Halle Berry is considered to be one of the most beautiful women in the world.

And yet, for some crazy reason she has a trail of really bad relationships.

In an early relationship, a boyfriend hit her so hard that it permanently damaged the hearing in her right ear. She suffered another turmultuous relationship with baseball player David Justice. When she was married to musician Eric Benet, he cheated on her – profusely.

How is that a stunning woman can have such a streak of harmful relationships?

Because when it’s all said and done… when the honeymoon is over and reality sets in… outside beauty really doesn’t matter.

And the same holds true for selling information online.

I have a client who has this awesome looking web site and super cool e-book cover. (Even made me a little jealous!) His salesletter copy was magnifique.

And yet his refund rate for the first month of sales was freakin’ 42%!

I get pissy if I get a refund a month. (And yes… I do get more than one a month.) But I can’t imagine 42% of my buyers requesting a refund. Nope. Can’t even fathom the thought.

His merchant account provider had sent a letter in regards to the excessive refunds. And that’s when he came to me.

Here’s what I told him…

“Stop sucking in your belly, take the toupee off, and let’s see the real you.”

In other words, hot, super-hot web sites are nice to look at. And super-hot copy is even nicer.

But if the outer (salesletter) isn’t congruent with the inner (ebook), refunds will amass in huge quantities.

I suggested–

1) That the salesletter should give prospects the good and the bad. I used to sell a 6-page e-report for $24.95. I was always paranoid that people would balk at paying almost $25 for such a small amount of information. In actuality they didn’t balk. That’s because in the salesletter I mentioned that the report was only 6-pages. No surprises. They knew what they were getting.

2) That the salesletter stop trying to be all things to all people. When I write a salesletter, I either specifically mention who should be buying the information, or what they’re NOT going to find. You cannot please every potential buyer. Just go for the people who you can definitely please the most. They will love you.

3) That he mellow down the design of the salesletter page. It was beautiful. But perhaps a little flashy. That look was turning away people who really wanted his information, and attracting chronic refunders. The visual appeal has to match the readers style, as much as the words on the page.

So the moral of this blog is, beauty is nice. But only if you’re beautiful to the right people.

Be sexy for your circle and grow rich,

Alexis Dawes

Filed under: Bullet Point

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