It’s time to show how we register a…
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 are leaning in with interest.
Then, Step 2: Build a sales pitch using the 9 Truths conversion copywriting formula.
And finally, Step 3: Build variations of the sales pitch for A/B testing.
For this example, we’ll be using a brand called HoneyLove.com. Keep in mind this is not an actual client. We aren’t allowed to show the work we do for most clients (there are a few exceptions), so we’re using a made-up example that exactly mirrors what we do for client projects.
So our sales pitch makes sense, it’s important to give you an elevator pitch for the product page we’re targeting:
— The product we’re targeting is their shapewear garment. This is clothing that offers targeted compression that sculpts without squeezing, flexible boning to prevent roll-downs, and breathable fabric that keeps you cool.
— The job of shapewear is to give the wearer support and confidence.
— Women who are looking into this probably already using a competing solution that they aren’t happy with. That is probably what caused them to click the HoneyLove ad or run a search for shapewear on Google.
— Prospective buyers have anxiety about the price point (this is true for any product).
With that out of the way, here’s the 3-step process we’d use if HoneyLove.com hired us.
Step 1: Mapping High Visibility Locations
We’ve added red arrows next to all the locations we’ve added our call-to-actions so it’s easy for you to spot them:
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. Below the sales pitch shown, you’ll find another screenshot that explains why we made the various 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):
The example above explains how the sales pitch was built using the nine truths we know about online shoppers. Was it clear
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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 variation might focus on us versus them messaging; another one might double down on selling the shopper on your point of view (how you see the world).
Does This Only Work for Certain Types of DTC Sites?
We often get a question: “I can see how this type of pitch might work for a premium clothing brand, but will it work for the product I’m selling?”
This works whether you are selling a premium product, a commodity, something expensive, or something totally new to the buyer. At this point, you can either see another sales pitch example (this next example is for a commodity product), or you can start reviewing our case studies with published test results👇.
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.
Want to See More Sales Pitch Written Examples?
The following example is for a site that sells a relatively inexpensive, relatively commodity audio accessory. I’m sharing it so you see that our sales pitch-building process works for all types of product categories. Ready?