If you haven’t read the rest of this series yet, you can do so here – Part 1 , Part 2, and Part 3

In my last post, I told you I was going to dive into selling and show you exactly how to do this online…

Selling through “the written word” is what everyone refers to as copywriting.  Whether you’re selling through a blog post, email, an online sales letter, or a sales video, the principles are all the same.

The full subject of copywriting can’t be covered in one post, but I’m going to give you 90% of what you need in just this post.  Unless you are a professional copywriter doing client work, this is all you’ll need to sell your information product.

And for this specific example, I’m going to use a video sales letter as an example (the powerpoint style videos like you see here)…

Here are the MOST IMPORTANT parts of a video sales letter….

1.  Your opening “hook” that grabs their attention in the first 10 seconds

Your opening to the video is the most important part, just like a headline is the most important part of a print sales letter.  If you don’t hook them right off the bat, the rest of the video DOES NOT MATTER!  You have to get their attention right away!

2.  Empathize with the listener’s situation

In this part you have to let people know that you know exactly what they are going through.  Here’s one of the big keys to seduction that I learned from Robert Greene’s book The Art of Seduction (and this really applies to selling as well):

-> People will buy from you when they feel TRULY understood.

If someone is overweight and they feel like no one understands their situation, then you need to get to the heart of that and make them feel like you KNOW what it’s like to be in their shoes.  You have to really know your market when it comes to this.

If you can empathize with them, you’ll be able to sell them whatever you want…

3.  Tell a story of going from being in their desperate situation to getting to where their goal is

If it’s weight loss, show them how you went from fat, depressed, and lonely to being in shape, married to the love of your life, and living the greatest life ever!

That’s what people want – they want a “new life.”  They want to be a better version of themselves.

4.  Tell them you came up with a “unique” twist or a new system that will allow them to get the same results

This is where you’ll present them with your solution to their problem.  This whole setup is the classic Problem-Agitate-Solve formula that works very well in selling.  In this part you have to make sure to present your product as “unique” or some type of “secret.”  If you just told people your weight loss program was based on healthy eating and exercise, NO ONE would ever buy it.

Your whole program can be about healthy eating and exercise, BUT you have to “sex it up” when you’re selling it to them.

5.  Show some testimonials and feedback of people who are in the reader’s situation and who got results using your system

Testimonials are crucial to the success of any sales letter, and the more you can dial them in to your target audience, the better they will do.  If your testimonials are all for 20-30 year olds and your product sells to 50-60 year olds, then they probably will not relate.

Try to relate to them on age, race, location, profession…. things like that are crucial in a sales video.

6.  Overcome their objections

Everyone is going to have objections to buying something.  The biggest one will usually be price.  To beat the price objection, you have a few options:

-> Compare the price of your product to other services offered, and show how much better of a deal your product is

-> Stack up bonuses that will make the product worth 10X what you are charging for it.  Online this is easy, because it doesn’t actually cost you anything to add in more PDF’s and audio interviews.

7.  Make a strong guarantee

A lot of people new to internet marketing are scared of using guarantees because they think they’ll get ripped off.  Well actually, the exact opposite happens.  Our product on Clickbank has a 5.5% refund rate (which is very low for our industry), and we offer a very specific result-based guarantee.  Here it is:

-> If you don’t lose at least 10 lbs of stubborn belly fat in the next 31 days, then I’ll instantly give you 100% of your money back, no questions asked.  Even if you never use the program once, I’ll still give you 100% of your money back if you just email me at XXXX@XXXX.com.

After you have your guarantee down, the last thing you need might be the most overlooked when it comes to successful sales letters.

8.  Set a deadline

Here’s the truth about human behavior: nothing EVER gets done without a deadline.  Nothing.

People will do everything in their power to put something off if they can.

There’s a reason you see a deadline or a “limited quantity” on every single product launch.  If they left the program open for a year, they would make less sales than they do during the launch week.  You MUST put in some type of “urgency” to get them to act NOW.

Wrap Up

I hope you got a lot out of this post.  I’ll probably wrap this series up with 1-2 more posts.  Feel free to leave me a comment if you have any questions.

Also, I’d appreciate it if you shared this post by clicking the Facebook “Like” button at the top of the post!

– Justin

By Justin Goff

Justin sells the highest paying fat loss product on Clickbank called the 31 Day Fat Loss Cure. Get more info on being an affiliate here or check out the best damn podcast about the crazy world of Internet Marketing

109 thoughts on “How To Make $100 A Day With An Info Product (Part 4)”
  1. If people don’t understand what they are getting and how they will get it, then they will just move on to another site..just that simple.

    “Black Seo Guy “Signing Off”

    1. That’s why compelling content is critical in promotional materials. Every second counts. More so in the beginning of an article or video. It’s the part where your target market gets to decide if they will continue reading or watching your material or move on to another site to find what they need.

    2. Nonetheless, one of the easiest opportunities to convert a searcher into a customer is in the SERPs, so make sure you write compelling page titles and use the Description meta tag wisely. That increases your chances of being the site/page that a searcher clicks on.

    3. Couldn’t agree more with Antonio Coleman (The Black SEO Guy). Selling is all about driving home the benefits…

      Why do you want / need this?

      Why do you need it NOW?

      Before a copywriter can do that – they need to know their audience and product. Who buys it? Why?

      Setting urgency is something that is helpful to make sales but…not 100% necessary. That’s where I sorta jump the boat, but the exception would be if the affiliate product actually has a deadline or sale going on.

      Great post, Justin.

    4. Thanks, this was really helpful. I need help with my site too. Can you help? I started my website and now I’m waiting for viewers (let alone members!) It is an “every member an affiliate” type of site, where you earn 45% on the first tier and 5% on the second tier, every month. Where can I advertise this? Put it on US free ads, and am on 5 social networks, but nothing! What am I doing wrong, or what should I be doing? Please help, thanx. info@seriousmoney.co.za Appreciate, Jen

  2. Great series Justin!

    This is really useful as I’m currently creating a website about protein supplements. This has provided me with some good ideas when we need to create our own info product. I’ll also take a look at your product.

    1. Whether it is the traditional print media or the electronic media, be it advertising, newspapers, or a website, copywriting is the use of a strong blend of powerful, motivating and persuasive words that not only put your message across to your target audiences, but also brings about the desired results. The useful pointers will definitely earn me some bucks as soon as I apply them to my online bookshop! 😛

    2. Touted as a “handbook on the most subtle and effective form of power” and “an indispensable primer on how to take what you want from whomever you want,” this book is more than a little creepy. Following on the heels of his 48 Laws of Power, this book continues Greene’s gross exploration of social power, this time in the realm of sexual politics. Hmm…sounds kinda NSFW.

      1. Say what you want about the morals of the book, but Robert talks about how the world actually works…

  3. Hi Justin, great series. I can so relate to the “everything must have a deadline”, I keep setting them for myself. It works so well with products, that sense of fear that you might miss it. That 1 tip could be worth a million.

    1. There’s nothing like the sense of urgency to rouse prospects to take action. I should know. I fall for it every time. LOL

    2. Study your rivals’ products and take a look at their user reviews. Make a list of pros and contras, and use them in order to offer your readers exactly what they want to hear (the pros), by distinguishing yourself from the bad points your competition has. This is a way of empathizing by connecting with what you presume people think about your competitors’ brands.

      1. You’re right. Whatever information gathered can be used in creating a copy that would persuade potential customers that your product is better than the competition.

    1. This article’s a big help especially for those like me who can’t afford the services of excellent copywriters like you, Justin. I can’t wait for the next installment.

      1. In advertising, good copywriting grabs attention, creates user interest, holds attention, conveys useful product information and expects to generate more sales.

    1. People are more likely to buy if they feel that you understand what they want or need. You’d only be able to appeal to their emotions if you offer them something that address such need.

      1. Unless you’re Donald Trump, what’s the point of buying an absolutely useless thing? By the way, would you believe that copywriting is considered by most web marketing enthusiasts as the least valued and most overlooked element of building a web site? Strange, eh?

    2. I’ve started applying some of the tips you shared in this awesome series. This article is very timely since I do my own copywriting for the online business I’ve recently started. Thanks and more power to you!

    3. Offering a strong guarantee shouldn’t be a problem if you provide good value for the dollar.

  4. It says in The Art of Seduction book that among the many dazzling gifts of the Seducer are charm, persuasion, and the ability to create illusions. Put that into the context of selling and you’ll definitely have a winning formula.

    1. I beg to differ. Why don’t you stare at a web photo of Mystery (Erik von Markovik) and try not to blow chunks? 🙁

  5. $4000 for a copywriting project is a good deal already. Is that a fixed rate or does it depend on the size of the project?

    1. How long does it usually take to write good copies? And how do you target readers who just scan articles?

      1. I dunno. Just add sexual overtones in the mix and people will surely read your copy. Is this correct, Justin?

    2. To summarize all this, communication is really all we have when it comes to interacting with our prospects. When Lisa going to post another SEO article, Shoe?

  6. I agree with what you said about the importance of good opening. Any material is only as good as its opening. Whether it’s the first few seconds of a video or the first line of a sales letter, it should be catchy enough to capture and hold viewers or readers’ attention.

    1. The wealth of information and offers available online (and offline) makes it even more critical for your product or service to stand out. It takes creativity to make your offerings look more attractive to your target market.

      1. A good sales letter is important. But you don’t have to spend a fortune to get one done. Ain’t that right, Shoe?

        ** Manhattan Shoemoney Fans**

        1. It’s still best if you can write your own copy. But if you have the resources then having a pro copywriter is even much better. Either way, knowing how it works helps.

    2. Alright, alright. Let’s take things up a notch. Do you think a bad website design with good copywriting will perform better than a fantastic design with poor copywriting? What’s your take on this, Shoe?

      1. A website’s design and copywriting are two sides of the same coin; inseparable in every way. No matter what product you’re selling, these two components should complement each other always.

      2. A fancy web design captures the attention of readers. But it doesn’t amount to anything if you don’t have anything substantial to offer beyond that.

      3. Perhaps one of the most crucial steps is producing great copy on the “landing page” — a page a searcher sees after clicking your link. Landing pages are most often associated with PPC advertising, where you can decide which page a searcher sees when they click on your ad. But in the regular SERPs, the fact is that all your pages can be landing pages – so make sure you have great copy across the web site.

        1. We’re completely on the same page here. Poor landing pages lead to poor traffic, which leads eventually to poor sales. 🙁

  7. Regardless of how good your product is, your market wouldn’t know unless it’s communicated to him in a way that puts your product in the best light. To do that, you’ll need good copywriting skills or enough resources to spend on copywriters’ fees.

    1. Have you ever taken a look at the prices that copywriting pros charge for their services? A decent copywriter will get at least $2,500 for a sales letter. The big boys, well, about $15,000 or more. Yeah, having excellent copy written for your product can be very expensive.

      1. So if you’re a newbie in the business and you got no extra bucks to get a decent copywriter to help you, then you’re better off hawking umbrellas door-to-door…

    2. An untrained copywriter won’t know how to hit all the hot buttons that he has to hit in order to get through to the prospect. He doesn’t know what the prospect responds to. That’s where the trained copywriter comes in. He’s studied this art and knows just how to hit those hot buttons.

      1. I don’t realize how much importance of copywriting until I read above post. But it is still so expensive to hire a good copywriter for a new business…

  8. This further explains the importance of empathy. — “I have a theory that the best ads come from personal experience. Some of the good ones I have done have really come out of the real experience of my life, and somehow this has come over as true and valid and persuasive.” – David Ogilvy

      1. I downloaded a copy a few months back but haven’t found the time to read it yet. I’ll start reading it this weekend.

      2. I take one look at Mystery and I say to myself: do women really fall for this scumbag? I won’t be falling for him anytime soon no matter how much Four Lokos I drink.

  9. What is the difference between a $1 bill and a $100 bill? Well, the message on the paper is the only difference. This is proof that a small change in the message can make a piece of paper be worth over 100x as much as it may otherwise be. Definitely a superb post. Best wishes from Atlanta.

    1. If you are ignoring the copy within your sales letters, emails, opt-in pages, or website, you are probably only realizing 3-5% of the response that is possible with the use of the right words.

      1. I am just tingling with anticipation. What if you can have a system of responding to 100% of these? Definitely a win!

  10. Most people connect with a copy through emotions. I think copywriting is knowing how to hit the right buttons.

    1. The reason why making people buy something is tough is because people, by nature, are skeptical. It doesn’t help much that the dot com bust of the late 90’s left many people broke. Since that time, people don’t just take your word for something.

      They need to have some kind of proof that your product is really going to help them. A strong guarantee doesn’t hurt either. That’s why you might notice that some sales pages have guarantees of 6 months or longer. These longer guarantees give prospects confidence in the product.

      1. Right. You don’t even have to worry about refunds. If your customers are anything like me, they’d probably won’t ask for even if they’re disappointed with the product.

    2. I got this from Mike’s Quarter: Take special care of the way you use people names in the reply emails you send them after he signed off for a purchase. Pretend you’re writing to a colleague. Don’t be overly familiar, don’t be offcolor, don’t mumble, don’t use any “corporate speak”. Just tell her/him why you’re writing and what do you have to offer, like in an everyday person to person discussion.

      1. My philosophy when reading mails? When I feel it’s too full of crap (particularly corporate BS that you have trouble comprehending), I delete it.

    1. A very nice and educational article. Most of the time, I think good products sell themselves.

  11. Copywriting is not an exact science. However, you have a much better chance of getting your product sold with a well written sales page than with one that’s just slapped together. What do you think, Shoe? Is this a candidate for comment of the day?

    1. A well-written copy is grounded on understanding the market. It has to be unique and interesting to be able to communicate your message.

      1. How come some copywriters offer their services for more than 10k? While there are notable others who have less than 1k price tags but have the same level of skills?

        1. I guess it depends on the reputation the copywriter has built over the years. Many who can afford copwriting services usually opt for those who have a solid track record to back them up.

  12. The good thing about writing copies is that anyone can do it provided you work at it. It takes time though. I’m still far from creating great copies but I try to learn as much as I can from whatever available free resources I find.

    1. Contrary to popular belief, a copywriter can’t convince a person to buy something that they don’t want. The sales letter has to be put in front of a person that would have a want for the product that is being sold. You can’t sell tires to a person without a car and you can’t sell anything to a person that has no use for it.

      1. Well, it goes down to the importance of adding value. You can’t do that if there’s no need to fill, right?

  13. I’m still far from creating great copies but I try to learn as much as I can from whatever available free resources I find.

  14. If copywriting is done right you can lower your refund rate and increase potential cross and upsells by connecting directly with the fears, needs, and goals of your clients

    1. It depends on how skillful you are (or your copywriter is in case you hired one). I have seen some of the best and I would just like to ask if there are Shoemoney courses on copywriting available.

  15. Indeed, content is king they say but as someone who originates from a web design/technical background, copywriting is something that doesn’t come naturally to me.

    1. I think it can be learned. You just have to invest time and energy to accomplish it.

  16. A message has to resonate before it can convince people to do what you want them to do, i.e. buy your product. Writing it is not simple though.

  17. Perfect timing! I’ve been wracking my brains on how to write a sales letter for the products I’m offering. I could use the tips you shared here.

  18. I didn’t know that copywriting could be such a high paying job. Makes me think of switching careers.

  19. Very nice tips on video sales letter, i agree with most of your points here and yeah the first 10 second.. or their very first impression on you is huge.

  20. Hello, Thanks for the information. content must be informative and descriptive. people must be aware of what you are selling. your tips has helped me a lot for selling my products.

  21. Absolutely spot on about putting in a deadline with your offer. I’ve done sooooo much split testing on that one and the difference in conversion can be as high as 60% – overlook that tip at your peril!

  22. Who needs copywriting? I’ll just post pics of girls with big boobies and I’ll get 10 times the traffic you do.

  23. Hi, please keep posting about this, it’s good to have new ways of making money! Thanks for sharing!

  24. David Ogilvy most definitely would approve. The whole series has been excellent. Thank you.

  25. Nicely done. I agree with eight of your tips on selling online. Particularly number 2 and number 3. Letting people feel like you really understand what they’re going through is very powerful.

    And it has been a proven fact that stories always sell. I will definitely come back to this article when I’m ready to do some more copywriting.

  26. It is definitely possible to make tons of money online and offline, but an individual needs to know the exact steps to take. It is possible to do this by two ways. Try tons of different ways and learn by making your own mistakes or get the help of an individual that has already made tons of money. Simple as that.

  27. Video is the way to go anymore. I think once people started putting out good videos on sales pages of info products and even business service products the other plain text sales pages seem very weak and unconvincing.

  28. That is the suitable blog for anybody who needs to search out out about this topic. You notice a lot its virtually onerous to argue with you (not that I truly would want…HaHa). You positively put a brand new spin on a topic thats been written about for years. Nice stuff, just nice!

  29. I really do not understand what i have to do i mean the whole thing doesnt seems straight forward at all. I am confused

  30. Wonderful post series! It’s not brand new information or anything, but totally relevant! I am in the process of creating my $100/day info product right now, need to keep reading this series over and over again. Thanks shoemoney!

  31. Copywriting really is a unique skill. It can be learned but I think it takes some time to master. I try to keep an outline of what you described so it can keep me on track. I keep this in mind with every blog post that I write. I still haven’t mastered it but I’m slowly getting better.

  32. Video sales letters are obviously not easy. Rather than learning it should come naturally. Some marketers really good at it.

  33. Thanks justin! I’ve been selling products to my site also. I know this will help me a lot in the process. Thanks and keep posting!

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