Ch 11. Crafting Your Super Simple Sales Page

Want access to the book? go to PlatformGrowthBooks.com

Crafting a Super Simple Sales Page: The Ginsu Knives Model

In this episode, we delve into creating a super simple sales page inspired by the success of the Ginsu knives infomercial. Learn why simplicity, clarity, and engagement are crucial to crafting a compelling sales message. Follow a five-step formula to create an effective sales page in under 60 minutes, including identifying pain points, writing a compelling headline, using the 'Who, What, Why, How' script, highlighting key benefits, and incorporating a clear call to action with a risk reversal strategy. This hands-on exercise will help you connect with your audience and boost conversions.

00:00 Introduction: The Power of Simple Sales Pages
00:03 The Ginsu Knives Example
01:34 Why Simplicity Matters in Sales Pages
02:48 Three Key Elements of a Successful Sales Page
03:32 The Five-Step Formula for Crafting a Sales Page
07:47 Step-by-Step Guide to Creating Your Sales Page
10:38 Key Takeaways and Final Thoughts

Implement the Blogging System that 40x My Online Business! Click here to get the training video

Transcript

0:40

Hello and welcome to the market. Your message show. I'm your host, Jonathan Milligan. And we are going through the third book in the series. Validate your offer. This is an important book because a lot of people will start their business online. And then they're trying to figure out how do I create something that people will want and how do I do it without wasting time? And that's what this third book in my book series is all about. Now as a thank you for being a loyal podcast listener, I am making the audio book available one chapter at a time every single week. And as you're listening to this, we are currently going through that. Validate your offer. Now, if you ever want the audio book or you want the book or the workbook, you can go to platform growth, books.com again, it's platform, growth books.com, and you could order one of those. And of course, listen, as you go through the book or use the workbook to implement what you hear. In each episode. So with that being said, let's jump right in to today's chapter. Chapter 11, Crafting Your Super Simple Sales Page.

Speaker 30: 1:55

It's 1984 and you're channel surfing late at night. Suddenly a charismatic pitchman appears on your screen, brandishing a gleaming set of knives. He then shows their sharpness by slicing through everything from tomatoes to tin cans. He does this while praising the virtues of these miraculous blades. The Ginsu knives infomercial changed how products were sold on TV. At the heart of the sales phenomenon. was a simple but highly effective order form. The Ginsu Knives campaign proved that you don't need a fancy, convoluted sales page to convince people to buy what you're offering. Their plain approach resulted in over 2 million knives sold. It showed the power of a well crafted, no nonsense sales message. That's what we'll focus on in this chapter. We'll make a simple but compelling sales page. It will help you validate your offer and start earning money. You can use it as a writer, coach, teacher, or speaker. You might be selling a low content book, a mini course, a group coaching program, or a virtual workshop. But the principles are the same. You need to cut through the noise, grab your audience's attention, and persuade them to take action. Just like the Ginsu Knives pitch, your sales page should be sharp, efficient, and effective. And impossible to ignore. So let's dive in and learn how to craft a super simple sales page that will have your idle customers eagerly reaching for their wallets.

Speaker 31: 3:23

Crafting your super simple sales page. You've probably seen them before those endless scrolling sales pages. They go on forever and are packed with dense paragraphs, complicated jargon, and more bullet points than a military arsenal. It's like trying to navigate a maze, except instead of a prize at the end, you're left with a headache and a serious case of information overload. Here's the thing, when it comes to sales pages, more isn't always better. In fact, those overly complicated, text heavy monstrosities often do more harm than good. They fail to engage your target audience, and they don't clearly communicate the value of your offer. It's like trying to sell a gourmet meal by listing every ingredient in painful detail. By the time you get to the end, you're done. Your customers have lost their appetite and moved on. Complex sales pages are the equivalent of a boring, long winded lecture. They overwhelm potential customers, making them feel like they're drowning in a sea of information. And what happens when people feel overwhelmed? They tune out, click away, and leave your page faster than you can say, but wait, there's more. High bounce rates and low conversion rates are the inevitable results of a sales page that's too complicated for its own good. So, what's the alternative? To create a successful sales page, you need to focus on three key elements, simplicity, clarity, and engagement. Strip away all the fluff and get to the heart of what your target audience really wants. What are their pain points? What keeps them up at night? And most importantly, how can your offer solve their problems and make their lives better? When you focus on these essential aspects, you'll be able to craft a sales page that truly resonates with your ideal customers. It's all about speaking their language. It's about addressing their needs and offering a clear, compelling solution. Think of it like a well aimed arrow. You avoid scattering your message. Instead, you focus on hitting the bullseye. You aim to convince your audience to take action.

Speaker 32: 5:24

The five step formula to creating a sales page in under 60 minutes. All right, let's break down the five essential steps to crafting your super simple sales page. Step one, identify the pain points. Imagine you're a doctor and a patient comes to you with a set of symptoms. Before you can prescribe the right treatment, you need to understand exactly what's ailing them. The same principle applies to your sales page. Before you start writing, you need to identify your target audience and their specific pain points. What keeps them up at night? What are the challenges they face day in and day out? Once you've clearly defined your target audience and their struggles, you can craft a message that speaks directly to their needs. Remember, the clearer you are about who you're talking to and what they're going through, the more compelling your sales page will be. Step 2. Craft a compelling headline. As the legendary advertiser David Ogilvie once said, On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent 80 cents out of your dollar. In other words, your headline is the most important part of your sales page. It's the first thing people will see. And it's what will determine whether they keep reading or click away. To create a headline that grabs attention and draws people in, focus on your audience's main problem. What's the biggest challenge they're facing? How can your offer help them overcome it? Craft a headline that speaks to your audience's needs. You'll have a much better chance of getting them to stick around and learn. Step 3. Use the Who, What, Why, How script. Once you've got your audience's attention with a great headline, it's time to structure your sales page. Do it in a way that's easy to follow and engaging. One simple but effective method is the Who, What. Why? How? Script. Popularized by marketer Russell Brunson. Here's how it works. Who are you? And why should your audience listen to you? What is your offer? And what will it do for your audience? Why should your audience care about your offer? And what makes it different from other solutions? How can your audience get their hands on your offer? And what do they need to do next? Organize your sales page content around these four key questions. This creates a logical flow. It keeps your audience engaged and moving toward the desired action. Step four, highlight the key benefits. When it comes to selling your offer, features tell, but benefits sell. In other words, don't just list out the specs and details of your product or service. Instead, focus on the tangible outcomes and transformations your audience can expect. How will your offer make their lives better? What specific results can they achieve by working with you? A 2012 study by the Harvard Business Review found that customers are more likely to purchase a product or service when the benefits are clearly communicated and aligned with their needs. So, don't be shy about spelling out exactly what your audience stands to gain. Paint a vivid picture of the success and relief they'll experience when they take you up on your offer. Step 5. Include a clear call to action. Finally, don't leave your audience hanging. Once you've got them excited about your offer, you need to guide them towards the next step. That's where your call to action, CTA, comes in. Think of it like a GPS. A GPS gives clear directions to reach a destination. Your CTA should give clear instructions on what your audience needs to do to get your offer. Make your CTA specific, actionable, and impossible to miss. And remember, if you confuse, you lose. Keep it simple and straightforward, so there's no question about what your audience needs to do next. To sweeten the deal and boost conversions, consider adding a risk reversal strategy. For example, you could add a money back guarantee. This will make it easier for your audience to say yes to your offer, knowing that they have nothing to lose and everything to gain.

Speaker 33: 9:39

Today's exercise, your 60 minute, super simple sales page challenge. All right, let's dive into a practical hands on exercise that will help you craft your own super simple sales page. This is where the rubber meets the road. So get ready to put everything you've learned into action. Objective, create a draft of your super simple sales page using the who, what, why, how script and the strategies outlined in this chapter. Set a timer for 60 minutes. This will help you stay focused and avoid getting bogged down in perfectionism. Open a new document or grab a pen and paper. Whichever you prefer, make sure you have a space dedicated to this exercise. Three, start by clearly defining your target audience. Who are they? What are their pain points and challenges? What keeps them up at night? Take 10 minutes to write out a detailed description of your ideal customer. Next, spend 10 minutes brainstorming headline ideas. Remember, your headline should grab attention and speak directly to your audience's main problem. Don't worry about getting it perfect. The goal is to generate a list of potential options. Five. Now, it's time to fill in the who, what, why, how script. Take 10 minutes for each section. Introduce yourself and establish your credibility. Why should your audience listen to you? What? Clearly explain your offer and what it will do for your audience. Why? Highlight the key benefits and outcomes of your offer. What makes it different from other solutions? How? Provide clear instructions on how your audience can get their hands on your offer. What do they need to do next? Six, once you've completed the script, take 10 minutes to review and refine your work. Look for opportunities to simplify your language, clarify your message, and make your offer more compelling. Seven. Finally, spend the last 10 minutes crafting a clear call to action. Also think of risk reversal ideas. How can you make it easy and low risk for your audience to say yes to your offer? By the end of this 60 minute challenge, you should have a solid draft of your super simple sales page. It may not be perfect, but that's okay. The goal is to get your ideas out of your head and onto the page. You can always refine and polish your work later. Remember crafting a compelling sales page is a skill that takes practice. Don't get discouraged. If your first attempt feels a little clunky or awkward, the more you practice, the easier it will become. And who knows with a little time and effort, you may just find yourself creating sales pages that would make even the Ginsu knives pitchman proud. Key takeaways, simplicity and clarity are key to a successful sales page. Identify your target audience's pain points and craft a compelling headline. Use the who, what, why, how script to structure your content, highlight benefits, include a clear CTA and offer a risk reversal strategy.