One thing I've sort of become known for in the copywriting world is helping business owners create huge product launch campaigns... and then turning these "launches" into evergreen campaigns that bring in revenue on a daily basis in perpetuity.
A lot of these campaigns have generated well north of seven-figures on the launch alone... and have since gone on to multiply that number as they run on evergreen.
I could keep going, but you get the point.
Now, all of these courses and products and markets and industries and even business models are wayyyy different.
But the one thing they all have in common is that through collaboration with my clients, I've been able to help them flesh out what I like to call...
So, what is that?
What does this term mean?
To me, it means a sales message that can be adapted for any kind of medium or sales situation.
It means you can take this core "message" and expand upon it. You can use it in a launch... on a webinar... in a sales letter... in an email sequence... in a Facebook ad... wherever.
It's an adaptable core message that you use for all of your marketing to sell your product.
Some people might view this as a hook or a big idea or a benefit statement.
But I think it's more than that.
Here's a few examples:
"We offer $1,000+ limited edition, handcrafted Italian luxury watches for less than $250... because we cut out all the middlemen and pass the savings along to you. We only produce 1,641 of each watch in our collection and they all come with a certificate of authenticity. Once they sell out, we never produce that model again."
"Give me one day and I'll help you upgrade your brain, so you can upgrade your income and finally achieve all of your life's goals and dreams."
"Just Follow This Simple, Step-By-Step Plan For Earning An Extra $1,000-$2,000 Per Month Running Facebook Ads For Local Businesses... And You’ll Be Able To Pay Off Your Debt, Save Some Extra Money, Invest For Your Future, And Have Cash On Hand To Do The Things You Love."
These aren't headlines. But they can be used as such.
They are statements that communicate exactly why it's the right decision to buy from them. But they're not necessarily USP's.
To me, what these million dollar sales messages are short, simple "stories" that align with the consumer's worldview, belief systems, and wants.
That's really the key here.They are stories that the consumer will tell themselves. And they are simple enough that one person can share the story with the people they know.
They are stories about what the person can become if they buy the product. They appeal to identity and aspiration. They are stories that can easily be repeated and spread as an idea virus.
And that's what we find with a lot of these campaigns that I've helped my clients build.
They go viral.
Now, I'm not talking about Walmart Yodeling kid viral. Or Chocolate Rain viral. Or In My Feelings viral.
I'm talking about going viral within the community of buyers who matter.
That's why we were able to build a ~20,000 person waitlist for Filippo Loreti's launch. And we had 18,550 buyers from that launch alone. The word spread. It spread online. It spread on Facebook. People told their friends. People tagged their buddies they know who would be interested. And that's one of the reasons why we were able to produce the 18th biggest Kickstarter campaign of all time.
The Live Brain-A-Thon is one of the most talked about live events in the personal development space every year. Our ads get seen by tens of millions of people around the world. People talk about it. People tell their friends. The ideavirus spreads. We registered 100,000 people for last year's event alone. How many other businesses are putting that many people on a webinar? There's a sales message there that's not only easily understood... it's easily spread throughout the community.
The FB Side Hustle Course got 501 buyers in the first four days it was live. People shared their experiences with their friends. Then, they wanted to get in on it too. There were a lot of different ways we could have taken that sales message. There were a lot of different hooks. But if you read that sales letter, it's making one big life-changing promise and then spending the next 43 pages breaking down limiting beliefs and installing a new, more powerful worldview and sense of confidence in the person who decides to take that course. It transformed people's identities. And once that happens... the idea spreads.
There's a simple process I like to take all of my clients through when I'm working to uncover our Million Dollar Sales Message. There are a series of questions I like to ask:
This is how great, viral ideas spread.
They need to be simple.
They need to be easily understood.
There needs to be a clear and obvious benefit.
And it needs to align with people's aspirations.
If we can do all of those things, we can create incredible sales messages that sell millions of dollars of product.
If we don't do this effectively, we might sell a little... or nothing at all.
But that's what it's going to take to get thousands of people to pull out their credit cards and send you millions of dollars, year after year.
Why not give it a try and let me know how it goes?
Create your own sales message for your product, or for your client's... and leave a comment for me.
Or just leave a comment and let me know what you think.
