I try to use “reason-why” copy in almost all my promotions because it’s just that powerful. In fact, here’s a paragraph from one of my first six-figure sites, which is probably one of the most ripped-off paragraphs on the Web!
(I currently charge a minimum of $1,500.00 per copywriting project -- and that’s for the really small jobs). So at a bare bones minimum you’re getting thousands and thousands of dollars worth of powerful sales letters at your disposal.
But I’m not going to charge you anywhere near that amount or even my minimum project price. In fact, your total investment for all 39 money-making, fill-in-the-blank sales letter templates is just $39.97. The money you’ll earn as a result of these proven letters can very easily pay you back hundreds (probably thousands) times your meager investment.
So what’s the catch? Why am I practically giving these letters away?
Well, it’s really quite simple. Since you’re accessing these directly from the Internet I have no inventory and no fulfillment costs. I don’t need to pay anyone to take the orders over the phone (though, you are welcome to call me at 301-xxx-xxxx to rest assured that I am a real person). This way I can pass along my cost savings to you. So you win and I win.
This is very powerful for a downloadable or “e-product”. But let’s say you don’t sell an instantly downloadable product. I’ve sold many high-priced products using “reason why” approaches. For a recent reprint rights promotion, I gave people four legitimate reasons. (Actually, that’s the subhead in the letter – “4 Reasons Why I Am Offering This Reprint Rights Package”):
- Needed a cash infusion to fund an upcoming project.
- Don’t have time with all my different projects to market this course.
- Can’t possibly reach the entire marketplace myself.
- I want to get tremendous testimonials back from rights holders.
Now all of these sounded legit and were, which makes it even more powerful. You can’t go wrong by using “reason-why” and it works in almost any situation. I just recently had a “Baby Z” Sale to celebrate the birth of my son, Zachary. It was our best sale ever because of a real reason why.
Whatever you’re selling online or offline – think of a legitimate reason why and I guarantee you’ll sell many times more than you normally would.
To work up some reason-why sales angles, let people "behind the scenes" at your company. For example:
- Are you overstocked on merchandise because for some reason customers only want the deluxe widget - but you ordered tons of the basic one?
- Did you have a flood and you need to liquidate (pardon the pun) your inventory?
- Do you need to raise cash so you can pay your taxes? (One of my friends actually did this and more than paid for his taxes!)
Whatever the reason - tell them the truth.
For some reason everyone wants to be mysterious about their business. If you're lowering the price, nobody thinks you're doing it just because you're "such a nice guy," so let people in on the reason why.
I know this probably goes against every grain of business sense, but I promise if you give people a good, believable reason why they'll respond much more strongly.