CHAPTER 4 The Sideways Sales Letter: How to Sell Your Stuff without Being “Salesy” Flashcards
What is the Sideways Sales Letter?
A marketing strategy that transforms the traditional sales letter into a sequence of Prelaunch Content over a set number of days.
This approach engages prospects through storytelling and multiple contacts rather than a single lengthy pitch.
What is a traditional sales letter?
A lengthy printed advertisement written in the form of a letter, often 8 to 24 pages long.
These letters have been used for decades and generated billions in sales.
What is Prelaunch Content (PLC)?
Content shared with prospects before a sales message, structured to be compelling and valuable.
PLC aims to build anticipation and engagement leading up to a sale.
How has the long-form sales letter evolved with the Internet?
It transitioned to online sales letters and long sales videos, often consisting of a single page with minimal links.
This format allows for longer content without printing costs.
What is the typical sequence of a Sideways Sales Letter?
Three pieces of Prelaunch Content shared over a period of up to 12 days, followed by a sales message.
This sequence builds up interest and prepares the prospect for the sales pitch.
What is the main advantage of the Sideways Sales Letter?
It allows for multiple touchpoints with prospects, creating anticipation and engagement before making a sale.
This approach contrasts with traditional methods that rely on a single pitch.
True or False: The Sideways Sales Letter is just a longer sales pitch.
False.
It focuses on delivering real value and engaging content rather than merely stretching a sales pitch.
What was Barry Friedman’s profession before he transitioned to online training?
Professional juggler.
He became successful in entertainment but faced challenges due to a mountain biking accident.
What is the purpose of Barry’s online membership site ‘Get More Corporate Gigs’?
To teach entertainers how to secure high-paying gigs through ongoing training.
This site charges a monthly subscription fee.
What is the price of Barry’s high-end coaching program, Showbiz Blueprint?
$2,000 if paid upfront, slightly more with a payment plan.
This program offers intensive coaching and is limited to 15 participants.
What was the main pain point addressed in Barry’s Prelaunch Content?
The fear of entertainers being forced to get a ‘real job’ and not being able to make a living doing what they love.
This resonates with entertainers who worry about financial stability.
Fill in the blank: The Sideways Sales Letter uses _______ to engage prospects.
storytelling and multiple contacts.
This method contrasts with traditional sales letters that rely on a single lengthy narrative.
What was a significant change in the online marketing landscape around 1998-1999?
The proliferation of long-form sales letters among small entrepreneurs in the information marketing world.
This was during the dot-com bubble when large brands focused less on direct sales.
What does the term ‘leverage train’ refer to in Barry’s context?
An income strategy where earnings are not tied to the number of hours worked.
This allows for more financial freedom and scalability in business.
What is the key to effective Prelaunch Content?
Delivering real value to prospects.
This ensures that the audience remains engaged and interested in the upcoming sales offer.
What passion did Barry discover as a child?
Juggling
Barry was discouraged from pursuing it as a career.
Who discouraged Barry from becoming a professional juggler?
Mr. Pavliga, his high school guidance counselor
He predicted Barry would be broke and homeless by age 22.
What significant event happened when Barry turned 23?
He performed on his first Tonight Show
He hoped his former counselor was watching.
What was the main purpose of Barry’s first Prelaunch video?
Establish credibility and connect with prospects
He delivered an inspirational message and provided real value.
What does the ‘Launch Conversation’ involve?
Engaging with viewers through comments
It transforms the launch from a monologue into a conversation.
What is the purpose of responding to viewer comments?
To gain insight into prospects’ thoughts and objections
This helps tailor subsequent Prelaunch Content.
What was the focus of Barry’s second Prelaunch video?
Teaching how to treat entertainment as a business
He emphasized the importance of marketing and self-promotion.
True or False: Barry was officially credentialed to teach business.
False
He relied on personal experience instead.
What did Barry aim to deliver in his Prelaunch videos?
High-quality content
He focused on providing value rather than a sales pitch.
What mistake do many make regarding Prelaunch content?
Not giving away enough valuable content
Barry successfully attracted high-end clients by delivering massive value.
What was the price point for Barry’s super-premium offer?
$2,000
No one else was charging near this amount in the market.
What did Barry do in his third Prelaunch video?
Reviewed launch stories and discussed mistakes made by entertainers
He also began pivoting towards the sale.
What is critical when transitioning to the sale in Prelaunch content?
Making a clear pivot to the sale
Failing to do so is a common mistake.
How quickly did Barry sell out his class after opening registration?
Almost immediately
He achieved a total of $29,955 in sales.
What was Barry’s total sales after multiple launches?
Over $100,000
This was achieved with minimal costs and high value provided.
What business model did Barry shift to after his initial success?
Leveraging his time by reducing personal coaching calls
He moved from trading hours for dollars.
What is the key takeaway regarding the Sideways Sales Letter?
It allows for real value delivery and customer connection
It helps create an effective sales machine without traditional sales pressure.
