The Most Common Sales Script Elements…
I recently finished writing a 150+ page eBook that collates over 100+ famous ads by the likes of:
- Kodak;
- Whitman’s Chocolates;
- Proctor And Gamble;
- Remington;
- Sears;
- Pears’ Soap;
- Cabots;
- Pabst Beer;
- Waterman’s Fountain Pens;
- Winchester Rifles;
- Quaker Oaks;
- Aberdeen National Bank;
- Bank Of Commerce;
- Olivilo;
- Etc…
And in it, I break down the copy of each ad into ad categories and then the elements that are used in each ad so you can to model to sell more, more often.
What was interesting in breaking each ad into elements was to see the common denominators.
There are 18 elements almost all sales scripts have:
- Bonuses;
- Bullets;
- Case Studies;
- Calls-to-Action;
- Closes;
- Future Pacing;
- Guarantees;
- Headlines;
- Offers;
- Post-Scripts;
- Problem Definitions;
- Product Name;
- Solution Presentations;
- Stories;
- Testimonials;
- Trial Closes;
- Urgency; and
- Value Translations.
Given that all sales scripts have:
- Bait;
- Context;
- Offer; and
- Request.
It is no surprise that:
- Headlines (appeared 85 times — 11.2%) and Problem Definitions (appeared 27 times — 3.5%);
- Stories (appeared 40 times — 5.3%);
- Offers (appeared 93 times — 12.3%), Solution Presentations (appeared 81 times — 10.7%), Bullets (appeared 93 times — 12.4%) and Product Names (appeared 118 times — 15.6%); and
- Calls-to-Action (appeared 70 times — 9.2%) and Closes (appeared 63 times — 8.3%).
Appeared so often!
The rest:
- Bonuses (appeared 0 times — 0%);
- Case Studies (appeared 7 times — 0.9%);
- Future Pacing (appeared 11 times — 1.4%);
- Guarantees (appeared 12 times — 1.5%);
- Post-Scripts (appeared 9 times — 1.1%);
- Testimonials (appeared 19 times — 2.5%);
- Trial Closes (appeared 2 times — 0.2%);
- Urgency (appeared 23 times — 3%); and
- Value Translations (appeared 1 time — 0.1%).
Are all just extra closes for strengthen the Close.
Now the most common component for an Advertisement were Bullets.
The most common component for an Opt-in & Free Product was a Call-To-Action.
The most common component for a Content was a Story.
The most common component for a Low-Priced, Main & High-Priced Products was an Offer.
Again, no surprise!
