#24 - 5 essentials for a sale page that sells

If you are talking about an outcome, you need to make sure that when people land, it doesn't just sound like, oh, that sounds like interesting. It needs to be. That sounds like something that's interesting and is made for me.

This is the Doing It Online podcast with your Host, serial entrepreneur, 6 and 7 figure funnel strategist and super nerd Kate McKibben where every week we're here talking nerdy and sharing the things that actually work to help you do what you do online. But better, easier and with a ton more profit too. Are you ready? Let's do it.

Hey. Hey everybody. Welcome back to the Doing It Online podcast. I'm your host, Kate McKibben and this is episode number 24. And today I have my teacher's cap and gown on. So I hope you have a notebook and a pen because you're going to need it. Because today I'm going to be diving into, I'm walking you through, step by step, the five essential elements you need for a sales page that sells. So if right now, if, you know, if you're still living in DIY land, if you create your sales page yourself and you're kind of not in love with it and it's not converting how you, you hope it should if your sales, you know, if you're getting lots of people clicking through but they're not jumping in and taking you up on your offer, it sounds like you probably have a sales sales page problem. Now the, you know, and the great thing about that is that, you know, it's actually one that is quite easy to fix is actually a formula guys, to creating a sales page that, you know, that works really well. There is step by step process which I'm going to take you through in this episode, things that you need to go through in a certain order to take people through the journey of got, you know, of being interested, you know, all the way through to handing over their hard earned dollars. And now I just want to caveat this and say this particular, you know, series of steps and formula, this is designed really for coaching programs and courses that it's a whole different cal of fish when you have a low priced offer like one of our mini but mighty offers, you know, something that's like sub$50 kind of thing, this is more for your, you know, $100 to even like $5,000 kind of offer. So there's, because as people buy these offers really differently, higher investment offers, it's really important that you know that when people are purchasing something that they see as an investment that they as maybe a little bit of a push for them financially that it is really, really actually so important to communicating with them in a way that's really, that connects with them, that makes them, you know, take them through a journey of feeling versus being like stats and hard figures and numbers and you know, bullet points. So that's where quite often, you know, you can lose people. Because when people are making investments, when they're looking towards the future and they're looking to solve a problem or to, you know, to achieve something, it's a different part of the brain and they, they need to be communicated with a different way. They need to go through these set of steps. Whereas if it's like something that's like inexpensive, it's something that's just really actionable or a little tool that they want to use, something that's maybe going to save a bit of time. You know, those people, they want facts, they want data. To know that it's good value for people to know that a higher priced offer is good value, they have to feel like it's going to change their life. And that's a very different, you know, a very different process. And that's what we're going to be talking about today. So like I said, grab pen, grab some paper and let's dive on in. So the first essential thing that you need for a sales page that sells is and I cannot stress this enough because a lot of people, you get this really wrong. And I know this is probably one of those things that you're going to redo a thousand times and ask friends for feedback on and good, because it's worth it is you need a headline that really catches their attention. A lot of, you know, a really common mistake I see people make when you land on their sales page is that they have like their logo or they have the name of the product of the, the program or their name or something like that. And you know, it takes up a lot of real estate. You have to think about this page as being valuable real estate. And the most valuable bits is the stuff at the top and the stuff at the very, very bottom. So when people land, the purpose of that first sort of section that they see is to catch their attention, to have them go oh, interesting or go oh, that sounds like me or I want to know more. I'm going to keep scrolling, I'm going to, I'm going to keep reading more. That is the whole purpose there. It's not to be like to promote your offer because at this point they don't care yet necessarily. You know, you also want to make sure just as little bonus tip that you do have a button that will take them right down to the buy now page. You know, they're above the. So when they land on the page they can see that. So for people who've already read it before, who you know, been thinking about buying it for a while and are just wanting to jump in and purchase, you got to make it quick and easy for them to do that. But, but assume that 80% of people are still needing some convincing. So really that, that, that job of that top section is to have them go, oh yes, tell me more. And there's two ways you can do that. You can either use what's called a carrot or the stick. And you, every person probably has a natural tendency more towards one or the other. And what I mean by this is a carrot is where you talk about like the outcome, like don't you wish you can't wait to be here or you know, create the business of your dreams or things like that. Like you know, it's painting this rosy future, it's talking about the outcome that they really want. The stick is where you start, you know, you go, never do this again. How to stop doing this, how to get away from this problem. The stick is really more pain based. So think about, you know, you know, and each of us probably naturally leans more towards one or the other. Your sales page again, another bonus tip should include a little of both because you're going to have probably 50% of your audience is one and 50% is the other. But either way that that line it has to. And here's a few ways to make sure you know that you've nailed that headline. First of all, it needs to be specific. So don't just say things like better or you know, more faster or even like that. Like you know, if you are talking about an outcome, you need to make sure that when people land it doesn't just sound like like oh, that sounds like interesting. It needs to be. That sounds like something that's interesting and is made for me. So you have to either talk about the specificity, sorry, I can't say that word of their problem like you know, something specific or of them, like talk about, you know, for coaches, for social media managers, for new mums, things like that. Like make sure that they know that it's for them. So make sure it's something that they want or an outcome that they want or something that they're wanting to solve. And I know it's for them.

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And if you can somehow try and do that without using too many words so it's short and sweet and easy to understand, then even better. All right, so the next thing you need is actually before we dive into that next thing, there's a little tool that I would recommend that you go and install. It's totally free. It's called hotjar. So what that does is it actually records how people view your page and how they move down your page. So you'll be able to see where people are stopping, scrolling, which basically means where that you've lost them or the bits that they're scrolling past quickly. Which means it's probably got. It's too wordy or there's not the headline isn't interesting to them. So it's really, it's free, it's super easy to install. Go Hot Jar, go. Check it out. That will help you to sort of find which bits of your sales page are those roadblocks and where people are stopping. So let's move on to number two. Number two is now again, it's something I see a lot of people kind of skip over. But you. The next most important section, and this comes directly after your killer headline, is you're going to spend some time connecting. And this here is a really good place where you can do both carrot and stick. So this is, you know, quite common. This is where people go, you know, does this sound familiar? And you sort of, you bullet out some of the, you know, the pain points and the struggles and the things that annoy them, you know, day to day things that they're doing or roadblocks. They're coming up against thoughts that they're having because you want people to read through. Yeah, yeah, that's me, that's me. Totally. Yes, yes. And then they get. And then you flip it, go how, you know, how amazing would it be if. And you know, you bullet point out again, like pretty much exact opposite of what you just said. Like, if this was easy, if this was fast. If you woke up and this just happened, if this was effortless and people go, yeah, yeah, that's what I want. So it's, it's, you know, you have to spend the time taking people through this journey from the yes, this is me. Because that really makes them go, oh, you know, this sounds like this is a solution that I need. And the yes, this is what I want. This is just it. This is the, you know, one of the most important pieces. And then part three now is where you jump in and you introduce your offer as the solution, as the way that they're going to have this outcome and get to where they want to be. And again, this is another place where I see people make some really common mistakes, which is they immediately dive in here. They start getting into the facts and figures. So they've just connected with people. They've just got that, you know, they're in that right mode. People are like, yeah, you know that they're open to the possibility of investing. They're, you know, they're kind of excited about, you know, maybe where this could take them. And then you switch the other side of their brain and you're like, you know, we've got 250 PDFs and 36 videos and, you know, blah, blah, blah. And you start talking about all these facts and figures of what the content is of your offer or how it's delivered. And people like, oh, yeah, no, that's not, that's not what I want. I thank you. And you lose them. So this third part where, you know, you've taken people through this journey of where they don't want to be, where they are connected, painted the picture of where they want to go. Now you present your offer as the solution. So it's like, this is why I created this program or introducing this program, which is designed to be. And you talk about how it is the solution, how it is going to help them get the outcome they want, how it's going to help them to do it easier or faster or, you know, without the common roadblocks and problems, you know, they've had in the past.

What you don't need to hear to really get into the details, it's really just about showing the, Showing them that this thing that you're offering is going to be able to get them that solution that they want. It's continuing that sort of train of thought that they were already on. Now, once you've done that, now you can get into the details, but again, you don't want like don't list out how many PDFs or videos or even modules. People don't care. What you want to do here is when you're going to bullet them, you know when you're going to sort of break it down and go, this is what's inside, this is how you're going to get this outcome is you break it down into like the steps and keep them to like three to six steps tops.

Of you know, first you're going to do this and then you're going to do that and talk about the steps that people need to go through to get from where they are now to that outcome that you're helping them with. Break down the common steps and then you just pull out how you're going, how your program helps them move through each step or achieve each task easier. What, what is in there to help them do it effortlessly? Like do you have swipe files or templates or is there support calls or things like that to, you know, this is, people want to know that, oh, I'm going to learn to do this or I'm going to achieve this and it's going to be easier or faster or better because I'm in this program. And here's how that makes it better for me. Sitting and watching 3 1/2 hours of video with 24 printable PDFs doesn't make anyone's life faster or easier. It just sounds like more work. So please leave all that stuff out. Seriously. That doesn't add the value. And a lot of people think you're shove, you know, include all this stuff in. So it just seems value packed. Most people don't actually have a value on you creating something that spends more of their time. I've done previous episodes about this, but really people, what the value is, where people place the value is how are you going to make sure they get this outcome? How are you going to make it easy for them? How are you going to make it foolproof for them? How are you going to do so much of the heavy lifting for them that you know, it's almost impossible for them to fail? That's what they want to know.

The rest is just, you know, just get rid of it. So yeah, so this is not part, part four. All the details, you include your bonuses, make sure you let people know how valuable each stage is as well. And then the fifth thing that you need to include in your sales page, and this again is something a lot of people miss and it can be done in a lot of different ways. So feel free to sort of like sprinkle these through in whatever, you know, way kind of makes sense for you is you need to make sure that you're pre answering any objections. So think about the common objections or the common questions or things that people ask. So for example, with one of my programs, 5K Funnel Formula, I know a lot of people say, oh, but I'm going to have to spend a lot of money on ads. I don't want to do that for that to work. And I know that that's not true. That's not. The program is built to be the opposite of that. It's helping people set up their funnel before they spend a cent on ads. And then you use that funnel to give you extra budget to do ads if you want, if you're wanting to scale it. So I know people are thinking that as they go through this, you know, through my sales page. So I literally, so I have these little like, almost like quite, you know, FAQ kind of style things or question and answer style things throughout the page where I ask those questions in a really sort of, in a way that sounds like they, they would have thought it themselves. So, you know, there'll be a heavy catting like, you know, but don't want to have to spend a lot of money on Facebook ads. Question mark and then I explain how, no, that's not how the program's design. This program actually does the opposite of that. So if you think about these, the key objections that, you know, people have or the key hesitations, the key things that people go, oh, maybe I should do this first, or this probably isn't right for me if. And you then need to make sure that you sprinkle the answers throughout your sales page. So other ways of doing this with testimonials that highlight people, you know, I was here or I was worried about this and then I joined the program and it was so amazing. I, you know, it was so much easier than I thought it would be. That helps to answer objections. Other things are, you know, your bonuses can help to answer your objections. If you've been in my sold out success challenge before, you'll, you know, we know, we go deep on that and how to use bonuses to answer objections. And even just a plain old FAQ section at the end, you know, just make sure you don't want people being on your page and going, oh, I'm not sure about this thing. And it doesn't seem to give me the answer here. So I'm going to go and think about it. You want them to feel like all of their questions were answered, that, yes, this is going to give them so much value. It's going to help them to get that outcome that they want. It's made for them. It's another really common way of answering those objections is to have a little section that's like who this is for and you know, bullet point out the types of people who do really well in this program as well as having a who this isn't for section. That can be good because it also helps to reiterate for people if they go through and go, oh, well, good, phew, I'm not that person. I'm, you know, it is, it is still for me.

Sprinkling these through from, you know, once you get past that initial connection piece and past that initial introduction piece where, you know, you've said, here is my offer and how it's going to help you, you know, sprinkling these throughout along with obviously lots and lots of testimonials and social proof. If you do all of that, if you tick all of those boxes and then on top of that bonus, two bonus tips is you make sure it looks amazing on mobile and you make sure your page loads fast and that it's, you know, that you don't use massive big chunks of text because people are lazy. They do not read them. If you, yeah, if you tick all those boxes and you don't make those three mistakes, then your sales page is going to be epic. And I can't wait to hear all about it. And if you had any big ahas from this podcast episode, make sure you hit me up DM me over on Instagram, guys. It's @Kate McKibben. And if you loved this episode, if you thought it was really valuable, please leave us a review. Love to see them. Love to see which episodes people love the best so we can keep making more of them and keep making the kind of content that you guys want to hear. So that's it, guys. That is my five essentials for sales page that sells. Thank you so much for joining me on the podcast. It's means so much to me that you've chosen to spend this little bit of time with me. And as always, guys, until next week, keep doing what you do and I will see you all on the Internet. Bye.

Thanks so much for listening to the Doing it online podcast. If you love this episode, don't forget to subscribe and leave us a review. And if you're ready to take your online course sales to the next level with your own skills. Six or seven figure funnel. Let Kate show you exactly how today at stealmyfunnel.

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