HTWCC - Ch. 6

Question 1

1.MakeYourOffer“StandAlone.”

Answer 1

Iftheoffersectionistheonlypartyour prospect reads—can he or she make a buying decision?

Question 2

2.ApplytheP.A.S.T.O.R.FormulatoYourOffer.

Answer 2

Invokeattention,interest, desire, and a call to action.

Question 3

3.Encloseyourorderareacopyinadifferentiatingtextbox.

Answer 3

Make it stand apart from the rest of the copy.

Question 4

4.UsetheProspect’sPositiveVoiceintheOffer.

Answer 4

Givetheprospectthewords to say inside his or her own mind.

Question 5

5.UseAspirationalLanguage.

Answer 5

Focusontheoutcomeyourreaderdesires.

Question 6

6. UseCreditCardLogosandSecureSiteSymbols.

Answer 6

Reassureyourprospect with these familiar icons; also include your guarantee andthe BBB logo (if you are authorized to do so).

Question 7

7.UseanOrderButtonANDaTextLink.

Answer 7

Makeiteasyandobvioushowyou wish the reader to proceed.

Question 8

8.DoNotSleepwalkThroughtheGuarantee.

Answer 8

Thisisthebiggestmis-take made with the risk reversal section.

Question 9

9.PutYourRiskReversalInsideaCertificate.

Answer 9

Thiscreatescredibilityand increases conversions.

Question 10

10.KeepSelling—EspeciallyintheRiskReversalSection.

Answer 10

Stateyourbenefits as part of the guarantee.

Question 11

11. Use“100%Money-Back,”butDon’tRelyonIt.

Answer 11

Useactivelanguageto dimensionalize your guarantee.

Question 12

12.AddVideotoYourRiskReversalSection.

Answer 12

Makeitpersonal,persuasive, and passionate.

Question 13

13.UseYourSignatureintheRiskReversalSection.

Answer 13

Increases

conversions.

Question 14

14.UseaHandwrittenGuarantee.

Answer 14

Handwrittenguaranteescanworkverywellwhenyouaretheproduct.

Question 15

15.TheCloseIsYouAskingFortheOrder.

Answer 15

Untiltheypress“Submit,”you don’t have an order.

Question 16

16.UseAllAvailableToolsattheClose.

Answer 16

Benefits,guarantee,audio,video, urgency, scarcity, and reward.

Question 17

17.TellYourReaderWhattoDotoClosetheDeal.

Answer 17

Beasspecificaspossible.

Question 18

18.ReassureandPraiseYourReader.

Answer 18

Everyonecravesaffirmation;giveit to them.

Question 19

19. ExplainWhat’sGoingtoHappen.

Answer 19

Tellthemexactlywhatwillhappenwhen they press “Submit.”

Question 20

20.MaintainLookandFeel.

Answer 20

Yourorderformshouldlooklikeyourweb-site.

Question 21

21. TestYourOrderForm!

Answer 21

Tryto“break”it.Haveabackupplan.Recover from “declines” and “abandons”; increase sales.