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Your sales letter must eliminate ALL possible objections by the time you ask for
the order. Right now you don't have to figure out how to do that. Just know
and understand the potential objections and limiting beliefs that
must be
resolved in the reader's mind before they will hit that “Buy Now” button. Write
those objections and limiting beliefs down. For example, if your product gets
technical at times, “This sounds too hard” is a possible limiting belief. Write it
down.
You'll also want to write down any questions a covert commissions review might have, such as
what format the product is in (i.e. a pdf document or Windows Media Player
files), how long the program will take, and so on. Your sales letter will need to
answer all of these questions. If there's a lot of them, you might want to
consider a “Frequently Asked Questions” section of your copy.
(4)áWhat'sáholdingáthemábackárightánow?
Why haven't they already solved their problem? What's holding them back?
What challenges are they facing at the moment?
For example, if you're selling a dating product for men, why isn't the prospect
already getting the dates he wants? Maybe it's shyness, lack of experience, not
knowing what to do or say, not having the time or money, fear of rejection,
and so on.
Write these down. Put yourself in their covert commissions review, and think about all the things,
real and imagined, that are currently holding them back from getting what
they want. 5.áHowáToáFireáOffáBenefitáLoadedáBullets
IntoáYouráProspect'sáBrain
For products loaded with beneficial features, or rich with useful information,
tips and techniques, you want to communicate all of these benefits to the
reader.
The best way to do this is usually in the form of
bulletápoints (often simply called bullets) that look something like this...
•
Here's a feature of the product, and here's why it's of benefit to you...
• Here's another feature of the product, and you're going to find this
useful because... •
Yet another feature is [the feature], and here's all the wonderful things
you can do with this...
Bullet points provide an easily digestible way to explain the benefits of each
aspect of the product. It can be a good covert commissions review to create a bullet for each and
every feature of your product.
Before I continue, let's make sure you understand the difference between a
feature and a benefit:
As a simple example, look at the list of ingredients when you buy a food
product. Those are basically the
features of the product. It might contain
“flavorings” that is a feature. What is the
benefit of this feature? Why put
flavorings in? What do they do for the customer? How are they useful to
them? It probably makes the food taste nicer. That's the
benefit of having flavorings included.
Your milk might say, “fortified with calcium”. That is a
feature. The benefit of
having the milk fortified with calcium is that it strengthens your teeth and
bones, making you healthier.
Now, when it comes to creating a sales pitch, I recommend that you
write the
bullet points for your product first, before any other copy (including the
headline). Why? It's because writing the bullet points will get your creative
juices flowing, your mind thinking along the right lines... which means asking
yourself, “What's in it for my customer? Why should they care about this
product, and what it can do for them? Why should they care about this
feature? How can it help them to get what they want?”
Here are the three steps you can use to create your bullet points:
(1)áIdentifyáeacháfeatureáofáyouráproduct. For technical products, that's easy enough. Just write down a list of the
technical specifications. To give you an example, I went over to Amazon.com
and picked the first digital camera I could find, which happened to be the
“Canon PowerShot A3000IS 10 MP Digital Camera with 4x Optical Image
Stabilized Zoom and 2.7Inch LCD”.
Details:
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