[QUICKIE] Steal my sales page strategy

IMPORTANT: THIS TRANSCRIPT IS AUTOMATICALLY GENERATED. WE GIVE IT A QUICK CHECK THROUGH BUT WE DON’T CORRECT EVERYTHING AS IT’S INTENDED TO HELP YOU FIND PARTS YOU WANT TO LISTEN TO AGAIN - NOT AS AN EXACT TRANSCRIPT. SO THERE MIGHT BE A FEW QUIRKY WORDS/PHRASES HERE!

:: 00:01

Do you ever get stuck on what to write on a sales page or a product description on your website? I'm Janet Murray. And in the short episode of the courageous concept podcast, I'll share the sales page strategy. That's helped me build a multiple six-figure business, selling digital and physical products. I'm a big believer in learning by doing so I'm not going to tell you how to write a sales page or product description for your website.

:: 00:29

I'm going to get you to do it with me. And don't worry. If you're driving, walking the dog out running, you can do this exercise with me in your head or out loud. If there's no one with you, if not grab a pen and paper or a tablet or your computer, and to do this exercise with me, seriously, you'll have a sales page or product description written in minutes.

:: 00:51

So I want you to think of a product or service you have to sell in the upcoming weeks or months. And I want you to think about the transformation that product or service might offer to your ideal customer or client. It might help to imagine an ideal customer or client, the person that you can imagine buying that product or service. If you're already in business,

:: 01:14

that's likely someone who's bought from you in the past, or is a current client or customer. And I don't just want you to think about the transformation. I also want you to think about the emotion involved, because if you don't understand the transformation, your product or service will offer for your ideal client or customer, if you don't understand how it will impact them emotionally,

:: 01:37

then you're not going to be able to write an impactful sales page. So let me give you a few examples. Let's say that you're a dog trainer and your ideal client is somebody who works full time. They love their dog, but maybe they live alone or everyone in the household works or studies outside of the home. And much as they love their dog,

:: 02:01

their dream, their desire would be to leave their dog in doggy daycare, or even be able to send them off with a dog Walker. So they could just get on with their work without having to amuse their dog or take it out for multiple walks per day. So if they were to articulate the transformation they want, they would probably say something like,

:: 02:26

I want to be able to leave my dog in doggy daycare or with a dog walker so I can get on with my work. So let me give you a product based examples. I can give you one from my own business. I sell the courageous content planner, which is a physical product, but you can also get it now as a digital product that you can use on an iPad or tablet.

:: 02:47

Now that solves two problems. So generally my ideal customers or clients are busy business owners who are juggling a lot of things. They often get stuck for ideas or they second guess their ideas. They feel overwhelmed by social media content by all of the advice out there. And they struggle for time. It just feels like there isn't enough hours in the day or during the week to create the content that they feel they need to create.

:: 03:14

And typically they're not at the stage where they can outsource. So they might say something like, I want to spend less time on social media because I want to feel less stressed or less overwhelmed. The desire is spending less time on creating social media content, but the emotion is they want to feel less stressed or overwhelmed. And if we go back to our dog trainer example,

:: 03:41

that person who wants to be able to leave their dog in doggy daycare or with a dog, Walker probably feels stressed and overwhelmed and possibly guilty too, because they're trying to get their work done. But also they care about their dog and want to spend time with their dog. And when they talk to be happy, if you have a product based business,

:: 04:01

or even if you have a service that feels less essential, you might be thinking to yourself now, well, this is all very well, but my product or service is a luxury. I don't really see how it solves people's problems, or I don't see how it could impact people emotionally. So let's just be clear. Every buying decision that we make is emotional.

:: 04:25

Whether we are buying a Hoover, a toilet brush, shampoo, cleaning products, there is always the reason why we will go for a particular brand over another. The example I often give here is the toilet roll brands who gives a crap, have really pretty attractive looking branding. You can buy a subscription it's environmentally friendly. So someone who invest in a who gives a crap subscription rather than going down to their pound shop and piling them high is somebody who,

:: 05:00

and they may not want to say this out loud, but not only cares about the environment and living an ethical lifestyle, but probably also wants others to see them that way. They're also someone who appreciates nice branding, nice looking things. And although they may not want to say it out loud might like to be perceived by others as someone who likes nice things has a nice house,

:: 05:25

a nice environment, whereas trendy clothes. So take a moment to just think about what's your ideal customer or client would say about the potential transformation from your product or service and the emotion that comes with it. Say, remember those two examples I gave you. I want to be able to leave my dog in doggy daycare or with a dog Walker so I can get on with my work.

:: 05:47

I can stop feeling guilty and stressed and worried about my dog. I want to spend less time on social media because I'm want to stop feeling so stressed or overwhelmed. Write that statement because that is going to be the first statement on your sales page. So to give you a very real example, my Courators kit, which contains thousands of templates for text-based visual video,

:: 06:09

social media posts, a copy of my digital planner, my courageous client generation masterclass, and a whole host of other goodies that are intended to help business owners create a sales generating content. And as ever, there is a link in the show notes. If you want to grab your kit and you can use the code podcast 67 to get a special podcast listeners price save 25%.

:: 06:31

If I was writing some sales copy about the Courators kit, the first line would be something like create more content in less time or create sales, generating content for your business in half the time, it might be a statement. I might turn it into a question. Would you like to create sales, generating content for your business in half the time? Or would you like to save time on your content creation each week?

:: 06:56

Probably something a bit more powerful than that, but hopefully you can see how you need to nail exactly what your customer or client sees the transformation as, and that's a crucial bit, not what you see the transformation as, but how your client would articulate it and what the emotions attached are for them. So ideally if you can use their words, if you can use words or phrases that you've actually heard your ideal clients or customers say to you,

:: 07:23

your sales copy, it will be so much more powerful. So that's your first line, which communicates the transformation that your product or service will offer. Then you're simply going to say what's included and you're going to think of three features of your product or service three features. And there is a difference between features and benefits. So a feature is something like contains a thousand,

:: 07:48

tried and tested content ideas and prompts or a hundred templates for social media posts. That's a feature. The benefit is how that will help the person. So typically this is where people go wrong with sales pages and product descriptions. They simply list out the features. If they were writing a sales page or a product description for my crisis kit, they would simply list out what within it like I did for you earlier,

:: 08:13

that is not going to sell care. What was going to sell the care is coupling that with the transformation. So instead of saying, you think leads a thousand, tried and tested content ideas and prompts. You say it includes a thousand, tried and tested content ideas and prompts. So you don't have to figure out what to post or get stuck for ideas.

:: 08:35

So feature transformation, and that's the phrase that you're going to use all the time. So that, so you say, you're always explaining how that feature is going to offer a transformation. Second example, a hundred plus templates for social media posts, texts, video, and visual. So you can create social media content, fast feature, follow by the transformation,

:: 08:59

or often referred to as the benefit then templates for daily, weekly, monthly, and annual planning their features. So you know exactly what to post where and when. So if you've been struggling to make sales from your sales pages or your product description, I hope that you've already twigged what might be going on your listing out the features of your products or service,

:: 09:24

but you're not sharing the transformation. So what I've just got you to right there. If you were doing this along with me, you should have a first statement. So create more content in less time with the creators kit what's included. I would never have any more than three in the main part of my sales copy. I don't think our brains can cope with more than three things at a time.

:: 09:45

It's not to mix it to say that you couldn't add additional paragraphs, but I would just work on coming up with the three most compelling features and then making sure each of them has a benefit attached. So a thousand plus tried and tested content ideas and prompts. So you don't have to figure out what to post or get stuck for ideas, a hundred templates for social media posts,

:: 10:05

texts, video, and visual. So you can create social media content fast. And the third one templates for daily, weekly, monthly, and annual planning. So you know exactly what to post it, where and when, so that real key phrase there is so that, or so you, so you're always, always explaining how that feature will lead to a transformation or a benefit.

:: 10:26

And then all you need to do is to give a call to action. If you have written, and basically what we've written there is full sentences. If you have written those effectively, if you really nail the transformation that your customer or client is looking for, so they want to create more content in less time, they want their dog to be better behaves so they can leave it with a sitter or get it taken out by a dog Walker.

:: 10:50

You need to absolutely nail that in the first line. What you want people to do is go, oh my gosh, that's me. I want that transformation. What I've just shared with you, there is my offer templates. So it's one of a bunch of sales templates that I use to write sales copy really quickly. You can use that post on your sales page.

:: 11:12

You can use it for a product description for your website. You can use it in social media posts in marketing emails. In fact, whenever I do any kind of launch from a lead magnet, a free resource up to a massive complex launch to a one-to-one or a VIP offer before I started recording this just sent out some emails about my content and strategy intensive that I run every quarter before I sell anything.

:: 11:41

Basically I use that offer template that I've just shared with you to write my sales copy. I may well cover this in a future episode, but yes, you see those big, long scrolling sales that have multiple sections. They are typically repeating the same thing over and over again. And yes, there are other elements that you need on a sales page.

:: 12:02

I have templates for the offer template of to share with you along with my complex sales page templates and all the other sales templates I've got are inside my new launch content toolkit. I will put a link to that in show notes of this episode. But if you aren't able to get this offer, right? If you're not able to write this crucial bits of copy,

:: 12:24

which you can then repurpose for all of those different types of content that I've shared with you, if you can't nail that you won't be able to write a compelling sales page. You won't be able to add on the testimonials that you need the objection handling, because it all starts with understanding your product and service and really understanding the transformation it can offer for the people you're going to share it with your ideal customers or clients.

:: 12:51

So I hope you found that useful as ever. I do love hearing from you and social media is often the best place to connect with me. I'm at Jan Murray UK on most social media platforms. And if you'd like to get your hands on more of my sales templates, like the offer template, I've just shared with you there, which will help you create sales content in minutes.

:: 13:12

Then do you make sure that you invest in my launch content toolkit? If you're listening to this episode about the time it goes live, it may not yet be available to buy. So you'll be taken to a wait list, but if you're listening, when it's available, make sure that you use the code podcast at 67, because that will save you 25% on the kit.

:: 13:34

I'll also add that in the show notes.