Want to make a million selling hotdogs? This guy made a million dollars selling a book about selling hotdogs! His website HotDogCartProfits.com has generated over $1 million dollars!
“I wrote a 5,000-word sales letter and then I just bought the phrase on Google ‘I want to start a hot dog cart,’ and for every $200 I spent on Google I made $1000 so I kept doing it and upping the buy.”
“I’m a big believer in the Warren Buffett saying: ‘Instead of climbing 30 foot walls I’d rather find 2 foot walls and step over them all day.’ So that’s what I did.”
“Isn’t a 5,000-word sales letter too long? Who on the Internet can read that?”
“The kind of person who will buy your product! I tested this all out. I videotaped a thousand people going through the website to see how they did it and I tested out different variations. You know how much my sales went down when I shortened the letter so you didn’t have to scroll?”
“85%. It turns out the more time people spend reading your letter, the more psychologically invested they are in it, and then the more likely they are to buy. Here’s another big secret: people read the letter from the bottom up.”
At this point, my phone went out. I got upset. I wanted to know why people read 5,000-word letters from the bottom up. I couldn’t get my phone to work so I switched batteries, got it to work, called Perry back.
“Why bottom up?”
“People read the very top to learn what they are going to get. Your sales pitch is at the very very top. Then they go right away to the bottom to see the price. This is what everyone does.
“By then they’ve decided if they want to buy your product. So they start slowly scrolling upwards from the bottom. They aren’t looking for more reasons to buy. They’ve already decided. Now they are just looking for reasons not to buy. So don’t make any outrageous claims in the middle.
“I call this ‘give them just boiled chicken in the middle of the letter.’ Just keep them interested. Give them as many facts as possible, keep them scrolling, and if you don’t scare them away, they’ll buy.”
So what’s the secret of a successful hot dog cart?
“Location, location, location,” Perry said. “But it’s not in the locations you think. You have to read the book for that.”
“So let me get this straight. You come up with an idea like that. You write a long sales letter with the sizzle at the top and bottom. You buy Google ads. You keep the middle of the sales letter non-threatening and you make a million dollars selling a book about hot dogs.”
“I’ve sold over $200 million worth of information products that way,” Perry said.
“Is it still that easy now? Do you still do it?”
“Yeah, you can still do it. There’s a lot more competition for Google keywords. But there’s ways to use Amazon Kindle books and other techniques to add to that basic approach so you stay high on the search ranking and also Amazon search rankings. I’m working on a book on this right now.”