Landing Page Planning and Sales Letter structure.
Landing Page Planning and Sales Letter structure.
1) Lead (These Don’t Have to be in order) (Open a bunch of loops with fascinations, and say - I’m going to get to that in just a moment, or a few minutes, or “and you’ll see that in this video”
1) Lead (These Don’t Have to be in order) (Open a bunch of loops with fascinations, and say - I’m going to get to that in just a moment, or a few minutes, or “and you’ll see that in this video”
a) Call Out Problem
a) Call Out Problem
b) Promise Solution to Pain Point + Promise to Save Time/Money
b) Promise Solution to Pain Point + Promise to Save Time/Money
c) Tease Emotional Discovery Story
c) Tease Emotional Discovery Story
d) Tease Unique Mechanism Behind Solution
d) Tease Unique Mechanism Behind Solution
e) Tease Contrarian Nature of Mechanism (This Flies in the Face of What You’ve Been Told Before)
e) Tease Contrarian Nature of Mechanism (This Flies in the Face of What You’ve Been Told Before)
f) Working in “Fascinations” as Incentive For Continuing With Copy (I’ll Answer This Riddle For You)
f) Working in “Fascinations” as Incentive For Continuing With Copy (I’ll Answer This Riddle For You)
g) Briefly Mention Credibility Builders
g) Briefly Mention Credibility Builders
h) Qualifiers – Who This Works For. Is It For Everyone? Is It For a Certain Subset? Speak to Your Market.
h) Qualifiers – Who This Works For. Is It For Everyone? Is It For a Certain Subset? Speak to Your Market.
i) Briefly Address Skepticism
i) Briefly Address Skepticism
j) Include a Few Broad Testimonials if Available (About Benefits But Don’t Give Away Product)
j) Include a Few Broad Testimonials if Available (About Benefits But Don’t Give Away Product)
2) II. Background Story
2) II. Background Story
a) Who I Am + Credibility Builders When Appropriate (ie. A Doctor or Expert)
a) Who I Am + Credibility Builders When Appropriate (ie. A Doctor or Expert)
b) “Me or Someone Close to Me Was Just Like You (In Pain)” – Here’s The Emotional Story About It
b) “Me or Someone Close to Me Was Just Like You (In Pain)” – Here’s The Emotional Story About It
c) Traditional Solutions & Advice Not Working
c) Traditional Solutions & Advice Not Working
d) Trigger Event – Problem or Pain Point Escalated to Where Avatar Realizes Something MUST Change
d) Trigger Event – Problem or Pain Point Escalated to Where Avatar Realizes Something MUST Change
e) Search for Truth/Answers
e) Search for Truth/Answers
3) III. Unique Mechanism of the Problem
3) III. Unique Mechanism of the Problem
a) Explaining the “Real Cause” of the Problem; You’ve Had 99% of the Answer But This is the Missing 1%
a) Explaining the “Real Cause” of the Problem; You’ve Had 99% of the Answer But This is the Missing 1%
b) Should Be Surprising, Possibly Even Counterintuitive
b) Should Be Surprising, Possibly Even Counterintuitive
c) Backed by Credibility and Proof Elements
c) Backed by Credibility and Proof Elements
4) IV. Unique Mechanism of the Solution
4) IV. Unique Mechanism of the Solution
a) Now That You Know the Real Cause of the Problem, This is the “Real Solution” on a MACRO level.
a) Now That You Know the Real Cause of the Problem, This is the “Real Solution” on a MACRO level.
b) This Should Be Logically Connected to the Problem
b) This Should Be Logically Connected to the Problem
c) Once They Have the MACRO Solution (A Theory) – They Dig Deep To Prove The Theory (And Get Into The MICRO).
c) Once They Have the MACRO Solution (A Theory) – They Dig Deep To Prove The Theory (And Get Into The MICRO).
d) Backed By Credibility and Proof Elements, Including Citations and Scientific Sources.
d) Backed By Credibility and Proof Elements, Including Citations and Scientific Sources.
5) V. Product Buildup + Reveal
5) V. Product Buildup + Reveal
a) Now That Avatar Knows The Solution, He Looks For An “Out-of-the-Box” Version; Something That Will Just End His Quest and Solve The Problem Right There
a) Now That Avatar Knows The Solution, He Looks For An “Out-of-the-Box” Version; Something That Will Just End His Quest and Solve The Problem Right There
b) But Discovers That Out-of-the-Box Is Flawed
b) But Discovers That Out-of-the-Box Is Flawed
c) Has to Do It Himself And Create Novel New Solution
c) Has to Do It Himself And Create Novel New Solution
d) Starts Testing It or Working On It. There Are Problems and Setbacks
d) Starts Testing It or Working On It. There Are Problems and Setbacks
e) But Eventual Success/Breakthrough
e) But Eventual Success/Breakthrough
f) Proof Product Works
f) Proof Product Works
g) Others Asking For It
g) Others Asking For It
h) PRODUCT Is Born!
h) PRODUCT Is Born!
6) VI. Close
6) VI. Close
a) Product Details (What’s Included, What Makes it Special, Unique Selling Propositions)
a) Product Details (What’s Included, What Makes it Special, Unique Selling Propositions)
b) Discuss and Dismiss Other Alternatives (Expensive, Ineffective, Side-Effects, Poor Quality, Unproven)
b) Discuss and Dismiss Other Alternatives (Expensive, Ineffective, Side-Effects, Poor Quality, Unproven)
c) Keep Building Up Value of -PRODUCT-
c) Keep Building Up Value of -PRODUCT-
d) Additional Testimonials
d) Additional Testimonials
e) How to Use The Product
e) How to Use The Product
f) Scarcity: Demand Is High, Supplies Are Limited, Out-of-Stocks Are Common
f) Scarcity: Demand Is High, Supplies Are Limited, Out-of-Stocks Are Common
g) Personal Mission of Avatar to Make Things Better – Tied to Emotion
g) Personal Mission of Avatar to Make Things Better – Tied to Emotion
h) Price Justification & Reveal – Other “Solutions” Are More Expensive & Consequences of Inaction are Costly (Cost Can Be Either Material or Immaterial)
h) Price Justification & Reveal – Other “Solutions” Are More Expensive & Consequences of Inaction are Costly (Cost Can Be Either Material or Immaterial)
i) This Solution is Better and Will Save You Money, It’s Normally $X Which is Bargain, But Right Now You Can Get It For Just $Y!
i) This Solution is Better and Will Save You Money, It’s Normally $X Which is Bargain, But Right Now You Can Get It For Just $Y!
j) Smart People Buy More
j) Smart People Buy More
7) First Call to Action
7) First Call to Action
a) What Happens After You Click The Button
a) What Happens After You Click The Button
b) Optional: Valuable Free Bonuses Revealed
b) Optional: Valuable Free Bonuses Revealed
c) Guarantee – You’ll Most Likely Have a Great Experience, But If For Any Reason You Don’t, No Risk and No Hassle
c) Guarantee – You’ll Most Likely Have a Great Experience, But If For Any Reason You Don’t, No Risk and No Hassle
8) Second Call to Action
8) Second Call to Action
a) Two Choices – You Can Go On Suffering, Or You Can Take Action Today and Change Your Life forever; The Choice Is Yours
a) Two Choices – You Can Go On Suffering, Or You Can Take Action Today and Change Your Life forever; The Choice Is Yours
b) Urgency 2 – But You Really Must Hurry As This is The End of the Presentation And There’s No Guarantee How Long Offer Will Be Available
b) Urgency 2 – But You Really Must Hurry As This is The End of the Presentation And There’s No Guarantee How Long Offer Will Be Available
9) Third Call to Action
9) Third Call to Action
a) Thank You For Watching
a) Thank You For Watching
10) VII. FAQs
10) VII. FAQs
a) Back to Being Their Friend; Helping To Clear Up Any Confusion They May Have
a) Back to Being Their Friend; Helping To Clear Up Any Confusion They May Have
b) Reminding Them of What Product Is, What It’s Used For, Importance of Taking Action Today, Terms of Guarantee, and How to Buy!
b) Reminding Them of What Product Is, What It’s Used For, Importance of Taking Action Today, Terms of Guarantee, and How to Buy!