Here is a good example of a simple way to organize a sales message that has multiple parts to it.
If I’d tried to tell a story incorporating all these points, the letter would have ended up 16 pages long. I write long copy, but not if the same thing can be said in a shorter and more pithy way. I call this technique “pithifYing the pitch”. (My dictionary defines pithy as ..terse and to the point”.) Get everything down to a few memorable segments. So, this is what I did…
I used the “numbering system”. In my notes, I organized the points in a logical order, from introducing the science to revealing the results users can expect. The way these points appear in the letter are almost exactly as I wrote them down while taking notes during the “sales detective” phone call with the client.
It’s like sitting the reader down and telling him a complex story… in a very short and understandable way (that nevertheless gets his blood moving). From one, to two, to three, and so on… until you get to the offer.
This works when you do not have to overcome a lot of objections. Say, when you’re writing to your house list, who already trust you and don’t have to be persuaded of your ability to back up what you say. The price point on this product is high–over a hundred dollars. Nevertheless, because the story stacked up so nicely, I was able to
create a successful sales pitch in just a few pithy pages.
Click here to see the “Pithify Your Pitch” ad.
(It will open in a new window or tab, so you can toggle between the ad and Carlton’s commentary below.)
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