Session Four: Irresistible Offers and Sales Copywriting

A sales copy system centered on “creating value → making a powerful offer → writing an effective headline → calling for action → customer testimonials → gifts → a zero-risk guarantee.”

I. Create an Irresistible Offer

Opening move: First list the customer's objections

the customer’severy possible objectionAsk them out and list them. Then address them one by one.

II. How to Let Customers Know the Value We Provide

1. Create product value

By giving customersa vivid pictureaccomplish three things:

• Tell customerswhy it is good
• whythey should buy now
• whyMore than worth the price

2. Create a powerful offer

Core formula:

回应率 = 感知价值 ÷ 风险

Increase perceived value + reduce risk = increase response rate.

8 ways to increase perceived value

Perceived value = reshaping cognition.

8 ways to reduce customer risk

1. Provide a strong zero-risk guarantee
2. Provide free or low-cost renewal coverage
3. Offer a free trial
4. Offer a low price
5. Pay based on results
6. Use first, pay later
7. After-sales follow-up service
8. Use facts, data, and customers to prove product / service effectiveness

4 types of risk perceived by customers

3. The 4 elements of crafting a powerful offer

The offer must beeye-catching + fully credible：

1. Provide customer testimonials and real cases
2. State the reasons: explain the specific reasons why your product or service is better than competitors'
3. Convey the product's scarcity to customers
4. Tell themwhat they need to do to qualify to get it

4. The 5 questions to consider when crafting an offer

• Is your guarantee (warranty) attractive enough?
• Are the product's features tightly combined with the benefits they bring to customers?
• Have you added information about the product's scarcity?
• Have you removed price / purchase / usage barriers?
• Is there a compelling reason for people to place an order right away?

III. The 10 principles of headlines

1. What's in it for the customer
2. How headlines grab attention
3. Convey clear, easy-to-understand content
4. Newsworthiness
5. Don't be too clever
6. Add current news, timing, or celebrities to the headline
7. The more specific the headline, the higher the credibility
8. Pick two headlines and A/B test them
9. Using quotation marks in the headline can improve the reading rate
10. Write 50–100 headlines each time, then select the best ones

IV. Call to Action

The Golden Rule (4 Steps)

1. Summarize your main benefits, restate the offer, and explain what buyers will get by purchasing now
2. Reassure consumers once again: Reiterate the zero-risk guarantee
3. Create scarcity: Limited time / limited quantity / limited number of people
4. Call for immediate action: Don't be too aggressive; use requests or commands sparingly

The Golden Formula (Sales Script Template)

原价 xxx，现价 xx
你能获得（重要好处 1、好处 2、好处 3）
而且没有任何风险（100% 零风险保证）
因数量有限 / 时间有限 / 库存有限……
趁现在还有机会，请你立刻 (扫码 / 申请 / 点击链接)
如果不立即行动，可能错过
行动够快，还可以获得 XXX 超级礼物！

Call-to-Action Keyword Library

Apply today / Don't miss out / Quickly / Reply as soon as possible / Act quickly / Take advantage of the special price / The faster you reply, the sooner you benefit / Take action now / Reply immediately / I look forward to receiving your reply today / Don't wait any longer / Grab the opportunity before it disappears / Act immediately / Don't hesitate any longer / Reply within 24 hours to receive a gift worth 10,000 yuan

The 5 Most Effective Call-to-Action Strategies

P.S. Postscript (Essential for the end of a sales letter)

The P.S. is one of themost closely read sections of sales copy。

4 P.S. Guidelines：

1. In the first P.S.,reiterate your main benefit
2. introduce another benefit(one not mentioned in the copy)
3. Never mention the product price in the P.S.
4. The final sentence must call for immediate action

Be concise, decisive, and quick; pacing is extremely important. The P.S. should bein red or bold black。

V. Beliefs About Writing Headlines

The Importance of Headlines

Headlines determine wealth, life or death, and income.

10 Types of Emotional Responses You Can Elicit

Curiosity · Trust · Affection · Awe · Anticipation · Desire · Fear · Surprise · Confidence · Hope

The World's 38 Most Famous Headlines (10 Picks)

These are proven headline templates. When you can't come up with a headline, use them as models and adapt them.

1. They laughed out loud when I sat down at the piano, but when I started playing...
2. A small mistake that cost this farmer $20,000 in a year...
3. Can you spot the 10 renovation mistakes in this picture?
4. Always a bridesmaid, never a bride...
5. Advice for women whose husbands never seem to save money—from a married woman
6. Why some foods “explode” in your stomach
7. Is a child's life worth $5 to you?
8. How I went from failure to success in sales
9. How to finish your Christmas shopping in 5 minutes
10. How I started a new life with $25

(See the original source backup for all 38.)

Opening paragraph: 8 key points for the first sentence

A simple, four-character, all-purpose opening formula：

If... then...

Example: If you want to become a sales champion like me, take a look at the methods I've put together and give them a try.

7 Most Effective Ways to Start

1. Tell a shocking story: Three bankruptcies, three comebacks
2. Ask a question: “Did you know xxx will become increasingly important in the future?”
3. Reveal some information: “Let me tell you a secret: xxx is going to do xxx soon.”
4. Pose a question (in detail) : “I always get nervous before a speech, and my palms get sweaty.”
5. Summarize the problem: “If you want to lower your blood pressure, you need to see this.”
6. Use a testimonial: “What I went through... What proof is there?”
7. Compare alternatives: "If you want to do marketing, you can go find xxx; if you want to solve business problems, then read this book carefully from beginning to end."

Bullet points (7 ways to write product selling points)

Note: A bullet point should not have two subjects or describe two different things. Starting with an action verb (+ an impactful word) works best.

VI. Support your promises with evidence

7 sources of evidence

• Customer testimonials
• Results data
• Photos of customers before / during / after use
• Statistics
• News reports
• Articles and information from other authoritative sources
• Celebrity testimonials

Why you need evidence

• Build trust: Prove that what you said earlier is true
• Provide reassurance: No one wants to make a wrong decision that results in a loss

Evidence should be repeated and reinforced

Prove it multiple times, with multiple people, at multiple stages, from multiple angles, across multiple seasons, and over multiple years.

Example:

• Client list / years in business / total number of clients / financial data / honors and credentials
• 98% of people experience a physical reaction after taking it

What if a new product has no customers? Have people around you try it first and give their feedback.

7 secrets to getting customer testimonials

VII. Super Bonuses

The Core Value of Bonuses

From "should I buy" to "which bonus should I choose" — Attention shift.

The role of bonuses:

• Eliminate customers' last-minute hesitations
• Leverage human greed

The roles of three types of bonuses

7 Key Questions for Choosing Bonuses

1. Can your bonus solve the customer's problem?
2. Does your bonus provide special value and deliver more than it's worth?
3. Is your bonus genuine?
4. Can your bonus be sold as a standalone product? Can it sell at the value you state (don't inflate)?
5. Is your bonus good enough — if customers bought it at that price, would it be worth the money?
6. Is your bonus just for show, with no real value?
7. Do you also have a hidden "backup bonus" ready?

Bonus principles: Low cost, high perceived value, ideally unexpected and surprising to customers.

VIII. Zero-Risk Guarantee

4 key elements

1. Money-back if unsatisfied: the basic guarantee
2. Refunds without asking awkward questions
3. Instant, prompt refunds
4. Clearly state the guarantee period(Even small quantities must be refunded)

Better guarantees (upgraded versions)

Three things you must know when setting guarantees

1. Guarantee the result: the longer, the better
2. Know whether competitors are also using this tactic
3. Know your own capabilities: never promise what you cannot deliver

5 Common Types of Guarantees

8 Classic Copy Templates for Zero-Risk Guarantees

(Below are several templates, arranged by level. Each guarantee needs its own headline, alerting readers to the risk guarantee.)

1. 100% Guarantee Better Than Zero Risk: Full refund within 60 days if unsatisfied, keep the bonuses as compensation for the trouble
2. 125% No-Questions-Asked Refund Guarantee: If it's not as promised, full refund with no questions asked
3. Ironclad 60-Day Refund Guarantee: The set includes complimentary trial samples—try them before you decide
4. 365-Day 100% Money-Back Guarantee: If you are dissatisfied for any reason within one year, receive a full refund and keep the gifts
5. Ironclad 100% Money-Back Guarantee: If you are dissatisfied within one year, we will handle it immediately
6. 100% Guarantee That You Have Nothing to Lose: 90-day money-back guarantee
7. 155% Ironclad Guarantee: If you have not reached your goal within one year, receive a refund plus an additional 55%
8. Zero Risk + Compensation: If, after the first day of the course, you feel it is not worth the tuition, receive a full refund + 2000 yuan for the inconvenience

My Zero-Risk Guarantee (Sample Template)

365-day 100% money-back guarantee. Cordyceps combined with 108 types of dietary therapy: if you notice no changes in your body within one year, we promise a full refund. I believe no one else in the industry can offer you this guarantee. The reason we can is that we have extensive customer feedback, and I firmly believe we can help you 100%.

9. Assignment for This Section

Offer Assignment

Write down what your offer is and why you are making it (the rationale and reasons), so customers are fully convinced. Address these 5 questions:

• Is the guarantee attractive enough?
• Are the features and benefits closely connected?
• Have you included information about scarcity?
• Have you removed barriers related to price / purchase / use?
• Is there a compelling reason to place an order immediately?

Example (Crane Palace Gift Box) ：

This Crane Palace Gift Box is a Mid-Autumn Festival limited edition, designed specifically for the festival. Only 500 sets are available, and the number remaining decreases every day. Our products have been validated—we have received feedback from a great many users.

Free Gift Assignment

List the free gifts you offer and briefly describe their value.

Example (Reishi Slices) ：

Reishi is good for replenishing qi and calming the mind. A box of reishi is regularly sold at 189 yuan per mushroom.Cordyceps nourishes the kidneys and lungs, stops bleeding, and clears phlegm; reishi replenishes qi and calms the mind—cook them together in soup for combined benefits.