Sales Funnel Copywriting
Starting at the beginning, a sales funnel takes your potential client through a series of steps designed to get them to buy from you in the end. Sales Funnel Copywriting is simply copywriting with these steps in mind.
In a nutshell, and I’ll expand on this below, it’s about gaining your client’s trust in you and your products and services.
You see, since there’s so much snake oil out there, so many people trying to make a quick buck at other people’s expense, people are wary of parting with their hard earned money. Which they should be.
So, a “sales funnel” takes your soon to be client through these steps. Not all of them make it through to a purchase and that can be for different reasons.
- Your sales funnel wasn’t very good and didn’t gain their trust.
- Your sales funnel was perfect and they learned a lot and realized that your product or service didn’t meet their needs.
And, having gone through the sales funnel experience, you can bet that the new client is better informed on the product or service and the benefits they’ll receive.
Sales Funnel Copywriting Steps
Step 1 – The Lead
This can be an email, on online or print ad, a flyer, etc. that is designed to get the prospects interest.
I’ll use the fictitious company: Peak Mind/Peak Body for these examples:
Free: Get a free bottle of Peak Brain supplements delivered to you within 24 hours!
We have a limited supply of these complementary brain pills that have proven to work.
Then the copy continues to define what this product is and how it has helped others. It even provides the science behind your product and testimonials from real customers. All the prospect has to do is reply with their shipping information and they get a free sample of your product. Since the headline caught their eye, they already have an interest in what you’re selling.
Step 2 – The Offer
During this step, your prospect fills in their information and they notice an even better offer.
3 bottles of the Brain Pills for only 19.95!
One bottle normally sells for 29.95. With this offer, you can get 3 bottles for $19.95. A 75% discount!
So step 2 gets them more than the free bottle and the price is extremely reasonable so the offer should be a no-brainer for the client.
Step 3 – The Upsell
The upsell. This step provides the prospect another option at a slightly higher price point. Example:
Why not lock in the 19.95 for 3 bottles offer for a year.
Act now and we’ll throw in an extra 9 bottles for $59.00 with our subscription plan.
Now they’ve got recurring shipments with an auto renew program. With a note that they can cancel any time.
Step 4 – The Follow up
And finally, now that you have them as a client, you get to keep in touch and offer additional products.
This can be a Healthy Brain newsletter, an email, a snail mailed brochure touting the science behind brain research and Alzheimer’s, the feel good stories of those who have tried your products and additional information on other products and offers they are now qualified for. Remember this: It is easier and less costly to keep a customer than it is to find a new one. By under-promising and over-delivering and continuing to work with the client, your business will be miles beyond the competition.