When writing your sales letter, you want to create what’s called a “dual readership path.” That means you give a couple of ways for people to read your letter – for those who read every word and for those who only skim looking for the high points that stand out.
The people who skim through your letter and go through it piece by piece will read:
- The headline
- The copy here and there
- The name of the membership
- They might stop after seeing some of the testimonials and read those.
- They’re definitely going to read the bullets. “Hmmm, which of these could I use?”
- And then they’ll skim on until they hit the bonuses they will receive if they sign up.
- They’ll see the guarantee and think, “Yeah, I’m a little skeptical,” and read the guarantee.
- Then they definitely read the PS and the PPS.
That’s dual readership. You will guide them along the way by formatting key points you want to communicate. Big, bold headlines and sub-headlines. Big testimonials with real names and probably people’s pictures. Bonuses that are italicized so they stick out more. Bullet points that are bold and formatted differently.
We want to include those elements of dual readership so that people can skim the page. Because many people will.
You might say, “Well, Scott, that’s a long sales letter. Is everybody going to read it?”
Yes. Some people will read it. Others will skim it. You want to appeal to them both.
If you’re interested in learning more about if and how I can help you scale your coaching business, here are three ways we can work together:
1. Grab a copy of “High-Ticket Coach.” It’s my brand new book on how to create, launch and sell your high-ticket membership offer. You’ll also get a ton of free resources and tools to help sell your current membership offers.
2. Get a FREE copy of Accelerate: How to Get Your Next 10, 100, 500 or Even 1,000 Members… Yes, you can get a free copy of my brand-new book! In it, you discover more on how to promote your membership, get more members and increase retention.
3. If you’d like to work directly with me and my team to help you create and sell a high ticket membership… If you’d like to work directly with me and my team to multiply your membership… just schedule a free strategy session. We’ll map out a strategy and then take a look to see if and how we may be able to grow your business.
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Scott Whitaker
"The Membership Multiplier"
Scott Whitaker, founder of Membership Multipliers, has been transforming coaching businesses since 2007. With a passion for helping coaches and consultants scale their impact, Scott’s mission is to empower thought leaders to create, launch, and grow high-ticket membership offers. His proven track record includes growing a coaching organization from 72 to over 3,000 members, making it the largest in its niche, and replicating that success across industries like childcare, lawyers, professional services, services businesses, and more.
Scott’s clients achieve extraordinary results through his innovative frameworks, including the "Seven Membership Multipliers." One client sold over $1 million in coaching in just 21 days, while another skyrocketed from $0 to $1 million in a single year. Others have scaled from $1.5 million to $6 million and many achieve over 90% retention in their programs.
As the author of six books, including High-Ticket Coach, High-Ticket Marketing, High-Ticket Events, High-Ticket Retention and High-Ticket Masterminds, Scott equips coaches with blueprints to grow and scale their business. His practical yet bold approach resonates with successful entrepreneurs ready to take their business to the next level. Whether you’re a consultant or a niche expert, Scott’s strategies help you impact more lives and build a thriving membership.