Fameschocolates.com Sales Pitch Using The 9 Truths

Our goal is simple straightforward:

I’m going to assume you understand our 9 Truths conversion copywriting formula.

We have a 3-step process:

Step 1: Map out the strategic locations on your site to target people who might need more convincing.

Step 2: Build a sales pitch using the 9 Truths conversion copywriting formula.

Step 3: Build variations of the sales pitch for A/B testing.

In the earlier examples, we targeted our pitch to an individual product page. But there are times when the brand may want to apply the pitch to not just one product but all their products.

In such situations, we need to show our call-to-actions at high-visibility locations of the entire site.

Note: A downside of this sitewide targeting is that the pitch we construct will need to work for all the products you carry. This means it’ll need to be somewhat generic. This isn’t a bad thing because what we lose in terms of specificity, we gain in reach (targeting one product versus your entire product line). As a brand, the decision to target a specific product or side-wide is made based on the revenue contribution of that product. If the revenue contribution is large enough to support a dedicated product pitch, then that’s what you should do.

Let’s look at a sales pitch that is sitewide and targets all the products the brand carries.

For this example, we’ll be using a brand called Fameschocolates.com.

Details about the brand:

— The offering is luxury dairy-free chocolate with over a century of rich history.

— This is not store-bought chocolate, it’s made with the greatest care using only the best ingredients.

— Many shoppers are likely looking for a gift for their loved ones, so they want something unique.

— Because these chocolates are made to order, there’s some delay from when they make the order to when it’s delivered.

With that out of the way, here’s the 3-step process we’d use if Fameschocolates.com hired us.

Step 1: Mapping High Visibility Locations

For this example, we’ve mapped out locations across the site, including on the home page, the category page, the product pages, and the checkout page. We’ve added red arrows next to all the locations we’ve placed our call-to-actions (CTAs) so it’s easy for you to spot them:

On the home page

On the category page

At the product page level

We’re targeting all product pages on the site for this concept:

And the checkout page

Step 2: The Sales Pitch

Once a shopper clicks on one of the CTAs you placed on your page, we’ll show our sales pitch that’s been custom-built to convert. Read our pitch, and below it, you’ll find an explanation of why we made these copy choices.

Here’s how we built this pitch using the 9 truths. If you are seeing this article on your 🖥️, click the image below to see the zoomed view. On 📱, you can just pinch and pull the image (clicking it locks the pinch-and-pull mobile feature):

Step 3: Finding the Winning Pitch

In this post, I’m only showing one sales pitch flavor. For actual client projects, we run dozens of copy variations until we find the winning ticket. For example, one variation might focus more on the origin story, the next might focus on us versus them messaging, and another might double down on selling the shopper your point of view (how you see the world).

Good on Paper?

Now you know our secret. It’s not just theory; it’s how we do all our conversion work. Designing our sales pitch this way is how we’ve boosted sales for sports products. Sold skincare products. Pet products. Consumer electronics. Athletic gear. Back pain solutions. Food items. And more.

It can even be used to improve your overall conversion rates.

Example 4

So far, we’ve seen examples where our CTAs were placed on your homepage, category, page, and product pages. But what if your business has a different type of funnel? For example, many cosmetic brands like to send new visitors to their quiz. Quizzes are a great way to segment traffic and also guide them to very specific products.

Our CTA strategy can very easily be applied to a quiz funnel. Here is an example for a personalized beauty brand.

Want to see it work for you? Drop me a comment below, and I’ll show you how.