Compelling Headline
[[Include a big headline statement or question that will hook people in. Talk about a pain point or a challenge. Make it stand out! This is THE most important words on the sales page. It will make people decide to keep reading or click away.]]
Descriptive Subtitle - This is your statement that further supports your headline and shows the transformation
The Problem
Go into the pain point and challenge of your customer. Tell a story of difficulty and struggle. Acknowledge their reality right NOW and the struggle they are facing. Think about what keeps them awake at night. What annoys them about their situation right now? What's their biggest frustration?
"After years of learning, studying and reading [insert all the learning you've done], I've discovered the #1 most effective way to [insert desire e.g. study for exams / house train a puppy / manage my relationship with my kids].
Even if you've [insert specific story on struggles x 3]…
It's not too late to…
Yep, I promise, It's not too late to turn everything around.
How do I know this?
Then introduce your experience. Either you have struggled with the same problem and talk about how you got out of the challenge or say how you've helped others to overcome this challenge.
Imagine if you could
( Future Thinking… The Dream!)
Break the endless pattern of [insert pain]
and replace them with techniques that ACTUALLY [insert action word e.g. works or gets your dog to…]
Go to bed each night feeling
[insert emotion about way you've handled the day].
Easily
[insert the desire e.g. launch a business or potty train a toddler].
...all just by taking this ONE course and applying the methods inside.
[[This is where you present the possibility of the future if they solve this pain point. What do they secretly desire?
You could start with the words "Imagine if you could" or "Wouldn't it be nice to…" then present a list of examples where you can get the buyer to imagine what life would be life if they overcame this problem or challenge.
Use words your ideal client would use and make it so that they feel you are talking directly to them!]]
Your Offer
[This is where you transition to writing about the secret formula that is the number one ingredient that that has helped you to achieve these results. Present your solution with image]
You will…
Include a brief summary of the offer and say what they'll get:
Included 1
Will there be a live training element?
Will there be a Facebook group?
Will there be 1-2-1 support or a WhatsApp group?
Included 2
Share some specific features and don't tell us about the ingredients, also tell us what these specific qualities will mean to us. Tell us what the transformation is and what makes it unique.
Included 3
Bold out the benefits so they stand out on the page.
Included 4
Share some additional bonuses that buyers will get when they buy the course (only do this if it's a higher cost course). And again include the transformation.
Included 5
And include the value of each item (e.g. value £300).
Included 6
Show the video lessons and tools they'll get
Share graphics of the course modules
+ you get these Bonuses
Bonus 1
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Bonus 2
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Bonus 3
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The Price:
Now it's time to talk about the "investment" [don't mention the price].
You can convey the value by showing that if they pay in full rather than instalments, or you could jump right into the "assumptive close" where you could say something along the lines of…
Here's what to do next...
This course normally costs XXX…
But you can have it right now for just XXX! [half the value].
As soon as you register, I'll send you an email with all the details and a link that gives you immediate access to the course.
And include a bright call to action (CTA) button that stands out to get the sale.
Your Guarantee
This is where you offer a guarantee. This is the reassurance for the customer that this is a legitimate product.
In the online world for mini-courses, you could offer a full-refund.
If it's a higher-ticket course, you could offer 14 days or 30 days guarantee.
Yes, I want this!Create Some Urgency!
You want people to make a buying decision right now, even if the course is for sale all the time. Tell them it's available for a limited time, or there are just 3 spots left.
For example:
For A Limited Time Only Get [name of course in full with subtitle] For Just XXX [insert price]!
Now Introduce Yourself
It's at this point that you introduce yourself. You're not just selling your offer, you're selling YOU. Tell them why you are the person to be teaching this course. Share your knowledge and expertise.
This is NOT the time to pull out your CV, this is the time to sell again by sharing your story and experience in your subject.
Say how your course has had such amazing results for these students…
And there share testimonials and social proof. If you've just created the course, that's why it really helps to get feedback from beta testers who are testing the product or people who have had 1-2-1 training with you or attended a training that you've given.
Sprinkle screen shots of social media comments showing how incredible your course is and how fabulous you are.
Include video testimonials if you have them (you may not have them when you're first starting out).
This Is For: ( Tell them who your course is for)
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List people that this course can help and why it can help.
e.g. "This course is for go-getters who want to streamline their XXX" - Lorem ipsum dolor sit amet, metus at rhoncus dapibus
This Is Not For:( Tell them who your course is NOT for)
-
And then list bunch of people it can't help. For example:
"This course is NOT for people who don't want to work smart or want the easy way out."
- This course is NOT for people who don't get [list transformation].
Client Testimonial
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Client Testimonial
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Client Testimonial
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Frequently Asked Questions
This is a section where you can list all the possible questions that your ideal client may have about your course and their objections:
Will this course work for XXXX person who's struggling withโฆ
What if I need to take a break during the program?
Will this course work for non-techy people?
Will this course work for people who aren't qualified in XXX?
Will this course work for people who are OVER-qualified in XX?
Answer the key questions about time, money, technical ability and confidence about a problem
The Opinion Of Industry Experts
( Optional section, testimonial given by mentors or influencers in your space)
What They Say About You
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What They Say About You
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Featured In
SUMMARISE THE COURSE
This is where you round up everything that you've talked about. Most people skim a sales page and don't read it. They will read this section.
Remind them of all the great stuff they're getting.
Talk about the problem and the solution.
Have a final CTA to invite them to join.
Present them with a choice… This is your last chance to hook them in - these words matter.
And then they click through to the order page!
Yes, I want this!