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Dozens

Selling memberships to a membership web site is not always easy.

Especially when the economy is not doing well.

The reason why is one of the first places people look to cut expenses is on their bank or credit card statement. If they see any recurring transactions, they’re likely to cancel them.

What’s more, they’re NOT likely to sign up for any new memberships!

But that doesn’t mean you can’t get new members by the dozens. With the right approach, you can.

Your Offer Matters More than Your Sales Letter

To get people to sign up for your membership site, I bet you probably have some kind of written sales letter to explain the benefits of membership and to get prospects to become members.

But here’s something extremely important to remember:

Your offer is more important than the words you use to persuade.

To illustrate this, let me give you an example.

If your membership site is all about crocheting, and you ask for $1,000 a month, chances are you’re not going to get any new members, ever.

That’s because $1,000 a month for membership is just a bad offer for a site that teaches you how to crochet.

Now, price is only one component of your offer. There are also bonus gifts to think about. If you offer multiple high-value bonus gifts upon sign up, you may have an easier time getting members.

With that in mind, let me tell you about…

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A man goes to a buy a new car. There are literally dozens of the same make and model he wants on the lot. There are even more at the dealership down the street.

And yet when it comes time to buy, he feels extreme urgency to buy the car he test-drove. Somehow, he feels that if he doesn’t buy, he will miss his chance.

Why does this happen?

After all, the man could walk right out of the dealership and drive to another one a few miles away and find the same make and model with the same color and options. According to the Consumer Reports Buying Guide 2009:

A salesperson might tell you that someone else is very interested in the same car and is coming by later — a common sales tactic. You should never feel that you have to make any deal immediately. There are always other cars out there.

Consumer Reports is 100% right: There are always other cars out there. So the issue is not true scarcity because the car our imaginary man wants is not scarce.

Yet he feels as if the car is scarce.

And he is practically compelled to sign the papers as soon as he can to avoid missing out.

Let me tell you why this strange phenomenon happens and how you can create a similar urgency for your own products…

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Here’s an excellent post from my friend and colleague, John Manley. If you don’t know John, he’s a fellow freelance copywriter who has conducted dozens of copy tests.

So when I stumbled upon this “lost” email he’d sent me a couple years ago, I asked for his permission to share it with you. Thankfully, he agreed. Enjoy!

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Why Did This Price Test Fail: Price Point or World Events?

From September to November 2008 I executed a test on copy I wrote for one of my alternative health clients.

Up until the test this online copy routinely produced an average of $2.25 in sales for every $1 spent on generating traffic.

Not bad, for a front end product, eh?

The copy promotes an ebook (plus other digital bonuses) for $37 and upsells to the audio version for an extra $10.

I decided to test what would happen by dropping the price by $10. The results were truly shocking…

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