Comments on: Copywriting Case Study: Aaron Wall’s SEOBook.com http://www.copyblogger.com/copywriting-case-study-aaron-wall%e2%80%99s-seobookcom/ Online marketing that works Thu, 09 Feb 2012 18:07:54 +0000 hourly 1 http://wordpress.org/?v=3.3.1 By: Introducing the New SEO Book Sales Letter | Copyblogger http://www.copyblogger.com/copywriting-case-study-aaron-wall%e2%80%99s-seobookcom/#comment-11119 Introducing the New SEO Book Sales Letter | Copyblogger Thu, 07 Dec 2006 22:52:49 +0000 http://www.copyblogger.com/copywriting-case-study-aaron-wall%e2%80%99s-seobookcom/#comment-11119 [...] As promised earlier in the week, Aaron Wall of SEO Book is unveiling the sales letter that I rewrote for him today. But first, I wanted to briefly discuss some of the changes and why they were made. [...] [...] As promised earlier in the week, Aaron Wall of SEO Book is unveiling the sales letter that I rewrote for him today. But first, I wanted to briefly discuss some of the changes and why they were made. [...]

]]> By: Yoav http://www.copyblogger.com/copywriting-case-study-aaron-wall%e2%80%99s-seobookcom/#comment-10787 Yoav Tue, 05 Dec 2006 20:11:53 +0000 http://www.copyblogger.com/copywriting-case-study-aaron-wall%e2%80%99s-seobookcom/#comment-10787 Touche :) Touche :)

]]> By: Brian http://www.copyblogger.com/copywriting-case-study-aaron-wall%e2%80%99s-seobookcom/#comment-10786 Brian Tue, 05 Dec 2006 20:04:43 +0000 http://www.copyblogger.com/copywriting-case-study-aaron-wall%e2%80%99s-seobookcom/#comment-10786 No, I would contact the product owner and offer to fix the problem. :) No, I would contact the product owner and offer to fix the problem. :)

]]> By: Yoav http://www.copyblogger.com/copywriting-case-study-aaron-wall%e2%80%99s-seobookcom/#comment-10784 Yoav Tue, 05 Dec 2006 20:01:11 +0000 http://www.copyblogger.com/copywriting-case-study-aaron-wall%e2%80%99s-seobookcom/#comment-10784 I totally agree that a better sales letter will help either way. But as an affiliate, if I had the choice to send traffic to a "sell now" page which has a conversion rate of 1.4% but sells immediatly, or send it to a "buy in 1 month page" which has a 4% conversion rate - this is a no brainer. Would you select the first? I totally agree that a better sales letter will help either way.

But as an affiliate, if I had the choice to send traffic to a “sell now” page which has a conversion rate of 1.4% but sells immediatly, or send it to a “buy in 1 month page” which has a 4% conversion rate – this is a no brainer. Would you select the first?

]]> By: Brian http://www.copyblogger.com/copywriting-case-study-aaron-wall%e2%80%99s-seobookcom/#comment-10781 Brian Tue, 05 Dec 2006 19:48:36 +0000 http://www.copyblogger.com/copywriting-case-study-aaron-wall%e2%80%99s-seobookcom/#comment-10781 Yep. Afilliates don't want to "wait" for the blog to sell the book, and will likely be concerned that their tracking cookie will expire or be superceded by another incoming link. You can't make affiliates do what you want... the good ones will just refuse to promote you. In that regard, affiliates are just like customers... you do what benefits them first, not what's most convenient for you. Plus, a better sales letter should increase sales from blog readers too. Many commentors have expressed that the sales page is what is keeping them from buying, despite the great blog and recommendations from others. Yep. Afilliates don’t want to “wait” for the blog to sell the book, and will likely be concerned that their tracking cookie will expire or be superceded by another incoming link.

You can’t make affiliates do what you want… the good ones will just refuse to promote you. In that regard, affiliates are just like customers… you do what benefits them first, not what’s most convenient for you.

Plus, a better sales letter should increase sales from blog readers too. Many commentors have expressed that the sales page is what is keeping them from buying, despite the great blog and recommendations from others.

]]> By: Yoav http://www.copyblogger.com/copywriting-case-study-aaron-wall%e2%80%99s-seobookcom/#comment-10780 Yoav Tue, 05 Dec 2006 19:40:35 +0000 http://www.copyblogger.com/copywriting-case-study-aaron-wall%e2%80%99s-seobookcom/#comment-10780 Brian, I am a big fan of both you and Aaron. But I think that you are going about it the wrong way. If, like you said, Aaron's blog is the biggest seller of seobook. Why not have the affiliates send people to a page that "sells" the blog. Since Aaron's blog is great and free, this should be a piece of cake. And then, sit back and let the blog make the sales. Am I missing something here? Brian,

I am a big fan of both you and Aaron. But I think that you are going about it the wrong way.

If, like you said, Aaron’s blog is the biggest seller of seobook. Why not have the affiliates send people to a page that “sells” the blog. Since Aaron’s blog is great and free, this should be a piece of cake.

And then, sit back and let the blog make the sales.

Am I missing something here?

]]> By: Brad Isaac http://www.copyblogger.com/copywriting-case-study-aaron-wall%e2%80%99s-seobookcom/#comment-10757 Brad Isaac Tue, 05 Dec 2006 16:12:58 +0000 http://www.copyblogger.com/copywriting-case-study-aaron-wall%e2%80%99s-seobookcom/#comment-10757 Megan, I'm with you on the headlines. I am an introvert and that type of shouting really isn't my style. On the other hand, since I started taking Brian's and other copywriter's advice and focusing on headlines, more people try my product and read my blog posts. I almost feel like saying it's a necessary evil. Without doing so, my software and blog wouldn't be as popular as they are. Brian, thanks for pointing that out..my guarantee link must have been lost in the shuffle. I'll re-insert it into both pages so the two headline split test is still equal. Megan, I’m with you on the headlines. I am an introvert and that type of shouting really isn’t my style. On the other hand, since I started taking Brian’s and other copywriter’s advice and focusing on headlines, more people try my product and read my blog posts. I almost feel like saying it’s a necessary evil. Without doing so, my software and blog wouldn’t be as popular as they are.

Brian, thanks for pointing that out..my guarantee link must have been lost in the shuffle. I’ll re-insert it into both pages so the two headline split test is still equal.

]]> By: Brian http://www.copyblogger.com/copywriting-case-study-aaron-wall%e2%80%99s-seobookcom/#comment-10755 Brian Tue, 05 Dec 2006 15:59:19 +0000 http://www.copyblogger.com/copywriting-case-study-aaron-wall%e2%80%99s-seobookcom/#comment-10755 Hi Megan. Yep, it's clear that a lot of people make snap judgments of a product based on its marketing. It's a shame to a certain extent, because often the products are really excellent and people simply miss out. I say to a certain extent, because you'll never please anywhere close to everyone when selling a product. You just want to find an approach that sells the most product possible. For example, I agree about the shouting, but the "what SEO pros do not want you to know" is a great hook. Likewise with "guaranteed," if that's just an empty bit of hype, it will and should fall flat. But if used to communicate a genuine removal of risk from the purchaser, it will boost response through the roof. It will be interesting to see the response to my revisions. I never promised Aaron everyone would like it, I only said that more people would buy. :) Hi Megan. Yep, it’s clear that a lot of people make snap judgments of a product based on its marketing. It’s a shame to a certain extent, because often the products are really excellent and people simply miss out.

I say to a certain extent, because you’ll never please anywhere close to everyone when selling a product. You just want to find an approach that sells the most product possible.

For example, I agree about the shouting, but the “what SEO pros do not want you to know” is a great hook.

Likewise with “guaranteed,” if that’s just an empty bit of hype, it will and should fall flat. But if used to communicate a genuine removal of risk from the purchaser, it will boost response through the roof.

It will be interesting to see the response to my revisions. I never promised Aaron everyone would like it, I only said that more people would buy. :)

]]> By: Megan http://www.copyblogger.com/copywriting-case-study-aaron-wall%e2%80%99s-seobookcom/#comment-10747 Megan Tue, 05 Dec 2006 15:15:21 +0000 http://www.copyblogger.com/copywriting-case-study-aaron-wall%e2%80%99s-seobookcom/#comment-10747 I've considered buying Aaron's book a few times but have always stopped at that sales page. The headline is way too sensationalist to me. It reminds me of an infomercial or "snake oil salesman". Then there's the "What the SEO pros DO NOT WANT YOU TO KNOW". Complete with shouting. There's way too much market-ese in there for me to have any respect for the product. It looks like they're trying to rope in the gullible people who fall for empty promises (because when you see things like that they're associated with products that end up being complete garbage). I found similar problems on the pages Brad posted above. #1 had a much more believable and realistic headline. #2 was only slightly different but the "Guaranteed!" was enough to put me off. For the second one it could also be that the text is broken across two lines in mid-phrase so the headline is less readable. I agree with others about the screenshot as well. I’ve considered buying Aaron’s book a few times but have always stopped at that sales page. The headline is way too sensationalist to me. It reminds me of an infomercial or “snake oil salesman”. Then there’s the “What the SEO pros DO NOT WANT YOU TO KNOW”. Complete with shouting.

There’s way too much market-ese in there for me to have any respect for the product. It looks like they’re trying to rope in the gullible people who fall for empty promises (because when you see things like that they’re associated with products that end up being complete garbage).

I found similar problems on the pages Brad posted above. #1 had a much more believable and realistic headline. #2 was only slightly different but the “Guaranteed!” was enough to put me off. For the second one it could also be that the text is broken across two lines in mid-phrase so the headline is less readable. I agree with others about the screenshot as well.

]]> By: Mike http://www.copyblogger.com/copywriting-case-study-aaron-wall%e2%80%99s-seobookcom/#comment-10640 Mike Mon, 04 Dec 2006 23:12:04 +0000 http://www.copyblogger.com/copywriting-case-study-aaron-wall%e2%80%99s-seobookcom/#comment-10640 Definitely headline and lack of screenshot that makes #1 so much better than #2 on Brad's pages. Definitely headline and lack of screenshot that makes #1 so much better than #2 on Brad’s pages.

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