If you’ve ever been in a relationship, you know there are certain stages.
On the first date you’re just trying to get to know each other. You know, what they like to watch on TV, their hobbies, and where they work.
And as the relationship progresses and you’ve built a certain level of trust, you start to talk about other topics such as religion and politics.
In other words, you’ve already covered the “basics” and have built some trust with that other person…and now are attempting to deepen the relationship.
Now imagine how the relationship would progress if every conversation was like the first date?
…where you ask her basic questions like where she worked and what she liked to do for fun. Things you’ve already discussed earlier on the first and second date?
Chances are she would think you’re a little strange. And she will let her phone roll to voicemail the next time you ask her on a date.
You see, that’s what a lot of marketers do when they write their upsell copy. They go into the story of the product, their history, and “sell” prospects on why they should buy from them…
…the exact same thing they did with their first product!
Now in case you’re wondering what an “upsell” is…let me clue you in.
An upsell is a product offering either immediately after the first sale. It is usually a product that is more expensive and related to the original offering.
Here’s an example: Let’s say you bought a copywriting course for $27. An upsell could be a more comprehensive course on copywriting…or perhaps one-on-one help from the copywriter herself.
In other words, the upsell is related to the original product. And skilled marketers use it over and over again since it is super-easy to get more sales right after the initial sale.
And, after writing sales copy for many upsells, I can tell you that the pitch is a little different for one reason:
Customer who see your upsells already trust you since, after all, they’ve just BOUGHT from you!
In other words, there is no need to go into your story or why people should buy from you again, since you did a good job of this on the original sales letter.
Otherwise, they wouldn’t have bought!
So the key is to get right to the point when it comes to writing your upsells.
Now let me share with you my 2-step formula for starting every single upsell letter. I have used this many times and it works like a charm.
1) Thank them for purchasing the previous product and tell them they are going to really get the benefits they desire from that product
2) …Then tell them you want to give them a rare chance to get even MORE benefits than they have ever dreamed about!
So let’s see this in action. Let’s pretend we just sold a “make money online” ebook and we are going to offer a more comprehensive course on internet marketing with our upsell.
Here’s an example of this copy in action:
Thank you for purchasing my ebook, “How To Make Money Online”.
I know you’re going to get a lot out of it and I look forward to hearing your success story when the cash is rolling into your bank account!
But if you are looking to take your money-making skills even further, then you’ll want to read every single word of this message.
Because I want to show you how you can accelerate your income without going through the regular “trial and error” everyone else has to go through…insert rest of pitch.
That’s it. No need to go into your story or why you are great…like you did in your initial pitch.
You see, when it comes to writing great copy, you need to tap into the brain of your customer and enter the conversation going on in their mind at that moment.
In the case of upsell, the customer just bought from you and trusts you. And they are probably hot to buy from you again.
That’s why you need to cut to the chase with your upsell copy. Get right to the point and you can get more sales.
Continuing the dating analogy I used earlier, you’ve progressed onto the second date. There is no need to use the same conversation you used on the first date since you’ve gained some level of trust at this point.
In my next post I am going to share with you a very important word you should always use in your upsells. This word could be more important than the actual headline (ouch…did I just say that?) so stay tuned!
Until next time,
Kevin Hill
“The Professor Of High Response”