page
You can’t just create an email list and expect people to join – you need to give them an incentive (a free report) as well as provide them with a short sales page that persuades them to subscribe ASAP.
Here’s how to complete both of these steps…
A) Create a free report:
The first thing you need to do is create a valuable report, one with a high perceived value.
It also needs to be something that your prospects want.
Tip: For simplicity’s sake, I’ll be referring to a free report throughout the following pages. However, you can just as easily create free audio or video to give away instead. One instance where you may do that is the affiliate product you’re promoting is in video format – then you’ll know you’re attracting the same target market if you provide your freebie in video form, too.
Step 1: Find out what your prospects want:
How do you know what they want? Simple: Look at what they’re already buying. You can bet that if they’re forking out money for the information, they’ll happily gobble up any valuable info you provide for free on this same subject.
Now, since you’re promoting an affiliate product, the decision regarding what to write about is even more comfortable. All you have to do is create a report that’s directly related to the product you’re trying to sell.
That is, you provide useful information… but incomplete unless the prospect purchases the affiliate product.
Here are three ways to achieve this result:
- Provide an outline of the steps of a process – and maybe even provide a few tips and tricks – but the prospect needs to buy the book to get the full details.
- You tell the prospect the steps involved in building a mailing list (get an autoresponder, write an email series, write a free report, create a squeeze page), but you don’t provide in-depth instruction on how to complete each of these steps.
- You give your prospects the steps involved in taking apart and cleaning a carburetor on a classic Corvette, but the prospects need to buy the product to get full instructions with pictures.
- Provide details on one step or one part of the process, but the prospect needs to buy the product to get the full details.
- You tell a prospect how to troubleshoot a fuel-related problem in a classic car, but they’ll have to buy the book in order to learn how to fix the problem.
- You tell the prospects how to create a persuasive headline, but your prospects need to purchase a product to find out how to create the rest of the sales letter.
- Simply offer tips and tricks about the topic, but the prospect needs to buy the product to get the full details.
- You’re promoting a dieting product, so you create a free report called, “101 Tips for Losing Weight Fast.” It’s useful but incomplete.
- You’re selling a copy-writing product, so you create a report called, “27 Ways to Boost Your Sales Letter’s Response Rate… FAST!”
Tip: When you’re looking for ideas of what to write about, check out the table of contents or the sales letter for the product. Either one will give you dozens of ideas for a free report. Pick one based on what topics your prospects seem the most interested in – for example, what are they talking about on forums, blogs, and social networks?
Now that you have your topic, go to the next step…
Step 2: Outline the product:
Your next step is to quickly outline your product, which will make the actual writing process go more smoothly.
Tip: At this point, you’ll be thinking about length. There is no set length – just make it long enough to provide all the details (no fluff) and short enough to keep your readers hooked. Obviously, this is going to depend on your topic.
If you need a guideline, then shoot for 3000 to 6000 words, because that’s an easy read. You see, you want your prospects to read it in one sitting because you’ll be promoting your affiliate link from within this report.
Outlining is easy. If you’re creating a step-by-step process, then list the steps in your outline. If it’s a “tips” report, then list all the tips you’d like to include. If you’re merely writing about a part of a process, then makes notes to yourself about what all details you’d like to include.
Tip: If it helps keep you on track, you can even assign approximate word counts to each section of your outline. For example, maybe you have four main parts like the upcoming example – you can assign roughly 1000 words to each main section, plus 150-200 words each for the introduction and conclusion.
Let me give you an example of an outline for a free report that talks about how to write a sales letter…
- Introduction – introduce the concept of “AIDA” (attention, interest, desire, action) and how this formula corresponds to the parts of a sales letter.
- Attention (headline tips)
- Interest (opener tips and introducing the product)
- Desire (bullet points for the product/benefits)
- Action (call to action, plus create a sense of urgency)
- Conclusion – summarize the “AIDA” formula… and then promote your affiliate link.
“You’ve just finished reading the “Four Secrets of Writing a Killer Sales Letter.” And while this report will undoubtedly boost your response rate, what you’ve learned just scratches the surface of how to be a master of persuasion. To take your skills to the next level – to discover the secrets of getting even the hardest prospects to crack open their wallet – you need to get your hands on [AFFILIATE PRODUCT] by going now to [LINK].
Plus if you order now I’ll even toss in [NAME OF a RELATED FREE REPORT] absolutely free! Just click here now for the details – but do it now before this offer disappears!”
Step 3: Create it:
Once your outline is complete, it’s just a matter of sitting down to create the report. Just block off the morning to research as needed and then write each of the sections of your report today. It won’t take long if you focus!
As described in the previous section, be sure to include a promotion for your affiliate product at the end of the report. You can also mention it once in the beginning and once in the middle of the report.
Once your report is complete, then convert it into a PDF (using openoffice.org, the Adobe software, or any other PDF printer) and load it up to your website. Then move on to the next step…
B) Craft a squeeze page:
Your squeeze page is just a mini sales letter – perhaps around 400 to 500 words – that tells your prospects why they should join your list.
Here are the six main parts of your mini sales page:
- Headline: The bold, big-fronted headline appearing centered at the top of your page has one job: To attract attention. And it does this by presenting your biggest benefit.
- “Free Report Reveals How You Too Can Look 10 Years Younger!”
- “C3 Corvette Won’t Start? Are You Thinking’ It’s a Fuel Problem, But You’re Not Sure? Now You Can Find Out for Sure… Free Report Troubleshoots All Your Carburetor and Fuel Problems!”
- “REVEALED: the Seven Surprising Secrets of Losing All the Weight You Want… for FREE!”
- Opener: While your headline grabbed attention, the opening paragraph or two of your letter is designed to get the prospect interested in both your letter as well as your offer.
You can do this by asking a qualifying question, telling a quick story, reminding the prospect of his pain, and/or elaborating on the benefits mentioned in the headline.
- A sweaty hour in the gym plus nightly hunger pangs – you’d think the weight would melt off quicker than snow in the desert. But Suzy hadn’t lost even one stinking’ pound…
- Are you tired of not fitting into your clothes? Do you ever feel ashamed when you look in the mirror?
- You’re tired of being overweight. None of your clothes fit. You hate going out in public. And you get winded after a short flight of stairs.
- Imagine slipping into that little black number you own. Imagine getting the double-takes on the street. And now imagine losing all the weight quickly and easily, without sweaty exercise or hunger pangs!
After you’ve reminded the prospect of his problem, then you can introduce your free report and newsletter as the solution.
Example: Introducing the “Seven Secrets of Getting Skinny,” a free report that shows you how to easily lose two pounds every week and keep it off! Just look at what you get when you claim your free copy now…
- Bullets: Your prospect is interested in your free report. Now you need to tell him what all he gets when he subscribes – that is, how does it benefit him? To do that, just provide a bulleted list of the top five to ten benefits of the report as well as your newsletter. Basically, these benefit statements look a lot like mini-headlines.
- You’ll discover a surprisingly simple way to double your conversion rate – and it just takes two minutes!
- Warning: Don’t even think of taking apart your carburetor until you read Chapter 2! (Unless you enjoy spending $800 to buy a new carburetor!)
- Plus when you claim your free report, you’ll be automatically subscribed to the “Dog Training Secrets” newsletter – free!
- Proof: If your bulleted benefit list did a good job of intriguing the prospect, then he or she is about ready to fill in your form and hit the “subscribe” button. But he’s not completely sure. After all, you may have made a few pretty big claims.
Offer proof of your claims. This could be as simple as offering testimonials or even endorsements from influential others. Or you might offer photos (like “before” and “after” photos for a weight loss report), screenshots, videos, scans, or other proof.
- Call to Action: Your next step is to tell your prospect exactly what you want them to do next – and how to do it. This is referred to as your call to action. And if you can introduce a sense of urgency – such as by making it a limited time offer – all the better.
Tip: Don’t say it ends at midnight or next week or some other date unless you really mean it. In other words, if you’re going to create urgency, do it honestly.
Example: Your next step is easy – simply enter your name and email address in the form below, click “submit,” and you’ll get instant access to [NAME of REPORT]! But do it now, because this offer disappears for good on [DATE]!
After the call to action, be sure to copy and paste the subscription form code that your mailing list provider gave you (you’ll learn more about that just a bit later in this report). Then sign your mini-letter.
- P.S. Finally, you’ll want to close your letter with a post-script (P.S.). This is an important piece of your letter – second only to the headline – because it’s one of the most-read parts of the letter. As such, this postscript can do one or more of the following:
- Reiterate the main benefit.
Example: “And remember, you too can look 10 years younger… once you know these amazing age-defying secrets!”
- Reiterate the call to action (and mention the scarcity again, where applicable).
Example: “Subscribe now to start losing weight – but do it now, because this offer ends soon…”
- Post a particularly compelling testimonial.
Example: “Just look at the results [NAME] got when he read this free report [insert testimonial]…”
- Offer a new benefit not mentioned anywhere else.
Example: “I almost forgot – if you subscribe now, you’ll also discover what magic food melts the fat away quickly and easily!”
So today your goal is to buckle down and write your report and your squeeze page. Or, you can hire someone else to do it for you by going to Fiverr or any of the other resources mentioned in this report.
Either way, get the report and squeeze page finished today… and then move on to Day #2.