Good morning 🙂
Today I want to go back to the subject of AOVs (Average Order Value)…
Because it's just so damned important…
Yet too many marketers are still getting it wrong…
And, they're suffering as a result.
—
That's why in this blog post…
I’m going to give away something insanely valuable:
The fundamentals to what I call my “AOV Money Close”…
Which is a collection of phrases and strategies I use…
To hammer my customer at the end of my sales copy…
In order to get them to buy more.
This works whether it’s a long-form text letter, video sales letter, or even an eComm page…
And, the big concept behind my AOV Money Close…
Is that “Smart People Buy More.”
That’s what we’re telling the prospect throughout the end of the copy…
We’re letting them know that when it comes to our previous customers…
The truly smart and savvy ones bought the biggest package we offer.
And, we’re also telling them that if they want to make the best decision…
They should buy the biggest package, too.
—
This may sound obvious…
But I first started applying this concept back in early 2017…
And, for the very first sales letter where I did this…
The AOV increased from $150 to $220 immediately…
Which was crazy…
Because all I did was strategically add a few lines of copy.
Pretty nuts, right?
At 200 customers a day that equated to an extra $14,000 in revenue…
And over the course of a year, that added up to an extra $5MM+ in revenue.
And, considering our profit margins were around 30%…
That didn't suck 🙂
—
Okay, so when I say “add a few lines of copy,” what do I mean?
Let me show you…
After I’ve introduced the product…
And gone through the features and benefits…
The next thing I do is build up scarcity.
So, I’ll say something along the lines of…
“Now at this point, I’m sure you’re excited to get PRODUCT…
And while there’s nothing I want more than to make that happen…
The truth is, getting PRODUCT can actually be quite a challenge.”
I then explain why it can be hard for prospects to get the product…
Whether that's limited inventory, limited production capacity, a limited promotion, or something else.
What I also do, though…
Is stress that in addition to whatever the reasons for scarcity are…
There’s the fact that people keeping ordering more and more of the product…
And that this is creating an even bigger demand for the already limited supply.
Does that make sense?
Here it is broken down again:
1. Supplies/Packages are limited because of ABC Reasons…
2. And because so many people are ordering the largest quantity of PRODUCT for XYZ reasons [XYZ = they don’t want to run out of it in the future, they’re sharing it with family and friends, they use it more often, etc]…
3. It’s putting even more of a strain on our already limited supply…
4. Which means the availability of Product is even more limited.
—
This creates urgency for the prospect…,
But, it also signals to them that smart people are buying greater quantities of the product…
And we don’t stop there…
I also paint a picture of what life looks like with the product…
And specifically, I show them how life looks the best when they order the biggest amount.
So, for example…
If you’re selling an energy supplement, you can say something like:
“With 1 bottle, you’ll be on your way to feeling great…
With 3 bottles, you’ll be flooding your cells with clean, sustainable energy…
And with 6 bottles…
It’ll be as if you’re recharging your cells entirely…
Almost like you’re taking the batteries inside your cells and powering them from 0% to 100%.
And when this happens….
When you’re busting with energy and nourishing your cells month-after-month-after-month…
Life becomes a whole lot of fun.”
From there…
You’d go on to paint a picture of what life could look like once the prospect is feeling their best…
Tell them to imagine they're out dancing with their spouse…
Or crushing it at work and getting a raise…
Or whatever their big desires are.
—
Oh, and another thing I’ll do…
Is that I’ll mention the biggest packages in my CTAs (call to actions).
So, sticking with the example above…
My call to action would be something like…
“So go ahead and choose the 6 bottle package right now (or whatever package is best for you).”
By doing it this way…
I get to explicitly tell them to take the 6 bottle package…
But I also give them flexibility.
That way, if they truly can’t afford the 6 bottle package…
It doesn’t mean they are disqualified or scared off.
And that’s an important point.
We’re not trying to say that they won’t get any benefits from the smaller packages…
Rather…
We’re simply communicating to them that the smartest people buy more.
—
Let me give you a quick real-life example of what I’m talking about here.
This is for one of the health offers I’m running with my partner, Cody…
Where the prospect has the option to select from one bottle, three bottles, or six bottles on the checkout.
Originally, this offer was written by another copywriter and didn’t have the AOV Money Close…
So I added in my close to the sales letter (total it was about 400 new words of copy)…
And check this out:
For one of our biggest email affiliates…
The first time they mailed to this offer…
They did over 200 sales…
But their AOV was about $112.
Well, they sent it again today…
And we spit the traffic…
With half going to that original funnel, and a half going to the version with the AOV Money Close…
So far this morning they’ve done just over 100 sales…
And, here are the results:
The version without the Money Close has had ZERO people take the 6 bottle option…
While for the version with the Money Close the take rate is 20%.
That's a really big deal…
Because the 6 bottle option is $174…
So by simply adding 400 lines of copy to the close…
I’ve added $34.80 to our AOV ($174 x .20).
—
Okay, that’s it for today…
I hope you have an awesome day!
– SPG
P.S. Don't forget – your prospects want to be told what to do. That's why the AOV Money Close works so well. We're explicitly telling them to take the biggest package. And when we do that, a shockingly high percentage of the prospects say, “okay sounds good.”
P.P.S. This post originally came from an email I sent to my private list. If you want to see more stuff like this from me, you can apply to join my list using this link.