260: Landing Page Blueprint For Online Mentors - #GrowYourLife

Hey, everyone. Thanks for listening to the Grow youw Life podcast. My name is Jeremiah Krakowski, and in this podcast, I show you how to grow your coaching business, your mentorship business, get more sales, get more clients, how to make your Facebook ads work, your social media content, and how to start to bring in the cash flow that you want in your business. But today, what I want to talk about is a topic that a lot of people ask me about when it relates to the tech aspects of their business. The. The funnel and the landing page and things like that, and the. And the overwhelm that I think people feel. I want to help you break past the overwhelm. This is one of the number one things that I find that a lot of people deal with. And I wish I knew this from the beginning, and I wish I could articulate this the way that I am able to today. Right now, you're seeing me here today as I have reached a certain place in my business where things have become automatic and very easy for me to be able to do. And I'm able to teach this to people in a very simple way that is not complicated. And so I want to demystify a lot of the complexity I think, that a lot of people see when it comes to their business. We think that complexity is what's going to make us more money. It's not. It's not what increases the finances for us in our business. In fact, complexity is the enemy of your goals when it comes to building your business, simplifying things, and keeping things very easy and simple. The less work that you do, the less stuff that you have to do, the better it's going to be. You know, I know a lot of us, we look at things from a bird's eye view from up above, and then we got to try to figure everything out before we take it. I want you to tell you that that might be your personality, and by the way, that's mine as well. I need to see the big picture. I need to know what the facts and figures are. But you need to train yourself to be able to figure out what are just the essentials. What do I need to focus on? You know, we log in to build our website. It could literally look like and feel like the cockpit of a fighter jet or a space shuttle. Again, I don't know if y' all have ever seen the picture of a cockpit of a fighter jet or a space shuttle. Very complex. There's all these controls, there's all these levers, there's all these buttons that you have to move around and things like that. And that's what it can feel like when we log into our, our platforms to build our business. I want you to realize that most of the stuff that's inside of these platforms, whether it be the Facebook ads manager, whether it be your website builder, things like that, you don't have to know how to use all those features. You don't have to know how everything works as far as that goes. You just have to know the basics of what it takes to get things going. So I want to break down what those basics are as far as that goes. Again, when deciding on a platform to use, I find that there's some very simple ones. I like to use squarespace for my landing pages. But. But for the last 15 years, and we built multiple businesses to over $10 million a year, a landing page has the same structure every single time when we build it. So again, when we're talking about our offer, I'm talking about a lead magnet. I'm talking about something that people can sign up for with their email address or something that they can use to purchase a course or a program from you, okay? This is not your website, this is not the homepage of your website. And you got to not think about it from the traditional web sense of needing a traditional website. Those don't sell very well in your business. People aren't going to necessarily find you that way. When we market through social media, we're using landing pages and we're using funnels because they focus the energy and the focused energy of the prospect. We're getting people to read exactly what we want them to read so that we can get them to take the action that we want them to take. Okay? But the problem is, is that people think, well, how long or short should it be and what should it include and all of that. I'm going to break that down for you right now very simply. Every landing page has at the top of it a headline, okay? And you're gonna notice this if you click on ads on your social media. If you click on Facebook ads, you're gonna notice that there's headlines at the top of every page that you click on. If it's related to a coaching or a course business, or there's a free masterclass, or it's a lead magnet of some kind. It's in a. It's a very bold attention grabbing statement that makes a very bold promise. It also can handle objections as far as that goes. And it's very specific as to the outcome. And so it's more specific. You know, let's say that you're creating an offer and it's about, you know, finding your voice and being fearless in life. Okay? But what you really do is you actually help people write their books and you help them get on media. Okay? And so there's a difference between if your headline says become fearless and find your destiny, that's not going to get anything going. It needs to be specific. Get your book published and no longer let fear run your life so that you can start to reach the people with your message that you were born to reach. That's a specific headline. And understanding that is very, very important. Now, there's a sales copy side to this as well that I want to break down here in just a little bit. After I'm going to explain how the landing page is structured. After this, we go into a section that I find that most people miss when it comes to a landing page. And by the way, in between here, you might include a graphic, you might include a photo. You might include something on the landing page that validates what the thing is that you're trying to offer. You might include some kind of imagery that talks about the thing that's happening. As far as that goes. Okay? The next thing right here is the story line, and everything has a storyline to it. And the story that you're telling is this. And I want you to hear this very carefully. It's the story of the positive outcome and end result, the final outcome that the best case scenario, 1% of people that you might reach. Meaning not everybody's gonna reach this goal, but the best ones who apply it and do it and take action and actually purchase from you in the end, and they go all the way through to the end, they might experience this. And you're telling them you're casting vision for what is possible. You know, imagine being able to reach millions of people with your message and not feeling like you're stuck. I remember when I was trying to reach people in my business, I was struggling to be able to find the people that I wanted to talk to, and nobody wanted to listen to me. And I had to learn how to communicate well and have the conversations and the charisma to be able to reach people that I want to talk to. Okay? So that right there is a storyline that paints a picture of that we can dive deeper into it. As I started to learn this, my business started to become successful. I want to show you exactly how you can be able to make six figures with your own business, become a Household name, a category king or an influencer in your space that people trust and come after and want to. And they chase you down instead of you chasing people down, not grinding and spending hours and hours and hours, but in fact you become an attractor of the type of business that you want. Now, what I just told you is a story of the type of outcome that somebody might experience as they become fearless and maybe they end up writing a book or they end up up creating a course or something like that. And they're on media. So we have the headline that grabs the attention. We have the storyline that actually taps into the emotion. Because all marketing is based on emotion, not logic. It's based on feeling. It's based on getting the person to feel something deeply. And that feeling has to resonate with their deepest desires and even fantasies that they have things that might not be possible for them immediately and it might take time to get there. And it becomes a bold promise that you're able to get them there. Then the sex. The next section on the landing page is the what? Here's the problem that I notice that a lot of people do. They generally put the what first and they don't put any of this rest of the stuff there. And they wonder why people don't sign up. They're telling people what it is that they're going to offer. And it's purely informational. You put the what section here. This is the bullet points as to what they're going to learn. And then the last part of it after that is the call to action. This gives them the details of where to show up, when to show up, what's going to happen and how it's going to happen and actually has the form where they can sign up or the button where they can register. So every single landing page that I have includes these four elements right here. And they go in this order every single time that we create a landing page without exception. Okay, now one piece to this, we might slip under the what section right here. Testimonies. Okay? So you're giving people headline what they're going to experience. You're going to. You're getting them to feel what they're going to experience. And then you tap into the logic down here and then you validate the logic with testimonies. Now you don't need testimonies. And this is a common facade and false belief that people have is that they need testimonies in order to be effective with their landing pages in order for things to actually work for them. You do not need testimonies. If the storyline taps into the right emotion that's directly related to what they want, and you connect it to using mirror language, to how they're already talking in their own internal dialogue. Now, testimonies don't hurt. It's good to have them. They do help, but you don't need them. And I meet a lot of people. They won't even launch their business because they don't have a testimony. And it's like, which came first, the chicken or the egg? Which came first, the business or the testimony? Trust me, the business came first. And then the testimony comes out of it. And you have to take the risk of putting yourself out there. Not everybody's gonna believe you. They're not supposed to. But when you can learn how to communicate well with people on a landing page, you can start to get people to take a risk and to take action with you as far as that goes. Now, when we're writing this sales copy on a landing page, we put these elements together, and this is not very difficult to do. If I look at every single landing page that I've ever done in my business, it follows this structure. Headline first, storyline second, the what is included, kind of the brass tacks, and then the call to action, where they take action. Now, when it comes to the language of this, when it comes to those, especially the language of the storyline, I think all of us can think of the call to action and the what initially, generally, that is related to finding your niche. That's related to deciding what topic you're going to teach. That's related to how you're going to deliver it. It might be an ebook, it might be a webinar, it might be a challenge, it might be a mini masterclass. So almost always unequivocally, we figure out exactly what that is from the beginning. And that's not difficult. And most people know what that is in their mind. The challenging part is those first two parts, the headline and the storyline. Okay, headline and storyline. And we've got to think of it from that perspective. Headline and storyline. Headline and storyline. Like a newspaper. You have a headline in the newspaper, and then we have the story that unpacks what it is to help people make a decision. That's exactly what media is. That's exactly what any form of media is, including television. That's exactly what fictional novels are. Okay, but I digress from this. To be able to write the sales copy, we have to understand two things. What is the area that the person that we are trying to reach struggling with and what is the outcome that they desire? What are their frustrations? What are their biggest challenges? What do they not like in their life? What do they wish was different? And then what you do is you provide the wish fulfilled right here, the outcome, you, you fulfill their wish to whatever they're struggling with. And generally what lies in between here, often inside the outcome, we also do. Again, we have the fantasy right here. We have what they fantasize about, we have what they wish would happen. And we want to paint a picture of that, the fact that this is actually possible for them. Now you want this to be rooted in reality, that people can accomplish this. We don't want to lie about it. But the truth is not everybody's going to become a millionaire or a six figure earner, but you can still give them the opportunity to become that. Not everybody's going to be able to work 10 to 15 hours a week and it might take them five years to be able to figure out how to do that, but you can still provide people with the opportunity to move the needle forward in that direction. And so what we do is if we can understand what is preventing them from reaching their outcome that they want, they have a desired outcome right here. Okay? And anytime you're writing your sales copy, anytime you're creating a headline, anytime you're creating a storyline, you are promising, the outcome that they desire the most, again needs to be rooted in reality. There's a touch of the fantasy in it because not everybody's going to get there. But the outcome has to be boldly stated. That by taking action, by signing up with their email address for free, by giving their phone number, their wish will be fulfilled and that their problems and struggles will become eliminated. The overwhelm, the struggle, the what you're dealing with and things like that. And by the way, exactly what I'm sharing with you right here. This is the science behind any sort of a sales letter, any sort of sales copy. And you can actually read a book right here again. It's called the Ultimate Sales Letter by Dan Kennedy. I love this book. It's one of my favorite books on this topic. Early on in the book it talks about getting into the customer. What keeps them awake at night, what are they afraid of the client that you want? We're diagnosing them. What are they angry about? What do they not like? What are their top frustrations, what trends are occurring? What do they secretly and ardently desire the most? What is the built in bias? Do they have their own specific language? Is there Somebody else who's trying to sell them a similar product and who else has failed at doing this as well. And then what we can do is we reverse engineer this into being able to persuade people from what they are preoccupied with that's not working for them into their deepest desire. And we end up becoming the vehicle for their desire to happen. We end up owning the result and the outcome for them and saying, if you just join me and you work with me, or you sign up for this webinar or you purchase this, you get to eliminate your struggle, eliminate your problem, eliminate your frustration and achieve the outcome and the desire that you want. And so your headline needs to exemplify that boldly. The storyline needs to explain the highly the dimensionality of this where you have the struggle, we have the outcome and we say, listen, I can help you get there. And then we list the brass tacks of how that's going to happen. We list out who it's for, we list out what the modules and the sessions are or what, what the bullet point info, the information part of it is going to be. It goes beyond information, when we're actually teaching it, when we're actually sharing. Has to touch the heart and the mind to get people to make a decision because people don't move based on just pure information. And when you do this, this will simplify the structure of your landing pages. That was, this will simplify your sales copy process. Every landing page and every piece of sales copy and every sales letter follows this structure. We got a headline, we have a storyline, and then we talk about what is going to be delivered with a call to action of how to take action. And I'm telling you, if you over complicate it beyond what I just shared with you right now, it'll take you way too long to get it up. Keep it simple. Artificial intelligence is an incredible tool to be able to help us optimize and come up with some of these ideas. You can use some prompting inside of AI to do this. You can, you can, you can describe to it certain things. One of my favorite techniques that this, you could take a book from Amazon, the description that's in the Amazon book on Amazon, it might be related to the topic that you're doing. And you can have the AI analyze the profile of who that's for. You can have the AI come up with what are the main struggles of somebody who might be reading this book, what are the desired outcomes they have and then start having it craft a sales letter that includes empathy, that's conversational that starts to write and create the. The narrative for you, at least some ideas to start with to be able to create the sales copy. And that's exactly what I mentor people with in our accelerator program. That's exactly what I teach people every single week how to do. And I walk alongside them and I come alongside them to help them build their business. And so, listen, I would encourage you to jump into my accelerator program if you are a coach, if you are a mentor, if you are a course creator who wants to get results, you're tired of struggling and you're tired of things not working out for you and you want a solution to stop spinning your wheels and start getting things to produce the results you want. That's what we do every week in the accelerator program with our clients. I'd love to have you be a part of it. All right, listen, thanks for listening to this podcast. Share it with somebody and grow your life, and we'll talk soon. Have a good one.