Fact, to motivate people to buy, you need to
create both empathy and incentive in your sales copy.
So you might be wondering how do you do that?
Well, in this video we're gonna talk about
the most powerful sales secret there is
and I'm gonna share with you the four questions you must ask
before writing a sales page to avoid crappy conversions.
Stay tuned.
(upbeat music)
Hey, Posse, what's up?
It's Alex coming at you this week with another video
on how to write a sales page that works in the modern age.
But first, if you're new to the crew, welcome to my channel.
If you are ready to learn how to write compelling copy
and sell your products and services on the internet
without selling out on your integrity,
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Alright, are you ready? Let's dive in.
Now, as I said at the top of this video
to motivate people to buy, you need to create both empathy
and incentive in your messaging.
More specifically, you need to speak to both the logical
and the emotional brain of your readers.
The logical brain that's the neocortex,
is the part of our brain that's responsible
for rational and analytical thought.
The part of your copy that speaks to this part of the brain
would be things like facts, figures, and features.
This is all about what it is you are selling.
It is the features
and the details of your product or service.
Now, obviously this is all very important information
to include in your sales copy.
You won't have much luck making a sale
unless you do include this information.
And the truth is most people have no problem including tons
of logical left brain information in their copy
but this alone does not make a great offer.
You need to also give proper attention
to the emotional side of the brain.
The emotional or limbic brain is the part of our brain
that's responsible for all of our feelings.
This is where likability, trust
and loyalty is felt in your readers.
So if you wanna get your audience to relate
and respond to you in a positive way or a negative way
then you need to create emotional resonance.
And I would probably say that most people probably know that
but here's where they go wrong.
You need to create emotional resonance first.
Before you address the what,
dish out all the amazing features, bells and whistles
or even bring up your offer at all.
You need to address the underlying emotional drivers
of your audience.
Yep. You need to create empathy
and you need to do that early on in your indoctrination
or the lead in of your sales page.
Now, for those of you who are like,
what is she talking about?
What is the indoctrination?
That's basically that chunk of copy on your sales page
that happens right after your headline.
And after your headline or opening statement,
this is arguably the most important part
of your entire sales message.
It's where you let your audience know,
"Hey, I am speaking to you."
This is the section that will help your audience self-select
as needing whatever it is that you're offering
and simultaneously hook their interest
into wanting to find out more.
And you do that by delivering value
and communicating a compelling narrative.
Which means this section should not say anything
about your actual product or service at all.
I know it sounds counterintuitive, but trust me
this is the most powerful sales secret there is.
You have to convince the emotional brain
before the logical brain has a chance
to raise any objections.
Remember this, people buy emotionally and justify logically.
So, what does all of this mean?
You're like, okay, but how, Alex
how do I put this into action?
How can you write a sales page that creates
emotional resonance and gets the emotional brain invested
in what you have to say
and then helps them justify logically that they are
in fact making a great decision buying from you?
Well, there are 4 questions you should ask
before you start to write any sales page.
Number one, is it specific enough?
One of the most important things your sales page needs
to accomplish early on, is helping the audience self-select
as needing to pay attention to what it is you're saying,
obviously, right?
So you do that by very clearly calling them out
and letting them know, hey, I am talking to you.
And the more specific you can be, the better.
Now, there are a lot of different ways
that you could accomplish this.
You can do this by calling out a specific problem
or pain point with a compelling story,
like this example from numerologist.com.
You can see here that they're telling a story
to their reader about their future, the uncertainties
the possibilities, and how to turn the tides in their favor.
This is clearly talking to a very specific audience
that's worried about the future
and wants to claim control over the direction of their life.
Now, another way you could do this is by calling out
a very specific audience, like this example
from Rising Woman.
"Tired of attracting avoidant, unavailable
or narcissistic partners?"
They are calling out a very specific audience
by asking a rhetorical question
that their audience can immediately say,
Yeah, I am in one of those relationships and I'm tired of it
so I better pay close attention.
And the last way you can call out the audience
is by drawing attention to a very specific benefit
of your offer.
Like this example from Mindvalley,
here they're clearly defining a specific benefit
right out of the gate.
Learn anything in a fraction of the time.
So remember, whether it's a problem, the audience
or a benefit, specificity in your sales copy
will make it infinitely more powerful.
Alright, next up, question number two.
Does it pass the persuasion test?
So to start, I wanna share a quote
by Blair Warren, TV producer, marketer
and author of, "One Sentence Persuasion,
27 words to Make the World Do your Bidding."
He said, "People will do anything for those who
encourage their dreams, justify their failures
allay their fears, confirm their suspicions,
and help them throw rocks at their enemies."
I love this quote, and I teach it to all of my students
inside my programs.
So your sales page should really do one
or more of these things early on.
So let's go through a couple of examples.
One, encourage their dreams.
Put people into a dream state and help them imagine
what their ideal life could look like.
So to do this, you could use the concept
of future pacing to really paint the possibilities.
So here's a great example from Organify.
They say here, "Six months from now, when people come
up to you and ask, what have you been doing?
I want some of that, whatever it is, you look amazing.
You can't put a price tag on that feeling."
I love that.
Alright, justify their failures.
No one wants to believe that it's their fault
they're struggling.
It's just human nature.
So reminding them that it's not their fault
is a really powerful way to establish trust.
Now, here's an example from a supplement company.
They're basically saying, "Hey it's not your fault
that you're struggling with bone loss.
You've been told to take calcium,
but calcium alone isn't enough to maintain strong bones,
you actually need 13 minerals."
Great!
Allay their fears.
So it is scientifically proven that we as humans
are hardwired to avoid pain over gaining pleasure.
So you wanna address the pain or problem
your prospect is feeling
but not by putting salt in the wound.
You want to allay their fears
through empathy and understanding.
Here's a great example from ADT.
"26% of burglaries happen while someone is at home."
Woo. Did anyone else just get goosebumps reading that?
That is a big fear that a lot of people have,
especially those who work from home.
Then ADT goes on to say, "Feel safe now."
So they aren't just sending a message of doom and gloom.
They are sending a message of hope.
Here's the scary but true fact.
But hey, we can help you feel safe.
Confirm their suspicions.
So when you confirm suspicions or beliefs,
you are giving your prospect a sense of validation.
It's that, aha, I knew it feeling, right?
So here's an example.
"Many women know that hormonal imbalance
can reek havoc on their health."
Great, great example of this.
Now, find a common enemy.
So to do this, you really wanna create a sense
of belonging on a larger and more societal scale
by calling out the other guys.
Remember that everyone wants to feel like they belong
to a specific group or a mission or a cause, right?
Now, here's a really really great example of that
from Mindvalley.
You can see here that the common enemy they are calling
out is society's views on money, which of course
we have consequently internalized.
Now it's about time we do something about it. Right?
Now, of course, you don't have to hit on all of these
in your sales page, but to pass the persuasion test,
I'd recommend using at least one.
Alright, onto the next question your sales page
needs to address.
Number three, is trust established?
People will not buy from you unless they trust you, period.
This is especially important if the audience is new
and hasn't come across you or your product
or service before.
And one of my favorite ways to establish trust,
build credibility and create rapport
is through storytelling.
Storytelling is at the core of killer copywriting.
It is the most authentic way to get your customers to buy in
to what it is you're saying at an emotional level.
Remember, people don't like to be sold things
but everyone loves to be told a great story.
Stories evoke all of your audiences, senses, and emotions
in a way that really no other form of communication can.
So when you tell a story the right way,
your copy practically writes itself.
And that is why I focus heavily on teaching storytelling
inside all of my copywriting programs.
In fact, in my 8-week copywriter training program,
The Launch Files, I teach you 8 proven
storytelling formulas that you can use in your messaging
and create your very own story structures
for your portfolio pieces.
You can learn more about that program
by clicking the link in the description below.
Alright, now onto the fourth question you must ask
before you write a sales page.
Is your offer unique?
So listen, you can tell a story all you want
but unless it guides people towards believing
in your unique solution, a story is just a story.
In order to get your reader to believe that you are
in fact the one that can help them solve their problem
you need to clearly communicate what makes your product
or service different, better, faster than your competitors.
You need to showcase a unique benefit or feature
that others don't or just can't offer.
And this is where your USP or unique selling proposition
comes in.
But here's the hardest part.
It needs to be short, sweet, and to the point.
Ideally, you should be able to communicate your USP
in 10 seconds or less.
So for example, here's the USP
for my, Copy Posse Launch Files program:
"The Copy Posse Launch Files helps brand new copywriters
with no portfolio, no experience
and no idea where to start,
achieve highly paid copywriting skills
and build their portfolio from scratch
through step by step video training, proven formulas
and community accountability."
Now, if you wanna learn how to craft the perfect,
most juiciest USP for your product or service,
I'll link to a video where I share my USP formula here
in just a few seconds.
I hope you enjoyed today's video.
I will see you next week with a brand new video.
Until then, I'm Alex, ciao for now.
Alright, guys, if you enjoyed that video
make sure to check out the next one from me right here
and you can click right here to get a free gift.
Writer's block is no fun,
especially when you have a big sales page to complete
and a looming deadline ahead.
So in this video, I'm sharing 5
of my go-to copywriting prompts
and exercises that helped me get started.