Sales Letter Conversions in 2021

How to Increase Sales Letter Conversions (Without changing a single word)

There are two types of readers who will find your copy of your landing page: the right reader, who will read most of what you write (this guy is rare), and the skimmer, who quickly flips through your copy to like it. when you read it, it catches your eye.

The rule is that both readers are followed.

This simple copywriter trick guides readers through your text… making it easier to consume. And most importantly, it’s sold to the person who reads and scans your copy.

Marketers approach both types of readers by mentioning something called the dual reader path: a writing style that takes into account the true reader and the genius…

but most don’t understand.

The truth is, we are all skimmers. We all scan pages to see what’s important to us.

People don’t read every word unless they’re motivated by the text you’ve chosen to improve aesthetically.

That’s why cosmetic enhancements (makeup) are so important – because we’re all skimmers.

Read Skimmers by reading their page

• They focus on what they have in mind.

• They focus on what is easy to see in their eyes.

• They don’t focus on what’s hidden in plain text.

And perhaps most importantly (especially if you think you already know how to do the double-reading path, but most people make the same mistake), skimmers don’t read words or phrases that visually resemble another word or phrase. . page.

In other words, if you improve aesthetically important things, your non-essential copy can also immediately improve aesthetically, otherwise, EVERYTHING looks good.

Skimmers focus on:

• To know

• Underlined

• Color

• Font size

• Capital letters

• italics

• Bookmarks / numbered lists

• Boxes/circles

• Shadow / background-color

Your copy will be plentiful… plan ahead.

That’s what I mean: most marketers think the reader sees the landing page on the left… they’re wrong.

But cosmetic enhancement is ineffective if the RIGHT words are not reinforced.

How do you know which words to improve?

It’s all a matter of words.

Let’s look at this example of a double browser path gone wrong:

I like this example because it shows that only one wrong step gets your attention.

Overall, they made some wise choices. Just look at the first paragraph:

If you’ve just browsed and haven’t read anything obvious, this is the information you’ve collected…

• Maximum purchase price of computers

• Purchase

• Wait a minute

• Sale

• Repair costs

• Maximize profits

• Reduce risks

What? Does not make sense.

The problem is this: if done right, the two readers’ journey emphasizes words and phrases that reflect the point and benefits and receive a collector’s response.

The example above might not sound bad. But less is more. There is so much boldness in the first paragraph that the gaze is suppressed and dumb … and it’s the opposite of what you want.

You want skimmers to be enthusiastic enough about what you have chosen to improve to read every word on the page.

Here’s another example (which really hurts my eyes):

Imagine reading ONLY aesthetically enhanced text and everything but plain text. Here’s what you collected:

• We buy houses

• Professional image

• Best brand

• Real estate investments

• You

• Outperform the competition

• Have you seen a sign that says “We buy houses”

• Big fish

What? Do you understand the offer? Do you understand the benefits? See More information? Are you obliged to buy?

I do not think so.

So … let’s talk about how to do it right

Remember, your goal is to get over the point (on the page), the perks, and the offer.

Here is a very simple example of a well-executed double reading path. Do you see how the point, the benefits, and the offer are clear to the reader?

This is a bold move that makes sense. And we collect useful information to make an informed choice, whether we care or not …

Why are you buying this book now?

# 1- IT’S FREE

# 2 – This is a best seller


Here is another example from The images on this page lend professionalism to the overall look, but the same principles are used. You focus on reading the key points and benefits.

And just to make sure you really get the lesson here, I’ve reformatted some of the We Buy Homes nonsense from above. Here is the right test to see if you understand this concept …

Try this three-step process – it shouldn’t take more than 15 minutes:

Step 1: Copy and paste the copy of the landing page/sales page into a Word document, keeping everything clear and allowed.

Step 2 – Emphasize, bold, underline and highlight ONLY the words and phrases that represent the point, benefit, and offer.

Step 3 – Delete the rest of the text.

Will the text on the page do the job?

If not, go back to the drawing board and refine what you MUST convey to the reader.

Don’t be afraid to correct entire sentences if necessary. The emphasis or boldness of certain words is often a recipe for readers who are very enthusiastic about visual noise. Make sure your cosmetics are appropriate, attract a lot more readers and sell a lot more

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