â€œI wrote a 5,000-word sales letter and then I just bought the phrase on Google â€˜I want to start a hot dog cart,â€™ and for every $200 I spent on Google I made $1000 so I kept doing it and upping the buy.â€
â€œIâ€™m a big believer in the Warren Buffett saying: â€˜Instead of climbing 30 foot walls Iâ€™d rather find 2 foot walls and step over them all day.â€™ So thatâ€™s what I did.â€
â€œIsnâ€™t a 5,000-word sales letter too long? Who on the Internet can read that?â€
â€œThe kind of person who will buy your product! I tested this all out. I videotaped a thousand people going through the website to see how they did it and I tested out different variations. You know how much my sales went down when I shortened the letter so you didnâ€™t have to scroll?â€
â€œ85%. It turns out the more time people spend reading your letter, the more psychologically invested they are in it, and then the more likely they are to buy. Hereâ€™s another big secret: people read the letter from the bottom up.â€
At this point, my phone went out. I got upset. I wanted to know why people read 5,000-word letters from the bottom up. I couldnâ€™t get my phone to work so I switched batteries, got it to work, called Perry back.
â€œWhy bottom up?â€
â€œPeople read the very top to learn what they are going to get. Your sales pitch is at the very very top. Then they go right away to the bottom to see the price. This is what everyone does.
â€œBy then theyâ€™ve decided if they want to buy your product. So they start slowly scrolling upwards from the bottom. They arenâ€™t looking for more reasons to buy. Theyâ€™ve already decided. Now they are just looking for reasons not to buy. So donâ€™t make any outrageous claims in the middle.
â€œI call this â€˜give them just boiled chicken in the middle of the letter.â€™ Just keep them interested. Give them as many facts as possible, keep them scrolling, and if you donâ€™t scare them away, theyâ€™ll buy.â€
So whatâ€™s the secret of a successful hot dog cart?
According to the book: location, location, location. Just not the location that you think.
Photo by TheBusyBrain.