Last December, a client hired me to rewrite their sales page and create an email sequence to sell a $290 course.
Their revenue has already grown by 30% year-over-year.
And they’ve made no other changes to their marketing or product…
Here are 5 tips to help you grow YOUR company’s top-line revenue with nothing but the written word:
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1) Identify the psychographics of those who are ALREADY BUYING your product more than others—and actively call out THAT PERSON in your messaging.
For example, my client told me the people who buy their course do NOT care about price, and only care about ease of consumption.
Contrast this to some of their competitors whose buyers tend to shop on price alone.
To help my client find more customers like the ones they were already attracting, I weaved this theme into their sales page:
“This is for people who value their TIME and SANITY more than their money.”
(Not in those words, but you get the idea.)
Basically, if there is a sliver of the market that buys more than others, why not tweak your messaging to speak more directly to THEM (vs “everyone”)?
Learned this principle from Dan Kennedy.
It’s wildly effective.
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2) Share an obnoxious amount of proof.
Be SHAMELESS.
Whatever amount of proof you want to publish? Double it.
People who are on the fence about your course WANT to read stuff like:
• “How [FIRST NAME] did [THIS GREAT THING]”
• “How [FIRST NAME] got [THIS DESIRABLE OUTCOME]”
• “X other [PEOPLE LIKE YOU] have achieved [THIS CONSISTENT WIN]”
Why?
Cause that transformation is what appeals to them!
So if you have 1 testimonial, milk it.
If you have 10 testimonials, highlight them all.
This isn’t particularly novel—but it’s extremely effective.
Honestly, the VAST majority of the emails I wrote for this client were, “How [NAME] got [THIS RESULT]”.
Do with that information what you will.
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3) On your sales page, don’t reveal the price until AFTER you’ve talked about the value.
Before hiring me, the client’s landing page had the price and a buy button right at the top of the page.
It’s tempting to do this because many other websites look like this.
“Everyone else is doing it this way, so it must be working, right?”
Wrong!
Resist the temptation.
Step out of the tactical plane and into a first principles plane: when people assess whether a price is “worth it” or not, they’re comparing the price tag to their PERCEIVED value of your product.
Right?
Ok, so if they haven’t yet had an opportunity to perceive any value yet (because they just landed on your page)… then how do you expect them to deem your price reasonable enough to continue reading?
The truth is: many folks WON’T continue reading if you reveal the price too soon.
So I insisted the client remove the buy button from the hero section, and instead put it further down the page… till AFTER we’d had a chance to share a bunch of testimonials, make a case for why the offer was unique, and build up perceived value in the reader’s mind.
Contrast this to someone landing on the page, not trusting you or your solution yet, and the first thing they see is:
“$290”.
• No intrigue.
• No curiosity.
• Just big “give me your money” energy.
See, with that approach, a significant percentage of folks would probably bounce right away before even giving you the time of day to READ your sales message.
Much less digest and CONSIDER it.
Attention is fickle. Details are critical. Engineer your funnel accordingly.
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4) Write more copy.
The original landing page was short. Mine was long.
That’s because there are many mental hoops your prospect needs to jump through before committing to a purchase…
Especially for an info-product that you can’t really “see”. (Same principle applies to services btw.)
And addressing all those objections requires space. So give objections their due space. Even if that requires you to write a looooooong sales page.
The right people WILL read long sales pages.
Just like the right people will read long emails. (If you’re still reading this, then you’re living proof!)
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5) Last but not least, spend time upfront picking ONE big value proposition—and stick to it throughout the whole funnel.
To help this client pick their big value proposition, I started by combing through their massive database of testimonials.
I looked for patterns among the way their customers talked highly about the course. Clearly this was what their customers liked about the offer.
I can’t divulge specific details because of client confidentiality, but there was one very obvious thing that everyone kept saying about the course… and so we ran with that as the big angle that we dramatized in our messaging.
Every touchpoint was congruent with that central premise.
And it seems to have resonated.
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I hope you found this write-up helpful!
If you did, all I ask in return is a quick reply with the word: “Helpful“.
If you didn’t find it helpful, I welcome constructive feedback, too. : – )
Have a wonderful Saturday. I’m about to go meet up with some friends and go to the Toronto Blue Jays game. Gonna be fun!! ⚾🌭
Warm regards,
Dylan Bridger