A few years ago I had a client who sold a fitness course.
It was a really, really good course. Her before-and-after transformations were some of the best I'd ever seen.
And after some research, she'd put together a traditional long-form sales letter to sell it. You know what I mean — big headlines, before-and-after testimonials front and center, bold promises.
It was a textbook sales letter — everything was done right.
And, obviously, her product could back it all up.
But there was one problem: it wasn't selling.
So she hired me to figure out why.
It took me less than ten minutes to see the issue.
To put it simply: her sales letter made her product look fake.
- Her testimonials were too good. Her audience simply couldn't identify with them — it didn't seem actually possible, even though every before-and-after picture was very real.
- Her claims & promises sounded too over-the-top. Again, they were real, but her audience didn't feel like they were real.
- And she made the results from her program just sound too easy.
Her ideal audience knew hard work was involved to make any meaningful progress.
As a result, my client just blended in with everyone else in her market making humongous claims without the skills to back them up — and her audience tuned her out.
So I had her take a totally different approach.
To give away the ending a bit, that new approach turned everything around completely.
Her new sales letter went semi-viral in her market — shared via word of mouth on social media and forums. (Yes, a sales letter.)
It was also 100% PPC-friendly. She could send traffic directly to it through Google, Facebook, and all other "difficult" PPC networks.
Her conversion rates were normal (about 1.5%-2%) but the quality of her customers shot up dramatically. They didn't complain about her prices and would just quietly put in the work her course required without second-guessing everything or needing their hands held.
As a result, her refund rates dropped dramatically.
Over time, she found it effortless to raise her prices — until she was eventually 10x the average cost in her market with no drop in conversion rates.
And it was a sales letter that she was proud to show friends and family. It didn't make their "scam-o-meter" go off at all.
And this is an approach that works in any market.
So what exactly did we do?