THE SALES PAGE CREATOR (Free Excerpt)

Speaker A: Welcome to the clients from content Podcast. Hey, it's Josh. How are you? Welcome back. I have another new format for you. Today I'm going to do something that I've never done on the podcast, which I think you are going to find helpful and valuable. So here we go. Let's get right into it. Is your sales page leaving money on the table? My sales page creator will show you how to fix that.

Speaker B: Let me explain.

Speaker A: Once every two months, I record a skill session training video for members of my clients from content membership.

Speaker B: But I'm about to give you a,

Speaker A: uh, 20 minute excerpt of a recent one called the sales page Creator. The full training is about an hour long and gives you everything you need to build a page that converts, including a proven structure to follow. Fill in the blank copy so you don't have to start from scratch, guidance on what to say and where to say it, and a quick way to create a page that works.

Speaker B: It's all based on a format that

Speaker A: I have used for multiple pages to sell thousands of products, 500 plus paid memberships, and a whole lot more with pages that have converted as high as 16% of visitors into buyers.

Speaker B: If you like what you're about to

Speaker A: see, you can get it@josh spector.com sales page creator for just $49. Or you can join my clients from content membership@josh spector.com program where you'll get the sales page creator plus 20 more skill session training videos for just $99.

Speaker B: Now let's get to the good stuff.

Speaker A: Here's an excerpt of my sales page creator skill session. All right, here we go.

Speaker B: So most sales pages are overcomplicated, over designed and overwritten. That's why most sales pages also are underwhelming, underperforming and misunderstood. There's a better way to do this, a simpler way, and that's what I'm

Speaker A: going to talk about in today's session,

Speaker B: which is the sales page creator. I'm going to give you a simple way to create a sales page that converts. Before we begin, a few things that I should mention. So, number one, my goal with this is just to simplify the process of creating a sales page for you. I am going to show you one specific format that I have used and had success with. This is not the only way to create a sales page. So I'm presenting you an option that you can use if you find this challenging. I'm not saying your sales page needs to be this way. It's not even the only way I do it. I have sales pages that look nothing like this. But this is a sales page I've used for multiple things for multiple years and it's always worked pretty well. And what I love about it is its relative simplicity and the flexibility that it can be used for just about anything. The suggestions I'm going to give today are mainly focused on sort of copy the elements of a sales page you need in sort of a broad format. I'm not a designer. I'm not going to spend a lot of time talking about the intricacies of design. I also think in most cases people get bogged down by design and wind up sort of over designing and overcomplicating their sales pages when you don't necessarily need that. I'm not saying design doesn't matter. I'm just saying that, you know, it's not necessarily as important as the actual message of the page. And like I said, what I'm going to show you, this can work for any product or service and it can work at any price point, including even a free price point. Right? So if you're doing something, you theoretically could use this for a lead magnet or you could use this for, you know, even a free piece of content, anything that you want to quote, unquote, sell. But primarily I'm focused on things that are paid. Today's agenda. Here's how we're going to do this. Going to take you through sort of 10 general sales page principles that not only inform the format I'm going to show you, but also can be applied to any sales page that you create or have created before. Then I'm going to give you a couple things that I call sales page prep work. So, uh, basically before you start creating your sales page, a few things I think it's helpful to gather to make the actual creating of it easier. Then I'm going to take you through the nine elements of the sales page format that I recommend. And then I'm going to talk a little bit about once you have that sales page, how to optimize it, how

Speaker A: to improve it as you go.

Speaker B: A lot of the examples I'm going to share are from two sales pages that I've created recently. One is for my email templates that turn subscribers into buyer's product. The other is for my LinkedIn Experts Playbook product. Both of these are $49 products at the moment. But again, I've used this with higher ticket things. You can use this with consulting services. So just because these examples are sort of lower priced products as opposed to services or higher price things. It's just as effective with higher priced stuff. And I'll touch on that a bit as well. So I think in terms of like when it comes to creating a sales page, one of the obvious questions is like, well, how do I know what should. How should my sales page perform? And the short answer is it depends. There are a million variables with sales pages and conversion rates because it depends on where's the traffic coming from, what's the product, how familiar are people with you and the product, how much do people trust you? There's a million variables, right? But as a general rule of thumb, so I went to sort of chatgpt and was like, what, what is a good conversion rate generally speaking for sales pages? And it said basically, if you're converting less, within less than 1% of the traffic, something's off. If you're converting 1 to 2%, it's doing okay. If you're converting 2 to 4%, it's doing good. Over 5% is strong and over 10% is exceptional. Now I, uh, one thing worth mentioning is I think most people have unrealistic expectations about how well their sales page should convert. There are people that are converting 2% and they feel like their sales page is a disaster, when in reality that's not necessarily that bad. Again, it depends on how warm the traffic is that you're getting to it. There's a lot of variables, but most people I think again have sort of unrealistic expectations of how well a sales page should perform. So that's the sort of general stuff. The two pages that I'm going to highlight and talk to you about today, here's what the the my conversion rates have been. So for the email template sales page, it converted 6.2percent in the first week of release and is at 3.2% overall. That makes sense because in the beginning you're driving a lot of traffic, people that are interested and so that that first week number is always going to be higher or usually will be higher than the overall number. I didn't put this in here, but I also asked ChatGPT what to expect in terms of your, your drop off from week one to overall. And it said basically if you drop around 50%, you're doing pretty good.

Speaker A: Right?

Speaker B: That your overall number should sort of settle around 50% of what your, you know, initial conversion rate is. LinkedIn Playbook converted at 16% in week one, which is massive and 6, 6% overall, which is still pretty good. If you were to total these up, the average conversion rate on the two pages that I'm gonna show you has been 4, 9%. Again, going back to the ChatGPT numbers puts it just about at that 5% strong. So again, it's not just my words saying, hey, this format works pretty well. There's a little bit of proof to show you that, you know, even According to the ChatGPT BT, these numbers are pretty good. Okay, so let's dive into 10 sales page principles. So number one, and I think this is the biggest one, is stop trying to convince people. This seems counterintuitive because as soon as people think sales page, they think their goal is to convince people and persuade people to buy their product. I disagree with that. I think your goal is not to persuade people and convince them that your product is right for them. Your goal is to make sure that they understand your offer. You want to make sure that the right person, the person who your product is for, understands the value of the offer, understands how it can help them, and understands that it's for them. I'm not trying to convince the wrong people to buy.

Speaker A: Right.

Speaker B: If your product is truly valuable and truly aimed at someone, you shouldn't have to do a lot of convincing. And this should be, on the one hand, surprising to you, but on the other hand, it should be a big relief because I know a lot of people feel uncomfortable and they're like, I don't want to seem m salesy and I don't want to blah, blah, blah. What I'm saying is just be like, I just figure out. Your emphasis of your page is to make sure people understand what it is. Right? You want the right people to understand what you offer. And I think one of the reasons most offers aren't clear enough and don't. And most sales pages don't perform well is because they're too busy trying to convince people. And people, potential buyers pick up on that. And they don't like feeling sold to and they don't like it makes them sort of suspicious and. Or confuses them. Right? So when you take a different tone, and you'll see in my pages, hopefully that the tone is very much, you know, here's what this thing is, here's how it helps you, here's who it's for. There's a lot of sort of pressure tactics and not a lot of sort of exaggerations and any of that. Right. And what winds up happening is there's a, uh, there's a sort of calm confidence that comes across that. Which winds up performing much better. The second principle here is that results are greater than benefits, which are greater than features. So you hear a lot of people talk all the time about benefits versus features, talk about the benefits of your product, not just what it is. And one of the most common mistakes is people do wind up just talking about the nuts and bolts of their product and they don't talk enough about the benefits that product can give the buyer. I actually go a step further and think your main focus should be on the results. And I'll explain what this is in a second. A lack of focus on the result your product generates is probably one of the most common mistakes that I see. So I want to give you an example for my email templates product. So the result, the end result that someone gets from buying the product is that they're going to get more buyers from their email list. Just FYI, the product is templates that they can cut and paste and send to their list to to get more buyers from their email list. That's the result. The end game that they want is they want more buyers. If your product's awesome, but in this scenario it doesn't get them more buyers, then it's not awesome. They're going to go, oh, uh, that was. Those were really great templates, but it didn't get me anything. So that result is going to be the main focus of my page. An example of a benefit for that same one is one of the benefits is you don't have to write the emails from scratch. So that is a benefit by getting the templates. I don't have to write it from scratch, but what I really want is I want the buyers. And then the example of the feature is what is the nuts and bolts of the product. You get 15 templates, so hopefully you see that difference and can apply it to your own thing. Really, results is gonna be your main message, benefits gonna be your secondary message. And the feature is third and importance. Unfortunately, a lot of people put the feature first. Here's what's in the product, here's how it works, here's blah, blah, blah. And then maybe they talk about some benefits and sometimes they don't even really talk about the results. So that's a big one. The third principle here is you wanna counter the reasons people say no. This is really the whole goal of your sales page. There are only 10 reasons that someone doesn't buy something and I've listed them over on the right hand side. I'll talk about them briefly here. They don't understand the offer. If they're confused, they're never going to buy. They don't want the promised result, which means they're just not the right person. If someone doesn't want more buyers from their email list, then they're not the right person for my template. They can't afford it. Maybe your product's just too expensive for them. They're the wrong person. They don't think it's worth it. Those are two different things. And I can't afford it means I really can't afford $50 to buy these templates or a thousand dollars to hire you to coach me or whatever. That's different than I could afford it if I wanted to, but I don't think it's worth $50 or I don't think it's worth a thousand dollars. The next one is they don't think it will work for their unique situation. Everyone's a delicate flower. It's very easy for them to look at it and go, yeah, that sounds great, but that's not going to work for me because of X, Y and Z. The sixth reason they don't buy is they think it sounds hard. You want to make your product and service sound relatively simple and easy and not like, oh, that's going to be a lot of work and a lot of time, and I'm not prepared to do that. Number seven, they don't trust what you say. That can be a result of what's

Speaker A: on the sales page.

Speaker B: It can be a result of they have no relationship with you to begin with. Again, the context with which they come into it. It can be, maybe there's no testimonials or anyone else saying it's good. So they just. They just don't trust you. Number eight, they don't know which option to buy. Sometimes people make it overly complicated. They have six different layers or options for their product, and they just kind of get overwhelmed and they go, I don't know if I should buy this one or that one. And then they wind up buying nothing. Number nine, it's a pain in the ass to actually purchase. There's a lot of friction. I need to fill out eight different forms and I need to do this. And to be honest, every purchase has a little bit of friction. Getting your credit card out is a little bit of friction, but you want to try to minimize the friction as much as possible. There's another thing here that I heard once, which is, you know, one of my favorite things to remember that the biggest buying decision is whether or not something is worth a penny. That the difference between do I Want to bother to get my credit card out or not is a bigger friction point than is this worth $10 or $100? Because it's the same amount of effort. So you have to always remember that what you're trying to do first is you have to get them to believe that it's worth the trouble of purchasing, regardless of price and anything else. And then the 10th reason people don't buy is they don't have a reason to buy now. A lot of people see stuff, and I'm sure you've done this as well, where you're like, wow, this looks great and it'd probably be really helpful and I'll do it later. So can you create urgency, by the way, on both of these example products that I'm talking about? For the first 24 hours, I sold it for $29, and then it went to $49. I created urgency in that 24 hours made a big difference. And that's part of why you see those higher conversion rates in week one was a reason for them to buy now. So that's pretty much I've spent a lot of time thinking about this. And those are the I think any reason someone wouldn't buy would probably fall into one of those 10 categories, which means all you have to do to make a sale is counter those 10 objections. And the job of your sales page is to counter. With the exception of ones that disqualify potential buyers. If someone genuinely can't afford your product, you can't counter that you they're the wrong person, right? Or if they don't want the promised result, you're not trying to counter that they're the wrong person. So counter the reasons people say no. Fourth principle excitement sells. If you don't believe in your product, no one will. And people can pick up on that in your writing. This falls back into the don't be trying to convince them, just convey confidence in explaining what the thing is. Insecure sales pages don't sell. And confidence doesn't mean salesy. Confidence just means there's not a sort of underlying feeling of desperation. And I think when you stop trying to convince people, it winds up coming across as much more confident. And one of the things I always say is self promotion isn't selfish, it's selfless. If you have a product you believe in that you believe creates value and truly helps people, it's your responsibility to communicate that to the people who want it. That's not a selfish act. It's selfless. It's hey, I have this thing that can help you do this, it's your responsibility and a generous thing to do to tell people about that and not sort of undersell it. The fifth principle is price doesn't matter. And what I mean by this is not that price obviously does matter, but it doesn't matter whether you include the price on the page or not. You can or you don't have to. So if you have a higher ticket thing, if you have a something that is maybe more coaching or consulting or you're not, you know, it's not just anyone can buy it. You need to talk to them, you need to, they need to apply. Don't feel like you need to include the price on the page, but don't make people jump through hoops to express initial interest. So you'll see people who are like, oh, if you're interested in this thing, fill out this application and it's 25 questions. You don't want to do that, right? You're scaring them off. That's adding friction. What you want to do is you want to say if you're interested, email me or you know, submit something as simple as they possibly can. Then you reach out and say, hey, thanks for your interest. Here's how it works. Fill out this application on the sales page. You don't want to scare people away. You want anyone that has any remote interest to be easy to go, hey, I have interest. So now you're in a one on one conversation. It's fine to have people go through applications. It's fine to have people do that stuff, but don't make them do it before they express interest. And number one, you're not going to know how many people were actually interested because you'll never hear from them. But starting that conversation, getting them to raise their hand is, gets you on the right road. And again, the easier it is to express interest, the more interest you get. Side note on this, by the way, in some cases, even if it's a product that they are going to pay for, you don't have to necessarily put the put the payment on the product. You could have them click and see the payment on the checkout page. I don't necessarily recommend that. I've done it either way, but again, don't feel like you need to have

Speaker A: the price on the page.

Speaker B: The sixth principle is your sales page should not only be making the right people realize it's right for them, should be making the wrong people realize it's wrong for them. If your page does not have anything on it that Deters the wrong person from buying. You're missing something because the more you deter some people, the more you attract other people. So you want to include language that makes clear who your product is not for. And when you do this, it can also turn buying into an identity signal and make it aspirational. Right? This idea that people like us do things like this. So what I mean is you might have something that's like, if you're not the kind of person that's willing to commit an hour a day for a month to do this, don't buy this. And what's interesting is even people who aren't that, they want to be that. So now buying becomes an identity signal, right? They say, I'm that kind of person. And by buying this, I can signify to myself and to others that I'm that kind of person. While there's other people who are going to go, I'm never going to spend an hour a month. And they were the wrong person anyway. So this can be a really powerful thing. And you want to make sure, again, there should be something on your page that's deterring someone for buying. It shouldn't be for everyone. A, uh, sales page isn't a monologue. Don't be the only voice saying that your product is good and saying what it the results that it generates. Social proof. Testimonials, really important. They carry more weight than your words. And the more specific. I'm going to talk more about testimonials a little later, but the more specific they are, the better. Not just, oh, uh, you know, this is a good product, but specificity. And we'll get into that in a second. Keep in mind no one reads a sales page. So optimize for skimmers. Use sub headlines, use bullet points. Can someone who only reads your headline explain the value of the product? I'm going to talk about headlines. I'm going to show you how to do that. But again, sometimes people write these epic sales pages and they also even bury important messaging in them. You got to remember, like, most people aren't going to read all that, so make sure if they're just skimming, they get it. Number nine, be brutally honest. Admit your product isn't the only way to get the result they want. So besides this emphasis on the result, you're then also going to say a version of like, look, I know that you can, uh, I'll use my product as an example. My email templates are not the only way you can get more buyers from your email list. Right? I Know that. And I'm going to admit that in the thing, right, that there's other ways to do this. But I'm going to include reasons to choose your product over other options. And this is really important. You need to understand a lot of sales pages, focus on here's why my product is good and can help you. But you also need to realize that you need to explain why they should choose you over other options. And that reason cannot be. It's better. The reason should be it's quicker, it's easier. I have this unique approach. It's. There's a million ways you can sort of say, here's why to choose me over other things. But that's a big part of people's decision. They're not just choosing whether or not this will help them. They're choosing, will this help me more than other options? And the great thing about this is the more honest you are about the weaknesses, quote, unquote, weaknesses of your product, the more they'll believe your strengths. If you only say this is great because A, B and C and don't acknowledge that there's any way that they could do anything else, they're going to question it a little bit. This also helps with the sort of clarity and the honestness and, you know, makes it all more believable. And then the tenth principle here is stick to three. You don't have to do this, but it's, it's a helpful guideline, I think. Focus your, your sales page messaging on no more than three big results your product enables. By the way, it's fine if you only have one, but no more than three. Don't compete with your own messaging. Sometimes you'll see sales pages where it's like they list a hundred different things that the product does and people just kind of get overwhelmed. Again, you just want to focus. They don't need a million things. Right? If there's three big results or, you know, no more than three, you know, again, it could be one, but if there's one to three big results, that's enough for them to go, hey, if I buy this, this is going to happen again. I'm talking about results, not benefits, not features, but results.

Speaker A: Okay. Did you find that helpful? I hope so. That was the first 20 minutes of a 52 minute video.

Speaker B: In the remaining part, I walk through

Speaker A: step by step, how to use my recommended sales page format.

Speaker B: As a reminder, if you want to

Speaker A: get the full sales page creator video, there are two ways to do that. Go to Josh Spector.com salespage creator to buy it for $49 or go to Josh Spector.com program to join my clients from content membership for as little as $99 where you can get the Sales page creator session as well as 20 more sessions. Um, about things like how to grow your newsletter, how to produce better content, and how to attract more clients. Thanks for your interest. Let me know if you have any questions about any of this. I'll be happy to answer them, and links to buy will be in the show notes as well. Thanks.