I don't want you to get hung up on writing. It's important but it's not that important. Let me explain it this way:
There are three keys to the success of any direct marketing campaign, whether it's done online or off:
3. The copy (or the Hypnotic Writing).
Out of the three, copy is the least important.
For example, just this past week I completed an e-book on RSS and Blogging, new technologies online. I mentioned the e-book in my recent newsletter. Even though the web site for the e-book isn't done, and the sales letter isn't up, so many people rushed to the site, ready to buy the e-book, that my sweet co-author gently said, "Ah, Joe, maybe we should rush things along."
I thought about it and said, "Just throw something up online, saying we don't have a sales letter yet, but if you can't wait and want the book right now, click here."
She did. You can take a look at it in Figure 12.1.
I then sent out this quickly written e-mail:
Subject: This has GOT to be the wildest thing I've ever seen.
All I did was *mention* how to create a stampede of traffic with a new RSS tool, and people drove to the site at http://www.stampedesecret.com to order.
The thing is—we weren't live yet. We didn't have a sales letter up or even the ordering system turned on.
I told Laura—my co-author—to just slap something up on the site, turn the ordering switch on, and to open for business today.
This one will go down in the history books.
As you can see, there isn't much copy, but what's there is designed to create excitement and curiosity, two key ingredients to Hypnotic Writing.
The result of our "no sales letter" marketing campaign? I tested this letter to one of my smaller lists. We made one sale almost instantly. (Laura was so excited she nearly called me to scream, "WE MADE A SALE!")
Of course, I'll eventually put a full-scale sales letter on the site. When I do, I'll mention that people were so eager for this new e-book that they didn't even need a sales letter to encourage them to buy it.
But the truth is, a sales letter is essential. Why? Here's a quick answer: When people went to the site and then clicked "order," they were suddenly faced with the price of the e-book: $97. Most people aborted right then and there.
A good sales letter will prepare the reader for the price, and then give it in a soft, convincing way. That's why you need a sales letter. It does the persuading. A "no sales letter" site means no sales.
My point here is this: Copy is important, but it's not the most important element of your results matrix. You need a terrific offer, and a list or traffic that wants that offer. Writing copy after that should be a snap.
Remember: List/Traffic + Offer + Copy = Success!
(Check http://www.StampedeSecret.com to see what sales letter we finally used.)
Now don't think you can make sales without Hypnotic Writing either. The following case study will prove what I mean.
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Co-op Mailing means that two or more businesses share in the cost and distribution of a direct mail campaign. It's kind of like having you and another non-competing business split the cost of printing, assembling and mailing an advertising flyer to a shared same market base.