Don’t forget to include this important section on your sales page!
Jul 12, 2024Episode 823
Kwadwo [QUĀY.jo] Sampany-Kessie
A sales page can be divided into three main parts and I frequently see my coaching clients missing the first part that appeals to someone's emotions. I share why this part is more important than the logical and urgency portions of a sales page.
I'll show you my sales page and explain the mistakes to avoid and how to connect better with your customers.
A sales page can be divided into three main parts and I frequently see my coaching clients missing the first part that appeals to someone's emotions. I share why this part is more important than the logical and urgency portions of a sales page.
I'll show you my sales page and explain the mistakes to avoid and how to connect better with your customers.
Welcome back to another episode of the Art of Online Business, and in this episode I'm going to let you peek behind the scenes at an important part of a sales page that you should absolutely include. And now, why am I making this? It's because, one, I redid my sales page for the Lead Gen G Code, my Facebook ads course that teaches course creators how to cut their lead costs in half and grow their email list. And number two, because in the past couple of weeks I've had two one-on-one coaching clients who I help with ads, and as part of that service, we look at their funnel to see what parts in their funnel you know have or can be tweaked to get, like, the highest ROI. And we were looking at their sales pages and I noticed this common mistake, which is that now it could be a guy thing, because I used to do this too, but it's that their sales page was just logic, logic, logic and when I say logic, it's it lacked emotion. It just had the ah. This is the course and this is the models that it includes, and it will do this for you.
Speaker 1:
If you're looking on YouTube at my new sales page now, you'll notice that I'm looking at what's included one, two, three, four and then four bonuses one, two, three, four. And the issue here is that we, when we buy stuff, make decisions based off emotions and then we justify with logic. We don't start with the rational, we start with the irrational, our feelings. So there's the logic portion of a sales page and then there's the I'll call it the emotional portion of a sales page, and then there's the I'll call it the emotional portion of a sales page. And what do I mean by emotional? I just mean that it's usually the top of the sales page, if we're talking about sales page structure, and it's the part that speaks to the reader, that lets the reader know that you understand what they are experiencing. I've heard somebody describe it and I'll use this terminology. But you give the reader a slice of their life, a look into a slice of their life, in a non-triggering way.
Speaker 1:
And so, looking on my sales page, you can see it right here. It says you know your Facebook ads could be driving more sales, but you're feeling stuck. All right, we're all feeling stuck, not exactly sure how your campaigns should be set up. I'm describing just a general problem, right? And then there's a section that says does any of this sound familiar when you launch a new ad, you're not sure what metrics to track. Or you've been running ads but the results are disappointing and costly.
Speaker 1:
And as I'm reading this, I'll even add something else. You're sitting at your desk or in front of your laptop staring at the screen because you've tried so many of those Facebook ad or meta ad suggestions and you ended up ruining your previously performing campaign. And you weren't even sure how that campaign was performing so well in the first place, because you set it up and it was doing good, but you didn't know exactly why it was doing good. And now you're just frustrated, hoping that you can get like the performance back. It's a. I can say that because I've experienced that before right as I first learned Facebook ads which is a whole nother story about how I started off running Facebook ads in China the wrong way and I got famous we're talking like Hollywood B-Lister, famous Like I don't know. Four to five out of 10 people on the street could recognize me, but I didn't have any clients. That should be a different episode.
Speaker 1:
But this is the emotional part that lets your people say, makes people somebody feel like seen and known and heard, and I just want to clarify. This lets the reader understand that you understand their problem so you can empathize with them. And why that's important is because you have to be able to understand their problem. They have to understand that you understand their problem so that they better believe that your solution is the right solution for them. Now, of course, you've put a lot of time into your offer and your program, whatever it is that you're selling, and, of course, like because you've done your market research and you're an expert in your niche, what you have is good, but that doesn't mean that somebody who has no idea who you are maybe followed you off of Instagram or came to your sales page from Instagram or an ad. It doesn't mean they know how good it is and they're not going to make that decision. Some of them will, but it's the minority of them will make that decision based off of the logical feature part of your program.
Speaker 1:
But many people will look at the top page, the emotional part, and make that decision there and look, even if not to stereotype, but like lots of guys, we tend to live in our logical side of our brain a lot and even if you're like, look Quajo, but it's the features and the content and the number of minutes inside of a lesson and the number of lessons that really do help me decide the quality. Okay, I believe that and I agree with that. But here's the real question Is everyone like you? And if they're not, and if you truly believe that selling is serving and that you were meant to help people with the gift and passion that you've been blessed with, then what are you doing to serve those other people I would argue the majority of people who are not like you? And only purely logic? I'm thinking of Star Trek back in the day. I would love to know if you like Star Trek too. You can comment here or DM me on Instagram.
Speaker 1:
But I'm thinking of that robot. What was he? An android Data, you know, and he was always just a little off and a little mechanical. But you know, he was great at reasoning Not quite like Spock in a different way, in a robotic way, and he would just calculate his way and give you like the logical scenarios. Funny how we're maybe close to that with ChatGPT. Anyway, people just aren't like that.
Speaker 1:
So when you look at your sales page, you have permission to model it. All, right, model, not copy model. And is mine absolutely perfect now, there's plenty of pages better than mine, but notice that there is this slice of life type of relatable, because I've done some research, because I coach people who have issues with their Facebook ad. It's the portion at the top right, and then from there you can go into introducing, because you've adequately, in a non-triggering way, to find the problem. You can go from there into introducing your program, and then the logical flow is closer to the bottom, before you add, like the necessary parts, like the bonuses and the guarantee, and the testimonials and the bio.
Speaker 1:
So this is what you want to make sure you have on your page. By the way, if you're not on the YouTube channel, you can see it right here. Well, you can't because you're not on the YouTube channel yet. You should be, though, because there's lots of visual elements that I just can't describe adequately enough in audio. So click down in the show notes below and then head over to the Art of Online Business YouTube channel and watch this same exact episode there, and don't forget to subscribe and like the episode and share it with another entrepreneur who's online that you know.
