Persuasive Words That Convert. A Cast Study


Last year, a client of mine of a client who owns a weight loss and nutrition clinic decided to update her website.

The previous site wasn't exactly “broken” from a lead gen. perspective but it needed a new look so off to the web company she went. 

Trouble was, once the new site was set up it simply wasn’t converting. 

Her Google Adwords spend was the same and her conversion stats were the same, she simply wasn’t getting the leads.

This went on for weeks and things started to get pretty scary. 

No leads = no sales and no sales is not good. 

So here’s what we did… 

There were a lot of people on her data base that had inquired about losing weight but had not done anything. 

We had their phone numbers and their details from their initial inquiry but many of these people simply had never been re-contacted. 

So first thing we did was create a script for calling these seemingly “lost sales” 

In one day, using the script we had created we were able to call and convert 5 appointments.


So far out of 3 appointments all 3 people converted and 2 people invested their premium program !



So within a day, we created thousands in immediate sales seemingly out of thin air !



And there are still 2500 people to contact ! 

But here’s where it gets really interesting… 

We then wrote some new copy for the front page of the website including the call to action based on the script that we had used on the phone to get those 
5 appointments and guess what ? 

The site started converting again…


You can check the site out with the updated copy here 

Which once again proves three key things… 

1. If you don't have a sales process that uses specific, well thought out language you are leaving money on the table for your competition 

2. If you haven’t got a system for following up so called “dead leads” you are also leaving money on the table. 

3. Once created, you can use well "word-smithed" language in multiple parts of your sales process including phone scriptsweb copy, email templates and other education based marketing pieces.



John Blake


John Blake has been in direct sales for the past 22 years. Over this time John has been a highly successful sales person, sales manager and business owner.

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