Unit 2 Lesson 8A
There’s something you guys need to know about me. Deep down under the surface, there’s just something I can’t hide. I’m pretty sure it’s ingrained in my DNA, and it’s not going to matter how much money we made, or where we live, or how popular this program may become someday. Deep down in my heart, I’m always going to be a bargain shopper.
There’s just something about the thrill of the chase, right? The feeling of knowing you got something valuable at a good price gets me every time. I literally wait all year long for Bath and Bodyworks three wick candles to go on sale at $10 off so I can stock up. I don’t know if you do this, but when I get a good deal on something, and someone compliments it, as in “Hey, nice sweater,” it’s almost impossible for me to not just say thanks. I almost like, I’m compelled to say “Thanks, I got it for $12!” like some kind of Medal of Honor. I’m pretty sure something’s wrong with me.
But the key to the whole thing for me is value. I’m not just going to go out and buy something just because it’s on sale, it has to be something I already want, or need, or have had a plan to purchase. That’s when the emotional payoff is the best. If I can get something I value for an amount lower than what I value it at, I’m so thrilled. And if I don’t value it, I have no problem walking away.
In lesson eight, this is the final lesson for the Written Results Framework, we’re going to talk about this one last foundational thing we need to incorporate when we communicate about the offer. And that is the value. The Impact Statement behind this lesson is: The value of the offer impacts how people take action.
So in the last lesson, we talked about how the assets and resources of the offer impacts how the audience takes action. Well, we’re going to talk right now about how the value also impacts that. So we want to use sales conversion copy effectively to describe the value of an offer so well that it’s impossible for people to walk away, that’s going to help you with today. In effect, we want to make people an offer you can’t refuse, to put your best mobster voice on, we’re gonna go.
So the audience already knows they have a problem and they know what the problem is. They’re awake, they’re aware, they know that the offer can help them solve it by the time we start breaking down the value. They’re close. And in this lesson, I’m going to teach you how to communicate the value so strongly that there’s no other logical response they can make other than to buy it.
So let’s talk about who’s buying. Now, by this time in the process, there are early adopters and raving hot buyers will have likely already purchased. They were convinced of the value at some point along the way, by internal or external objections being broken down and the truth being presented to them, right?
For those who are still on the fence, still hanging with us, still reading through the funnels and the emails, watching the videos, and just continuing to consume the content in an effort to make the right decision, clearly communicating the value to them in a way that makes no mistakes about what they’re missing out on if they don’t act is vital to when it comes to value.
We want to leave the target audience with two conclusions. The first conclusion is, “Whoa, that’s unbelievable!”
So first, we want them to think, “whoa, I can’t believe it.”
Okay, and then second, we want that to be thinking, “If I don’t buy this now, I will regret it.”
We want to convince them of the value and then convince them of their future with and without the offer, so let’s go over these two thought patterns that we want them to have.
So the Woah Effect, I’ll call it the Woah Effect, it directly plays into the pleasure seeking part of the brain that says “Whatever that is, I want more.”
So you’ve probably all heard the concept of an irresistible offer. An offer that’s so good, it’s impossible to walk away from, and that’s what we’re going to be conveying in our sales conversion copy. The feeling we want the audience to have is the same feeling that you would have if someone walked up to your door, rang the doorbell, and handed you the best looking birthday cake on the planet. Like, the ultimate you want it to be like, we went up long away, so maybe it’s not cake for you. Maybe it’s something else But think about something that if it knocked on your door and blew you away, that kind of reaction.
So we’ve all hit on something like that every once in a while, right? We’ve come across something like that, that contains such insane value that it almost seems too good to be true. But just to be clear, the value does not equal the price. Price is an indicator of value, but it’s not the only indicator. So let’s write that down. Value is not the same as price.
Depending on the target audience, an offer may lose value if it’s priced too low, right? Value includes all kinds of factors. It’s not just the monetary number attached to it. So, when we’re talking about building value, we’re talking about much more than just how much you can charge for it.
Okay, so value includes things like how easy it is to use, the results that you could possibly get, how much support is given, the quality of the item or the service, how long lasting it is, whether the person behind it is full of integrity and trust, if they’re worth the trust, and what society thinks about it, is there a lot of social proof behind it; all of those things add to the value of an offer. And in order to produce the Woah Effect, you have to make the offers’ unique selling points stand out. Sales copy must clearly outline how the offer is unique and different than what else is out there.
So in previous lessons, I mentioned one of my favorite books on copy, The 16 Word Sales Letter by Evaldo Albuquerque. And so if the idea is not unique, he says it’s useless. So one of the 16 things that he talks about in the book is the idea of uniqueness. If you think about it, that is true. New things get attention and get noticed. People like to compare and contrast, and only new objects activate that dopamine pleasure chemical in the brain. So an offer sales copy must clearly communicate the new and different aspects of the offer compared to everything else that’s out there. And that is part of the value as well.
All right, so let’s go right into Objective One. The first thing I’m going to help you accomplish right now is to list the ways the offer stands out as unique and valuable by highlighting the features, delivery, and results.
Every offer has these three pieces to it, so we’re gonna highlight what’s in the offer. There are three things we want to highlight. By highlight, I mean make it stand out as unique. So the features, delivery, and the result.
Let’s talk about features first. Okay, we covered the features last week in the previous lesson on assets and resources. So go ahead, go back to your homework from last week and just grab that list with their catchy names and short description and you can just drop that right into your homework for this week. And I’ll show you that at the end of the lesson when we walk through the assignment, but those are your features.
So take one more look at those descriptions and names that you created. Ask yourself, as a whole, what makes this offer unique or different than anything we’ve tried before. Make sure that the descriptions really describe that, make sure it really brings it out well. So you may want to go back and review the covenant pillar as well.
In lesson four there’s a lot of information there that can show a contrast between what the audience has tried and the way that this offer delivers more. Once you’ve done that, you’ve listed it, looked at it all one more time, all those descriptions and names and really made sure that the uniqueness is showcased, step back and look at the whole thing. What unique and valuable features does the offer contain? Okay, so we want to make sure that those are coming out in the sales copy.