Not too long ago an associate of mine asked me to look at his website’s sales copy. He had been struggling with tweaking and testing, and his latest salesletter to beat his previous control only ended up bringing in an additional 0.02% response. With all the marketing he was doing, his site was barely profitable. He even hired a decent copywriter to craft his latest salesletter, the new control.

Well, I took a look at his site, and I gotta say the salesletter didn’t look bad at all to me. Great headline, great lead, decent offer with plenty of quality bonuses. Pushed the right hot buttons, used takeaway selling, good call to action. Overall a very good sales letter (to me, at least). So why was it doing so poorly? Read more…

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John Ritz Copywriting, Marketing copywriter, hot_buttons, Marketing, response_rate, salesletter, target_audience, target_market