How To Write High-Converting Sales Copy (Complete Detailed Breakdown)

By Oli Luke

Okay. This is advanced copywriting info.

This isn’t going to teach you how to write in your own voice, nor is it going to show you how to use adjectives …

This is all about persuading and influencing to maximise sales, and structuring your copy/offer.

I’ve never really shared this deep level before, as it’s never really been applicable, but if you’re reading this, then you must be pretty well educated in the world of copy and be thirty for more …

(Be prepared, I’m going to go deep into teaching mode.)

Ready to get stuck in?

First thing that you need to know is that people buy based on emotion, not based on logic. 

In order to utilise this, there are 12 steps.

If someone is ever going to buy anything from you, these 12 steps will guarantee your sale. The only reason why somebody shouldn’t buy something from you is if they can’t afford it, and even then, we have a few tricks up our sleeve!

So, let’s dive in. 

The first thing we need to talk about is the objections – before you start writing your copy, you need to be really clear on these.

There are only ever 7 different kinds of objections

  1. “You don’t understand my problem.”
  1. “How do I know you’re qualified?”
  1. “I don’t believe you.”
  1. “I don’t need it right now.”
  1. “It won’t work for me.”
  1. “What happens if I don’t like it?


I’m going to show you how to overcome every single one of these objections that’s commonly not true (It’s typically one or two that hold most people back from buying.) – but you always have to assume that every person has all of these objections. 

You then have to dismantle them one after the other. 

This works with sales in person, sales pages and videos. 

Whenever you are selling anything, you have to overcome these objections.

But what most people don’t get is that people only overcome these objections in two ways.


Gain & Fear

We buy based on emotions & justify our purchase based on logic only after the sale. 

So each step in the sales process must build on the prospect’s emotions to where they are motivated to act. 

Only 2 things motivate people: 

The promise of gain or the fear of loss.

Fear of loss is the stronger motivator. 

Would you rather buy a $50 course on “How to Improve Your Marriage” or “How to Stop Your Divorce or Lover’s Rejection”? 

Stats prove the 2nd title outsells the first 5 to 1. 

Why? Because it addresses fear of loss. 

Underlying promise of gain & fear of loss are 7 “universal motivations”. 

You need to position any product or service so it provides one or more motivations:


  1. To be wealthy
  1. To be good looking
  1. To be healthy
  1. To be popular
  1. To have security
  1. To achieve inner peace
  1. To have free time
  1. To have fun


Ultimate motivations are what people really want. 

Your product is just a way to give these benefits. 

Always focus on these motivational factors.

Most marketers out there want to sell based on logic. 

How many times have you heard this – “We have been in business for 3 decades and always put the customer first.” 

It does absolutely nothing for the consumer. 

Sure, a logical brain would say, “Wow three decades! They must know what they are doing. I’ll just talk to them and see what they can do for me.” But we aren’t logical.

Think about the last time Hitler was ‘logical’ when he convinced his citizens to submit to a dictatorship. 

Fear and Gain are the name of the game when it comes to getting people to take action. 

Logic can only come into play once you have already triggered the other emotions.

You with me?

So what is the best way to use those two decision makers in order to overcome the 7 objections you are going to face in your business? 

Luckily for us, there are 12 steps to achieving this.


  1. Get attention.
  1. Identify the problem.
  1. Provide the solution.
  1. Present your credentials.
  1. Show the benefits.
  1. Give social proof.
  1. Make your offer.
  1. Inject scarcity.
  1. Give a guarantee.
  1. Provide a call to action.
  1. Give a warning.
  1. Close with a reminder.


If you can nail all 12 of these, your copy will convert so much higher than it currently is.

Let’s go through each one of these in detail. 


#1 – Get Attention

Whether you are doing this online or offline. You’re best grabbing someone’s attention by using a pre-formulated headline. 

Think about it; on the phone, you have 2 seconds to get someone’s full attention. Online, you have 1 second. In a newspaper ad, you have just half a second. 

You have to pique people’s curiosity and tap into those emotions. Without a great headline, you are screwed.

We’ll use a “weight loss product” as an example. This could be a sales process, a script or a webpage:

Here are 72 of the best headline formulas to get the prospect’s attention:


Social Proof Headlines

1. Here is a Method That is Helping [world class example] to [blank]

2. [blank] Hacking With [world class example]

3. Savvy|Smart|Sexy People Do XYZ

4. Why I [blank] (And Maybe You Should Too)

5. [Do something] like [world-class example]

6. The [desired result] That [world class example] Is Talking About

7. Join [impressive number] of Your Peers that [take desired action]

8. [desired result] Like A [desired group or person]

9. How [impressive number] Got [desired result] in [time period]

10. Like [world class example] You Can [desired result]

11. [world class example] Reveals Ways To [desired result]

12.Why [impressive number] of People are [taking desired action]

13. A Simple Way To [desired result] That Works For [desired group/ person]

14. How to [desired result] Like [world class example]


Threat Headlines

1. Do You Recognise the [number] Early Warning Signs of [blank]?

2. If You Don’t [blank] Now, You’ll Hate Yourself Later

3.  I’ve Lied to You for [time period] Now

4. The Biggest Lie In [your industry]

5. X Shocking Mistakes Killing Your [blank]

6. Don’t Try [blank] Without [desired action] First

7. [blank] May Be Dangerous To [something precious]

8. [blank] May Be Causing You To Lose Out On [desired result]

9. At Last, The Secret To [desired result] Is Revealed

10.The [blank] Risk Hiding In Your [blank]

11. Why You Shouldn’t [do what I desire them to do]

12. Why [blank] Fails and [blank] Succeeds

13. Do Not Try Another [blank] Until You [take desired action]

14. The Ugly Truth About [blank]

15. What Your [blank] Won’t Tell You And How It Can Save You [blank]

16.What Everybody Ought to Know About [blank]

17. Your [blank] Doesn’t Want You To Read This [blank]

18. The Sooner You Know [blank] The Better


Gain Headlines

1. Where [desired result] Is And How To Get It

2. Discover The [desired result] Secret

3. [blank] Your Way To A [desired result] You

4. To People That Want To [desired result] But Can’t Get Started

5. You, a [desired result]

6. Stop [undesired result]

7. You Too Can [desired result] in [time period] with [blank]

8. How To Become [desired result] When You [something challenging]

9. There’s Big [desired result] In [blank]

10. You Don’t Have to Be [something challenging] to be [desired result]

11. Little Known Ways to [blank]

12. How to turn [blank] into [desired result]

13. How To Build a [blank] You Can Be Proud Of

14. Get [desired result] Without [undesired result]

15. Get Rid of [problem] Once and For All

16. Improve/Increase Your [desired result] In [time period]

17. Imagine [desired result] And Loving Every Minute Of It

18. Here’s a Quick Way to [solve a problem]

19. Get [desired result] Without Losing [blank]

20. The Lazy [blank’s] Way to [desired result]

21. How To Make People Line Up And Beg To [blank]

22. How To Get [desired result] Out Of [blank]

23. How To [desired result] When You’re Not [blank]

24. No [undesired result] Just [desired result] Every Day

25. Never Suffer From [undesired result] Again

26. The Quickest & Easiest Way To [desired result]

27. If You Can [blank] You Can [desired result]

28. How You Can [desired result] Almost Instantly

29. How To Become [desired result] When You [something challenging]

30. How To Use [blank] To [desired result]

31. How To Turn Your [blank] Into [desired result]

32. See How Easily You Can [desirable result]

33. Now You Can Have [something desirable] Without [something challenging]

34. How To Take The Headache Out Of [blank]

35. X Questions Answered About [blank]

36. Give Me [short time period] and I’ll Give You [desired result]

37. Answered: Your Most Burning Questions About [blank]

38. Take X minutes to get started with [blank]… you’ll be happy you did!

39. Who Else Wants [desired result]?

40. How to Fast-track Your [desirable result]

41. How [impressive number] Got [desired result] Without [undesired result]


 #2 – Identify the problem

Here you have to level with your prospect. 

You have to let them know that you understand their problem. 

You have to make a statement that makes them scream “Yes! You understand my problem.” 

But in order to do this effectively, you have to know your customers. If you get it wrong, they will say, “Yeah, well you don’t really understand what’s going on.”

Here’s what you need to do:

  1. Introduce the problem.
  1. Agitate the problem.
  1. Remove blame.


And that is a death trap. Your sale is lost. 

Luckily, it isn’t too hard to figure out. Once you have spoken to enough customers, you can figure it out, but if you want speed things up there is a very simple way. Go to Google and search the following three things:

  1. “XXX problems”
  1. “XXX complaints”
  1. “XXX forum”


Write down a list of all the problems people face in your industry and mark the ones that get the most complaints. 

This should take you no longer than 20 minutes and it will pay for itself many times over.

 Now you have a market tested way to identify with your prospects.

Agitate them. Make them feel the pain and frustration they always go through. Dig into their mistrusts and fears. Then hit them something awesome!

Let them know that it isn’t their fault. 

Let them know that everyone else is to blame. 

Because in the majority of cases, this will really hit home. Bad things happen all the time, and we are always looking for reasons why it is someone else’s fault.

#3 – Provide the solution

Now that you have told them what their problem is and they have unequivocally said ‘yes’, you need to let them know that you have the solution. 

They know it isn’t their fault and they are jealous of all the other people who can live without this problem.

The trick here is to not make it sound cheesy. Also, remember the overall concept.

People buy based on emotions, not logic.

So here is what not to do:

“Look, I know about your problem. You feel frustrated that this doesn’t work, but it isn’t your fault. Introducing my amazing product.”

Here is what you should be doing:

“Look, I know about your problem. You feel frustrated that this doesn’t work, but it isn’t your fault. People who don’t know about this simply lose out… big time! I mean, imagine if you could XYZ without needing to YZX. Well, this simple 3-step system could actually give you what you need.”

#4 – Present your credentials

The prospect knows that you have the solution, but they aren’t going to believe that you can deliver them. 

That is why you need to show them your credentials. What makes you so special that I should believe you?


  1. Successful case studies
  1. Prestigious companies (or people) you have done business with
  1. The length of time you’ve been in your field of expertise
  1. Conferences where you have spoken
  1. Important awards or recognitions


Your reader must feel “you’ve been there and done that” with great success and they can expect the same.

Back up your credibility.

#5. Show the benefits

Now tell how they’ll personally benefit from your product/service. 

Don’t just list features. Tell them about the benefits.

This is not the time to explain the product or service you are offering. This is the time to outline the benefits your reader will receive if they buy your product or service.

Do I sound a bit repetitive? That is because I cannot possibly stress this point enough.


They care about what you can do for them.

Remember that people don’t buy products and services. They buy outcomes:

  • They don’t buy cold medicine, they buy a good night’s sleep.
  • They don’t buy a gym membership, they buy a sexy body.
  • They don’t buy pest control, they buy a clean, safe home for their children.



#6. Give social proof

In this step, we will create the most important element of your sales process – proof. 

The prospect wants everything to be true, but they just don’t believe you.

You’ve established your credibility or the credibility of your organisation in an earlier step. 

Establishing your credibility creates trust. 

But throughout your copy, you’ve started to introduce promises to your reader. 

You’ll need to substantiate each of those promises by providing proof. 

If you’re selling a physical product, this is a good time to demo the product through video or images doing the things that you said it would do in the benefits bullets.

Infomercials have mastered proof (well worth studying) – they show knives cutting through nails and then easily slicing a tomato or demonstrate a cleanser removing a red wine stain.

Proof comes in many forms including:

Social Proof – If you have testimonials that fortify the claims you’ve made, include them here. Mention how many other people have benefited from your solution.

Data/Research – Use data and research from reputable sources to substantiate your claims.

Borrowed Credibility – Find and use information from reputable sources. Can you find information from reputable people or organisations like the BBC, CNN or from trade associations, for example.

The higher the risk involved in your offer, the more proof your buyer will need to feel comfortable making a purchase with you.

Lastly, if you can’t properly substantiate a claim you’ve made, consider removing it. You could test it later, but you’ll likely have better results removing an unsubstantiated claim than leaving it in there.



#7. Make your offer

The offer is the exact deliverables they can expect if they give you money.

Your offer should be clear and compelling. 

If your prospect has even a shadow of a doubt as to what they will get, they’re gone. A confused mind never buys.

Are you going to ship them a product?  How long will it take to get there?

Are you going to do some one-on-one training? How will it be delivered? How long are the trainings? How often?

Are you going to provide a service?  How long will it take?

You’ll also be revealing the price at this point.

Think through the questions that your readers might have about the offer and answer all of those questions before moving on to the next step.

#8. Inject scarcity

In this step, we will add scarcity and urgency to your offer where appropriate. 

You want your reader to take action NOW. 

If they decide to do it later, they’re gone. 

You can persuade them to take action NOW by communicating the scarcity of the offer. 

If they believe they could come back tomorrow, next week or next year and get the same offer, they’ll be less likely to take action now. 

Don’t manufacture scarcity or urgency, but if there is a real reason to take action now, be sure to communicate it.

Here are some examples:

  • Register for this event now, there are only 32 seats remaining.
  • Buy now, this offer is only available until midnight January 26th.
  • Only 1,000 of these coins were created by the Royal Mint.


Another way of creating urgency in your buyer is to make a statement like:

“Think how much it is costing you every day that you don’t take action on this problem.”

One big problem with scarcity is the fact that you might be selling something that isn’t scarce at all. 

It is easy to create it with a tripwire, but what about your core offer? 

The best thing to do in this situation is to get a little creative. For example. You could add some irresistible bonuses to your core offer. 

It will really help you in the long run to differentiate you from your competition as well.

Let’s say you sell solar panels. You can’t use any of the excuses above. ‘Buy before midnight” simply isn’t going to cut it. 

You should offer a bonus like free installation, a warranty or whatever. If your product comes with some standard features, take them away and add them as limited time ‘bonus’ offers.

Mark Taylor is a construction company that builds tons of flats for hire in the Phoenix area. If you view one of the models, they will offer you $500 off your first month’s rent if you pay the deposit to move in within 24 hours of viewing it.

If they can do it, then so can you. Here is my example of scarcity using the weight loss product.

#9. Give guarantee and reverse the risk

What is the biggest risk when you are buying a product? The money! Your biggest fear is that you have been suckered into something that doesn’t work.

Make your offer irresistible. 

Take all risk out of the purchase. People fear being ripped off. 

Did you ever buy a lousy product and couldn’t get your money back? So do the strongest guarantee you possibly can. Demonstrate your confidence. 

Most small business owners and marketers fear too many people would want refunds. 

But you know what, it doesn’t happen. 

And that is why they are ‘small’ business owners and not ‘large’ business owners. The top marketers know this and we thrive off it.

In fact, this is their biggest competitive advantage over you. Here’s how the psychology behind this one works.

People hate messing up, and they hate admitting it even more. 

They will buy your offer based on emotion, and justify the purchase afterwards using logic. When they ask for a refund, they have to admit that they were wrong about something. They actually have to come with their tail in-between their legs. 

So even if someone is unhappy with your service, they are very unlikely to ask you for a refund.

When they do, you should give it to them no questions asked. Then call them up a week later asking them to buy something else. 

You could say: “Look, you know we just give refunds immediately, so why not just try it out, if you hate it, then simply ask for another refund.”

This is so powerful, yet many don’t do it. 

#10. Call to action

This is very simple, but like every one of these 12 steps, it is critical! 

Don’t assume that your prospect knows how to order. You should let them know and make sure you reassure them on how easy it is.

Be action orientated:

Pick up the phone and call now.

Tear off the order form and send it in today.

Come to our store by Friday and…

Make sure it is very simple and very clear. The last thing anyone needs is to sift through options.


#11. Give a warning

Even after you have told them how to order, you have to keep building emotion. It doesn’t explicitly have to be a warning. 

It could be anything. Just remind them about something that emphasises the fear of loss. We have tested a lot of different things in this area and every industry seems to be a little different.

However, the one that comes out on top most of the time is when you remind them what they’ll be missing if they don’t sign up:

  • Struggle day to day to make profit
  • Work too hard for too few customers
  • Lose the chance for valuable bonuses
  • Keep getting what they’ve always got
  • See other companies get their business


#12. End with a reminder

This is simply a gentle reminder about the ‘gain’ and another call to action. Online sales pages usually end with a “PS …” and telemarketers usually end it with “don’t forget …”.


Go back and think about how all of these 12 steps actually break down the sceptical prospect and turn them into the excited buyer. 

Especially compare the steps to the 7 objections people usually give. The more you use the 12 steps, the more you can customise them to your business.

Hope that’s been helpful. 

And of course, if you’d rather just pay my fees so that I can do this for you, then you can contact me here.

700k campaign


The “Take-Away” Direct Mail Campaign That Generated $700,000 of Sales from a Small Burnt-Out Email List (Without Having Any of the Subscribers Postal Details).

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700k campaign

Swipe Files & Campaign Walkthrough

The “Take-Away” Direct Mail Campaign That Generated $700,000 of Sales from a Small Burnt-Out Email List (Without Having Any of the Subscribers Postal Details).

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