What does a great sales letter look like?
Here’s a phenomenal sales letter used by top copywriter Chris Haddad (aka Michale Fiore) to sell a product designed to help men “text the romance back” into a relationship.
He actually presents this through a video (here is the link), which I transcribed to show how it would look as a sales letter.
Below is a breakdown of what he does that makes the message so compelling. (Sales letter in black, my commentary in red):
Brief Background: This video starts with 2-3 minutes of Michael Fiore talking about his Text the Romance Back program on Rachel Ray. He claims men can use this program to ignite passion in a relationship, and his claim is backed up immediately through testimonials from audience members.
The Rachel Ray show is almost a sneaky way to provide credibility. The men who he’s selling this book to do not watch this show, but their wives sure do. The fact he is on Rachel Ray (and not, say, Howard Stern) screams “See! This is what women want!”
Free Presentation Reveals: How to Turn Even the “Coldest Woman” into a “Passion Addict” Just by Pushing a Few Buttons on Your Cell Phone.
Immediately removes the objection guys have that “this won’t work for me…” by mentioning how it works even on the “coldest woman”.
And how about that term “passion addict”!? It’s not a known phrase, yet any guy who reads it is going to perk up immediately. Imagining a woman turning into a “passion addict” puts exciting images in a guy’s head that get him emotionally charged up and eager to learn what this is about.
And what’s the very next thing they learn? Just how easy it is. But Michale doesn’t just say it’s easy, he puts a picture in the guy’s head with the phrase “just by pushing a few buttons on your cell phone”. All of a sudden I’m imagining myself clobbering away at my keypad with my eyes close and getting a girl turned-on as a result. Find me a straight man in this world that isn’t eager to learn more at this point.
From this headline the reader knows exactly what he’s getting: The ability to make my wife/girlfriend go crazy with passion/desire without putting in any work. That sounds awesome. Tell me more…
If you have a cell phone, and can follow simple instructions, this video will change your love life forever.
My interest is already piqued, and now you are telling me I already have everything I need to achieve the benefits you described above? Now I’m even more hooked, (yet still skeptical).
Hi, my name is Michael Fiore and in the next few minutes – just like I did on Rachael Ray – I’m going to teach YOU how to use tiny little text messages sent from the cell phone you have in your pocket right now to transform even the coldest women into a secret “passion addict” who thinks about you all day… craves your attention… and thinks up dozens of ways to reward you for being such a “romantic” – even though all you did was push a few buttons on your phone.
Reinforces the claims made in the headline, with a little bit of added punch. Starting with “tiny little text messages” to reinforce the simplicity, he then hammers home what a “passion addict” might look like. (Go ahead guys, let your mind wander as you think up the “dozens of ways she’ll reward you for being such a ‘romantic’”. Stirring up feelings of desire, isn’t it?)
In fact, even though this might sound impossible now, after you watch this video and do what it says… like thousands of guys have around the world… you’ll be shocked at the staggering transformation that happens in your woman literally overnight…
Building rapport here. Guys have seen enough hype-filled ads promising a better sex life. This paragraph addresses that, and is basically saying “listen I know where you’re coming from, but stick with me here, it’ll be well worth it”. By addressing that concern, he gains a bit of trust and the viewer is willing to learn just a bit more…
How the “bad habits” she used to complain about, simply don’t matter anymore…
How any anger or jealousy she used to show just fades away, replaced by the love and acceptance you had when you first met.
And how she even develops a bit of a… “romance addiction”… where she goes out of her way to show you how much she adores you… to thank you for being her man.. and to make sure you feel appreciated, wanted, and loved no matter how far apart you are…
Piling on even MORE benefits now. This goes beyond just sex. He’s hitting “emotional hot-buttons” that cut to the core of what guys want. He hooks them with sex (a great way to get attention), and takes it even deeper by offering acceptance, love, and appreciation. Now the guy is even more emotionally invested in this product – and on some profoundly deep levels.
This right here is what a lot of copywriters miss about this niche. They think the sale is all about saying “Hey guys, this will get you laid more!” But there are deeper needs and desires that need to be addressed to really hit a wider market. Take this section out, and sales would plummet. That’s my guess.
And where seducing YOU becomes her irresistible, new favorite hobby.
Friendly reminder that in addition to the deep stuff you will still get her sexually charged. Now the guy is emotionally invested on all kinds of levels.
Now, I know the idea of getting the HOT, passionate, no B.S. relationship you’ve always wanted just by tapping out a few, simple, powerful messages on your cell phone probably sounds a little bit unbelievable…
More rapport here. As if he’s reading the guys’ mind.
To prove to you why it works so incredibly well I need to reveal to you a few simple truths about a woman’s romantic mind no one has ever told you before… and how to access the deepest part of her brain and “hot-wire” her desire – and her love – in a weird, but staggeringly effective way.
He’s promising to give the reader proof. It’s like he’s saying “That’s right reader, no need to write me off as some snake-oil salesman. I know what you need to be convinced (concrete proof), and I’m going to give it to you…” Since Michael has made such grand promises the viewer will give him that chance – but the second he smells something fishy the viewer will be out of here.
Fact: Romance means very different things to women than it does to us guys.
If you’re like most guys, romance to you means: 1. Sex. 2. Feeling appreciated and wanted. 3. The game of chasing or seducing a woman. 4 Or it means stuffing yourself in an uncomfortable suit and going dancing “just to make her happy”.
Yup. Nailed it. It’s like he’s inside the reader’s head…
But that’s not the kind of romance we’re talking about.
To women, romance means: 1. Being hunted and earned. 2. Romance is how you prove to her that you’re a strong, powerful man who deserves her, who she can brag about, and who can make her swoon – it’s easier than you think.
Establishing a bit more credibility here. Sounds like this guy knows what he’s talking about and that he understands women better than most men (including the viewer).
And what a great time to slip in “it’s easier than you think”. Romance was starting to sound complicated/difficult. But now the reader can feel a bit of relief and know he’s not in over his head.
Plain and simple, women are hardwired deep in their genes to want to be hunted and pursued and earned by a man. That’s why women love seeing “chick flicks” where guys will walk over hot coals to get the girl.
Men like science. It’s logical. This talk about “hardwiring” provides the logic that will make men feel more comfortable about buying.
And why romance novels, where women are taken and ravaged, are such huge bestsellers.
How about that? Displaying his understanding of women while inspiring sexual imagery that gets the guy even more emotionally excited. This is almost unfair…
What this means is that inside every woman – even if she seems like an “ice queen” there is a secrete “playmate” just waiting to be set loose… if you know how to “flip the switch”… to prove to her that you’re worthy, and give her permission to act.
Here’s the proof of why this works with every woman (it’s part of her hard-wiring). This backs up the claim made in the headline and shows this isn’t just based on empty hype.
And look at this word choices used in these sentences: “playmate” – sounds fun! “flip the switch” – sounds easy! Keeping the reader emotionally excited while smacking him in the face with cold, hard logic. Good luck beating that combination.
Okay. If your woman actually craves that spark of sex and romance as much as you do, and just needs you to hunt her, why doesn’t she just tell you that?
More “mind reading” rapport…
And why do you feel like you’re in “romantic Siberia”, starving for even the smallest amount of affection?
“Romantic Siberia” – There’s a nice image of feeling cold and alone, reinforcing what happens without this product. I’m almost surprised they stuck with it though. It’s such a strange phrase the reader almost has to stop and think for a second about what he’s talking about – which pulls him away from the sales message.
That’s a really good question. And here’s the really good answer:
In order to get your woman to “give in to you” and give you the romance, sex, and love you deserve, she needs you to do three things. And none of them involve “buying her stuff”.
Eliminating the commonly held belief that making women happy is all about “buying stuff” builds even more intrigue. Now the viewer is that much more curious to learn what he can do…
First, you need to show her she has power over you. That she’s a beautiful, desirable woman. Like I said a second ago, to women romance means being chased and earned. As soon as you stopped pursuing her, her self-esteem (and her passion) dropped like a stone.
If you want to reawaken the real passion in your relationship, you need to remind her what a valuable prize she is… and let her know the hunt is still on.
Look at that, helpful advice and insights into romance that can be used right away. He’s giving the reader solid value here, increasing credibility and delivering payoff for sticking with the letter.
Second: You need to engage her imagination. Let her know when you’re thinking of her when you’re not with her, and awaken her deep capacity for fantasy.
And third, you need to flat-out seduce her. You need to hot-wire the romance center of her mind and show that you know how to wake up the passions in her heart and her whole body.
Men are thinking “Okay that sounds legit, but how the heck do I do all that?”
So how do you do all that?
Well, as I proved live in front of Rachel Ray and her millions of viewers, the way to turn even the coldest woman into the passion addict you deserve is by sending her almost magical text messages.
Plain and simple, and as weird as it sounds, sending the right text messages to your girlfriend or wife during the day can have a shocking (and drastic) impact on your relationship. And will give you a whole new level of emotional, mental, and even physical, intimacy.
Michael started this sales video by highlighting major benefits. Then he provided sound reasoning to back up his claim. Now that the prospect is primed and ready Michael is able to go into details of what he has for him.
This is why long-form copy works so well. It provides time for the sales process to unfold. Michael isn’t jumping in his customer’s face trying to make a sale. He’s seducing him into buying.
Why? Because by texting your woman the right way, you can feed her the kind of “secret fantasies” and “emotional bait” she’s genetically programmed to respond to – wherever she is, whenever you want. Painting a goofy smile across her face and building her craving for you to a fever pitch.
With the right texts, you’ll have a “secret conversation” where you create a private fantasy world between the two of you, where she feels like she can “give in” to her secret desire to seduce you again – and to be the fun, easy going woman you’ve always wanted.
There’s that brutal combination of emotion and logic once again: Feeding the fantasies she’s “genetically programmed” to respond to (the logical reason why this works) that will have her “craving you to a fever pitch” (the emotional reason for why to buy it).
And all without you having to get frustrated or angry anymore. And simply by pushing a few buttons on her cell phone.
“Okay, okay Michael I get it, I see how I can use text messages to bring the spark back into my relationship, but how do I actually do it?”
Glad you asked, because I’ve got a really good answer for you.
He’s built up a lot of credibility/rapport throughout this letter. So when he says “I have a really good answer for you”, the reader is inclined to believe it will be a good answer.
Like I said my name is Michael Fiore. I’m a nationally known relationship expert who’s been featured on television and radio, and even been interviewed by Time Magazine. And with your permission, I’d like to teach you everything I know about using tiny text messages to “hijack” your woman’s romantic mind and have the relationship you crave.
Reminding the reader of his credibility once again while keeping him focused on the sales message. Michael is making the same points he’s already made but in different ways (using different language, different credibility indicators) to keep the message engaging.
By introducing you to a simple, step-by-step program I call: Text the Romance Back 2.0: The 30 day Digital Relationship Transformer.
Text the Romance Back 2.0 is a step-by-step system that shows you what text to send to instantly ignite a tremendous FIRE in your relationship.
The Text the Romance Back 2.0 relationship program is crammed full of step-by-step instructions and done-for-you texts designed to crawl into her unconscious mind and feed the secret romantic within.
“Step-by-step”, “Done-for-you” texts. This is exactly what guys in this market are looking for. They just want someone to tell them exactly what they need to do/say to make their woman happy.
When you grab your copy of Text the Romance Back 2.0 today, you’ll discover…
How to attract her attention no matter where she is no matter how busy she is, or how little time she might have, all by using the simple “curiosity magnet” text no woman can ignore.
That objection in the back of a the reader’s head that this stuff will only work at in specific moments? Blown to pieces.
The stunning power of “appreciation” texts that will send subtle shivers down her spine. You’ll be shocked at the spring she gets in her step and the goofy smile that spreads across her face when you use this simple method to tell her how you really feel.
That’s some powerful language and imagery. Guys can see exactly what they can expect from this product. People are more likely to buy when they know exactly what it is they are getting.
Feeling the passion is missing from your relationship? Once you learn the power of “sensual compliment” texts you’ll be able to multiply the heat in your relationship and have her feeling warm and romantic – even on the iciest of days.
“Even on the iciest of days” Great juxtaposition to show the reader how nothing will be able to stop his newfound powers of seduction.
And you’ll be shocked from the tingle that goes through your whole body, the first time she uses one of these on you.
And that is just the tip of the ice berg…
As you get into the more advanced material you’ll also discover…
The incredible “Text Message” technique. A technique so powerful – yet so simple – she’ll swear she’ll feel your hands on her even if you’re all the way across town or on a business trip in a different state.
In a long distance relationship or spending time apart?
Try the “Distance Destroyer” text. I’ve had many women stationed overseas say this one technique saved their relationship – and got them through a long deployment. Use this simple text to have her feel like she’s right there next to you and loving every minute – even when you’re across the country, or around the world on business.
Feel like you always have to fight for her affection?
“Bait Question” texts will drag her attention to you like a laser-beam and create incredible intimacy. These are great to use if you just met a woman, to have her thinking you’re the most interesting man she’s ever met.
Now he’s narrowing in and addressing specific pain points so every man reading this can see that his specific situation is covered in this program. Michael does this by covering opposite extremes, saying how it will work if your girl is across the world, or if you just met her. By covering the extreme examples guys all across the spectrum – in different stages and types of relationships – can see how this product will be useful for them.
Next, you’ll learn how to flirt and tease her with “Digitial Telepathy” texts. Even when you’re in the same room, you’ll be shocked at the looks she gives you when she reaches into her pocket and sees the message you sent her, and how eager she is to get you alone afterwards.
And for when it’s time for romance to turn into hot-and-heavy passion, you’ll discover how to use “Digital Foreplay” to enter the most private, and primal parts of her mind, and create a level of attraction and desire in your relationship you haven’t felt since your first kiss.
In fact, if you’re like most of the thousands of men who have used this already you’ll feel like you’ve gone through a “relationship time machine” and have created a better, more connected, more intimate, sexier, and more fun relationship with your woman… Literally, at the push of a button.
Again he’s showing the wide ranges of needs this covers. There’s more going on that sparking lust and desire, it’s also making the relationship “connected”, “intimate”, and “fun”. Once again this is touching on those deeper levels of what guys are really looking for beyond just sex.
Need proof? Just see what a few of my Text the Romance Back 2.0 customers have to say about the program:
Randy form Los Angeles says:
“Frankly, I really expected to be asking for my money back when the texting didn’t work. Then I actually tried what you said. Keep your money, you earned every penny!”
Jim from Seattle says:
“My wife and I were right in the middle of a dry patch when I discovered your stuff. Her reaction was OVERWHELMING! Now her friends keep asking me to teach THEIR husbands how to do this.”
Even though it lacks detail this testimonial proves the promises being made, while adding an additional benefit… the ego boost the man will receive from people who are envious of what he can do.
Alexander M. Says:
I was like “Ok. She’ll probably like it. But man, she LOVED it! I appreciate it a lot. Love what you do.”
After all this men are interested, but still skeptical. This testimonial, along with the first one, address that skepticism and shows how guys who felt the same way yet took the plunge had phenomenal results.
That skepticism could have been enough to prevent a guy from buying the product. But Michael has addressed it, and overcome it.
And Mark from Minnesota says:
I thought the romance was dead… But suddenly she’s seducing ME over text message!
Notice how short and sweet all these testimonials are. They briefly introduce a problem, and then celebrate the stunning results that came after using the product.
And those are just a few of the hundreds and hundreds of emails I’ve received from incredibly satisfied guys after trying this simple system.
Here is my promise to you:
If you’ve got two thumbs you can do wonders for your relationship and be giddy and passionate like teenagers again, just by using these simple techniques like thousands have already.
Okay, so how do you get started texting the romance back into your life? How much for the Text the Romance Back 2.0 system as featured on Rachel Ray, including dozens of done-for-you texts, plus, my patented romantic texting formulas I promise you haven’t heard before?
Honestly, this is the only program like this in existence. So there’s nothing to compare it to.
So let’s just think of the alternatives you could try – or that you’ve tried already – to bring the spark and romance back into your relationship.
You could try planning a romantic dinner. That would cost you at least $100, and if you’re like a lot of guys you’ll find yourself annoyed at how you sit there, not talking… how she looks at you, expecting more, and how nothing really changes.
“How she looks at you, expecting more” – Good God that’s cold! Suddenly the reader’s main alternative to this program just became a nightmare situation.
You could try and grab her attention by buying her some sexy lingerie. A really nice set will cost you a few hundred bucks. And even if she doesn’t blow up at you for only thinking of sex, what are the odds that she’ll actually wear it?
And he continues to crush the reader’s hopes and dreams. At this point the reader knows he wants to do something, and all the alternatives are being painted to look as though they may wind up causing more harm than good.
Or, you could try a romantic weekend away. That will cost you thousands to do right, and even if you do connect on a deep level and get physically, and emotionally closer, you’ll probably end up right back where you are now as soon as the “magic” of your vacation is over.
This is a great example of where he could have gone all “salesy” but didn’t. He isn’t bashing weekend getaways (which is something a cheesy salesman might do), just delivering the hard truth that whatever intimacy they create probably won’t last.
Let me ask you a question: Years from now when you’re looking back, how are you going to feel if you could have made your relationship so much better just by pushing a few simple buttons on your cell phone.
Not to get depressing here, but most couples in this country just don’t make it. They get “too busy” for love. They “forget” to be romantic… to seduce each other… to love each other… they drift apart… they get bitter… and all that passion just turns to apathy, and anger.
How are you going to feel if you could have brought back the romance, the lust, and the love, and what if you could have done it all, just by tapping out a few, tiny messages on your cell phone.
Incredible “takeaway” here. Throughout the letter the reader learns all the great benefits they will experience by getting this product. Now they see what happens if they don’t buy this product. And the outlook for that looks pretty grim.
It’s hard for a lot of guys to believe, but having a great relationship where your wife or your girlfriend is actually happy with you all the time is really just about doing a few little things RIGHT.
As I showed live on television with Rachel Ray, the techniques I teach in “Text the Romance Back” work very well. And because I want you to experience the results for yourself I’m going to let you have the full program at a price you’re not going to believe…
The regular retail price of Text the Romance Back 2.0 is just $97. Less than one expensive dinner at a romantic restaurant, not to mention what you’ll pay for a babysitter and gas.
And a lot less than you’d pay to a relationship counselor if you don’t get this “romance” thing handled… if you don’t feed the desire you’ve got burning its way through your heart… if you don’t do something to fan the flames of your love.
Again the reader is primed and ready to do something. So Michael is contrasting the price of this option with alternatives to prove what he has is the smartest financial choice. At the same time he’s reinforcing the emotional pain that will come from not buying this product.
Now, I know that $97 can seem like a lot of money to people sometimes, and I want to take away every barrier you have to getting the romance you deserve.
Everyone who’s used Text the Romance Back says it’s a steal at $97 and my friends tell me, the least I can sell the program from is just $67.
But I want to make this a real “no-brainer” for you.
I want you to try this material and see how well it works for yourself. That’s why I’m going to let you have “Text the Romance Back 2.0” for just $47 today.
Introducing the first price and comparing it to alternatives made it seem reasonable. A guy could talk himself into this being worth $97. But now that price is slashed in half. Now he’s getting a deal. People are going to be far more motivated to buy – regardless of price – if they feel they are getting a great deal.
Plus if you act now, I’ll also give you the audio version of the training at no additional charge.
So you can study up while at the gym, in the car, or anytime you’ve got your headphones.
You’ll also get the “I Like Myself” game worksheet that allows you to increase your own self-esteem in seconds.
I really question the title of that worksheet. What guy wants to be seen using an “I like Myself” worksheet?
Though men can look past the title since the benefit – boosting self-esteem – is something many guys in this market are after.
The Text the Romance Back 2.0 Crib Sheet, that lets you skip to any text you want.
The Text the Romance Back 2.0 Frequently Asked Questions – where I answer intimate questions from customers and tell you exactly what to do if your texting doesn’t go as planned.
AND you’ll get my new Facebook Romance Secrets program absolutely free. A $27 value.
Facebook Romance Secrets is a new program I’ve created that will allow you to seduce your woman – or any woman actually using Facebook and Social Media. And will give you ideas that will have her swooning every time she logs in.
As I say in the course, what you put on Facebook is “the story you tell the world about yourself”. And in this training, my friend Mike Hill and I will teach you how to tell a story that will have your partner grinning from ear to ear.
In “Facebook Romance Secrets” you’ll discover how to use simple little posts on her Facebook wall to rivet her attention and send shivers of anticipation through her whole body… and how to comment on her pictures in a way that has friends and family gushing over how you’re the perfect man for her.
How to be un-apologetically romantic with your partner – and have her scheming up ways to put a huge smile on your face.
Facebook Romance Secrets is normally $27 all by itself, but I’d like to flat-out give it to you just for trying out “Text the Romance Back 2.0” today.
Just loading up on free bonuses here. This is how you push the reader “over the edge”. First, make him feel as though he’s already getting a deal. This was done by laying it on heavy with the benefits early on and throughout the letter, comparing the “normal” price to the alternatives, and then slashing that price in half. Now the pot is even sweeter with all these free, relevant bonus information. It’s getting hard to say no…
Just to add it all up, as part of this special promotion you’ll get instant digital access to:
The Text the Romance back 2.0 training program (normally $97)
The Text the Romance Back 2.0 audio (normally $17)
The I Like Myself game Worksheet (normally $17)
The Text the Romance Back 2.0 Crib Sheet (normally $17)
And Facebook Romance Secrets – both the print and audio version (normally $27)
That’s $175 worth of value for less than $50.
Recaps are needed when throwing all kinds of information at a customer.
All you have to do to get started is enter your email address and click the big, shiny, inviting “Add to Cart” button that just appeared below. You’ll gain instant access to everything and will be texting the romance back with your woman – tonight.
Giving the guy reason to make this purchase immediately.
And of course you’re covered by my “No Worry” guarantee.
Here’s how it works:
Simply order today and use the material. If you’re not blown away, and you don’t get results just email me within 60 days for a complete refund. No fine print, no B.S.
Eliminating any lingering worry about getting ripped-off with this guarantee.
But you really do have to act now.
I’m selling this program now for just $47 as a market test, and I plan on raising the price – or maybe even doubling it – in the near future.
Here’s what John Carlton calls “hand-wringing urgency”. Suddenly they have a major reason to buy it now. Without that mention of a “market test” a lot of customers would go “This is cool, I’ll come back and get it another time and get it…” then forget about it. But now they don’t have that chance. They have got to act now, or they lose the bargain.
Listen, I don’t want to pressure you hear but you’ve got a very simple choice to make.
And when you think about it you really just got 3 options:
Option 1: Do nothing. Keep going the way you are now. Keep being frustrated and risk things getting worse because you don’t take action.
Option 2: Take what you learned here today and try to “wing it” with your girlfriend or wife. Risk making up your own texts and hoping for good results.
You can try this, but I can tell you from experience that the chances of you sending the wrong message and getting the opposite result of what you want this way are HUGE.
And then there’s option 3: Risk nothing at all today. Grab the Text the Romance Back 2.0 training for just $47 and line up to be another of my growing list of success stories.
It’s time to take action. So Michael is laying out the choices and positioning it so that buying the program is the choice with the least amount of risk, and the most upside.
And again all you have to do is enter your email address, and click the big shiny, inviting “add to Cart” button that just appeared below. You’ll gain instant access to everything and will be texting the romance back with YOUR woman, tonight.
I can’t wait to hear about your success,
I’m Michael Fiore, thank you very much for your time.