Copyright2016’Ins;tute’of’Transformaonal’ Nutri;on,’Inc.’ 1Editable.pdf · 2016-03-24 · • Complimentary to the product you’re selling 62 Sum It Up • Summarize

Wealth + Wellness Academy

Copyright 2016 Ins;tute of Transforma;onal Nutri;on, Inc. 1

! Sales Page Secrets

Sales pages are a science and so important to making the sales needed to catapult your business to 6 figures and beyond! This module will break down all of my sales page secrets into step-by-step formulas that will have you transforming lives even before people become your clients!

Overview In this module, we’ll cover: •  My exclusive 5-step formula to writing a sales

letter that SELLS for you over and over again!

•  The 1 thing you should ALWAYS include in your sales letter that will make people sign up on the spot! (If you don’t, it will KILL your sales!)

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Overview •  My PROVEN 3-step template that takes all

the guesswork out of pricing your products, programs, and services. (Never worry about “charging too much” again!)

•  My Super Successful Sales Letter Template

that shows you step-by-step how to create a sales page that gets results!

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Overview

•  Super Successful Headline Secrets to ensure your potential customers actually read your sales letter AND take action!

•  My Seven Pages To Success Template to show you how to structure a video-based product launch that turns visitors into a community and happily paying customers

Overview •  Upsell secrets that boost your income and

your customer’s results – NOT doing this is leaving money on the table over and over again!

•  So much more!

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The More You Tell, The More You Sell

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Marketing

“Sharing something great with people who could benefit from it.” - Cynthia Pasquella

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Communication

•  “The meaning of a communication is the response that you get.”

•  Neuro-Linguistic Programming (NLP) •  You must speak their language and use their

words



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Persuasive Communication

•  To get customers to buy, you have to adequately communicate two messages: 1.  My product gives you the results you want 2.  It positively works

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Emotions vs Logic

•  People don’t buy based on logic •  People buy based on emotion and the “want

factor” •  People buy what they want and justify that

decision by saying they “need” it

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“Gotta Have It” Feature

•  Makes the customer immediately want to buy it

•  Examples: –  Heinz –  Volvo –  Apple

•  What is yours?



Let’s Start Selling!

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What Is A Sales Page?

•  Tool used to maximize sales •  Informs and educates •  Provides a way for potential customer to

purchase product and go deeper

15 My 5 Step Signature Formula For Creating Your SUPER SUCCESSFUL Sales Page 1. Identify 2. List 3. Outline 4. Describe 5. Write



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Identify your ideal customer’s pain/frustration/worry.

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List YOUR solution to their problem.

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Outline what’s included in the program or product.



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Describe the results that they will get from YOUR program or product.

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Write your sales letter.

Write Your Sales Letter



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My SUPER SUCCESSFUL Sales Letter Template •  Benefit Driven Headline •  Subheading (Optional) •  Who You Are •  Bulleted Challenges/Pain/

Frustrations Questions •  Your Story/Struggle of Finding the

Solution •  Old School vs New School •  Results You Had •  Present The Solution •  Credibility •  Testimonials/Social Proof •  Product Details and Delivery •  Results They Should See

•  How Is It Different? •  Make Your Offer •  Is It Right For You? •  Decision Time •  More Testimonials •  Bonuses •  Sum It Up •  Offer Your Guarantee •  Call To Action •  Signature •  Objections •  Final Call to Action •  P.S. •  P.P.S.

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Benefit Driven Headline

•  Your promise –  Lose X pounds –  Save X time –  Shrink your waist by X inches in X days

•  Make it benefit driven (WWIFM?)

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Super Successful Headline Secrets

•  Results Focused –  “How to [Result] in Just [Time] Without [Struggle]” –  “How to Lose 5 Pounds of Belly Fat in Just 5 Days

Without Giving Up Your Favorite Foods”



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•  Authority and Results Focused –  “Celebrity Nutritionist Reveals 10 Amazing “Secret”

Diet Tips Used by Hollywood Stars To Lose Weight Fast!”

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•  They’re Like You Focused –  “Amazing Book By Former Overweight, Exhausted

Medical Doctor Reveals How To Balance Hormones, Lose Weight, and Revive Your Sex Drive In 3 Simple Steps – AND It Costs Way Less Than A Single Doctor’s Visit!”

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•  Unrealistic Focused –  “How To Lose Weight By Eating MORE!”



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•  “At Last…” •  “Finally…” •  “WARNING: Don’t Do _____ Until You Read This!” •  “Who Else Wants To…” •  “Do You Make These Mistakes?” •  “Give Me ____ Days And I’ll Show You How To

______” •  “How To _____ So You Can _____”

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Subheading (Optional)

•  Keep it focused on what’s in it for them •  Can also focus on the fact that it’s simple and

a step-by-step-system

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Who You Are

•  Keep it brief •  This is not your bio or your story •  “I help X do Y so that Z.”



31 Bulleted Challenges/Pain/Frustration Questions •  Emotional •  Personal •  What keeps them up at night •  Discover 3 – 4 main issues and reference these in

all your communications •  “Are you sick and tired of trying on 5 different

outfits every morning to find one that hides your tummy?”

•  “Frustrated”, “Exhausted”, “Depressed”

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Your Story/Struggle Of Finding the Solution •  “Me too!” •  Relate to them •  People connect at the point of struggle •  Be detailed •  Be vulnerable •  Describe how you tried and failed

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Old School vs New School

•  “Here’s what I found out about old school myths…”

•  “New way of thinking…” •  Explode myths •  Crush trends •  They are looking for something new



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Results You Had

•  Be specific •  What your life looks like now •  “Friends don’t even recognize me…” •  “Never thought I could have this much self-

confidence…”

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Present The Solution

•  Your breakthrough •  Turn problem into solution •  Demonstrate actionable content •  Use your best tip/technique/method

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Credibility

•  Your certification(s) / education •  Clients results •  “Best-selling” •  Researched for over X years •  Helped over X people lose X pounds in X years



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Testimonials/Social Proof

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Product Details and Delivery

•  What’s in it? •  How is it delivered? •  Include all benefits

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Results They Can See

•  Be specific –  Lose 10 pounds in 10 weeks –  Clear up skin and look 10 years younger in just 6

weeks –  Have 5 times more energy in 7 days



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How Is It Different?

•  What makes your product different from similar products on the market?

•  What is your USP? –  You –  Your method –  Your delivery method –  Your story –  Giving back efforts

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Make Your Offer •  “Invest” not “buy” or “purchase” •  Must be able to say what you do, that’s

different from everyone else, in their words – not jargon or “fancy” words

•  Make it irresistible •  Is there a limited number?

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Million Dollar Irresistible Offer Formula

•  Results (90%) + Delivery (10%) •  We generally talk about how we will deliver it

(200 page book, meet in person, etc.) •  We need to focus on results •  You can’t sell the plane when what they’re

really wanting to buy is the destination



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Making An Offer Mindset

•  If you share the possibilities of transformation with people and then don’t give them a way to get it, you’re doing them a disservice

•  It’s about them, not you

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Offer Outline

•  What is the transformation? •  How will you deliver it? •  Price juxtaposition / comparison

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Pricing

•  Critical •  Don’t just guess •  Test



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3 Step Proven Template for Taking The Guesswork Out Of

1.  Production 2.  Distribution 3.  Quantity

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Production

•  Your time •  Copyrighter •  Graphic design •  Website development •  Shopping cart programming •  Product creation/printing

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Distribution

•  Service to distribute the product/program •  Hosting expenses, if any additional



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Quantity

•  How many do you want to sell?

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Run The Numbers

(P + D) / Q

Example: ($500 + $50) / 150 = $3.67 $3.67 is your break even point (BEP) or the minimum sales price

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Additional Factors

•  Advertising •  Affiliate Payout •  Involvement



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Run the Numbers

(P + D + A) / (Q * AP) Example: ($500 + $50 + $100) / (150 * .5) = $8.67 $8.67 is your break even point (BEP) or the minimum sales price

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Run the Numbers Based On Goals

(P + D + A + G) / (Q * AP) G = Goal Example: ($500 + $50 + $100 + $5,000) / (150 * .5) = $75.33 $75.33 is what you would need to price your product at to meet your goal

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Play With The Numbers

(P + D + A + G) / (Q * AP) Sell 200 products then price = $56.50 Sell 250 products then price = $45.20 Sell 300 products then price = $37.67 Sell 500 products then price = $22.60



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Pricing Guidelines

•  Low tier = $1 - $47 •  Medium tier = $47 - $197 •  High tier = $197+

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Consider Tiers

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Additional Pricing Points to Consider

•  Electronic vs hard copy •  Your life and personal needs •  Price for your audience •  Choose the right number - $19.99 vs $20



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Is It Right For Me?

•  Overcome objections as to why they might not buy

•  FAQ format is effective •  Use bonuses to overcome objection(s) •  Make it a no-brainer

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Decision Time

•  Go forward or stay put •  Describe benefits (WIIFM?) •  Tell them why this is THE best solution for

them •  “Today’s the day”

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More Testimonials •  Continues to add value •  Demonstrates social proof •  People want to do what others are doing



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Bonuses

•  Let bonuses overcome their objections •  Complimentary to the product you’re selling

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Sum It Up •  Summarize offer

–  What they get –  How it’s delivered –  How much it will cost –  Results they will experience –  Bonuses

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Offer Your Guarantee •  The longer the guarantee, the fewer returns •  Makes customer feel better by lowering risk to

them •  Majority of people do not take advantage of

this •  Will gain more sales than returns •  You will get a few unscrupulous customers



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Call To Action •  Personally invite them to take action •  Remind them of the benefits •  Create urgency

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The #1 thing you should ALWAYS include in your sales letter that will make people sign up on the spot!



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A Sense Of Urgency! •  Limiter

–  Discount expires on certain date –  Limited number of products or participants –  Bonuses for the first X buyers

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Signature •  Makes it personal •  People feel more confident buying from a

person

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Objections •  Think of your customer’s objections before

they do and then address them •  Can be a FAQ format •  Put yourself in their shoes



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Final Call To Action

•  Repeat call to action •  Remind them of the pain of staying where

they are •  Tell them the first/next thing to do •  Reiterate urgency

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P.S. •  Remind them of the top 3 benefits •  Remind them of the guarantee •  List another benefit of the product/program

you haven’t mentioned yet. •  Can make or break sale

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P.P.S. •  Anything you didn’t use from the P.S. section •  Remind them of urgency / scarcity



Sales Page Secrets

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Copywriting is Key

•  Talk to them as if they were a close friend •  Use their name whenever possible •  Show your personality and do you! •  Always focus on the benefits (WIIFM?) •  Use short sentences and paragraphs •  Use images – but not too many

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Sales Page Secrets

•  Use a simple design •  Use short paragraphs •  Use subheadings liberally •  Use bullets liberally •  Use graphic elements – professional design preferred •  Remove ALL menus or navigation links (other than the

footer links – privacy, etc.) •  Use a maximum of 3 fonts •  Use a maximum of 3 colors •  Include 5 – 7 calls to action on the page



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More Sales Page Secrets

•  Be clear who your reader is •  Be clear and concise in messaging •  Use video, graphics and fonts. •  Answer ALL questions your reader might have •  Use testimonials and take POWER headlines

from them •  Repetition is key •  Anticipate objections •  Use multiple P.S.s

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Even More Sales Page Secrets

•  Turn on your marketing microscope •  Remember that people buy from people they like •  Write what you would say to them if you met

them face to face (same EXACT words) •  Talk directly to your reader •  Use THEIR words •  Let readers know you’re in this together •  Avoid too much hype •  Respect your readers

Why People Don’t Buy



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Just Because You Build It

•  Doesn’t mean they will buy it •  Great content doesn’t immediately equal

great sales

“People don’t buy what you do, they buy why you do it.” Simon Sinek

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7 Reasons People Don’t Buy

1.  You don’t sell them 2.  They don’t understand what you’re selling 3.  They don’t want or value your product 4.  They don’t believe you 5.  They don’t believe THEY can do it 6.  They don’t believe they can afford it 7.  They want it but not right now



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7 Reasons People Will Buy

1.  Their experience with you 2.  You are relatable 3.  You have a solid reputation and they trust you 4.  The benefits your product will give them 5.  They value they receive 6.  You are pushy 7.  They feel the transaction is secure

Video Sales Secrets

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Video Sales Pages and Campaigns

•  “Sideways Sales Letter” •  Provides content instead of just a direct sale •  Proven to be effective •  Long form sales letters still perform well •  Test your audience •  Can do a combination



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Seven Pages To Success

Opt-‐in Thank You Page

Value Video 1

Value Video 2

Value Video 3

Sales Video/Page

Checkout Page

Thank You /

Product Delivery Page

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Page 1 - Opt-in

•  Irresistible offer •  Be descriptive •  Speak to their pain

–  “Stop Covering Up Your Belly Fat and Start Feeling Confident and Alive With My 3 Proven Secrets To Losing 7 Pounds in 7 Days – While Still Eating Dessert!”

Opt-‐in

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Page 2 - Thank You Page

•  Short •  Sweet •  Remember your branding and personality •  Give further instructions (“look for an email,

etc.” •  Can avoid this page and go directly on to

Value Video 1

Thank You Page



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Value Video Series Must Include

1.  Authority 2.  Reciprocity 3.  Commitment and Consistency 4.  Liking 5.  Conversation / Social Proof 6.  Scarcity Bonus: Anticipation

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Page 3 - Value Video #1

•  Goal: Identify with their challenges and introduce your solution

•  Introduction •  The Opportunity •  Their pain points •  Your story (struggle to solution and beyond) •  Introduce Signature System •  Overcome objections •  Teach technique •  Set up / tease next video •  Encourage engagement

Value Video 1

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Page 4 – Value Video #2

•  Goal: Get them to see that they can do it too •  Gratitude •  Recap opportunity •  Method or technique •  Old School vs New School •  #1 obstacle •  Solution to obstacle •  Encourage engagement

Value Video 2



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Page 5 – Value Video #3

•  Goal: Get them to see that they can do it too •  Gratitude •  Recap opportunity •  Method or technique •  Old School vs New School •  #1 obstacle •  Solution to obstacle •  Encourage engagement •  Success stories •  Sales preview

Value Video 3

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Page 6 – Sales Video / Page

•  Goal: To get them to invest in your product/program

•  Welcome & Gratitude •  Recap opportunity •  Build authority •  Share testimonials •  Describe benefits and

features

•  Announce and juxtapose price

•  Bonuses •  Guarantee •  Urgency / Scarcity / Call

to action •  Surprise bonus •  Repeat call to action

Sales Video/Page

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Video Release Schedule

Video Release

Video #1 Immediately

Video #2 2 days later

Video #3 3 days after video #2

Sales Video 1 day after video #3

No hard and fast rules Can also apply to email launch



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Page 7 - Checkout Page

•  Where they purchase •  Connected to your shopping cart •  Make sure is secure •  Use header to reinforce brand •  Have trusted authority logo •  Offer credit cards and Paypal •  Make it simple and easy

Checkout Page

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Thank You / Product Delivery Page

•  Congratulations •  Thank you •  Downloadable, expiring product link or login

area •  Provide customer support info

Thank You /

Product Delivery Page

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Optional: Upsell Page

•  After they checkout •  More expensive item •  Use video to sell •  Only way to get discount



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Action Steps •  Create Your Super Successful Sales Page

Template •  Sales Page Teaser Bullets Template •  Sample Sessions That Sell Roadmap Template •  Super Successful Free Teleseminar Template •  Testimonials That Sell Template

End of Module 5 🎓

Documents

Copyright2016’Ins;tute’of’Transformaonal’ Nutri;on,’Inc.’ 1Editable.pdf · 2016-03-24 · • Complimentary to the product you’re selling 62 Sum It Up • Summarize