Here's how to write a sales letter that actually SELLS – Part I
Marketing Breakdown
What’s good, young and eager mind.
Okay, I’ve been wanting to talk about the anatomy of a good sales page for a minute but different stuff like price - and choice architecture needed to be covered first.
Why the names of your product tiers matter
Work with me 1-1 and start making a living as a solopreneur. Grab the last spot to the Solopreneur Gym with the pre-order prices here: Wanna be one of the first to get notified when new spots for the Solopreneur Gym open up? Join the list here:
With that out of the way, let’s chat about writing a sales page that makes you money!
In the essay below, I shared my basic framework; pain, dream, fix, cta, social proof.
In a rush? Just follow that framework.
How do you fill it out?
Well, that’s what your digital ethnography is for baby! Locate the clubhouses of your audience and diagnose them to uncover painful, expensive problems.
Simply copy/paste the pains and dreams VERBATIM. Write a blurb about your fix (i.e. how you close the gap from where they are, A, to where they wanna be, B, and your fix section is fone). Add a call to action and, if you’ve got it, a little social proof (testimonials or endorsements).
More about this method here:
How do you create your landing page fast?
Today’s essay is sponsored by… ME! I’ve opened the pre-orders of my latest product: Solopreneur Gym. There are a limited number of membership spots at this early-bird price and when they’re sold out, the price is increasing. So if you’re fed up with your 9 to 5, are sick of not being able to live life on your own terms, and want nothing more than to become…
Over the next few days, I’m gonna be sharing a different methodology that takes a bit more time to implement but should get you even better results.
If you’re a White Belt, do NOT, get confused/overwhelmed. DONE IS BETTER THAN PERFECT. Just whip up a basic sales page and get to work. You’re a comedian. Your job is to get on stage. Writing jokes and using that as justification to avoid going on stage means you’re NOT WORKING. You’re procrastinating.
That said, let’s get cracking.
The 3 most common copywriting sticking points my students have:
Not knowing what the copy is trying to achieve / Not knowing what to write
Lacking a clear structure so the copy feels rambly and lacks focus, narrative, and cohesion
The copy is not converting prospects into customers
Over the next few days, you’ll be learning a technique in order to fix those 3 issues.
Purpose
Purpose is a word that all my colleagues in marketing science hate (for good reason). It’s thrown around by folks that don’t really understand how evidence-based marketing works. It doesn’t help that using the purpose narrative makes you come across as elitist and disconnected from reality since no one cares as much about the brand as you. On top of that, consumers know that brands are full of shit and only care about some purpose as long as it boosts the bottom line.
See the whole Bud light debacle.
BUT… as I’ve said many, many times before. Marketing science / entrepreneurial science is based on research and data that comes from big brands. You can’t just assume it generalizes to solopreneurship.
These studies nearly always lack external validity.
And in fact, in our case, purpose DOES matter.
Purpose is what solves sticking point #1: What’s the copy trying to achieve / Idk what to write?
Your primary job is to make the prospect believe that this product/service is THE solution to get them from A (their current painful situation) to B (their desired outcome/dream situation.)
Notice I put the word “the” in all caps.
Why?
Because your wife/husband/gf/bf did the same thing.
They convinced you they weren’t just an option. They were THE option. The one and only person for you.
The prospect needs to feel the same way about you ideally.
E.g. There are many products and services out there that teach people about solopreneurship. Mine is the best one on the market for two reasons:
I actually know what I’m talking about. Instead of bro-science and half-baked TikTok/YouTube theories, you’re getting evidence-based material that’ll get you REAL results.
I help you implement it!! The other products on the market just dump their knowledge on you and wish you good luck. If all it took to be successful was knowledge, we’d all be rich and have six-pack abs. Knowing what to do is only 20% of the game. 80% is actually DOING it. That’s where a personal coach comes in. It’s no accident that there’s not a single sport on the entire planet Earth that doesn’t utilize the concept of a coach. From Formula 1, to Boxing, to MMA, to Basketball.
When you do this, you increase the motivation of the prospect and you position yourself in such a way that it appears as if you’ve got no competition.
If you’re wondering how you create a situation like that. Remember that you’re a solopreneur, not a copywriter, first. You’ve got full control over each and every part of the business. Ergo, look at the things that suck about the solutions to a painful problem your competitors came up with. I hated the amount of misinformation from mouthbreathers online and the lack of help with implementation from people who were sharing good content. Both situations caused students to not get results and remain stuck. The Solopreneur Gym is my solution to those problems. So if you approach it like this, you won’t have to make something up. You can just genuinely share why your product is the only way they can go from A to B.
Speaking of the Solopreneur Gym, there’s one last pre-order spot available. After that, the price is increasing. A year from now you can be in the same place or you could be making $10,000 a month. Let’s get serious!
Want to buy a different tier but it’s sold out? Join the waitlist here:
Tomorrow, we’ll be talking about how to structure your sales page so your copy feels focused and not rambly.
Wood. Water.
RJY