Dear Internet Business Owner,
In an episode of The Andy Griffth Show, mechanic and gas station attendant Goober Pyle purchased "Wally's Filling Station" to become the boss, the business owner, the executive.
As people gathered for the big Grand Opening, Goober proudly pointed out the new sign with his name on it, told about great changes he was making, shared his new jingle, and explained why he had hired someone to do the manual labor because now he was the "executive."
The local sheriff asked to be the first customer under the new proprietor, but when the attendant attempted to pump gas into the squad car, nothing happened.
The sheriff asked, "What's the matter?"
Goober replied, "I've been so busy with my executive work I forgot to order gas."
Oops. While Goober was busy doing a lot of things, he forgot the most important thing. Without that all-important thing...
Everyone was gathered, but nobody was buying!
You can just about feel his pain, can't you? Now here's why I'm sharing this story with you.
Lots of marketers know what this feels like. That's because lots of marketers spend days, weeks, and months pouring their heart and soul into a product. They dream about all the money they're going to make with the product. They plan a big launch, a grand opening of sorts.
And then. nothing. Can you imagine? I'm talking.
No sales. No interest. Not even a nibble from a prospect.
Just tumbleweeds blowing through your PayPal account.
Ouch, right? And if you think this couldn't possibly happen to you, think again. Every day all over the internet it happens to dozens of marketers.
What's the matter?
They forgot to order gas!
You can have an amazing product, but if you forget the all-important thing that convinces people to order, you're going to waste your traffic. You're going to find out that "everyone gathers, but no one buys."
You see, in many cases (perhaps most cases) a lack of traffic conversion (getting your visitors to buy) comes down to one problem.
A bad sales letter.
Here's the thing.
Writing a good sales letter isn't about stringing a few grammatically correct sentences together. If it was that easy, your high school English teacher would be a million-dollar copywriter.
Nope, good copy is about way more than good English. Good copy is about knowing your prospect. It's about persuading. It's about storyselling. Writing a convincing salesletter is more than just hanging your sign up, it's about ordering the gas that fuels a decision to buy what you're offering on the page.
None of this has anything to do with grammar, and absolutely everything to do with the art and science of really connecting with your prospect.
I understand this all too well. I've been crafting sales letters for a long time. These letters have created tens of thousands of sales for me over the years, which has provided a very comfortable lifestyle for me and my family.
I don't say any of this to brag. Rather, the point is that I know how important it is to create a good sales letter. You can create the best product in the world, but if your sales letter doesn't do its job, then you're gonna feel like Goober Pyle when the pump was activated, but nothing came out.
Don't Be A Goober!
The good news is you're going to find out how to avoid that sort of disappointment right now.