As promised earlier in the week, Aaron Wall of SEO Book is unveiling today the sales letter that I rewrote for him. But first, I wanted to briefly discuss some of the changes and why they were made.
The appearance of the previous sales letter was out of character with the rest of the site, and also didn’t fit the growing stature SEO Book has gained in very respectable circles (see the testimonials section below for more on that). It was important to change fonts, colors and information architecture to create a more suitable presentation.
The headline Aaron had been using had the right idea, but the wrong wording, structure and tone. This single change alone will likely boost Aaron’s conversions significantly, and next week I’ll show you why I’d be confident about that even if I hadn’t been writing copy for a while.
The story Aaron had been telling was the right one, in my opinion, which is why we were able to do a rewrite as opposed to starting from scratch. I simply took his existing theme and made it more of a true narrative in hopes of communicating the value of the book and Aaron’s expertise while holding the reader’s attention.
One of the reasons why changing the appearance of the page was so important is the fact that you can’t insert recent testimonials from Wharton School and MBA-level professors, plus candid praise from the likes of Seth Godin, in an inappropriate setting. I strategically placed those endorsements within the copy, and utilized over 50 other satisfied reader testimonials without listing them ad nauseam on the page itself.
5. Order Architecture
The existing letter had several points at which a prospect could click through to buy the book, and I wanted to insure that the total offer was made crystal clear no matter where that action took place. I moved the first call to action much lower in the copy, created an intermediate order page for early clickers, and created a bit of offer redundancy to make sure that people know what a quality deal they are getting.
The Long Copy Question
Since I know it will come up, let’s talk about it now.
In the world of long copy, this is pretty short. It’s only about 4 letter-sized pages of actual sales text (compare that to 30, 50 or even 100 pages for many Internet marketing promotions), followed by a Frequently Asked Questions section that provides additional information for the undecided.
Here’s why long copy is the correct choice for this product:
- This is not a John Grisham paperback. It is specialized and continually-updated SEO knowledge with a $79 price tag. Most people desire and require a lot of information before they will make this type of purchase.
- With Aaron’s blog readers, a shorter sales page might work. However, the tricky thing is you can never quite tell what path people have traveled before they look into buying, or how much they already know. People can skim past things they don’t need, but an absence of information is incurable.
- Cold prospects from search engines and affiliate links need more information about Aaron and his credibility, and even about the topic of SEO itself. It may be hard for some to believe, but there are plenty of people who are not clear on what “search engine optimization” actually means. Assuming your visitors know more than they actually do is a conceit that kills conversion.
OK, so take a look.
For reference, here’s the old sales page.
As I said before, I own Aaron’s book and highly recommend it. Anyone who is marketing anything online should understand what is required to rank well in search engines.
And in the unlikely event that you are not happy with the book, I guarantee that Aaron will give you your money back. 🙂