Hi,

I just wrote a sales letter for an "internet marketing" related product (actually, a service). The challenge is, it's a $500 service with no guarantee (and targeted at a jaded market, as you know).

(The client did try providing a guarantee, but it ended up attracting lots of tire-kickers and a VERY, VERY high percentage ripped him off. That's just the nature of the service he provides.)

So, it's a very tough sale and I'm not sure what I wrote is strong enough to sell it. I'd appreciate any suggestions for improvement.

The letter is at http://www.adwriting.com/projects/tr...afficopia2.htm

Thanks,
Yeo

Jonathan Mizel and Nathan Anderson get to spend $100 on traffic but I have to spend $499 to test it?

While reading those two case studies I thought, "You know, for $100 I'd be willing to give this a shot." Then got down to the $499 price tag and the no guarantee part (which I somewhat understand) and felt like I'd be a sucker to give the guy $500.

But $100? In a heartbeat. Then if it works I'd shell out more money.

So the copy had me wanting to buy it, but the high price combined with no guarantee turned me off.

Jay Jennings
jayATjayjenningsD0Tcom

I thought exactly the same. I'd try it for a 100, but I wouldn't put $500 down for 2500 hits, no way.

Thanks Jay and Erik for your feedback. You're absolutely right... how could I forget to handle that objection

The minimum order used to be $100 but the client wants to raise it to $500. Do you think it's a good idea to let people know the price has just increased... Do you think it would push them to order now before the next increase, or would it turn people off?

Or maybe a better question is... what would it take for you to put down $500? Bonuses? Or maybe some other kind of guarantee... perhaps a conditional guarantee (if the customer proves he did X), or a creative guarantee that doesn't leave the client open to tire-kickers? I'm open to suggestions.

Thanks,
Yeo

I think letting people know the price just increased puts them off, because I would feel "left out". It wouldn't make me more positive towards the offer in any case

Bonuses, I don't think so. I think what really goes on in the prospects mind is the calculation: How many hits, what do I invest, what do I need to get in return? The value of the traffic is established, but putting down $500 means expecting anywhere between 15-35 sales for most products or affiliates. That's a hard bridge to cross with only 2500 hits.

Basically, there's too much risk in my opinion. Maybe a Guarantee that a payment is only made if the first 500 hits are "approved", i.e. good enough to go ahead with the deal.

Whatever you do, the risk has to go down I think. Usually, when a profit is proven, a webmaster will be a long-time client anyway. Once a traffic stream is costing him less than his profits are, why would he ever leave? It's only a matter of getting the right ads in the right place for the right product (sites). What I think you should do is simply start filling those spots with profitable sites both for your client and the webmasters advertising with him. If that means you have to refuse certain deals because you know beforehand the site they're promoting won't sell, then do it. If it means you have to risk losing a few hits, I'd do it too. The only concern to me seems to be filling those spots asap.

Good luck.

Thanks Erik, I've taken your feedback (and Jay's) into consideration and thunk up a new offer and guarantee. (Yeah... the old offer absolutely sucked.)

It's a conditional guarantee, definitely not as risk-free and appealing as an unconditional one. Hopefully it'll keep the tire-kickers away, but remove the risk for serious marketers.

http://www.adwriting.com/projects/tr...afficopia4.htm
(it's after the part where I reveal price)

For the "price increase" objection though, I've gone against your advice and taken it head-on... because I think it would be naive for me to hope the visitors won't figure out the price increase on their own.

As always, all feedback is appreciated.

Sincerely,
Yeo

Excellent guarantee, in fact so good that I'll be trying it once the service launches.. can you tell me exactly when that is? I'll have a couple of spots to fill from that list of categories

P.s.; my suggestion about the price increase was actually said with the thought in my mind of changing the testimonial to cover it up, not so much to ignore it altogether, which I agree would be even worse.