Section 2: The Lead

Set the stage for telling them about the result that this will give them.

a) Present a scenario

b) Start a story

c) Ask a few questions

Section 3a: The Story

Connect with the client by sharing a before (pain) to after (solution) story so they feel like you really understand where they're at.

a) Tell your story

b) Tell their story

c) Tell a client's story

d) Tell a fictional scenario (as long as you let them know)

Section 3b: Seeding

Begin to mention that "this system" has solved the problem.

Section 3c: Your Reason

Let them know why you created it - if you don't, they'll assume its "just for the money".

"I created it for myself and people wanted it, so I decided to do it."

Section 4: The Pitch

a) Introduce your product:

"And, today, I'm excited to announce that this system is ready for release - introducing..."

b) Always have images to make it realistic

c) Explain all of the benefits:

"Here's what you'll discover in this..." (this is not chapter titles, just benefits) 

Section 6: The Offer

Explain each piece of what they get and build the value of each piece and then reveal the price.

This prevents the "too expensive" objection. If you do this right, people will think "holy crap, this is an amazing deal!"

Usually, there's only 1 image with the value and then your price - no-one's taught you to break the pieces out to make it seem incredibly valuable. 

We don't mislead people to say this is valuable when its not - it ACTUALLY is this valuable. When you think your product isn't as valuable, its usually just your limiting belief and its actually way more valuable than you think. 

Break out the pieces that you are already including - as a bonus to enhance its value, such as charts so that they are thinking "I'm going to learn so much from thisand its worth so much more to me now than one measly e-book." (note that he did use a smaller font and different image for the bonus and different location and size for the value). Even do this for short 5 minute videos or 1 page items if they can stand alone as a bonus item. 

He used $100 for the value of a lot of things - most people undervalue pieces at $7 or whatever- simply because its a small item - but what value is the information actually provided to the person? What if they needed to hire someone 1:1 to help them, what would they have to pay? What would it "cost" to come up with the info that goes into the product from scratch.  We want this value listed HIGH so they feel like they are getting way more than they paid for. 

It won't break your sales page to not have this broken out, it just helps. 

"Here's exactly what you're about to get..."

Section 7: The Close

Seal the deal - give them every reason to act right now

a) Remove the risk
Guarantee results, money back, satisfaction, 15 day, 30 day, 60 day, whatever - the longer the guarantee, the more likely people are to buy because they trust that you believe in the product enough.

b) Sweeten the deal

Bonuses for acting today

c) Create urgency

Fast action bonuses, countdown timer, bonus goes away, price goes up, closing the offer... this can double or triple your sales. Our primal instict is to get things now. ie amazon's countdown timer. 

d) Create a strong call to action

Here's what you need to do now - specific instructions - have your cc handy then click here, fill out your info and then this is what will happen next. You can't over-explain how to do things, especially the older demographic. 

e) Issue a stern warning

What are you waiting for? If you're on the fence, where are you going to be tomorrow if you don't take action toward solving this problem today? Same pain, same problems. You don't want to wake up tomorrow struggling with the same thing.