67 Kick-Ass Conversion Optimization Strategies [Part 2 of 7]

Continuing on with our 67 kick-ass conversion optimization strategies, in part 2 we’re going to cover reason why marketing, the comparison technique, secondary benefits, building reciprocity, open loops, and much more.

If you haven’t yet read part 1 in this series, then go there now to get caught up. There are strategies I promise you won’t want to miss.

To introduce myself again, my name is Garrett Strong.

I’m a direct response copywriter, marketing strategist, sales funnel consultant, and I also do website critiques to improve sales conversions. I help companies uncover hidden CRO profit centers in their business… but I can make claims all day long. Most people have a B.S. radar and I do to. So, let me tell you some results I’ve gotten my clients using these exact same strategies I’m about to share with you.

Using these strategies I’m about to share with you, I have seen these types of results:

  • A 1,650% increase in immediate optin sales for integrativehealthcare .org
  • A revenue increase of 509% for makemoneywelding.com  in just one month
  • A 137% increase in optins for liversupport.com. You can see more of my results on my homepage

I’m telling you this because I have gotten incredible results for myself and my clients, and you can too when you apply these strategies.

Conversion Optimization Strategy 11: Always Explain Your Reasons

It’s never enough to just tell someone that you’re going to put your product on sale for 4 days. You should always create a story behind why you’re having a sale.

If you really want to master conversion rate optimization, this will not only give readers a reason to pay attention to your message, but it will also provide believability.

Explaining to your readers that:

“I just had a talk with my tax guy, and he found some pretty shocking information. It turns out that I owe $9,864 more than what I initially expected. I’m in a real tight spot right now, and I need to bring in some cash immediately to cover this bill.

So, for the next 4 days only I’m putting product X on sale for HALF-OFF!

You can take full advantage of me for the next 4 days.”

If you’ve never read Robert Cialdini’s book “Influence”, I highly recommend it.

It’s A Must Read For Businesses, Marketers, And Copywriters Interested In Conversion  Optimization Strategies

In it, he talks about an experiment he ran where a group of people were lined up to use a copier machine. When the test subject asked to simply go ahead of the person next in line, most of the time he got told no.

But, when he gave a reason why he needed to go ahead, the compliance rate skyrocketed. Simply saying “Can I go ahead of you because I’m in a hurry” made all the difference in the world.

What’s the takeaway?

Always give a reason why you’re doing something.

12. Nobody’s Product Is Perfect, So Admit It!

This is also known as damaging admissions.

No product is perfect, and everybody knows it, so why not admit your products’ flaws. This makes you stand out from the crowd of all those other people who are touting how great their product is.

When you admit that your product does have some flaws, even if minimal, will work to build trust among your prospects.

Here is a damaging admissions example:

“While our steak house can’t compete with the fancy, more expensive, more upscale steakhouses… our cuts of steak are just as tender, juicy, and flavorful.

And while we might not have waiters dressed in tuxedos coming by your table every 5 minutes to scrape off the crumbs, we do have a friendly and helpful staff ready to serve you.”

Look for your products weaknesses, and tell your readers about them. They will love your for it.

13. Secondary Benefits That Will Dramatically Boost Trust

When you make a huge promise on a landing page, sales page, or elsewhere… many times it’s just simply unbelievable.

On the opposite end, if you under promise you take the risk of not hooking your prospects. This is what makes secondary benefits so useful.

Secondary benefits allow you to make a HUGE over-the-top promise, while still making it believable. Here’s an example headline that is believable, but doesn’t excite or hook the reader.

“How To Make More Money In Just Days!”

Yawn. It doesn’t hook the reader with anything urgent, or engaging for that matter.

Remember, it’s always better to be a little unbelievable with your promises, and then bring your readers back down to earth. This allows you to hook your readers first. Now let’s look at a headline that is un-believable.

“Incredible Resource Stock Is Poised To Explode, And Could FLOOD Your Bank Account With $1,345,905 In Just 30 Days From Now!”

Nobody is going to believe that headline.

So what do you do? You have to bring it back down to earth with a secondary benefit like this. This can simply be a sub headline below the headline.

“Stock market analysts are expecting this resource stock to go up 10,000%, but even if it doesn’t perform at that level, you can still expect a 500% gain from your investment”

That’s how you bring it back down to reality. Simply make a big promise to hook your readers, and then give them a soft landing.

14. Use The Comparison Technique To Stand Out Among Competitors

In a recent page I rewrote for Eddie Bauer Jr’s sunglasses line Sikk Shades, I used a comparison photo he provided.

Just using this image alone is enough to sell his glasses, even without a lot of sales copy.

But, what do you do if you can’t provide a similar image for your product. Simple. Use a product comparison chart to make your product stand head and shoulders above the rest.

This is your chance to make your product shine, so make sure you highlight every feature that you offer and show it in a chart of your competitors.

Here’s an example:

15. Create Reciprocity To Create Buyers

You want to create reciprocity early on in your relationship with your prospects. Just giving them something like a free report will create a sense of reciprocity, but often times it’s simply not enough to make your prospects give you something in return, money.

So you need to always promise one thing, and over deliver on that promise. This is what creates reciprocity and trust.

Something I always do is give customers who buy from me a hidden bonus, just a day or two after they buy. This is very important to do for several reasons.

  1. It reinforces that they made a great decision to buy from you
  2. It reduces refunds.

16. Asking Questions To Elicit A “Yes” Response

Whenever possible you want to say things that get that get your prospects nodding with you in agreement. You can do this by asking simple questions in the beginning. In this one I’m already assuming they will say yes, so I follow it up with the word “great”.

  • Are you excited about this opportunity? Great!

You can even do this while answering an objection they might have at the same time.

  • Sounds too good to be true right? I thought the same thing until I discovered X…

Eliciting a “yes” response in headlines is also powerful stuff. You can flag your readers, and get them saying yes at the same time. Here’s an example:

“Restaurant Owners, Are You Tired Of Seeing Empty Seats During Slow Times?”

Ask lots of questions in your copy.

Do you see how it makes it feel like a 2 way conversation with your prospects? This is the sign of good copy. A great sales funnel copywriter knows how to write “bar stool” copy.

Imagine sitting with a friend at a bar, and just chatting about life. You want to come off like you’re talking to a friend in your copy, and you know exactly what they’re going through, and how to fix it.

Your sales letter should be more like a good friend who comes along, puts his arm around you, and says “It’s ok, we can take care of this problem right here, right now.” That’s how you will get the best sales letter conversion rates.

Corporate speak is dull and boring, and people won’t stick around for language like “Here at X corporation, we strive to treat all our customers fair…..”

Would you say that to a friend?

17. Bold, Highlight, and Underline To Get Your Message Read

I recently read a story about a copywriter who sent his finalized copy to a client, and when he heard back, the client had removed all the underlining, highlighting, bolding, and capitalizing.

Why?

The client said it “didn’t fit in with their corporate style.” Their corporate style must have been to make as little money as possible, because that’s the results he probably saw after changing it.

Copywriting clients often make changes like this that makes the copy ineffective, and…

It Drives Copywriters Nuts

Many clients will even go as far as to rewrite the entire sales copy, taking out all the hidden selling elements that they don’t know are in there, simply so it can read exactly the way they want it to.

This level of stubbornness results in clients wasting their time and money. I prefer to avoid these clients altogether because there’s usually nothing I can tell them.

It’s like John Carlton says…

“You don’t want your clients to like your copy.”

Most clients don’t know what they need, and yet they will still question everything the copywriter writes.

The goal of great copy is to not make it blend in with the 1,000’s of other ads out there, but to effectively make the copy a “greased shoot”.

Your prospects should get on at the beginning of your copy and quickly be moved to the end without being bored. This is where adding some character to your copy will help. Adding some highlighting, bolding, underlining, and CAPITALIZATION throughout your copy will engage your readers.

Ex.

  • This new stock market trading platform is CRAZY powerful (It’s really more like an ATM machine that won’t stop spitting out money until you turn if off).

It definitely adds a certain flare to your copy that will keep people reading.

What I like to do is bold or highlight the last 3 or 4 words of a sentence because it almost forces the reader to finish it.

Also, there’s something known as dual readership path that I’ll reveal in tip #31 that shows why this is so important. Right now just know that people tend to scan pages, so you want the important elements to have character.

18. Using Open Loops In Your Marketing To Force Prospects To Read and Engage

There’s something awesome I’m about to show you that I picked up from a great marketer and conversion rate optimizer named Andre Chaperon, and this one little trick could be responsible for tripling your sales if you apply it in your marketing.

There’s this thing in Hollywood movies and TV shows called open loops.

You’ve heard of a cliffhanger, right? Well that’s what this is. It forces the reader, on a deep psychological level, to keep reading your emails or sales materials.

Here’s an example…

“Johnny finally cut the rope tying his hands, and quietly made it to the door. When he looked around, the coast was clear so he made a run for it. He ran like he’s never run before, but just before he made it to the trees, he was spotted…

The kidnappers were coming, and coming fast. And Johnny knew they had 2 huge canines racing to tear into his flesh. He found the nearest tree and started to climb it, but when he heard the gun shot he hit the ground…

Meanwhile, back at home his family was worried sick about where he’d been. They hadn’t heard from him for almost 2 days now.”

See how that left you wanting to know more about Johnny’s situation. You want to know what happens to him, but you’ll just have to wait.

This is the same technique many dramas on TV use to make sure you come back next week and watch.

Essentially, you’re creating an open loop in your reader’s minds, and the only way to close that loop is by reading on to learn what happens.

Have you ever had a thought, but you can’t remember what it was because it suddenly disappeared?

Frustrating Isn’t It?

Sometimes you’ll think about it for days because you can’t quite figure out exactly what it was. Our minds work in mysterious ways. When a thought remains incomplete, our minds will do whatever they can to “close the loop”.

So, how can you use open loops in your marketing to force your readers to continue reading?

Well, if you’re writing a sales letter, you’ll always weave a story into your letter. People love stories, and we all grew up listening to our teachers read stories. They’re captivating and mesmerizing in so many ways.

So, in your story, introduce something to the reader that’s very exciting and gets them on the edge of their seat, and then leave the loop open by saying “but I’ll get to that a little later”, or “use open loops in your email marketing by creating a character and a story, and continue on with your story in each email.

Think of it as your own mini TV drama… where you leave the loop open, and tell them to check their next email to find out what happens.

If you go back to the beginning of this report you’ll see that I opened several loops. Did you notice them?

First I told you about a surprise I have waiting for you, but I also told you to make sure you read every word of this report before getting your surprise (NOTE: That was a command).

So, I opened a loop and gave you a command all in the same sentence.

But Here’s Something Even More Ninja

Earlier I opened a loop by telling you that I’ll be giving you my 88-point conversion optimization checklist for FREE!

Here’s the kicker and what makes this so ninja…

I told you I will be giving you that in an upcoming email, soon.

Here’s why that’s so powerful. Email open rates have been steadily dropping because there’s so much competition and so many emails are flooding our inboxes.

But, if you open a loop in your readers mind by telling them you’ve got something awesome that could dramatically boost their sales, then your email open rates WILL go up by a huge margin while others go down.

Think about it.

Have you ever watched a TV show that makes it impossible to not tune in the next week?

Well, this has the exact same effect on your readers.

Open loops are an extremely powerful way to build a relationship with your list. Use them.

19. Tickle Their Senses With Imagery

Here’s an ad from Lysol Disinfectant Spray to illustrate how powerful imagery is in your sales copy.

Fact:Your home is a cesspool filled with hundreds of strains of evil bacteria waiting to infect your innocent child as he crawls along the kitchen floor, sticking plastic toy blocks into his mouth. Don’t laugh. Did you know that one single bacteria cell explodes into more than 8 million cells in less than 24 hours? And that invisible microbes of all kinds can cause everything from athlete’s foot to diarrhea, the common cold to the flu, meningitis, pneumonia, sinusitis, skin diseases, strep throat, tuberculosis, urinary tract infections, and a lot more.”

Solution: “Lysol Disinfectant Spray. It quickly kills 99.9% of germs on commonly touched surfaces throughout the home. And it’s only about $5 a can.”

See how this copy uses images to make the reader “feel” something. When you’re reading it, you can’t help but imagine, in your minds’ eye, everything it’s talking about.

This is a great ad.

It follows the problem, agitation, solution formula. It’s basically twisting the knife in the reader until it hurts, creating an urgent need and desire for the product.

Conversion Optimization Strategy 20: Qualifying Your Prospects

Qualifying your prospects is best done at the beginning of your sales funnel.

If you only want men aged 50 and older, with severe back pain to sign up, then you need to say so on your lead capture page. This will result in much more qualified prospects for you to follow up with.

You may have heard this before but it bares repeating. In marketing you want to avoid, at all costs, marketing to everyone. Here’s what I mean…

When You’re Talking To Everyone, You’re Talking To Noone

You want to push away the 80% who don’t qualify, and welcome the 20% who do. When you use this mentality, your marketing will become much more targeted to your prospects. They will say “Yes, this is for me”, or they’ll simply leave the page.

And that’s the response you want.

If you need help with your sales copy, marketing strategy, sales funnel consulting, or business growth strategies, that’s what I do for a living. I help companies grow to exponential levels, and in certain circumstances I do it on a pay-for-performance basis. Contact me here or download my free report “How To Hire A Copywriter Without Getting Scammed”.

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About The Author

Garrett Strong

Hi there, Garrett Strong here. I'm a direct-response copywriter, marketing consultant, and sales funnel strategists who helps businesses uncover new profit centers, and grow exponentially as a result. Drop me a line and I'll be sure to get back in touch with you. You stand to gain big profits if you qualify. Thanks, Garrett Strong

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