Your readers don’t believe you.
Your loyal fans, sure, they do. But the people who stumbled across your sales page after learning your name 3 days ago? Not so much.
Not because of anything you’ve done. But there’s so much BS around we’ve become conditioned to believe anybody who sells anything is a scammer until they prove otherwise.
You want this baby silent as people read your sales page
This post will show you 2 steps for getting inside your reader’s head and silencing their B.S detector. So they stay engaged and listen to what you have to say. We’ll then go a step deeper and show you a quick little trick for getting your reader to crave what you offer (it’s the same one I teach in detail in my free guide, which you get for joining my newsletter).
We’ll do all that by taking a look at a sales page from sex/relationship coach Alex Allman.
Sex and sales copy
Alex teaches guys how to have better sex and more fulfilling lives. Even though he’s one of the good guys, his market is rampant with BS and scammers. Reader’s who find their way to his sales page are going to be skeptical.
Some of your readers are, too. So how would you put that skepticism to bed? Do you ignore it? Explain all the reasons why you’re not like everyone else?
The first method won’t work because skeptical readers are less likely to buy. The second is a waste of energy since they don’t believe you in the first place.
But there’s an easier way. Here are the two steps Alex uses that you can use too if you want to disable your reader’s B.S detector.
Step 1: Acknowledge their skepticism
If you don’t address that loud “B.S” alarm going off in the reader’s mind, it’s going to drown out anything you have to say. So early on in the sales page, Alex does something smart. He addresses it head on.
Here’s an excerpt of the copy showing you how he does it.
In fact, I strongly recommend that while you read this letter, you continuously ask yourself if I’M FULL OF SHIT too… Is THIS letter also just one more piece of bullshit online trying to sell you on something you need in order to be masculine?
It’s true that I’m going to offer you something to buy at the end, and I have studied marketing, so if you’re smart, you’ll question whether you can trust what I’m saying too.
Not only does Alex call out the skepticism, he goes a step further and says you’re smart to doubt him. Stroking the reader’s ego like this means they’ll feel good about themselves. And they’ll automatically like Alex more because he’s the guy who made them feel good about themselves.
But the larger point is that, by addressing the reader’s skepticism and agreeing with it, he’s showing the reader he understands him. That they’re on the same team. This will give him a huge edge when it’s time for the reader to make a buying decision.
Step 2: Validate their skepticism
So you’ve called out the elephant in the room. Now what? Pile on all the reasons why it shouldn’t be there? Why they’re wrong for thinking that. Like some guy at the bar telling a girl “I’m not like those other guys, baby! You can trust me!”
Not if you want to connect with them.
Instead of trying to change their mind, you can go deeper into this doubt. Show them you not only understand how they feel, you understand why they feel that way.
Alex does a great job of this. He addresses how men in our society are flooded with a “tsunami of bullshit” on what it means to be a man. How they’re bombarded with empty promises designed to exploit their fears, insecurities, and desires.
Here’s an excerpt from Alex’s sales page that does that:
With every click on the internet, every sponsor on television, every billboard when you’re driving or riding a bus… everywhere you go, you are being fed continuous bullshit about what kind of beer you need to drink in order to be sexy, accepted, popular, rich, or masculine.
Instead of fighting the skepticism, he justifies it. Blaming the media and society for causing this doubt.
By pointing out the real cause, he’s again aligning himself with the reader. It’s as if he and the reader are on the same team, fighting the tsunami of bullshit together.
Now that he’s identified that doubt and what’s behind it, he’s positioned himself as someone who truly understands the reader. They’ll be less skeptical and more willing to hear him out and go through his sales page.
Moving beyond skepticism
After calming the reader’s skepticism, they’ll be more receptive to what you have to say. Which means you can crank up the heat and begin work up their appetite for what you have.
Alex’s copy does a good job of this focusing on the benefits the reader gets from joining his program. Though simply stating what they’ll get isn’t always enough. If you want to get the most power out of them as possible, you want to go beyond telling the reader what they’ll get from your program and instead show them.
How do you do that? With clear, descriptive language.
Here, let me show you an example.
Here’s a bullet from Alex’s sales page highlighting one of the benefits men get from his program:
Being A Man With Women Becomes An Enjoyable Experience For You.
Pretty good. There are guys who feel so much pressure and anxiety with women that this will be a nice benefit.
But what exactly does “enjoyable experience” mean? How could we make that so enticing men reading say “OMG I’VE GOT TO HAVE THIS!”?
That’s where it pays to paint a picture of the specific benefit you’re talking about.
Here’s an example. Take a look at copy from an excerpt Digital Romance.
Use this to condition a woman to become unreasonably turned on and quiver with desire for you every time you whisper a seemingly innocent phrase of your choice in her ear.
If this copy were simply stating the benefit, it’d say “learn to turn women on” or “get women attracted to you”. And that’d be okay.
But instead of simply stating the benefit, they painted a picture that showed the reader exactly what was in store for them. Using terms like “quiver with desire” and “whisper a seemingly innocent phrase of your choice into here ear” to make it more real, concrete, and desireable.
Using descriptive language to paint a clear picture in your reader’s mind
- Clarifies what they get
- Makes your copy more engaging
- Makes them feel more desire and excitement for what you’re offering
All three of those points working together will do wonders for boosting conversions.
This article showed you how to disarm your reader’s BS detector and get them craving your offer by:
- Addressing the skepticism going on in their head as they read your sales letter
- Justifying the skepticism, allowing it to be there, and showing you understand what’s behind it
- Moving beyond their skepticism and making them hungry for your offer
If you want a deeper look into that third step, I’ve created a simple guide that will help you whip up copy in a few short minutes that help get your reader to crave what you have.
Once you learn this simple technique, you can sprinkle it all over your copy. And make your offer compelling without being obnoxious and salesy.
Enter your name and email on the bar to the right of this post and get your free guide to writing Dream Copy right now.