HERO HEADLINE AND TAGLINE HERE
This needs to grab people’s attention and get them to keep reading. It needs to speak to the transformation that will happen with your offer and the problem you are solving. It will typically include a header, the offer name and a subheader. Use the same language they use and be concise. If you have a video, you'd typically embed it in this section below the headline and tagline. If you don't do a video, make sure the banner image in the background is very empowering and grabs their attention. Be sure they will be able to easily read the copy over the banner.
TRANSFORMATION SECTION
This should focus on the problem you solve, introduce your offer and and include a concise 1-2 lines about results they get. Be sure to make them feel good! (i.e. You've come here to heal, but there's a problem... )
Who is this for?
You must make this clear right away. On some pages, I do a separate section with this copy. On other pages I make it crystal clear in the transformation section. On higher priced offers, I recommend doing a separate section.
Results Section
what is their life going to look like after they buy this offer and implement what’s in it? Use a heading such as: Over 6 (powerful adjective) months, you will… OR In Offer Title, you will. I often bullet these or separate them into a grid.
The Features
~ What is included in this offer? I will usually use the header: Here’s Everything You Get Inside {Offer Title}
Life-Changing Modules
Personalized Support
Exclusive Guided Meditations
Accountability to Keep You on Track
Specialized Exercises
Close-Knit High Energy Community
What Makes {Offer Name} so Different?
Be sure to differentiate the offer and include this exact section. You can differentiate on a unique method, a unique way you deliver the offer, your expertise, your level of support, etc. I usually use one of the following lines as the header: What Makes X Different?, What’s So Unique About X?, or What Sets X Apart?
TESTIMONIAL
Be sure to replace photos
TESTIMONIAL
Be sure to replace photos
TETIMONIAL
Be sure to replace photos
The {OFFER NAME} Curriculum
(Please note the numbers are placeholders. Replace the number graphics with icons that match the module or circle photos.
MODULE 1 Name
In month 1, you'll learn how to...
Module 2 Name
This month, we focus on...
Module 3 Name
We dive deep into...
Module 4 Name
Learn how to...
Module 5 Name
Module 6 Name
Bonus Section
Adding bonuses and listing their value always enhances the total value of the offer. Note: If you don’t have bonuses, you can turn a part of the course into a bonus. For example: with some clients, I’ve had a weekly meditation planned in the course. If we don’t have any other options to use as a bonus, I might then list “meditation vault” as a bonus. (Usually I do the bonus section either right before or after the “here’s a recap” section - depending on how many bonuses there are and design.)
Strong Call to Action Section
I include a shorter section that really hits home - this should create urgency and include a pinch of what is at stake. Throughout, you should have multiple CTAs to give the prospect a number of chances to convert.
Here’s a Recap of Everything You Get
This section is for price anchoring - you need to reiterate each key component in the offer and list a value next to it. Then add those up and list a total value. Based on psychology, people compare a set price to the last price they saw. For example, let’s say you’re looking at watches and come across one for $500. That might seem like a lot for a watch. But, if you just saw a watch for $10,000, suddenly the $500 watch doesn’t seem expensive. The same is true with any offer, including yours. So, when you list a total value of $6000 and your list price is $1200, the $1200 feels reasonable.
XXX.... $XX value
XXX... $XX value
XXX... $XX value
XX... priceless
The total value: $XX
But you won't pay that.
Enroll now to get all this for less than half of that.
LIST PRICE
You’re Protected with my Satisfaction Guarantee
Ideally include a guarantee below the sales buttons. I’ve found that the pros of having a guarantee far outweighs the cons. What you make up for in sales will overshadow the few people who may ask for a refund. (See my example layouts for guarantee wording. You can limit the refund period to a short window - i.e. within 48 hours of first lesson.)
Overcome Objections Section
You should be keeping their objections in mind and addressing them throughout. for smaller price point offers, you may not use this section. However, for higher ticket offers, I will build out sections that address the biggest objections. I would start this section with a header like: Is {Offer Title} Right for You?" Then delve into various objections in the copy.
FAQ
People always have questions! Anticipate their questions and include a drop down accordion section with the common questions and answers.
What is the schedule?
What if I can't make a session?
Will this work for me?
What if I have another question?
Delve more into Expertise/ BIO
Expertise and social proof — You should be establishing your expertise in various areas of the copy (i.e. Based on my X years of experience, I share X. You may also mention your expertise in the Differentiation section. And you establish it in the testimonials.) In this section, you bring it home.
