How To Create A Multi-Million Dollar Sales Message

By Chris Orzechowski

One thing I’ve sort of become known for in the copywriting world is helping business owners create huge product launch campaigns… and then turning these “launches” into evergreen campaigns that bring in revenue on a daily basis in perpetuity.

A lot of these campaigns have generated well north of seven-figures on the launch alone… and have since gone on to multiply that number as they run on evergreen.

  • A few years back I did the Filippo Loreti Kickstarter launch that generated ~$5.2 million in 30 days. The following year, we recycled some of that campaign, had me make a few small changes and updates and then they brought in another $4.4 million. Since then, I’ve helped them design an evergreen funnel that’s helped them grow at an alarming pace and make sales every single day.
  • For the past few years, I’ve helped produce the Brain-A-Thon event for NeuroGym. It’s the world’s #1 online personal growth training event. Over 1,000,000 people have attended this event in the past 7 years. And over 100,000 signed up for last year’s LIVE event, alone. It’s also the longest running, highest grossing online personal development asset in existence. I don’t have an exact revenue figure, but it’s been running evergreen for over 312 weeks straight, so do the math.
  • I also helped Mike and Bobby from Laptop Empires launch their first-ever online course, and in the first 6 months, we’ve generated over $500,000. With one course. Without upsells. And we’ve only just recently implemented an evergreen system… so given current projects, we should break $1 MM in its first 12 months. And… we’re getting ready to launch our second course, which should produce comparable numbers given the price point and audience size.

I could keep going, but you get the point.

Now, all of these courses and products and markets and industries and even business models are wayyyy different.

But the one thing they all have in common is that through collaboration with my clients, I’ve been able to help them flesh out what I like to call…

A Million-Dollar Sales Message

So, what is that?

What does this term mean?

To me, it means a sales message that can be adapted for any kind of medium or sales situation.

It means you can take this core “message” and expand upon it. You can use it in a launch… on a webinar… in a sales letter… in an email sequence… in a Facebook ad… wherever.

It’s an adaptable core message that you use for all of your marketing to sell your product.

Some people might view this as a hook or a big idea or a benefit statement.

But I think it’s more than that.

Here’s Some Examples Of A Million-Dollar Sales Message

Here’s a few examples:

 

“We offer $1,000+ limited edition, handcrafted Italian luxury watches for less than $250… because we cut out all the middlemen and pass the savings along to you. We only produce 1,641 of each watch in our collection and they all come with a certificate of authenticity. Once they sell out, we never produce that model again.”

 

“Give me one day and I’ll help you upgrade your brain, so you can upgrade your income and finally achieve all of your life’s goals and dreams.”

 

“Just Follow This Simple, Step-By-Step Plan For Earning An Extra $1,000-$2,000 Per Month Running Facebook Ads For Local Businesses… And You’ll Be Able To Pay Off Your Debt, Save Some Extra Money, Invest For Your Future, And Have Cash On Hand To Do The Things You Love.”

 

These aren’t headlines. But they can be used as such.

They are statements that communicate exactly why it’s the right decision to buy from them. But they’re not necessarily USP’s.

To me, what these million dollar sales messages are short, simple “stories” that align with the consumer’s worldview, belief systems, and wants.

That’s really the key here.

They are stories that the consumer will tell themselves. And they are simple enough that one person can share the story with the people they know.

They are stories about what the person can become if they buy the product. They appeal to identity and aspiration. They are stories that can easily be repeated and spread as an idea virus.

And that’s what we find with a lot of these campaigns that I’ve helped my clients build.

They go viral.

Now, I’m not talking about Walmart Yodeling kid viral. Or Chocolate Rain viral. Or In My Feelings viral.

I’m talking about going viral within the community of buyers who matter.

These million dollar messages get spread.

That’s why we were able to build a ~20,000 person waitlist for Filippo Loreti’s launch. And we had 18,550 buyers from that launch alone. The word spread. It spread online. It spread on Facebook. People told their friends. People tagged their buddies they know who would be interested. And that’s one of the reasons why we were able to produce the 18th biggest Kickstarter campaign of all time.

The Live Brain-A-Thon is one of the most talked about live events in the personal development space every year. Our ads get seen by tens of millions of people around the world. People talk about it. People tell their friends. The ideavirus spreads. We registered 100,000 people for last year’s event alone. How many other businesses are putting that many people on a webinar? There’s a sales message there that’s not only easily understood… it’s easily spread throughout the community.

The FB Side Hustle Course got 501 buyers in the first four days it was live. People shared their experiences with their friends. Then, they wanted to get in on it too. There were a lot of different ways we could have taken that sales message. There were a lot of different hooks. But if you read that sales letter, it’s making one big life-changing promise and then spending the next 43 pages breaking down limiting beliefs and installing a new, more powerful worldview and sense of confidence in the person who decides to take that course. It transformed people’s identities. And once that happens… the idea spreads.

How To Produce A Million Dollar Sales Message

There’s a simple process I like to take all of my clients through when I’m working to uncover our Million Dollar Sales Message. There are a series of questions I like to ask:

  1. Who is our perfect client/customer for this product?
  2. What are their goals and dreams?
  3. What is their identity? Who do they believe they are?
  4. What are their aspirations? Who do they want to become?
  5. Why do they have these aspirations? What desires are lying hidden beneath the surface?
  6. What obstacles are standing in their way of achieving this aspiration?
  7. What would happen in their life if we removed these obstacles and helped them get to where they want to be? What would life look like for them?
  8. What is our product?
  9. Why does this product do for people?
  10. Why is this product better than all of the other options out there on the market?
  11. What is unique about this product that other products can’t claim?
  12. What makes this product work? What’s the unique mechanism?
  13. What are all the benefits of using this product? What is the most important benefit to the people we’re trying to sell it to?
  14. Who does this person become once they use our product?
  15. How can we demonstrate that this product does what it says it does? Can we show them? Do we have success stories that are illustrative and demonstrative of the benefit we want to convey?
  16. What is this product’s creation story? Why was it created in the first place? Is it easy to remember? Is it easy to re-tell to others?
  17. Why do people need to get this product right now instead of waiting or not getting it at all?
  18. What are this product’s flaws? How do we spin them into benefits if possible? Or how do we use a damaging admission to come out ahead?
  19. What are ALL of the objections people could possibly have to buying this product?
  20. How do we counter each one of these objections?
  21. What will this person’s friends or significant other say if theu spend money on this thing? How do we help them justify this purchase?
  22. What is the story people are telling themselves about their current problems?
  23. What is the story they will tell themselves once they decide to buy this product?
  24. What is the story we want them to tell their friends about this product… and how will they explain why it was such an awesome decision.
  25. Once we know these questions, we can fit all of this into 1-2 sentences.
  26. Then… we test it out. We talk to people in real life. We meet with them face-to-face. We have a conversation with them. Ask about their problems. And goals. And obstacles. And wants. And needs. And fears. And dreams. And hopes. And desires.
  27. Then, we introduce our idea. We see if our research and theories hold up in real life.
  28. If they do, we roll out our brand new multi-million dollar message.
  29. If they don’t we question our prospects deeper until we find a way to pivot our message.
  30. What we end up with is a one or two sentence sales message that lets the prospect completely understand why they need to buy… that’s easy enough for them to remember… and easy enough to repeat it to their friends.

This is how great, viral ideas spread.

They need to be simple.

They need to be easily understood.

There needs to be a clear and obvious benefit.

And it needs to align with people’s aspirations.

If we can do all of those things, we can create incredible sales messages that sell millions of dollars of product.

If we don’t do this effectively, we might sell a little… or nothing at all.

If it looks like a lot of work, it is.

But that’s what it’s going to take to get thousands of people to pull out their credit cards and send you millions of dollars, year after year.

Why not give it a try and let me know how it goes?

Create your own sales message for your product, or for your client’s… and leave a comment for me.

Or just leave a comment and let me know what you think.

 

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6 Comments

  1. Carl Picot on August 27, 2018 at 4:31 pm

    It’s strange Chris…

    You seem you be answering the natural issues that I am seeking answers to. This post is a mini copywriting course in it’s self.

    I’ve learned more from your posts than many paid products I have bought. This one is going straight in to my swipe file 🙂

    Oh yea…

    My sales message is “”Discover The Simple System For Selling Your Low Ticket Products (Without …. List Of things they HATE here 🙂 )

    • Chris Orzechowski on September 3, 2018 at 12:43 pm

      Thanks Carl! Glad you enjoyed this one. My only question is… how do you add a twist to this? It seems like this claim might have been one that’s been said before. Can we introduce a unique mechanism… or introduce some specificity in terms of the result they can expect? That might give it a little extra punch.

  2. Mike on August 30, 2018 at 3:10 pm

    Hey Chris,

    Do you get in the habit of asking ALL those questions (if applicable) before you sit down and write?

    • Chris Orzechowski on September 3, 2018 at 12:43 pm

      Mike – as I can. If I can’t necessarily ask my client those questions, I’ll try to figure out the answers thru (1) talking to people in that market or (2) by doing research.

  3. Kelan & Brittany Kline on September 2, 2018 at 7:01 pm

    This article is straight FIRE. Thanks for putting this together and congrats on all the success working with Bobby and Mike. Those guys have been killing it with their online business over the last six months.

    Once we create our first product/course you will be getting an email from us =)

    • Chris Orzechowski on September 3, 2018 at 12:44 pm

      Kelan & Brittany – thanks so much. Glad you found a lot of value in this. Mike and Bobby rock – can’t wait to see what the next six months brings.

      You know where to find me 🙂

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