The Death of the Superstar Sales Letter

You’ve probably been to a sales letter, right?

You typically don’t know you’re going to land on a sales letter. You just click on a link and all of a sudden it pops up and there’s a really big headline. Then 30, 40 or 50 pages slowly load into your browser and the scroll bar over on the right gets really tiny.

What do you typically do when you see that sales letter?

Most people grab the scroll bar and pull it down to the bottom, because they want to see what the price is, right? I do that and I imagine you do, too. You scroll to the bottom and look at the cost.

Other times, you see it’s a sales letter and you immediately click away.

Now, don’t get me wrong. I use sales letters. I like sales letters. I even like to write sales letters. But the reality is, if you’re simply throwing up a sales page and sending it traffic, it really doesn’t matter how new or unique your product or service is. The majority of people are NOT going to buy.

Last week, I introduced you to John Gallagher who quickly went from food stamps to six figures using the product launch.

I don’t think John used a long form sales letter in his initial attempt to sell his games, but it was the same effect. He was taking his list and dropping them into an offer when it was cold and they weren’t warmed up. That’s why he only sold 12 copies.

The “Sideways Sales Letter”

The heart and soul of my Product Launch Formula is what I call the “Sideways Sales Letter.”

You take the vertical sales letter that might be 30, 40, or 50 pages long and turn it on its side. It doesn’t mean you make it 30 pages wide. Instead, the sideways part is measured in time, or days. The process might be 7 days long, or 10 days long, or even 30 days long.

In other words, you take the vertical sales page and turn it sideways into time.

What happens is you release a piece of prelaunch content, followed by another a couple days later, and then another a couple days after that. You do that over a 7 to 10 day time frame and then you release your sales letter or sales video.

You’re essentially taking the same type of story you might tell in a long form sales letter and spreading it out over several days – by sending your prospects a sequence of prelaunch content and building a relationship with them over time.

So what are these pieces of prelaunch content?

They can be virtually anything of benefit to your potential customer: videos, PDF files, audios, even software or emails. A lot of John’s launches are actually just him writing and sending out content rich emails. That’s good enough for his prelaunch content.

Your prelaunch might be anywhere from a week to 14 days long, but the idea is always the same. You give out great information, build a relationship, and tell a story. When your prospect lands on your sales letter at the end of the process, you’ve already built up an enormous amount of reciprocity, social proof, and authority.

So they’re ACTIVELY engaged and ready to listen to your message.

It’s crazy to watch sometimes, but I’ve seen it happen over and over. You put together this sequence and all of a sudden, it’s like they’re part of a reality TV show and they get pulled in. They get captured.

The reality is 99.9% of the sales messages out there are not being seen by people. What you’re doing with this whole circle and sequence of events is not trying to trick anyone or fool anyone. You’re just trying to seize their attention so you can actually deliver your sales message.

So when you do one of these sequences, you just naturally pull people in.

You capture them with these sequences – you build their anticipation – and next thing you know it’s down to the end and they’re watching your sales video or reading your sales letter with great interest. They’re connecting with your sales message – so it gets seen, it gets read, and it gets heard.

That’s how John was able to take his business from selling 12 games to selling 650 games in such a short period of time. He went sideways with his story and offer.

In essence, by telling your story over time with a Sideways Sales Letter, you’re creating this powerful and engaging story of your marketing. It weaves throughout your product launch and pulls people in, because we’ve been trained for thousands of years to listen to them.

Nothing is more engaging than a good story.

You start telling a story and they just relax, and they sit back and they take it all in. This was the way knowledge was initially passed down and it’s still very, very powerful for influencing people today.

It’s why product launches work so well, and why they convert like no other marketing can.


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