Sneaky ways to write copy for high ticket offers
Published: Fri, 11/20/20
i.e., “The Kimpire”
In this part she talks about bullets & fascinations for high ticket offers — where one simply can’t get away with writing anything but the best, most intriguing, and most persuasive bullets & copy (even one boring word can lose the sale in such cases…)
Here goes:
elBENBO: How can someone who struggles with writing exciting bullets get people wanting to buy a super high-ticket product they may not have even known existed 5 minutes earlier?
THE KIMPIRE: I mentioned how powerful it is to incorporate curiosity into your headlines and email subject lines. The same is true, of course, when writing bullets (also known as “fascinations”).
The biggest challenge is finding those “nuggets of gold” in your product (whether it’s a book, course, or webinar) and then twisting them in some way to make them far more intriguing or to “romance” them. The key is to give just enough specifics in the bullet to make it intriguing, without making it too easy to guess the answer or giving it away.
For a super high-ticket product, you need a lot of these super-intriguing bullets if it’s some kind of information product. But you probably need a lot more than that, especially if it’s not an info product.
That’s where digging out the proof behind your product or service, identifying its unique mechanism of action (there may be more than one), and having a unique and compelling “big idea” or promise all come into play. You need your full artillery of copywriting techniques all working in sync to make someone want to fork over hundreds or thousands of dollars for your product.
I’ve got one promo that’s been running since 2011 for a high-end exercise equipment product called the Power Plate that sells for $2,450. The original copy I wrote 9 years ago is still going strong. That’s because I focused on the research, the avatar, the unique mechanism, and demonstrated how it provides a superior solution, allowing me to overcome the price barrier by proving its value and benefits to the prospect.
elBENBO: What other insights for writing copy selling high ticket offers?
THE KIMPIRE: I don't think it comes down to one fascination or bullet. With selling a high-ticket product like a copywriting course or a product like the Power Plate, it's about giving the prospect all the information they need to be convinced it will deliver on its promises. It's sealing off all the doors to all the other alternatives. It's painting a picture of what life will look like with the product. And in your close, it's bringing all of it together to "seal the deal".
For example, in the close copy of my Power Plate promo for a product that sells for $2,495, I go through several key steps in the close. I use real-life testimonial stories to provide social proof. I then do future-pacing to recap all the ways using the product will improve their lives.
I then overcome any price objections with the following copy:
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Best of all, it doesn’t cost $15,000. It doesn’t even cost $5,000. Power Plate® my3™ regularly costs just $3,024, including the $425 charge for shipping the machine and setting it up in your home. That’s about one-third of the cost of the bigger models.
Then I "sweeten the pot" and build in urgency with extra savings, free delivery, and a "3 easy payments" option:
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For a limited time, you can get your own Power Plate® my3™ right now for $2,495— including free white glove delivery. That’s a savings of $529 off the in-home delivery price. What’s more, you don’t have to pay the full amount up front. If you prefer, they’ll ship it to your home so you can start using it, while you make three easy payments of just $831.67 each.
==
I then throw in some bonus training DVDs and exercise mats to further sweeten the pot.
At this crucial point in the sale, we're past some of the emotional triggers and dealing with the more rational/logical obstacles. That's why I go even further to once again overcome price objections with this copy:
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While it’s certainly not cheap, I’m convinced the Power Plate is worth every penny—and could be the single best investment you ever make in your health. After all, you could end up spending $2,500 or more on a flat-screen TV, but it wouldn’t be making you healthier — it’d just encourage you to be a “couch potato.” Or you could spend $2,500 on one of those fancy massage chairs or on a home gym. Meanwhile, the Power Plate lets you get fit in just 45 minutes a week … and it even massages you after your workout. So it’s like getting a home gym and a massager in one!
==
I then remove the risk of ordering with the guarantee, and always tell them exactly what to do next (call the toll-free number, click the button, whatever the response device is).
Everything you do in the promo is important, but the close section is super-critical to get right...especially with high-ticket sales, but for ANY product or call to action.
elBENBO: What’s the story with your new Million-Dollar Control Breakdown Master Class, what is it, and what does it teach?
THE KIMPIRE: It’s a program where I break down, in detail, six of my best-performing, long-running, long-form control promos. Some of these promos ran as unbeatable controls for 8 or 10 years, and some are still currently running as controls (including the “My Sinus Miracle” and “CircO2” promos I mentioned in this interview).
It’s like looking over my shoulder and seeing exactly how I do my research…pick apart any potential weaknesses in the current control…define what the unique mechanism or USP (unique selling proposition) of my product is…come up with attention-getting headlines and email subject lines…write compelling bullets dripping with curiosity…seal the deal with the close and how I present the offer…provide irrefutable proof to overcome the most skeptical buyers…and much more!
In each of these six breakdowns, which you get in both audio and video formats, I reveal hundreds of secrets to writing strong, irresistible, high-converting copy…ones I had to learn, in many cases, on my own or through the “school of hard knocks”.
I also include complete, word-for-word transcripts of each of the 60-90-minute control breakdowns, plus documents summarizing key takeaways from each breakdown.
You also get a swipe file like none other, including not just the controls of mine that I’m breaking down, but in some cases the ones I went up against and beat, plus dozens of different split tests done over their multi-year reigns (I reveal which tests worked, and which didn’t, and why…so there’s a ton of valuable lessons right there alone!)
Plus I’m including 4 bonus gifts as part of this new program, including a bonus control breakdown on a successful anti-aging supplement…along with exclusive training I put together on supplement copy compliance, a royalty negotiation “cheat sheet”, and more.
I feel this is the most valuable copywriting training I’ve put together by far, since it goes beyond my Copywriting Velocity course, which is great for teaching you all my tactics and techniques. My new “Million-Dollar Control Breakdown Master Class” lets you see how I APPLY them.
And while several of the promos I’m breaking down are in the supplement and health niches, all of these research and copywriting strategies can be applied to any product or service.
It’s ideal for anyone from beginners through advanced copywriters, as well as marketers, entrepreneurs, and offer owners…really anyone who’s responsible for producing or overseeing sales copy.
And while this is called my “Million-Dollar Control Breakdown Master Class”, every single one of these promos are multi-million-dollar controls…and some continue to bring in millions of dollars in revenue each year, years after I originally wrote them.
People can find out more at:
https://www.EmailPlayers.com/ep-kim
I am giving all Ben Settle followers a $200 discount until tonight at midnight EST.
Use coupon BEN200 at the checkout to get it.
And so ends this 5-part interview with Kim Krause Schwalm.
I hope you enjoyed it & got a ton of value from it.
If you get Kim’s new “Million Dollar Controls” program by tonight, Friday November 20th at midnight EST, and if you email me your receipt by that deadline (not after), you will get a $200 discount, plus I will give you a special bonus:
“elBenbo’s Copywriting Capers: Season 2”
This 2+ hours of audio training contains dozens of insights, ideas, methods, and lessons I learned while working as a freelance copywriter for some of the most brilliant marketing minds on the planet. In many ways, these are some of the most valuable lessons I’ve ever learned.
And, I daresay you can’t even find a lot of this in any book or course.
Here are a few of the secrets inside this training:
* A 4-word question that can “close” more freelancing clients than any fancy one-liners, sales techniques, or manipulative tricks ever can. (Just say this at the start of every conversation you have with a client lead and watch what happens!)
* A market research secret invented by Frank Capra (one of the single most financially successful Hollywood movie directors who ever lived) to know whether your sales copy will be a hit or not before running even a single test.
* The (admittedly bizarre) “why I don’t shop at Walmart” secret for getting an insane level of engagement & sales from your email list, social media followers, & other online leads almost any time you want.
* How to turn a financially withering client dry spell into a book of high-paying clients who want to give you all the work you can stand.
* The 2 worst things you can do when it comes to doing market research for a freelance copywriting assignment. (I know this first hand after watching one of my best clients — who paid me a small fortune in fees — have to rewrite half of one of my sales letters. Embarrassing!)
* The single “ripest” & most profitable market for copywriters looking to do their own thing to get into. (I’ve sold in this niche twice and can assure you it’s rife with hopelessly inept marketers who only succeed because the market is so rabid to buy… and that’s why it probably won’t take much to clean up in it if you have even average copywriting skills.)
* Why (with rare exception) the single dumbest thing a copywriter can do is run their copy through a mastermind group for feedback. (And this is just as much the case if the group is full of savvy or even “world class” copywriters.)
* The one mistake even experienced freelancers make when it comes to so-called “handshake deals” with clients.
* elBenbo’s 2 rules for freelance copywriting success. (One is to never work for free — the other is something far less obvious but just as important to getting paid, getting paid on time, and getting paid the maximum amount you can command.)
* Why you should take any training, teaching, or advice from the early “Web 1.0” gurus from the 90’s and early 2000’s with a big, fat grain of salt. (Hint: when you see a lot of the stupid advice they still give to this day, you will realize a lot of those guys would have been dead in the water if they hadn’t gotten in early, when all you needed to do was have a decent sales letter and a circle jerk network of marketers all giving each other testimonials. This won’t be popular with a lot of goo-roo fanboys who hear it, but it’s for their own growth…)
* The only two people (other than myself, of course) I recommend learning email marketing or email copywriting from.
* The absolute BEST kind of JV partner to do business with if you want to use your copywriting skills to make a lot of money very quickly.
* Why all the stupid copywriter checklists you see floating around social media should be avoided like the bubonic plague if you want to make any real money as a copywriter.
* How to know if something you write about in an email is truly controversial (which is perfect for getting a ton of engagement and probably also a ton of sales, too) or you’re just pandering & virtue signaling for likes and ego boosts like your Facebook friends do all day long.
* A clever way to pump up your writing speed while also attracting more clients.
* How to be the only copywriter your clients won’t dare want to fire, get rid of, or displease. (And this has a lot less to do with talent, skill, or how effective you are than most would assume.)
* What to do with your pricing terms that can often attract nothing but the best clients while also making it far more likely they’ll run your ads without a bunch of pointless edits & changes.
* The “nothing special” copywriting secret I used to write a long-running control nobody could beat (all the way up until the day they retired the offer) in one of the most competitive & cutthroat markets on the internet.
* Why you should probably run from any client, JV partner, or anyone else you want to do with business with if they natter on about using or needing a “nurture sequence.”
All right, enough.
To get these bonuses along with a $200 discount off Kim’s Million Dollar Controls program, do this:
1. Buy it at the URL below by tonight, Friday Nov 20 at midnight EST
2. At the checkout use coupon code: BEN200
3. Forward your receipt to ben@bensettle.com by the above deadline — if you send me your receipt after that deadline, you will not get any bonuses
NOTE:
You will need a smart phone to access these bonus videos.
And it'll have to be newer than when Steve Jobs walked the earth.
Here’s the link:
https://www.EmailPlayers.com/ep-kim
Ben Settle