CopyHour

7 Figure Sales Writing Framework

The Offer

How to ask for the sale

I've found most struggling entrepreneurs complicate their copy.They think they need to pull out all kinds of fancy tricks to brainwash skeptical readers into pulling out their credit cards and buying — but that couldn't be further from the truth.In fact, you'll see conversions soar with one tiny mindset shift:Assume your visitors came to your web site with their credit cards out, already WANTING to buy a solution to their problems.When you assume your visitors are already looking to buy something, it becomes much simpler to ask for the sale — because you don't need to jump through any kinds of mental hoops "tricking" them into wanting to buy.And I can tell you experience: you'll sell a lot more.Let me show you what I mean with the third element of The 7 Figure Sales Writing Framework: The Offer.This is actually the simplest of all the elements.Because all you do is:

1.
Literally say what the offer is — e.g. the product's name and what it actually physically/digitally is
2.
Quickly describe how it works and how it will solve your customers’ problems (using the exact words they gave you in audience research)
3.
And then list out the modules/parts to your product — along with their features & benefits (which, again, are simply repeating the exact words your audience gave you during your research)

"Features", of course, being what the product does — and "benefits" being how it improves the reader's life.

"Features" vs. "Benefits"

Features vs. BenefitsYou'll hear a LOT about "features" and "benefits" in the copywriting world. And that's with good reason: they're fundamental to writing copy that converts.Often when a piece of copy isn't converting, the first question you'll hear from any seasoned veteran is, "Are you focusing too much on the features and not enough on the benefits?"So it's worth differentiating between the two.Features are like factual statements about your product. For example, a protein supplement may...

Be sweetened with stevia
Have 20g of protein per serving
And include over a billion probiotics.

Benefits are the positive emotional effects those features provide — in the case of a protein supplement, like all the science-backed benefits that make your customer breathe a sigh of relief that they're taking care of their health. Looking at the same protein supplement...

Being sweetened with stevia means you don't have to worry about added sugar that destroys your body & metabolism.
20g of protein means you're going to feel satiated with just one small serving — and your body is going to have everything it needs to repair itself.
Over a billion probiotics per serving means your gut health is going to improve substantially, which creates a ripple effect of positive effects (improved mood, better metabolism, more energy, etc).

While features are important (people want to know they're getting every widget that's necessary for success), it's typically your benefits that truly sell people on your product.Tl;dr: mention your features, but always put a priority on benefits (emotions).

What you DON'T do is drone on for 2,000 words.Seriously, get straight to the point here.Here's what I mean, applied to our (fake) product The Productive Solopreneur.First we literally say what the product is:

Introducing...The Productive Solopreneur5x-10x your daily output in the next 48 hours — guaranteed.

Then we describe how it works:

The Productive Solopreneur is a 5 module course that will show you how to 5x-10x your productive output in the next 48 hours — so you can finally tackle every task in your business without stress, or just take more guilt-free time off.And you'll see results literally overnight.The course is designed specifically for solo entrepreneurs who are juggling every part of their business themselves and feeling overwhelmed.Instead of giving you a bunch of one-off productivity tips, I’ll show you how to install an entirely new mental model for getting your work done.WARNING: it won’t be easy.Throwing away decades of bad practices never is.You WILL cling to your old ways at first.But when you’ve finished the course, and when everything "clicks", it’ll be impossible not to experience an immediate 5x-10x boost in output — while also doing the best work of your life and feeling more in control of your business than you ever have before.It’ll also be impossible to ever go back to your old ways.

Then we list out the modules/parts of the course:

The course is broken down into 5 modules:Module 1What Actually Makes You MoneyWe need to start by getting your priorities straight: I can guarantee 80% of the tasks you do every day could be cut entirely and make no difference to your bottom line. Even if you don’t believe me, I can prove it to you and at least 2x your output immediately.Module 2Ruthless CuttingIf 80% of the tasks you do every day are pointless, they’ve got to go… but cutting them out is easier said than done. In this module we’re going to actually go through your daily tasks — and cut out everything but the absolute essentials.Module 3BoundariesOne of the main reasons you get distracted every day is because of your lack of boundaries — both for yourself, and for others. But fixing this problem requires viewing yourself — and your work — in an entirely different way. This module alone will give you a 5x productivity boost — guaranteed.Module 4Systemizing Your Money-MakersI guarantee there are only 1-3 tasks you do in your business that make nearly all your money — and if you were able to radically systemize those tasks, you’d speed them up 10x while outputting the best work of your life. We’ll do exactly that in this module.Module 5Superhuman Time & Energy ManagementIf you aren’t batching your daily and weekly tasks according to your biochemistry and circadian rhythm, you’re currently operating at maybe 1/10th your true capacity. In this module we’ll fix that.

Testimonials = massive conversion increase

I also highly recommend adding in a few testimonials of users who have actually used the product and gotten your reader's ideal results.(If you don’t have any right now, that’s fine — but make it a priority to get some.)Testimonials — real testimonials, from real users, who have really used your product — are a copywriting super-hack. You will see conversion rates skyrocket when you throw in short, to-the-point, powerful testimonials from real users with real results — because humans are social creatures and testimonials tell us, "Other people used this — so it's probably legit."My best suggestion:

Keep your testimonials short (just 1-2 sentences)
And have them simply state in a straight-forward manner what results your success stories have achieved.

"I thought a 5x boost was an exaggeration but I measured it and I’m outputting 14x what I was before The Productive Solopreneur — and my business has tripled so far this year. This course should be taught in schools." — Bob JoneS"Holy s%^t, I just looked over this month’s numbers… I’m on track to make more this month than I made all last year. I didn’t think I was capable of doing this. This is the first time in my life I’ve actually felt in control of my work." — Sally Smith

And now we close the sale

Like I said, The Offer is the simplest of all the elements.Its job is simply to tell your buyer you have a complete solution to their problem — and it will solve that problem.The only thing missing from The Offer is an actual price and a button to buy — because that's part of the fourth and final element of The 7 Figure Sales Writing Framework: The Close.

The Close

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