I’m a freelance copywriter.
That means I get hired by brands to write pretty words that sell whatever it is they’re selling.
Living and working as a freelance copywriter is smashing. I get to spend my days drinking coffee and writing — and for this weird little book nerd that’s a dream come true.
However, last year I ran into a bit of a predicament. The same predicament every freelancer eventually runs into…
While I was making good money (and in some cases great money) as a hired pen, I realized in order to make more I’d have to do one of two things:
1. Start an agency and hire other freelancers.
2. Start selling a product along with my freelance services.
Being that I adore writing and have no interest in managing other writers, I decided to go with the latter…
This gave birth to my copywriting guide: How to write words that sell like a Florida Snow Cone Vendor on the hottest day of the year.
I launched it in February of this year and it has since done $30,000 in sales.
It costs $97. It’s ridiculously short — just 10,000 words. And, people seem to absolutely love it… of the 380 people that have bought it, only 5 have asked for refunds.
That’s pretty fucking good considering that nearly 30% of all products bought online get returned.
Excuse my French.
However, while my copywriting guide has seen some tremendous success this past year, recently I noticed something disheartening.
Sales began to slow.
I took a look at my metrics ( fuck metrics) and I was happy to see that a ton of traffic was still being pushed to the sales page.
This meant folks were still intrigued by what I was selling.
Unfortunately, my sales page for the copywriting guide was no longer converting… it was clocking in at a measly 1.4%.
So, I rewrote the entire damn thing from top to bottom and sent it to my email list with the following question…
Is this sales page genius or disastrous?
I’m lucky to have a bad-ass super-engaged list so I wasn’t surprised when click-throughs for the particular email sky-rocketed to a dazzling 9.9%.
But, what did surprise me was discovering that not only were people giving me feedback on the sales page… they were also buying my copywriting guide.
When I realized I had unintentionally created a sales email, I resent the same email the following two days to folks on my list who hadn’t open the previous email.
By the end of the weekend, I had sold nearly $2,000 worth of my copywriting guide, I had collected some great feedback from a handful of brilliant marketers on my email list and I had increased conversions from 1.4% to 3.8%.
It was a good weekend.
Generally speaking, asking for customer feedback is boring. I think a lot of marketers view it as a “necessary evil”.
What this past weekend taught me is that there is a way to ask for customer feedback and sell at the same time.
If people love the product… why not ask them to buy it.
And, if they don’t… ask them for feedback to ensure more people love it.
But, I digress.
By Cole Schafer.