The Pizza Predicament

heya,

I don’t like long-form sales letters.

To be honest, i think the entire format is a bad idea for the internet, but i haven’t figured out a better way to do it yet. Although, email marketing straight to the order form isn’t a bad idea.

There’s lots of reasons not to like long-form sales letters. One is the constant fight to get buyers to consume your sales pitch.

But there is an effective way to keep people reading and buying, even if your sales letter is 50+ pages long.

Listen to this story…

It had been many days since i tasted real food.

I mean i’d have prefered ANYTHING else as long it wasn’t the bland rubbery stuff from the hospital pantry. The shere memory of the smell makes me ugghhhh!

Maybe I’m a bit spoilt. See, my wife is a wonderful chef… she has a catering business and makes the most delightful things. There’s no comparison.

During my numerous and lengthy stays at the hospital over the past nine months, she would frequently bring me some home cooked meals to offset the disgusting hospital garbage.

One day, she decided to make pizza to surprise me. Now i can eat pizza every day–if she asked. When she gave me the news over the phone, i was excited. That day, I turned down all the hospital meals and waited for visiting hours.

While baking, she called to ask what kind of pizza i wanted–mini or regular.

In truth, it didn’t actually matter as long as it was pizza.

I considered the choices for a moment…If she made mini pizzas, i assumed i’d get many. They’d make a nice snack and could be spread over a couple of days. But on the other hand, the regular pizza would make a famous meal and i WAS hungry.

Between you and me, i leaned toward the mini pizzas. But i also knew they were a lot of work and i do not like troubling her.

In the end, what i said was, “Whichever is easier for you, babe.”

I knew not giving a decisive response frustrates her. But i felt like a dick to ask for what i actually wanted. Oddly, she accepted my response and got off the call without further discussion.

When she arrived later that evening, and we greeted each other, I was keen to see what Aya brought. She did not bring just one, but THREE different varieties of pizza! There were the both the mini and regular she originally offered, as well as a surprising third choice, a Focaccia.

Aya was laughing as I dug eagerly into the Focaccia plate.

“IT’S HEAVENLY!” i told her.

She explained the focaccia was not made from heaven but rather from the leftover toppings and dough. In fact, all three pizza styles consisted of the same ingredients.

This is not unlike how you should write sales letters.

Specifically, you should build a sales page for different reading “appetites”. It’s the same sales pitch, just made to suit the different consumption styles.

Internet marketers assume that because we write sequentially, readers must also consume the writing wholly and in the same order to buy. However, in practice, this is rarely true.

Buyers…actually all readers of any written material…especially online, they often skim, scan, and search to find relevance to what they are interested in. Only a small part of what they read is actually continuous, sequential, and uninterrupted.

No matter how interesting your writing is.

A well written opening for a sales pitch may get some readers to spend several minutes reading. But eventually, especially as the piece drags on, they start scanning and scrolling.

To counter that, you must anticipate those breaks and give the reader permission to stop reading and start scanning. And you must also give them the means to scan and find what they are looking for, so you can pull them back into the writing again when they’ve found it.

My wife, being a professional and knowing me intimately well, she did that.

She anticipated my different pizza appetites and gave me different styles. The regular pizza was a solution to HUNGER–it was suitable as a meal, as she knew i hadn’t eaten dinner yet. However, the mini pizzas were a solution to BOREDOM, i could use them to snack and keep busy with food, as we all tend to do. 

Similarly, when writing your sales pitch, you use white-space and format changes to appeal to different appetites.

Section titles, sidebars, pull-titles, images, bullets, and pull-quotes suit different modes of consumption. They break the flow of long blocks of copy and give the reader permission to break.

They help the reader scan and find blocks of the sales pitch that match their interests.

And they help re-engage the reader with only the relevant blocks of the writing, so they can read what they want to know more about.

Like the three styles of pizza were made of the same ingredients, these elements i described are NOT telling a different story or selling a different thing or even selling in a different way…They are just other ways to get the same information, embedded into one sales letter.

That’s the power of intelligent formatting.

And it is one of the things you learn to do in the Super Traffic Machine’s Third Module – Offer. In fact, many of our students who’d NEVER written a sales presentation before were able to write impressive sales pieces that sold affiliate products and their own products too.

I’ve enjoyed listening to them tell me about how proud they are of their own work. And hearing their surprise…or hearing them describe their SPOUSE’s surprise at what they were able to produce.

If you’ve never written a sales presentation before, this manual on its own will walk you through a step by step process to build a killer presentation. You’ll learn to format it intelligently. Before you know it, you’ll have engaged readers buying from you.

Interested? Subscribe and get your Super Traffic Machine DIY Kit at the link below…

~jim

Jim Yaghi

Jim Yaghi

Foremost Home Business traffic expert, Jim Yaghi is a Computer Scientist and Mathematician who used to build search engines for a living. At 16 he created a mildly popular social network and has been an online entrepreneur for over 15 years. In 2006 he rose to the #1 Affiliate rank in many Home Business programs (most notably Magnetic Sponsoring). Today he's best known for hatching the first industry-wide viral campaign to reach all major social networks, for hosting a top-10 Internet radio show for entrepreneurs, and for shattering industry sales records with his best-selling, easy-to-follow online marketing courses PPC Domination, PPC Supremacy, and Traffic KickStart.

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