57: Copywriting Method To Create Killer Offer Pages - #GrowYourLife

Thanks for listening to the Grow youw Life podcast. My name is Jeremiah Krakowski, and on this podcast we talk about ways for you to grow in your life and in your business. Strategies that you can apply to get more results, make more money, get more customers and live the life of your dreams. Now on this episode, I want to specifically talk about developing the copy, the landing pages, the offers that convert and get more customers for you. But before I go into that, I want to remind you about my course, Social media ads that work. If you have offers and want to get in front of more people, this course is going to help you do that. It's only $47. It's everything that I've learned over the last 13 years of running ads online to get results. It's what I'm using for all of my clients that is helping them make two to five times return on their ad spend. So check it out. It's on my website, Jeremiah Krakowski.com and if you haven't yet, schedule a free 15 minute strategy call with me. Anybody can do this. Go to my website, fill out the form and pick a time for us to talk. Go over your goals, where you're stuck. If you don't want to do that, you can just send me a DM or a message. And if you're not in the hashtag grow your life community, the Facebook group. On Facebook, join that group. It's totally free. Just register for it by clicking Join. That's how you join. That's all you do. You don't need to fill out a form. You just press the join button by searching for hashtag grow your life on Facebook. Now, when building your offer and your landing pages and your copy, listen, the number one thing that makes an offer convert is not what you're putting out there to people. It's not what the offer is. It's how you describe it and how you connect with people with the copy that's written. Many times people believe that what they're offering is actually what's driving people to take action. It's not. It's the vision that the person that you're targeting has for what your offer will deliver in their life and transform for them. Their life before they found your offer and their life after looks different. They say, okay, I have to take this offer. That's all it is. That's what your offer is. It does matter that you have a high quality product. It matters that you deliver on what you have. But nobody actually cares about that. What they care about is what they are going to get out of putting in their name and email address or buying from you. And this applies to lead generation as well as paid offers. The structure is a little different. The way that you reach people is a little different. When it comes down to copywriting, when it comes down to building that what matters is knowing more about your customer, you've heard me say that many times before. Than actually what you are delivering. And being able to speak to the solutions to the problems that they have leading them to buy by selling the dream of the result that they are going to get after they go through it. Listen, if you're just saying, I'm gonna teach you how to do this, nobody wants to be taught anything. They really don't. Now, you might, once you trust somebody, want to learn, but you're not going to scale a business by telling people, hey, I'm smart and I can show you how to do this. Take it from me, I know that because that's what I was doing for the longest time and wondering, why is this not working? I have so much value to offer to people. And as soon as I shifted, it was just a tiny perspective in the cop the way that I titled things the headlines to sell the dream. A windfall of customers started to come in for me and for my clients. And when I do this, when I write copy for clients, when I coach clients on what copy to put down, the first step is, who are we targeting? Because your copy will be dictated by and predicated by and structured entirely based on who your target customer is, not what you're putting out there. How does this work? Because you are speaking to that person and showing them what their life is going to be like after they buy from you with the words that you say. Listen, people can read the features of something and many times miss how it's going to impact them. If you say, well, it includes this, this and this. That only matters to people that know everything that you know. Now, that might matter to you and your peers, definitely, but to your target audience to put an offer out there to reach people that you don't already know and people that you do already know. People want you to do the thinking for them. That's essentially what it is. They don't want to have to think. They want to see an offer and know exactly how their life is going to be impacted within 10 seconds. And if they can't, they have to think even a little bit about it. You've lost them. Now you might think, well, I'm not that way. When I look at an offer. I'm not that way. I'm not talking about you, talking about your customers. See, your customers need to be able to imagine and visualize what it is that you are going to deliver before you ever deliver it to them. Okay? And you do this with the words that you say, not I'm going to show you how to do xyz. That's leading into. You want to speak from the place of a completed transformation, lose 100 pounds in XYZ, sleep better. Generate profit online with social media ads for less than $5 a day. That's the offer that I use for my social media ads course because that tells you exactly what is going to happen. And then I say without any complicated methods, without being a social media guru, having a big following or spending a bunch of money, right? So that tells you everything that you really need to know about what I'm putting out there. And your offers are the same way. You're painting a picture with the words that you say for the life that your target customer will have after they join your offer. Now, I see this. Sometimes people are like, well, my free offer is not going to create that transformation for them. So I want to be honest and not give, say that my offer is going to give them too much. And I'm afraid that if I give too much in my offer, they're not going to buy from me. These are two misappropriated beliefs about creating offers in copy. Okay, what you want to do is you want to speak to the top level transformation that somebody would get. Who, if they started at that offer. Let's say that you're putting out an offer out there and you're leading them maybe to a couple steps in the process. You still want to sell the dream of what they are going to begin to experience the path that you are putting them on even after they do take your free offer. And you want to give them your highest value for free. And that goes against what we believe that we should do. Especially because if we're like, well, this is my bread and butter, why would I give away all of that? Because if you can build trust with people by giving away your best content, listen, if you're not gonna take it from me, this is what Gary Vaynerchuk, Frank Kern, Ed Mylett, every other teacher, coach, trainer, marketer says, okay? They say the same thing. Give away your highest quality content, that will begin to bring that transformation to somebody. So for instance, in a free offer, you want to really sell that dream to the point that somebody's like, you know what, what do I got to lose to give my name and email address? Nothing. And if this is gonna start me on that path, then I might as well get on that path. I opt into offers all the time just to verify this with people, just to. Just to, you know, see what I can learn. What's really cool is if you opt into a lot of different offers, you can see how other people do this. They're giving monstrous amounts of value upfront for free before you ever purchase. And it makes you more likely to say, wow, man, if that free offer was that good, what's in the paid and generally what is in the paid, this is where we're also worried. Well, if I'm giving away that, am I going to be honest with people now that I'm going to have value in what I deliver that's paid? You have to find the point of what's the initial step that's going to begin the transformation in your offer. And I'm not going to dive too much into this. If you're in my Grow youw Life community, under the unit section of the group, I did a 21 day masterclass. There's lessons about 15 to 20 minutes each. It's free in the Grow youw Life community called the Internet Cash Flow Formula where I walk you through really building your offer and doing that. And there's people that have had testimonials of just transformation, more ideas, more clarity of knowing what to put out there and what to offer people. So if you haven't gone through the free Internet Cash Flow Flow Formula course in the Grow your Life community, go through that. How does this apply to your landing page copy? Because if you're putting an offer out there, you're putting your best foot forward, your value for free. What you have that's paid is going to be the transformation product that's going to help people. You're beginning them on that journey for free. What's that first step? Right, what's that first step? That's why I did that 21 day course, by the way, in that group. Because that's the first steps that is going to just change people's lives. It really is. It's some of the top content that I was spending time coaching people with that I packaged into this 21 day deal. That way once somebody starts coaching with me, they're already up to speed at that level and we can start to go to work on what's their unique area that we can get them results to create cash in their business. And people that have gone through this, they're starting to see cash flow by just adjusting their offers. From this perspective, when you put an offer out there that's paid, listen, if somebody goes through something that's for free and it has so much value in it, they're probably not going to implement 100% of all that you want to put out there for free. Now that's a noble thing that we want to put stuff out there for free. That's why you want to begin somebody that journey. What's the first steps to do that? You don't want to give the whole entire kitchen sink away for free. That's not what I'm saying to do. When I say give your best content away for free, you want to break it down into bite sized chunks. That's why this episode, that's why my podcast episodes are individual aspects. The beginning steps along the journey for people to get results. And you're selling the dream in your copy. The transformation that they're going to get if they begin that journey with you and then what they can buy on the back end is what sees them through to the end to get that final transformation. So for instance, when I'm coaching somebody, I'm telling them in my offer, listen, I'm going to give you a strategy, a plan, a step by step for you to get results and build a business that makes money. Six, seven and eight figures. Because that's what I've done with clients for years now. Am I going to be able to do that in 15 minutes? No, but we're going to be able to get a lot accomplished in that 15 minute call to go over these aspects of what it's going to take to move them forward and to help kind of see, you know, is this a good, a good relationship coaching together? When somebody opts into any offers that I have, when they listen to my podcast, when they watch my content, listen your blog posts, your podcasts, your content, those are all offers, by the way, how is that so? Well, because the headline in your content, the name of your podcast episode, the name of your blog post is inviting people in, in to read what's next. And many times it could lead to another offer. For instance, you know, my Internet cash flow formula in the grow your life community, my social media ads class, my free 15 minute call, those are kind of my three main offers that I'm promoting out to people. And that's the same way that you do it as well is by knowing exactly who is your target customer, you're able to speak to them, where they are at, deliver your highest value. That is going to create transformation with them. By the way, what I'm talking about on this call, I've had four coaching calls this week where I had this exact same conversation. People paid money for this conversation and now you're getting it for free. Because I know if I can help you with this, we can start to move forward faster. And it's going to serve my coaching clients, right? And it's going to help me get more coaching clients. I mean, ultimately that is me running a business. My goal is to help you get results and for me to get more customers. And so to do this, you need to know who is your customer avatar, what drives them, what specific problems do they have. And here's even more important, what step in their journey are they at? Are they an expert? Do they already have experience or are they just getting started? Because the way that you're talking to somebody that doesn't know anything about what you have to offer is not the same as you're talking to somebody that has tried a little bit of it and is not the same way that you talk to somebody that has done this before and is not the same way that you talk to somebody that is very experienced. So there's four levels. There's almost zero knowledge in what you're helping them, the transformation. They know nothing, but they've heard about things like this before, right? Especially if you're a network marketer. Especially if you're somebody that's teaching people with coaching. Especially if you're doing social media, ads management. Especially if, if you're selling a journal, a book, writing a book, putting stuff out there, building a coaching program, all of this. If you're selling an e commerce product, if you're selling mattresses, if you're selling hair care, if you're. You get it. So people that are buying your products, there's a point to where either they've never tried anything like what you're doing before or they've tried a lot of stuff. So that's the range and then there's the middle. They've tried a little bit, they've dipped their toes in. Then this one is they're kind of active, but they're not really getting what they want. How do you serve people along these different places? And so that's where you get really specific as to your avatar. For instance, for me, my avatar is pretty much people that they know about online marketing sales, but they haven't gotten a lot of results. They've had success in other areas of life. And so how do we marry those two together and just create a massive fire hose of just the best life they can possibly live? That's my target customer. That's my avatar. That's. That's you right now that's listening to this. You have had success in other areas. You're trying something new, and you want to know exactly what step by step is going to get results because you don't have time to waste to do other things. I hope that describes most of the people who are listening to this podcast episode right now. And so to do that, you have to know very specifically that that level of who your customer is. Write it down. Write it down on a piece of paper. You know, what are their age? What are they experiencing? What are their hobbies? What are they into? What are their interests? I have a questionnaire that I send out to people that I'm coaching that asks these different questions. There's patterns that actually recognize and there's similarities to all of this that you can tell reading, you know, your target customer. I notice if somebody's a big fan of certain sports, like baseball, they're probably pretty decently analytical when it comes to numbers and putting details together. It's a weird little kind of thing. If they're into, you know, creative artwork or if they're a musician, there's these different kind of ranges of different things. What do people really gravitate towards that they're into a lot? And you're able to know your avatar by this and you ask the questions. It's not specifically, okay, they are creative professionals that I'm coaching to help them get more clients. They are women that want to have healthier hair so that they can get a job. They are, you know, pet owners that care about the environment. These are different clients that I've been working with this last week, right? That describes them. What other things does that person in their life care about that helps dictate your content? And then when it comes to your offer, what problems does that person have at the stage of their life journey with you? What problems do they have that you offer a solution for? And then you can speak to that solution. Your headline promises that solution. Lose £100. Get healthier hair to get that job. Book 30 more coaching clients this week. Things like this. So think about that. Start to write that down. When you're creating your copy for your offers, when you're creating your landing pages, then what you do is many times you might either have a video sales Letter, it's just a video of you talking or it's something that's written out that opens up the story to them of how they're gonna go from where they are to where they wanna be. So you're connecting a life journey of this avatar in your copy. This is how you write landing pages for products and paid products. Now if it's a free offer, I'm gonna say this. Depending on your offer, the longer the copy the better. Depending on the price of what you're offering. Okay. Or the value, the shorter. Meaning what investment do they need to put forward? Right. They're only putting $47 forward. It's going to be shorter than if they're putting 2,000. This is kind of across the board with copy if it's free. If it's a free offer, people don't really want to scroll down for something they don't have to pay for. They just kind of want to get the bullet point details, what are they gonna get out of this? And so that, that purely comes in an opt in offer. I'm telling you, headline three to four bullet points, give me your name and email address or join a group. Nowadays we're kind of blessed we can deliver our offers in a group by just getting people to join a group now, which is cool. I still do recommend getting name and first, you could also make that a question in your group and leading them that way. Because the idea is, you know, you want, that, you want them to kind of take a step to jump through a certain hoop to do something to get that result and then you're able to, when it comes to ads, which I teach in the social media ads course, create audiences of people that took action, that took that action of opting in, of filling out that form. You see many times we think about, oh well, if I, if I need them to take an extra step, they're going to have to jump through a lot of hoops and do a lot of things, you know, to, to buy from me. So I want to eliminate those steps. Yes, but, but if you're able to track certain actions that people are doing, such as scrolling down a page, clicking an add to cart button, opting in, you're able to build audiences that are based on those people that are doing that and then target more specifically the type of person that is qualified for your offer. So you're pre qualifying people in that way and you get them on their email list even if they don't join your group, which is a big, which is a big deal. Especially if you're running paid ads, the algorithm is going to find more people that are going to fill out your form than just click on your button. And that's going to work a lot better for you. Okay, I'm restructuring a number of my different offers this way. And for clients that we're working with to do that, we just launched an offer this past week. We were able to get a client over 7,000 leads for $2,000 spent on ad spend. And then they're leading those people to a $300 offer. You know, if just a thousand people sign up for that, that's. That's $300,000 pretty good deal, right? And so that's the kind of stuff that I work with, with clients that I coach and consult, is how do we build this out, how do we structure this, how do we develop this to get in front of the right people at the right times, to move them along a path, how do we write that copy? And so when you're writing a copy for your offer, when you're writing the copy, think about, where is that avatar on the life cycle? What point are they? Listen, many times we're like, well, we don't want to treat people like they're stupid. So I want to make sure to give them the benefit of the doubt that they know more than I think they do. And so that's why we're trying to speak into more of a way that we little too much qualifies them. It's a little too collegiate, a little too high level when you got to bring it down to where it will speak to any range of people that they might not know as much as you do. And that's perfectly okay because they're looking to you as a trusted resource to help them know what they don't know. And so when you can speak in this way, and many times it's because either we're trying to validate ourselves, feel like, you know, maybe if we feel like we, we don't know what we're doing, we're trying to look more like we do, or we're just trying to reach a wide range of people. So we're being a little too generic. I see a number of different ways that people do this. That's where you want to get real specific as to who your customer is. Speak to the step in their life journey and what transformation they're going to get after engaging with you through this process. So if it's a funnel, if it's an opt in offer, you really want to Speak to what they're going to get after they even talk to you and buy from you in your offer and a little bit of what you're going to deliver in that offer, which is why you want to put your best foot forward, your best content of what you would normally do only for paid clients in your free offer, and figure out a way to structure that, whether it's in a PDF format, whether it's in a video format, whether it's, it's in something that doesn't take a lot of your time, that you can deliver high, high value to people. Because then they're going to want to know, okay, hey, I need that next step. They essentially get addicted to that transformation that you're giving them for free and they want more of that. That's, that's really what it is. They're, it's not so much addicted, but they're like, they can see how their life is going to change by buying from you. They can see that, whoa, okay, this little free thing helped me that much. Let's see what happens when I pay some money. The investment becomes more sure in their mind. Right? The investment becomes more certain for them. So that's why delivering higher value, speaking to that transformation in your free offers is important. And if it's a paid offer, you're taking them on more of a life cycle journey. It's not just bullet points. You're actually connecting, telling a story. You always want to open up with a headline, have some kind of branding at the top, and then tell a couple paragraphs of a story of going from where they are, what kind of result. You impart vision of the result first. So you tell them like what result they're gonna get. And then you circle back around and say, hey, listen, have you ever experienced this? You tell the story and you speak to what they are experiencing. Maybe you're like, well, I don't know what they're experiencing. That's where the more conversations you have with people, the more you're gonna know what people like your customers are experiencing and speak to that person as if they are somebody that's already in front of you. Now I see many times people will put on their sales offer all the bullet points of features first. You don't want to put how many pieces of content are included, how many days of xyz, all of that. Nobody really cares about that. They care about the transformation they're going to get. And then after they read that, they can say, okay, how is this delivered? They care about that last. They Care about how many pages of a book or how many sessions something is last. That's the last thing somebody cares about. And everybody knows they can scroll to the bottom, usually of a page to find that. And so that's why you've got to think in the timeline of when somebody lands on your offer. They're reading from left to right, from top to bottom. They're not usually skipping ahead. Even if you're somebody that does that, other people aren't doing that. Okay, so keep that in mind with writing your offers. And you're leading people down a path, telling them the transformation they're going to get, bringing the story in their mind, painting that picture, telling them the different. What they're going to get from working with you, how this is going to work out, what they. You see, what somebody gets is not what they physically get. The videos, the content, the bottle of CBD oil, the bottle. That's not what they get. What they get is what they receive in their life after using what you're delivering. That's what they're actually getting from you. That's what they're. That's what you're actually delivering. Your CBD oil, your hair care, your mattress is just a tool to help them get that. It's just a tool. That's it. When we shift this perspective, this is how we can start to write copy in a powerful way. Landing pages, offers. How does this apply to email and ads? Offers and landing pages usually lead with the transformation and then paint a picture in the headline and then paint a picture of how that is going to play out. Your call to action is always at the bottom for a email and a advertisement copy. I'm just going to go a little bit into this. Go. I go more into this in the Internet cash flow formula and my social media ads course as well. You're leading with the action you want them to take and then building the transformation and the story. Because most people are only going to kind of read that call to action, you know, click here, get this, do this, get this. People's attention span is so low. Again, I'm not talking about you. I'm talking about your customers. Their attention span is so low. Once somebody trusts you and they actually care about what you're putting out there, now their attention span opens up, but that initial line is where their attention spans limited because they're getting so many messages bombarded at them constantly. And so if you can cut through all those messages very simply telling people what action to take, what they're going to get and then painting that picture with the story. Once they show an interest, you're able to connect with what drives people to take an action by selling the dream to them, by selling the transformation to them, by showing them in their mind's eye what their life is going to be like after they buy from you, after they opt in, after they get on a 15 minute call, after they go through your challenge, whatever that is. So your goal is ultimately to get more people through that life cycle, to create more conversations. Your copy is a conversation that you are having with the person, person's mental experience, the words that they say to themselves. You're having a conversation and injecting yourself into that conversation with your copy, with what you put out there. And so if you can do that, and it builds their level of trust in you, in what you have to offer, in what they're going to get, they are extremely likely to opt into your offer to purchase from you. I'd love to know kind of what step along this process people would like more about. I think I'm going to kind of keep talking in this direction. I think after this is okay. How do we move people from giving me their name and email address to actually buying? We do talk about that again in the 21 day Internet cash flow formula. In my Grow youw Life community. If you're not in there, go through that. It's going to help you a lot. So listen, if you're somebody that is building a business and wanting to get more results online, I'd love to talk with you. I'd love to kind of see what your sticking points are. Where are you stuck? Don't be embarrassed by not knowing something or, or, or needing to learn something new. We're all in a journey together where we need to learn what we don't know to get a result. And so if you want to hop on the phone with me for 15 minutes, you can go to my website and schedule that 15 minute call with me for free. If you want to win a free 30 minute coaching session with me, you can leave hashtag grow your life on my Instagram in the comments of my Instagram post grow your life and I'll pick you to have a call with you. So it's on my Instagram. It's time for you to start to take action and move forward towards your goals. I know that you have goals. This podcast will help you do that. Listen through some of the other episodes, go through the 21 day in the group and you're gonna get more results in your business. More sales, more customers. That's going to lead to the life that you want. Creating more cash flow, having more time, freedom to do the things that you want and reach your dreams. Grow your life, everybody, and we'll talk soon.