Quote Originally Posted by Rob Wood View Post
A 3 way sideways sales letter is a common option - gives you 3 shots to build the appetite for the product. It's good to embed a facebook wall page beneath each video and ask for feedback. You can cover off any questions in subsequent videos removing the barriers to purchase.

I'm not sure if Jeff Walker invented the sideways sales letter but he's the one that made it mainstream through his PLF products.

I am guilty of this myself, but it's soo tempting for marketers to try and sell too quickly and have tunnel vision to make the immediate sale instead of focusing on maximizing the lifetime value of the prospects and visitors. The traditional sales letter is attractive at first because it's the fastest way to get money from your visitors, but the fastest money doesn't mean the most money.

Jeff turns the long page sales letter into a multi-stage process whereby there is a whole prelaunch phase warming up prospects and collecting their emails (for long term monetization...maximizing lifetime value) then the launch phase where the spike of money is made, and then the post launch which is primarily focused on maximizing lifetime value of customers AND non-customers.

It's amazing how well this elongating the sales process works.

So, it is tempting to slap up a sales page to get the instant sales, but it's important to think long term and control the temptations of instant gratification.


I also love the facebook comment idea underneath videos. You can even add an incentive to comment (like free course, book, whatever) to motivate people to comment and share your pre-launch stuff virally.