Picture the scene…
You’re wearing your best “high-powered” outfit at the swankiest hotel you know. You’re waiting for a meeting with someone a “friend of a friend” thought would be a good fit for your high-ticket program.
(You know, the one where you help architects to build thriving, successful businesses)
For £5,000 – they get complete access not only to you but your team too. Your website developer will help them get their online space in order… your social media manager will make sure they look awesome when someone searches for them on Facebook and your ads guy will even create a collection of ads they can use to attract new clients.
Not only that, but you’ll be there with them every step of the way too – with weekly group coaching calls AND with personalised sessions to give hands-on help with ALL their contracts and proposals for EVERY client that comes in.
Oh, and you’re also on “speed dial” for any questions they might have along the way.
In short, for only £5,000, they’ll eliminate every potential stumbling block to building the practice of their dreams.
They’ll be set for life.
“[FIRSTNAME]?”, the smartly dressed lady says as she extends her hand to greet you.
“YES!”, you say, startled from your trance and with your “eagerness” control set a little too close to “new puppy” setting.
You sit down.
“Brian tells me you have something that I might be interested in…?”, she says, giving you the easiest layup in history.
You settle into your chair, hoping you remember the carefully crafted pitch you’ve spent months rehearsing in the bathroom mirror.
It’s GO time..
“Yes, I’ve created a simple step-by-step system even new architects can follow to build a thriving business in less than a year… it’s £5,000, would you prefer to pay by cash or credit card?”
You lean back in your chair and take a long sip of your Mocha.
You’re amazed you remembered the entire pitch.
– – –
I don’t often chime in on Facebook, but yesterday I had to.
Someone was asking for a sales page critique and I saw a few people had shot Loom videos, giving their feedback.
As none were copywriters, I was curious to see what the consensus was.
“It’s a bit long, isn’t it?”
“You should have a ‘BUY NOW’ button above the fold, otherwise they’re going to have to wade through all this copy to be able to click the button…”
That’s when I had to chime in.
An “impulse” buy button above the fold *MIGHT* be a good idea when you’ve got a super-clear and obvious offer that doesn’t need much explaining, like a $7 offer with the headline:
“Swipe my proven ‘fill-in-the-blank’ sales page template I use to sell $47 courses to cold traffic on Facebook (it works in every niches and takes only 10 minutes to complete)”
If you’ve got a $47 course and struggling to get your sales page together, you might look at that headline and think:
“That’s worth a punt…”
After all, it’s only $7 and you have a pretty good idea of what you’re going to get.
But, in this case, it wasn’t a low-ticket offer.
It was a premium, £5,000 “application only” thing.
When your offer is £5,000, you can’t just chuck a headline at people and expect their wallets to magically open.
At £5,000 people have questions.
LOTS of questions.
They wanna know stuff. Stuff like:
– What’s so special about this?
– Who the hell are you anyway?
– Why are you the right person to do this?
– Why is this better than the other solutions?
– Can you prove it?
– Got any testimonials or case studies I can look at to back up your claims?
– How exactly is this going to work?
– What do I get for my money?
– Show me why it’s worth £5,000?
– Do you guarantee results?
It’s this “I wanna know…” stuff your sales page has to answer.
And it’s not only different for every offer…
… it’s different for every audience.
A member of your “email club” (hey you!) needs less convincing than a randomer from cold traffic because they’re already in your world – your emails will have answered a few questions already.
In fact, email subscribers will often buy low ticket offers from just a checkout page.
They’re already bought in.
(In fact, this is exactly how I sold out “Sent.” first time around)
The sales page is your chance to give your potential customers everything they need to make an informed decision…
And THEN you’d ask them to decide.
If you really were meeting a potential client at a swanky hotel, you probably wouldn’t use the “wishful wallet opening” technique above.
You’d spend hours getting everything together to create the perfect pitch.
You’d have stats, examples, case studies, and proof busting out of every orifice.
Then you’d work out how to present it, so it had the best chance of success…
“Should I start with the earthshaking fact… or should I use the story of how Julie went from bankrupt to six-figures in a year?”
“Do I go with a hopeful, optimistic tone, or should I tap into the fear of what her world will be like if she doesn’t do this?”
You’d want to get it right, wouldn’t you?
Why should your sales page be any different?
This is your chance to craft the perfect pitch for YOUR product… for YOUR audience.
Don’t worry about matching everything to a template…
Worry about giving your reader what they need to decide.
P.S. Having said that…
One of the things on my “maybe I’ll get round to this… someday” list is a training program, showing freelancers and small business owners a process they can follow to create sales pages that work.
A bit like “Sent.”… but for sales pages.
Will they be the greatest sales pages in the history of copywriting? Will Dan Kennedy be banging on your door, begging for advice?
No. But they’ll be solid enough to do the job you want them to do.
If you’d be interested in that, hit reply and let me know.