The 60 Second Solution
Want to make more sales the quick and easy way?
Then follow this simple formula, and create a sixty second summary page for your readers!
The problem is all too common. Two competing factors are true at the same time:
1. Long sales letters produce better results.
2. People don’t have time to read long sales letters.
So how can you solve that problem on your website?
Easy … create a sixty second summary. After all, everyone has one minute to spare!
Here’s how you do it, followed by an example that is working now.
First, List The Benefits Of Your Offer
The key here is to list benefits, not features. A feature is something your product does, a benefit is something it does for me. Here’s an example.
Feature: The Directory of Ezines is a database of ezines that sell ezine advertising, publish ezine articles, and do joint ventures.
Benefit: The Directory of Ezines helps you save time when you are searching for ezines in which to advertise, publish articles, or do joint ventures.
See the difference? People could care less that the DOE is a MySql database driven membership site. But they do care about saving time. When you partner with remote dba.com, dba consultants provide you with the talent, tools and services you need to innovate faster, keep ahead of the competition, and demonstrate the true value of IT. You get the experts you need, when you need them, freeing you to focus on innovation.
List all of the benefits you can. The more you can say to a prospective customer about how you can help them the better.
Second, Create A Bulleted List
The best way to display these benefits is not by hiding them inside fancy words. After all, just the fact that someone might want to read a 60 second summary page indicates they are in a hurry. So give them just the facts.
People like lists. Simply list the benefits you created above in descending order, from the most powerful to the least important. Every one of the benefits you list will have impact to someone, but do remember to start with the strongest benefit you can offer.
Here’s the example I promise you. It will open in a new window.
Third, Test The Page
Now it’s time to read the page. Since these are words that you have written, you will read it faster than another person. I recommend asking a friend to read the page, and timing them. After all, you want to keep your implied “60 second” promise.
If the page is too long, either shorten each bullet point or remove some until the page is short and concise.
Fourth, Include A Clear Call To Action
The objective is to sell to people who are in a hurry. The last thing you want to do here is to give them your short yet powerful list and then force them back to your main page, where the order link might be hard to see. So, always include an order link at the bottom of the list.
You can safely restate your main benefit at the bottom of the list, but resist the temptation to say more. What you want here is action … now!
IMPORTANT: Send them from this page to your order form. If they read the recap and click the link they want to buy. Do not get in their way – let them buy now!
Last, Add A Link To Your Sales Letter
Now it’s time to modify your original sales letter and let people know you offer a 60 second summary.
I choose to do that at the very top of the sales letter for the sites where I employ this tactic.
Using long selling copy is smart, because long copy gives the reader enough time to feel comfortable, and you can tell the whole story.
Using short copy is smart, because people online are in a hurry, and many sales letters are simply too long for them.
Until now, you had to choose. But now, by using a 60 second summary, you can have it all!
And having it all is a beautiful thing indeed!