{"id":8203,"date":"2021-01-05T21:30:34","date_gmt":"2021-01-05T21:30:34","guid":{"rendered":"http:\/\/blog.growthtools.com\/?p=8203"},"modified":"2021-01-05T23:07:24","modified_gmt":"2021-01-05T23:07:24","slug":"online-course-sales-page-template","status":"publish","type":"post","link":"https:\/\/blog.growthtools.com\/?p=8203","title":{"rendered":"Sell More Courses with This Online Course Sales Page Template and Guide"},"content":{"rendered":"<p>There\u2019s one thing most people get wrong about their sales page\u00a0(that no one else is talking about).<\/p>\n<p>If you read up on sales pages,\u00a0you\u2019ll see stuff about how you need a compelling headline, testimonials, case studies, and a good product description. Those are all fine, and I\u2019ll show you how to do all of that in this post.<\/p>\n<p>But the most important part of a great sales page\u00a0is <strong>building a strong emotional connection with your reader <\/strong><em>before<\/em>\u00a0you try to sell them. There are tons of courses online. Probably more than a few that overlap with yours.<\/p>\n<p>Why should anyone pick your course over the others?<\/p>\n<p>If you all have great testimonials and case studies, what\u2019s going to make a potential buyer choose you over the other guys?<\/p>\n<p>It\u2019s the emotional connection.<\/p>\n<p>And the way to build that is by telling a great story that is vulnerable and transparent while demonstrating your authority on the topic you\u2019re teaching.<\/p>\n<p>An OK sales page\u00a0may interest some people and convert a few diehard readers into customers.<\/p>\n<p>A <strong>great<\/strong>\u00a0sales page\u00a0has your readers saying:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-8189\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" data-src=\"https:\/\/blog.growthtools.com\/wp-content\/uploads\/2021\/01\/take-my-money.gif\" alt=\"A GIF that says &quot;Shut up and take my money&quot;\" width=\"636\" height=\"357\" \/><noscript><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-8189\" src=\"https:\/\/blog.growthtools.com\/wp-content\/uploads\/2021\/01\/take-my-money.gif\" alt=\"A GIF that says &quot;Shut up and take my money&quot;\" width=\"636\" height=\"357\" \/><\/noscript><\/p>\n<p>In this post, I\u2019ll walk through <em>exactly<\/em>\u00a0how to choose and tell the right story to build that emotional connection. Plus, you\u2019ll learn:<\/p>\n<ul>\n<li>Our <strong>full <\/strong><strong>template<\/strong>\u00a0to structure and write your entire sales page.<\/li>\n<li>How to write each section well.<\/li>\n<li>Common mistakes to avoid along the way.<\/li>\n<li>What technology to use when you build your page.<\/li>\n<\/ul>\n<p>This process <em>works<\/em>. I\u2019ve used it to generate hundreds of thousands of dollars in online course\u00a0and coaching sales.<\/p>\n<p>Let\u2019s get started.<\/p>\n<p><em>Note: Want to skyrocket your online course sales in the next 90 days? <\/em><em><a href=\"https:\/\/lp.growthtools.com\/skyrocket?utm_source=gc&amp;source=coursesalespage-blogpost\" target=\"_blank\" rel=\"noopener noreferrer\">Book a complimentary strategy call with our team<\/a><\/em><em>. We\u2019ll look under the hood of your business, identify your best growth opportunities, and show you an action plan to take advantage of them.<\/em><\/p>\n<h2 id=\"h.nsd85ifjj53g\">Anatomy of a Sales Page<\/h2>\n<p>There are two options for deciding how to structure your sales page:<\/p>\n<ol>\n<li>Try to reinvent the wheel.<\/li>\n<li>Stick to a tried-and-true format.<\/li>\n<\/ol>\n<p>I recommend option two, unless you enjoy the sensation of banging your head against a brick wall.<\/p>\n<p>Here is a proven format for high-converting sales pages\u00a0that I recommend to <a href=\"https:\/\/lp.growthtools.com\/skyrocket?utm_source=gc&amp;source=coursesalespage-blogpost\" target=\"_blank\" rel=\"noopener noreferrer\">Growth University<\/a>\u00a0clients:<\/p>\n<ol>\n<li>\u00a0<a href=\"#compelling-headline\">Craft a Compelling Headline.<\/a><\/li>\n<li>\u00a0<a href=\"#tell-a-story\">Tell a Vulnerable, Transparent Story That Connects with the Reader.<\/a><\/li>\n<li>\u00a0<a href=\"#agitate-the-reader\">Agitate the Reader and List Some Common (Failed) Solutions.<\/a><\/li>\n<li>\u00a0<a href=\"#solve-problem\">Paint a Picture of What Life Looks Like Once the Problem Is Solved.<\/a><\/li>\n<li>\u00a0<a href=\"#solution\">Tell Them Why Your Product Is the Solution.<\/a><\/li>\n<li>\u00a0<a href=\"#pricing\">Show the Pricing\u00a0and Ask for the Sale.<\/a><\/li>\n<li>\u00a0<a href=\"#refund-guarantee\">Remove Doubt with Your Refund and Guarantee Policy.<\/a><\/li>\n<li>\u00a0<a href=\"#testimonials\">Display Testimonials.<\/a><\/li>\n<li>\u00a0<a href=\"#answer-concerns\">Answer Common Concerns with a FAQ Section.<\/a><\/li>\n<li>\u00a0<a href=\"#more-testimonials\">Add More Testimonials.<\/a><\/li>\n<li>\u00a0<a href=\"#summarize\">Summarize and Ask for the Sale Again.<\/a><\/li>\n<\/ol>\n<p>There\u2019s a good reason why these steps are in this order. Each step logically flows one after the other, moving the reader along the buying journey.<\/p>\n<p id=\"compelling-headline\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-8190\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" data-src=\"https:\/\/blog.growthtools.com\/wp-content\/uploads\/2021\/01\/pasted-image-0-5.png\" alt=\" Use this online course sales page template to craft a high-converting page: Headline, Story, Agitate, Life with the Solution, Your product is the solution, Testimonials, FAQs, Summarize and CTA\" width=\"706\" height=\"1600\" srcset=\"https:\/\/blog.growthtools.com\/wp-content\/uploads\/2021\/01\/pasted-image-0-5.png 706w, https:\/\/blog.growthtools.com\/wp-content\/uploads\/2021\/01\/pasted-image-0-5-132x300.png 132w, https:\/\/blog.growthtools.com\/wp-content\/uploads\/2021\/01\/pasted-image-0-5-452x1024.png 452w, https:\/\/blog.growthtools.com\/wp-content\/uploads\/2021\/01\/pasted-image-0-5-678x1536.png 678w\" sizes=\"auto, (max-width: 706px) 100vw, 706px\" \/><noscript><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-8190\" src=\"https:\/\/blog.growthtools.com\/wp-content\/uploads\/2021\/01\/pasted-image-0-5.png\" alt=\" Use this online course sales page template to craft a high-converting page: Headline, Story, Agitate, Life with the Solution, Your product is the solution, Testimonials, FAQs, Summarize and CTA\" width=\"706\" height=\"1600\" srcset=\"https:\/\/blog.growthtools.com\/wp-content\/uploads\/2021\/01\/pasted-image-0-5.png 706w, https:\/\/blog.growthtools.com\/wp-content\/uploads\/2021\/01\/pasted-image-0-5-132x300.png 132w, https:\/\/blog.growthtools.com\/wp-content\/uploads\/2021\/01\/pasted-image-0-5-452x1024.png 452w, https:\/\/blog.growthtools.com\/wp-content\/uploads\/2021\/01\/pasted-image-0-5-678x1536.png 678w\" sizes=\"auto, (max-width: 706px) 100vw, 706px\" \/><\/noscript><\/p>\n<h2>Step 1: Craft a Compelling Headline<\/h2>\n<p><strong>Your headline\u2019s only job is to make people read the next line.<\/strong><\/p>\n<p>Let me say that again.<\/p>\n<p><strong>Your headline\u2019s <\/strong><strong>only<\/strong><strong>\u00a0job is to make people read the next line.<\/strong><\/p>\n<p>That means you need to immediately grab the reader\u2019s attention, hook them in, and make them want to read more<strong>.<\/strong><\/p>\n<p>One useful tool to help you generate good headlines is to think about whether you\u2019re selling vitamins or painkillers. <strong>Vitamins<\/strong>\u00a0deliver a result that someone wants. <strong>Painkillers<\/strong>\u00a0help someone avoid something they don\u2019t want.<\/p>\n<p>If you want to write a vitamins headline, then make a specific promise about the result the reader will get from the product.<\/p>\n<p>For example, here\u2019s the headline I wrote for a sales page\u00a0that promises you\u2019ll learn how to get 10,000 email subscribers.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-8199\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" data-src=\"https:\/\/blog.growthtools.com\/wp-content\/uploads\/2021\/01\/pasted-image-0-14.png\" alt=\"Finally... a PROVEN... Step-by-Step System to Build an Email List from Scratch and Turn It Into Reliable Income\" width=\"1319\" height=\"595\" srcset=\"https:\/\/blog.growthtools.com\/wp-content\/uploads\/2021\/01\/pasted-image-0-14.png 1319w, https:\/\/blog.growthtools.com\/wp-content\/uploads\/2021\/01\/pasted-image-0-14-300x135.png 300w, https:\/\/blog.growthtools.com\/wp-content\/uploads\/2021\/01\/pasted-image-0-14-1024x462.png 1024w, https:\/\/blog.growthtools.com\/wp-content\/uploads\/2021\/01\/pasted-image-0-14-768x346.png 768w\" sizes=\"auto, (max-width: 1319px) 100vw, 1319px\" \/><noscript><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-8199\" src=\"https:\/\/blog.growthtools.com\/wp-content\/uploads\/2021\/01\/pasted-image-0-14.png\" alt=\"Finally... a PROVEN... Step-by-Step System to Build an Email List from Scratch and Turn It Into Reliable Income\" width=\"1319\" height=\"595\" srcset=\"https:\/\/blog.growthtools.com\/wp-content\/uploads\/2021\/01\/pasted-image-0-14.png 1319w, https:\/\/blog.growthtools.com\/wp-content\/uploads\/2021\/01\/pasted-image-0-14-300x135.png 300w, https:\/\/blog.growthtools.com\/wp-content\/uploads\/2021\/01\/pasted-image-0-14-1024x462.png 1024w, https:\/\/blog.growthtools.com\/wp-content\/uploads\/2021\/01\/pasted-image-0-14-768x346.png 768w\" sizes=\"auto, (max-width: 1319px) 100vw, 1319px\" \/><\/noscript><\/p>\n<p>Why does this headline work? If you want to build an email list, you\u2019re not just doing it for the fans. You want to turn that audience into <em>reliable<\/em>\u00a0monthly income. But doing that is hard. So if I promise to show you an easy-to-follow, step-by-step system to do that, I have your attention.<\/p>\n<p>A good framework you can use for an outcome-based headline is:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-8187\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" data-src=\"https:\/\/blog.growthtools.com\/wp-content\/uploads\/2021\/01\/pasted-image-0-3.png\" alt=\"[Get outcome] in just [time period]... even if\/without [common objection].\" width=\"1600\" height=\"484\" srcset=\"https:\/\/blog.growthtools.com\/wp-content\/uploads\/2021\/01\/pasted-image-0-3.png 1600w, https:\/\/blog.growthtools.com\/wp-content\/uploads\/2021\/01\/pasted-image-0-3-300x91.png 300w, https:\/\/blog.growthtools.com\/wp-content\/uploads\/2021\/01\/pasted-image-0-3-1024x310.png 1024w, https:\/\/blog.growthtools.com\/wp-content\/uploads\/2021\/01\/pasted-image-0-3-768x232.png 768w, https:\/\/blog.growthtools.com\/wp-content\/uploads\/2021\/01\/pasted-image-0-3-1536x465.png 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\" \/><noscript><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-8187\" src=\"https:\/\/blog.growthtools.com\/wp-content\/uploads\/2021\/01\/pasted-image-0-3.png\" alt=\"[Get outcome] in just [time period]... even if\/without [common objection].\" width=\"1600\" height=\"484\" srcset=\"https:\/\/blog.growthtools.com\/wp-content\/uploads\/2021\/01\/pasted-image-0-3.png 1600w, https:\/\/blog.growthtools.com\/wp-content\/uploads\/2021\/01\/pasted-image-0-3-300x91.png 300w, https:\/\/blog.growthtools.com\/wp-content\/uploads\/2021\/01\/pasted-image-0-3-1024x310.png 1024w, https:\/\/blog.growthtools.com\/wp-content\/uploads\/2021\/01\/pasted-image-0-3-768x232.png 768w, https:\/\/blog.growthtools.com\/wp-content\/uploads\/2021\/01\/pasted-image-0-3-1536x465.png 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\" \/><\/noscript><\/p>\n<p>Here are some examples:<\/p>\n<ul>\n<li>Learn Spanish in just 30 days&#8230; even if you hated it in school.<\/li>\n<li>Cook a great Thanksgiving dinner this year&#8230; even if you\u2019ve never cooked before.<\/li>\n<li>Become a master copywriter&#8230; without spending thousands in school.<\/li>\n<\/ul>\n<p>In contrast, a painkillers headline ties the product to a burning pain point\u00a0the reader has. This could be anything from losing money, to wasting time, to avoiding risk, or to avoiding common mistakes.<\/p>\n<p>Examples:<\/p>\n<ul>\n<li>Are you making these 7 common weight loss mistakes?<\/li>\n<li>Is your home at risk from uninsured flood damage?<\/li>\n<li>3 ways your online business\u00a0is at risk from compliance infractions (and how to avoid them).<\/li>\n<\/ul>\n<p>You can test different types of headlines with segments of your email list\u00a0to see what gets the most engagement.<\/p>\n<p id=\"tell-a-story\">[su_note note_color=&#8221;#FFFF88&#8243; text_color=&#8221;#191F61&#8243;] <strong>Action Step #1: <\/strong>Draft 20 headlines. Come back to them a day or two later, and optimize the best three. Pick your favorite and run with it or test them separately. [\/su_note]<\/p>\n<h2>Step 2: Tell a Vulnerable, Transparent Story That Connects with the Reader<\/h2>\n<p><strong>This is far and away the most important piece, and it\u2019s the one that most people miss or skip over. <\/strong><\/p>\n<p>It\u2019s also probably the hardest.<\/p>\n<p>Your story is where you really persuade your reader, not with logic, but with <strong>emotion. <\/strong>Because if we\u2019re honest with ourselves, we make a lot of decisions emotionally first, and then justify it later to ourselves with logic and reason. (I hope it\u2019s not just me.)<\/p>\n<p>That\u2019s exactly how you want your readers to react to your sales copy. You want to first build an emotional connection, so that later, you can give your reader some logical, rational reasons to justify their purchase.<\/p>\n<p><strong>To build that connection, you need to tell a story. <\/strong>But you can\u2019t tell just any story. That story has to be a vulnerable, transparent story about yourself that shows how your life was transformed by the knowledge and advice that you\u2019re selling to the reader.<\/p>\n<p>If you do this right, you\u2019ll build an emotional connection while also establishing yourself as an authority on your given topic.<\/p>\n<p>Here\u2019s an example from my life. My wife and I have been married 12 years, but 2019 was the hardest year of our marriage. In January 2020, we went out for dinner to a nice restaurant, and had a huge fight right in front of everyone. Frankly, it was kind of embarrassing, and at that point, we decided to get some help.<\/p>\n<p>We looked around for a marriage counselor and found <a href=\"http:\/\/www.drglennhill.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Glenn<\/a>. He gave us a set of skills that we can use to better communicate, process our emotions, and deal with any relationship issue in our lives. And as a result, we&#8217;re having our best year of marriage ever.<\/p>\n<p>Most marriage counselors keep their personal lives out of their counseling sessions. Not Glenn.<\/p>\n<p>Glenn openly says things like, \u201cYeah, my marriage was a trainwreck, and the first couple years were really hard, until my wife and I tried doing [this].\u201d<\/p>\n<p><strong>That\u2019s what made us trust him.<\/strong>\u00a0We know he\u2019s teaching from his own experience. He\u2019s willing to be open and honest about what he\u2019s tried, what works for him and his wife, and what doesn\u2019t. We know he\u2019s taking his own advice \u2014 which is crucial when the product you\u2019re selling is your own expertise or process.<\/p>\n<p>If you\u2019re selling an online course, you\u2019re just like Glenn. You have the hard-won knowledge and expertise to change people\u2019s lives. To do that, you need to make sure you\u2019re doing a great job on your sales and marketing, so that you can reach the most people and have the biggest impact.<\/p>\n<p>So how do you find a story to use for your sales page? Answer these three questions:<\/p>\n<ol>\n<li>What is the life\/emotional impact\u00a0your reader would want to have from solving the problem your course tackles?<\/li>\n<li>What is a time that <strong>you<\/strong>\u00a0experienced that impact personally?<\/li>\n<li>What is a transparent and emotional story you could tell that would show that moment?<\/li>\n<\/ol>\n<p>What you should be looking for is a moment of true transformation.\u00a0And not anyone else\u2019s transformation: <strong>It has to be your story<\/strong>.<\/p>\n<p>Write your answers to the three questions above. Using your answers, draft the story section. Use your personal experience to illustrate some part of the transformation your target audience\u00a0wants to have.<\/p>\n<h4 id=\"h.44019989955b\">Transition to the Problem You Solve<\/h4>\n<p>It\u2019s OK if you don\u2019t have a life-altering moment to share. Not everyone has a story like Glenn does. As long as your story is genuine, related to the change your audience wants, and relevant to what you\u2019re selling, it will work.<\/p>\n<p>Here\u2019s another example from the Get 10k Subs course. First, I talked about a time I failed. I tried to launch a product without building my audience first.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-8195\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" data-src=\"https:\/\/blog.growthtools.com\/wp-content\/uploads\/2021\/01\/pasted-image-0-10.png\" alt=\"A screenshot from the &quot;Get 10k Subs&quot; course\" width=\"641\" height=\"512\" srcset=\"https:\/\/blog.growthtools.com\/wp-content\/uploads\/2021\/01\/pasted-image-0-10.png 641w, https:\/\/blog.growthtools.com\/wp-content\/uploads\/2021\/01\/pasted-image-0-10-300x240.png 300w\" sizes=\"auto, (max-width: 641px) 100vw, 641px\" \/><noscript><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-8195\" src=\"https:\/\/blog.growthtools.com\/wp-content\/uploads\/2021\/01\/pasted-image-0-10.png\" alt=\"A screenshot from the &quot;Get 10k Subs&quot; course\" width=\"641\" height=\"512\" srcset=\"https:\/\/blog.growthtools.com\/wp-content\/uploads\/2021\/01\/pasted-image-0-10.png 641w, https:\/\/blog.growthtools.com\/wp-content\/uploads\/2021\/01\/pasted-image-0-10-300x240.png 300w\" sizes=\"auto, (max-width: 641px) 100vw, 641px\" \/><\/noscript><\/p>\n<p>Next, I contrasted that failure with the success that followed building an email list.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-8197\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" data-src=\"https:\/\/blog.growthtools.com\/wp-content\/uploads\/2021\/01\/pasted-image-0-12.png\" alt=\"A screenshot from the &quot;Get 10k Subs&quot; course\" width=\"694\" height=\"534\" srcset=\"https:\/\/blog.growthtools.com\/wp-content\/uploads\/2021\/01\/pasted-image-0-12.png 694w, https:\/\/blog.growthtools.com\/wp-content\/uploads\/2021\/01\/pasted-image-0-12-300x231.png 300w\" sizes=\"auto, (max-width: 694px) 100vw, 694px\" \/><noscript><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-8197\" src=\"https:\/\/blog.growthtools.com\/wp-content\/uploads\/2021\/01\/pasted-image-0-12.png\" alt=\"A screenshot from the &quot;Get 10k Subs&quot; course\" width=\"694\" height=\"534\" srcset=\"https:\/\/blog.growthtools.com\/wp-content\/uploads\/2021\/01\/pasted-image-0-12.png 694w, https:\/\/blog.growthtools.com\/wp-content\/uploads\/2021\/01\/pasted-image-0-12-300x231.png 300w\" sizes=\"auto, (max-width: 694px) 100vw, 694px\" \/><\/noscript><\/p>\n<p>This story wasn\u2019t long and complicated. In retrospect, I could have dug in more to the pain of losing money on my product. But it still worked, because\u2026<\/p>\n<ol>\n<li>It showed that I felt the same pain my audience felt.<\/li>\n<li>It was a first glance at how email lists could solve that pain.<\/li>\n<\/ol>\n<p>[su_note note_color=&#8221;#FFFF88&#8243; text_color=&#8221;#191F61&#8243;]<strong>Action Step #2:<\/strong><\/p>\n<ol>\n<li>Write a story about your own experience that is genuine, vulnerable, and relevant.<\/li>\n<li>Write a short transition to connect your story with the problem your product solves. [\/su_note]<\/li>\n<\/ol>\n<p id=\"agitate-the-reader\">Honestly, this is the hardest part of writing a sales page. There\u2019s no gimmicky shortcut. You have to put in the work. But once you\u2019ve done that, the rest of the page gets a whole lot easier.<\/p>\n<h2>Step 3: Agitate the Reader and List Some Common (Failed) Solutions<\/h2>\n<p>Once you\u2019ve told a story that helps your reader trust you and want to listen to you, it\u2019s time to pour a little salt in the wound. Not a lot \u2014 just a little to get them nodding along.<\/p>\n<p>First, paint a picture of what life would be like for your reader if they don\u2019t solve the problem they have.<\/p>\n<ul>\n<li>What is the reader\u2019s life like if this never gets fixed?<\/li>\n<li>What does failure look like?<\/li>\n<li>What does their business, their life, their emotional state look like?<\/li>\n<\/ul>\n<p>If you\u2019re a marriage counselor, then failing to address the problem you could solve might lead your reader to divorce, rarely seeing their kids, huge legal fees&#8230; the works. It\u2019ll lead to a life of struggle and emotional turmoil. This is a problem they really have to solve, now.<\/p>\n<p>Thankfully, Glenn never did this to me and my wife; otherwise, he could have doubled his rates. I\u2019d pay anything to avoid the hurt and turmoil that comes with divorce.<\/p>\n<p>Second, you want to list out a few of the common things your reader might have (unsuccessfully) tried. For example, if you\u2019re selling a fat loss course, I bet a lot of your readers have tried low-fat diets or jogging to try and lose some weight. But for whatever reason, those tactics haven\u2019t worked.<\/p>\n<p>That\u2019s pretty common. A lot of people sabotage themselves by trying things that feel like they should work but don\u2019t. Or they try to follow generic advice that\u2019s not appropriate for their situation. Your goal here is to point out those issues, which does a couple of things:<\/p>\n<ol>\n<li>It makes your readers feel like you understand them and their point of view.<\/li>\n<li>It sets us up nicely to talk about <em>why<\/em>\u00a0your solution is different.<\/li>\n<\/ol>\n<p>Here\u2019s an example of a common mistake in list building I talked about in my sales page:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-8194\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" data-src=\"https:\/\/blog.growthtools.com\/wp-content\/uploads\/2021\/01\/pasted-image-0-9.png\" alt=\"A screenshot from the &quot;Get 10k Subs&quot; course\" width=\"553\" height=\"710\" srcset=\"https:\/\/blog.growthtools.com\/wp-content\/uploads\/2021\/01\/pasted-image-0-9.png 553w, https:\/\/blog.growthtools.com\/wp-content\/uploads\/2021\/01\/pasted-image-0-9-234x300.png 234w\" sizes=\"auto, (max-width: 553px) 100vw, 553px\" \/><noscript><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-8194\" src=\"https:\/\/blog.growthtools.com\/wp-content\/uploads\/2021\/01\/pasted-image-0-9.png\" alt=\"A screenshot from the &quot;Get 10k Subs&quot; course\" width=\"553\" height=\"710\" srcset=\"https:\/\/blog.growthtools.com\/wp-content\/uploads\/2021\/01\/pasted-image-0-9.png 553w, https:\/\/blog.growthtools.com\/wp-content\/uploads\/2021\/01\/pasted-image-0-9-234x300.png 234w\" sizes=\"auto, (max-width: 553px) 100vw, 553px\" \/><\/noscript><\/p>\n<p id=\"solve-problem\">[su_note note_color=&#8221;#FFFF88&#8243; text_color=&#8221;#191F61&#8243;]<strong> Action Step #3: <\/strong>Draft a bullet-point list of problems your target customer would have if they don\u2019t solve the problem you solve in your course. Pick the best (i.e., most pressing or highest-consequence) pain points and write two to three paragraphs about them. Make sure there is a smooth transition between this section and the story. [\/su_note]<\/p>\n<h2>Step 4: Paint\u00a0a Picture of What Life Looks Like Once the Problem Is Solved<\/h2>\n<p>At this point, offer some value to the reader with what I call\u00a0a <strong>magic moment exercise<\/strong>. A magic moment is a small, five-minute exercise that provides your reader with a little \u201caha\u201d moment and gives them a small, tangible step toward solving their problem.<\/p>\n<p>One example we\u2019ve used in the past is our advice for building an email list. When you\u2019re getting started with an email list, it can be overwhelming to know what to do to grow it. But one simple tactic is to just text the last three people you spoke to and ask to add them to your list. Boom \u2014 five minutes later, you\u2019ll have one to two new email subscribers.<\/p>\n<p>Will it work forever? No. Does it start to build momentum? Absolutely.<\/p>\n<p>If you\u2019re a marriage counselor, you might recommend that I text my wife to say how grateful I am for one thing she\u2019s done in the last couple days. That\u2019s great, because I can do that immediately. My action doesn\u2019t depend on anyone besides me. So right away, I\u2019m feeling better about that problem, and I have Glenn to thank.<\/p>\n<p>Compare that with another piece of marriage advice, which is to have me listen to my partner talk about their issues without judgment and without offering solutions \u2014 just letting them speak and feel like they\u2019re being heard.<\/p>\n<p>That\u2019s useful advice. It does work, but it doesn\u2019t depend entirely on me. I have to wait for my spouse to come home, get frustrated, and need me to listen. That\u2019s not a great magic moment for a sales page\u00a0because there\u2019s a delay to the \u201caha\u201d moment.<\/p>\n<p>In contrast, you can text your partner immediately, feel good about yourself, and keep reading the sales page\u00a0all in one go. That\u2019s why the text exercise is a great magic moment.<\/p>\n<p>At this point in the page, you can mention that if they liked that magic moment, then your full course contains a bunch of other tools just like that. That one exercise is just a tiny taste of the bigger course they\u2019ll get.<\/p>\n<p>Once your reader\u2019s have that momentum going, you can transition to painting a picture of what life will be like when this problem is solved. You\u2019ll use the same thought exercises here as you did in the agitate section:<\/p>\n<ul>\n<li>What is the reader\u2019s life like once this problem is fixed?<\/li>\n<li>What does success look like?<\/li>\n<li>What does their business, their life, their emotional state look like?<\/li>\n<\/ul>\n<p id=\"solution\">[su_note note_color=&#8221;#FFFF88&#8243; text_color=&#8221;#191F61&#8243;] <strong>Action Step #4: <\/strong>Write down the answers to those questions, then refine them for your sales page. Pick a magic moment and write instructions for the reader on how to do it immediately. [\/su_note]<\/p>\n<h2>Step 5: Tell Them Why Your Product <em>Is<\/em>\u00a0the Solution<\/h2>\n<p>Next,\u00a0transition into why your product is the solution to the problem. A simple sentence will do the trick, something like, \u201cThat\u2019s why I created [product], so that you can avoid those [common mistakes from Step 4], get more tactics like the exercise I just gave you, and ultimately solve your problem and live the life you want.\u201d<\/p>\n<p>Use your core value proposition\u00a0here.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-8192\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" data-src=\"https:\/\/blog.growthtools.com\/wp-content\/uploads\/2021\/01\/pasted-image-0-7.png\" alt=\"Introducing 10,000 Subscribers\" width=\"905\" height=\"744\" srcset=\"https:\/\/blog.growthtools.com\/wp-content\/uploads\/2021\/01\/pasted-image-0-7.png 905w, https:\/\/blog.growthtools.com\/wp-content\/uploads\/2021\/01\/pasted-image-0-7-300x247.png 300w, https:\/\/blog.growthtools.com\/wp-content\/uploads\/2021\/01\/pasted-image-0-7-768x631.png 768w\" sizes=\"auto, (max-width: 905px) 100vw, 905px\" \/><noscript><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-8192\" src=\"https:\/\/blog.growthtools.com\/wp-content\/uploads\/2021\/01\/pasted-image-0-7.png\" alt=\"Introducing 10,000 Subscribers\" width=\"905\" height=\"744\" srcset=\"https:\/\/blog.growthtools.com\/wp-content\/uploads\/2021\/01\/pasted-image-0-7.png 905w, https:\/\/blog.growthtools.com\/wp-content\/uploads\/2021\/01\/pasted-image-0-7-300x247.png 300w, https:\/\/blog.growthtools.com\/wp-content\/uploads\/2021\/01\/pasted-image-0-7-768x631.png 768w\" sizes=\"auto, (max-width: 905px) 100vw, 905px\" \/><\/noscript><\/p>\n<p>Next, close the loop on the magic moment from the previous section. Again, this can be simple \u2014\u00a0just a couple sentences like, \u201cAnd if you liked the results you got from [exercise] above, you\u2019ll love this course, because we have 20 more tools you can use just like that.\u201d<\/p>\n<p>Then you can go into more detail on exactly what\u2019s in your course material. This is where we\u2019ll start to provide the rational, logical arguments, to justify the purchase decision that the reader\u2019s already emotionally on board with.<\/p>\n<p>A simple way to do this is to list out the three key items that someone would want to learn on your particular topic, with a short paragraph under each one.<\/p>\n<p>For example, here are the topics I used for the Get 10,000 Subscribers\u00a0sales page:<\/p>\n<ol>\n<li>How do I get my first 10,000 subscribers?<\/li>\n<li>What technology should I use to build my list?<\/li>\n<li>How do I make money from my list?<\/li>\n<\/ol>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-8185\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" data-src=\"https:\/\/blog.growthtools.com\/wp-content\/uploads\/2021\/01\/pasted-image-0-1.png\" alt=\"&quot;What will you learn in the course? This course covers three primary topics&quot; (listed).\" width=\"715\" height=\"740\" srcset=\"https:\/\/blog.growthtools.com\/wp-content\/uploads\/2021\/01\/pasted-image-0-1.png 715w, https:\/\/blog.growthtools.com\/wp-content\/uploads\/2021\/01\/pasted-image-0-1-290x300.png 290w\" sizes=\"auto, (max-width: 715px) 100vw, 715px\" \/><noscript><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-8185\" src=\"https:\/\/blog.growthtools.com\/wp-content\/uploads\/2021\/01\/pasted-image-0-1.png\" alt=\"&quot;What will you learn in the course? This course covers three primary topics&quot; (listed).\" width=\"715\" height=\"740\" srcset=\"https:\/\/blog.growthtools.com\/wp-content\/uploads\/2021\/01\/pasted-image-0-1.png 715w, https:\/\/blog.growthtools.com\/wp-content\/uploads\/2021\/01\/pasted-image-0-1-290x300.png 290w\" sizes=\"auto, (max-width: 715px) 100vw, 715px\" \/><\/noscript><\/p>\n<p>Next, list out the modules and what they\u2019ll learn. Under each module, list out 10-20 bullet points\u00a0of what <em>specifically<\/em>\u00a0people will learn in each section of your course.<\/p>\n<p>You can into the nitty-gritty details since you\u2019re trying to demonstrate how much value someone will get from your course. Remember, this is the part where we make the rational arguments that let people justify the purchase.<\/p>\n<p>Here\u2019s another 10k Subs example:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-8196\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" data-src=\"https:\/\/blog.growthtools.com\/wp-content\/uploads\/2021\/01\/pasted-image-0-11.png\" alt=\"Module 3: From 100 to 1,000 Subscribers (with a bullet point breakdown of what you can expect to learn).\" width=\"660\" height=\"568\" srcset=\"https:\/\/blog.growthtools.com\/wp-content\/uploads\/2021\/01\/pasted-image-0-11.png 660w, https:\/\/blog.growthtools.com\/wp-content\/uploads\/2021\/01\/pasted-image-0-11-300x258.png 300w\" sizes=\"auto, (max-width: 660px) 100vw, 660px\" \/><noscript><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-8196\" src=\"https:\/\/blog.growthtools.com\/wp-content\/uploads\/2021\/01\/pasted-image-0-11.png\" alt=\"Module 3: From 100 to 1,000 Subscribers (with a bullet point breakdown of what you can expect to learn).\" width=\"660\" height=\"568\" srcset=\"https:\/\/blog.growthtools.com\/wp-content\/uploads\/2021\/01\/pasted-image-0-11.png 660w, https:\/\/blog.growthtools.com\/wp-content\/uploads\/2021\/01\/pasted-image-0-11-300x258.png 300w\" sizes=\"auto, (max-width: 660px) 100vw, 660px\" \/><\/noscript><\/p>\n<p id=\"pricing\">[su_note note_color=&#8221;#FFFF88&#8243; text_color=&#8221;#191F61&#8243;] <strong>Action Step #5:<\/strong>\u00a0Write one to two paragraphs on the three main topics of your course. These should be the biggest problems you solve, or burning questions you answer for your audience. Then, write 10 bullet points\u00a0to describe <em>each<\/em> module of your course. If you\u2019re offering bonus materials (see the pricing instructions below for more info), describe those here, too. [\/su_note]<\/p>\n<h2>Step 6: Show the Pricing\u00a0and Ask for the Sale<\/h2>\n<p>It\u2019s the part we\u2019ve all been waiting for \u2014 or if you\u2019re me, the part I skip down the page to before I go back and read the rest of the copy: <strong>pricing<\/strong><strong>.<\/strong><\/p>\n<p>I highly recommend checking out a couple of resources we have on this already:<\/p>\n<ul>\n<li><a href=\"https:\/\/blog.growthtools.com\/blog\/pricing-online-courses\/\" target=\"_blank\" rel=\"noopener noreferrer\">A Simple Pricing Strategy for Online Courses.<\/a><\/li>\n<li><a href=\"https:\/\/blog.growthtools.com\/blog\/tiered-pricing\/\" target=\"_blank\" rel=\"noopener noreferrer\">How We Used Tiered Pricing to Quickly Increase Revenue by 25%.<\/a><\/li>\n<\/ul>\n<p>The key takeaway is this: <strong>Don\u2019t just have <\/strong><strong>one<\/strong><strong>\u00a0price; have <\/strong><strong>three<\/strong>.<\/p>\n<p>I recommend these pricing\u00a0tiers:<\/p>\n<ul>\n<li><strong>Lowest price: <\/strong>customer gets the core, baseline modules.<\/li>\n<li><strong>Middle price:<\/strong>\u00a0core modules, plus a few bonuses.<\/li>\n<li><strong>Highest price:<\/strong>\u00a0core modules, a few bonuses, plus case studies, an online community, some additional modules, a one-on-one coaching session, or whatever else you want to do.<\/li>\n<\/ul>\n<p>The simplest reason for this is because it makes you the most money. I don\u2019t know about you, but I like money, and if I can get more of it for the same amount of work, I will. In fact, <a href=\"https:\/\/blog.growthtools.com\/blog\/pricing-online-courses\/\" target=\"_blank\" rel=\"noopener noreferrer\">in this post<\/a>,\u00a0we talk about how a three-tier pricing\u00a0strategy netted us $100k more, <strong>without changing our course at all.<\/strong><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-8200\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" data-src=\"https:\/\/blog.growthtools.com\/wp-content\/uploads\/2021\/01\/pasted-image-0-15.png\" alt=\"A 3-tiered pricing structure works best, as shown here.\" width=\"640\" height=\"605\" srcset=\"https:\/\/blog.growthtools.com\/wp-content\/uploads\/2021\/01\/pasted-image-0-15.png 640w, https:\/\/blog.growthtools.com\/wp-content\/uploads\/2021\/01\/pasted-image-0-15-300x284.png 300w\" sizes=\"auto, (max-width: 640px) 100vw, 640px\" \/><noscript><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-8200\" src=\"https:\/\/blog.growthtools.com\/wp-content\/uploads\/2021\/01\/pasted-image-0-15.png\" alt=\"A 3-tiered pricing structure works best, as shown here.\" width=\"640\" height=\"605\" srcset=\"https:\/\/blog.growthtools.com\/wp-content\/uploads\/2021\/01\/pasted-image-0-15.png 640w, https:\/\/blog.growthtools.com\/wp-content\/uploads\/2021\/01\/pasted-image-0-15-300x284.png 300w\" sizes=\"auto, (max-width: 640px) 100vw, 640px\" \/><\/noscript><\/p>\n<p>Structuring our pricing\u00a0in three tiers, shown above, netted us $100k more than a two-tier pricing\u00a0system.<\/p>\n<p>The reason is because some people are always more price-sensitive than others. Some people want to sit in the front row at a Lakers game (or at least, they will once that\u2019s allowed again) and are happy to pay the price. Some people want to get to the game for the lowest possible price. By offering different products at different prices \u2014 just like every sports arena and concert venue in the world \u2014 you let people buy at the price they\u2019re comfortable with.<\/p>\n<p>Offering those tiered prices means you have a product for someone who wants your expertise on a budget, as well as a product for your most ardent fans who want everything they can possibly get. That means you generate the most revenue you can and leave your customers happier, too.<\/p>\n<p id=\"refund-guarantee\">[su_note note_color=&#8221;#FFFF88&#8243; text_color=&#8221;#191F61&#8243;]<strong> Action Step #6:<\/strong>\u00a0<a href=\"https:\/\/blog.growthtools.com\/blog\/pricing-online-courses\" target=\"_blank\" rel=\"noopener noreferrer\">Go read our step-by-step guide on how to set your course pricing<\/a>, then design three pricing packages for your course. Don\u2019t forget to put a \u201cBuy\u201d button below the options. [\/su_note]<\/p>\n<h2>Step 7: Remove Doubt with Your Money-Back\u00a0Guarantee\u00a0Policy<\/h2>\n<p>A refund policy removes pressure from the buyer because they know that if they buy, and it turns out your product\u2019s not right for them, they won\u2019t lose out.<\/p>\n<p>There are three good options to choose from when it comes to your refund policy:<\/p>\n<p><strong>No-Questions-Asked, 30-day Guarantee<\/strong><\/p>\n<p>This is the simplest option. If anyone asks for a refund in the first 30 days, for any reason, just give it to them. As long as your refund rate stays under 10%, you\u2019re probably fine. Higher than a 10% refund rate shows that for some reason, your product isn\u2019t working for people. It might be that it\u2019s hard to navigate, it might be that it doesn\u2019t work, or it might be that it doesn\u2019t meet their expectations. Talk to some of the customers that refunded to figure out why they didn\u2019t like it, and then make sure you address those issues.<\/p>\n<p><strong>90-Day or Lifetime Refund Policy<\/strong><\/p>\n<p>Next, you can do a longer refund period, such as 90 days or even lifetime. These work well because it feels to the customer like there\u2019s less urgency: They don\u2019t need to rush to get their refund within 30 days. It leads to lower refunds because some people will just forget to request a refund, which works well for you (but ideally, we want to optimize for customer success rather than the lowest refund rate).<\/p>\n<p><strong>Mandatory Refund Policy<\/strong><\/p>\n<p>At Growth Tools, we like a <strong>mandatory refund policy. <\/strong>If you offer a mandatory refund, give your customers a small task or outcome you want them to achieve within the first seven days of the course. If they don\u2019t get the outcome they wanted within seven days, require them to ask for a refund. They have to give it their honest, best effort \u2014 but if they do and don\u2019t get the outcome they wanted, give them their money back.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-8198\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" data-src=\"https:\/\/blog.growthtools.com\/wp-content\/uploads\/2021\/01\/pasted-image-0-13.png\" alt=\"7-Day MANDATORY Refund Policy\" width=\"662\" height=\"232\" srcset=\"https:\/\/blog.growthtools.com\/wp-content\/uploads\/2021\/01\/pasted-image-0-13.png 662w, https:\/\/blog.growthtools.com\/wp-content\/uploads\/2021\/01\/pasted-image-0-13-300x105.png 300w\" sizes=\"auto, (max-width: 662px) 100vw, 662px\" \/><noscript><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-8198\" src=\"https:\/\/blog.growthtools.com\/wp-content\/uploads\/2021\/01\/pasted-image-0-13.png\" alt=\"7-Day MANDATORY Refund Policy\" width=\"662\" height=\"232\" srcset=\"https:\/\/blog.growthtools.com\/wp-content\/uploads\/2021\/01\/pasted-image-0-13.png 662w, https:\/\/blog.growthtools.com\/wp-content\/uploads\/2021\/01\/pasted-image-0-13-300x105.png 300w\" sizes=\"auto, (max-width: 662px) 100vw, 662px\" \/><\/noscript><\/p>\n<p>This means you\u2019re only working with customers who are willing to put in the work to see results. It also means that if you\u2019re getting too many refunds, it\u2019s clear your product isn\u2019t as good as you thought, so you know <em>where <\/em>and <em>how<\/em>\u00a0to improve it.<\/p>\n<p>I don\u2019t recommend this for course creators\u00a0who are just starting out. But once you\u2019re confident in your product and positioning, it can be really powerful. Most course creators\u00a0will do best with the 90-day refund policy.<\/p>\n<p id=\"testimonials\">[su_note note_color=&#8221;#FFFF88&#8243; text_color=&#8221;#191F61&#8243;]<strong> Action Step #7:<\/strong> Decide which guarantee policy you\u2019ll offer. Add it to your sales page draft. [\/su_note]<\/p>\n<h2>Step 8: Display Testimonials<\/h2>\n<p>Honestly, there\u2019s not much to say for this part other than to say that social proof\u00a0is great and you should get some.<\/p>\n<p>\u201cBut Bryan,\u201d you\u2019re asking, \u201cshould they be videos? Screenshots\u00a0of emails? Just text boxes with a name and a photo?\u201d<\/p>\n<p>It doesn\u2019t matter. Just get them and put the best ones in your sales page. The best testimonials:<\/p>\n<ul>\n<li>Demonstrate a concrete result or outcome the person got from your course.<\/li>\n<li>Are relatable, in terms of either the person or the situation they found themselves in.<\/li>\n<li>Have a name and a photo of the person to build an element of trust.<\/li>\n<\/ul>\n<p>If you can hit all three, that\u2019s a great testimonial. We pull our coaching testimonials from self-reported <a href=\"https:\/\/university.growthtools.com\/weekly-wins\/2020-12-6\" target=\"_blank\" rel=\"noopener noreferrer\">client wins<\/a>, so they look like this:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-8186\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" data-src=\"https:\/\/blog.growthtools.com\/wp-content\/uploads\/2021\/01\/pasted-image-0-2.png\" alt=\"&quot;I hit my goal for the last 12 months of sales - $265k for the financial year!&quot; - Michelle Morrow\" width=\"1600\" height=\"350\" srcset=\"https:\/\/blog.growthtools.com\/wp-content\/uploads\/2021\/01\/pasted-image-0-2.png 1600w, https:\/\/blog.growthtools.com\/wp-content\/uploads\/2021\/01\/pasted-image-0-2-300x66.png 300w, https:\/\/blog.growthtools.com\/wp-content\/uploads\/2021\/01\/pasted-image-0-2-1024x224.png 1024w, https:\/\/blog.growthtools.com\/wp-content\/uploads\/2021\/01\/pasted-image-0-2-768x168.png 768w, https:\/\/blog.growthtools.com\/wp-content\/uploads\/2021\/01\/pasted-image-0-2-1536x336.png 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\" \/><noscript><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-8186\" src=\"https:\/\/blog.growthtools.com\/wp-content\/uploads\/2021\/01\/pasted-image-0-2.png\" alt=\"&quot;I hit my goal for the last 12 months of sales - $265k for the financial year!&quot; - Michelle Morrow\" width=\"1600\" height=\"350\" srcset=\"https:\/\/blog.growthtools.com\/wp-content\/uploads\/2021\/01\/pasted-image-0-2.png 1600w, https:\/\/blog.growthtools.com\/wp-content\/uploads\/2021\/01\/pasted-image-0-2-300x66.png 300w, https:\/\/blog.growthtools.com\/wp-content\/uploads\/2021\/01\/pasted-image-0-2-1024x224.png 1024w, https:\/\/blog.growthtools.com\/wp-content\/uploads\/2021\/01\/pasted-image-0-2-768x168.png 768w, https:\/\/blog.growthtools.com\/wp-content\/uploads\/2021\/01\/pasted-image-0-2-1536x336.png 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\" \/><\/noscript><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-8184\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" data-src=\"https:\/\/blog.growthtools.com\/wp-content\/uploads\/2021\/01\/pasted-image-0.png\" alt=\"&quot;I celebrated my first 5-figure month (and it wasn't even 5-figures it was multiple 5-figures)! My biz went from $8K in July to $20K in August!&quot; - Neha Premjee\" width=\"1600\" height=\"405\" srcset=\"https:\/\/blog.growthtools.com\/wp-content\/uploads\/2021\/01\/pasted-image-0.png 1600w, https:\/\/blog.growthtools.com\/wp-content\/uploads\/2021\/01\/pasted-image-0-300x76.png 300w, https:\/\/blog.growthtools.com\/wp-content\/uploads\/2021\/01\/pasted-image-0-1024x259.png 1024w, https:\/\/blog.growthtools.com\/wp-content\/uploads\/2021\/01\/pasted-image-0-768x194.png 768w, https:\/\/blog.growthtools.com\/wp-content\/uploads\/2021\/01\/pasted-image-0-1536x389.png 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\" \/><noscript><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-8184\" src=\"https:\/\/blog.growthtools.com\/wp-content\/uploads\/2021\/01\/pasted-image-0.png\" alt=\"&quot;I celebrated my first 5-figure month (and it wasn't even 5-figures it was multiple 5-figures)! My biz went from $8K in July to $20K in August!&quot; - Neha Premjee\" width=\"1600\" height=\"405\" srcset=\"https:\/\/blog.growthtools.com\/wp-content\/uploads\/2021\/01\/pasted-image-0.png 1600w, https:\/\/blog.growthtools.com\/wp-content\/uploads\/2021\/01\/pasted-image-0-300x76.png 300w, https:\/\/blog.growthtools.com\/wp-content\/uploads\/2021\/01\/pasted-image-0-1024x259.png 1024w, https:\/\/blog.growthtools.com\/wp-content\/uploads\/2021\/01\/pasted-image-0-768x194.png 768w, https:\/\/blog.growthtools.com\/wp-content\/uploads\/2021\/01\/pasted-image-0-1536x389.png 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\" \/><\/noscript><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-8201\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" data-src=\"https:\/\/blog.growthtools.com\/wp-content\/uploads\/2021\/01\/pasted-image-0-16.png\" alt=\"&quot;I had my first $10,000 month!&quot; - Adrienne Luedeking\" width=\"1600\" height=\"357\" srcset=\"https:\/\/blog.growthtools.com\/wp-content\/uploads\/2021\/01\/pasted-image-0-16.png 1600w, https:\/\/blog.growthtools.com\/wp-content\/uploads\/2021\/01\/pasted-image-0-16-300x67.png 300w, https:\/\/blog.growthtools.com\/wp-content\/uploads\/2021\/01\/pasted-image-0-16-1024x228.png 1024w, https:\/\/blog.growthtools.com\/wp-content\/uploads\/2021\/01\/pasted-image-0-16-768x171.png 768w, https:\/\/blog.growthtools.com\/wp-content\/uploads\/2021\/01\/pasted-image-0-16-1536x343.png 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\" \/><noscript><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-8201\" src=\"https:\/\/blog.growthtools.com\/wp-content\/uploads\/2021\/01\/pasted-image-0-16.png\" alt=\"&quot;I had my first $10,000 month!&quot; - Adrienne Luedeking\" width=\"1600\" height=\"357\" srcset=\"https:\/\/blog.growthtools.com\/wp-content\/uploads\/2021\/01\/pasted-image-0-16.png 1600w, https:\/\/blog.growthtools.com\/wp-content\/uploads\/2021\/01\/pasted-image-0-16-300x67.png 300w, https:\/\/blog.growthtools.com\/wp-content\/uploads\/2021\/01\/pasted-image-0-16-1024x228.png 1024w, https:\/\/blog.growthtools.com\/wp-content\/uploads\/2021\/01\/pasted-image-0-16-768x171.png 768w, https:\/\/blog.growthtools.com\/wp-content\/uploads\/2021\/01\/pasted-image-0-16-1536x343.png 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\" \/><\/noscript><\/p>\n<p>I used a few other styles in the Get 10k Subs course, like this:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-8193\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" data-src=\"https:\/\/blog.growthtools.com\/wp-content\/uploads\/2021\/01\/pasted-image-0-8.png\" alt=\"More customer testimonials from Grant Baldwin and Joseph Michael.\" width=\"625\" height=\"476\" srcset=\"https:\/\/blog.growthtools.com\/wp-content\/uploads\/2021\/01\/pasted-image-0-8.png 625w, https:\/\/blog.growthtools.com\/wp-content\/uploads\/2021\/01\/pasted-image-0-8-300x228.png 300w\" sizes=\"auto, (max-width: 625px) 100vw, 625px\" \/><noscript><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-8193\" src=\"https:\/\/blog.growthtools.com\/wp-content\/uploads\/2021\/01\/pasted-image-0-8.png\" alt=\"More customer testimonials from Grant Baldwin and Joseph Michael.\" width=\"625\" height=\"476\" srcset=\"https:\/\/blog.growthtools.com\/wp-content\/uploads\/2021\/01\/pasted-image-0-8.png 625w, https:\/\/blog.growthtools.com\/wp-content\/uploads\/2021\/01\/pasted-image-0-8-300x228.png 300w\" sizes=\"auto, (max-width: 625px) 100vw, 625px\" \/><\/noscript><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-8188\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" data-src=\"https:\/\/blog.growthtools.com\/wp-content\/uploads\/2021\/01\/pasted-image-0-4.png\" alt=\"Another testimonial: Text and a video from Cathryn Lavery\" width=\"706\" height=\"596\" srcset=\"https:\/\/blog.growthtools.com\/wp-content\/uploads\/2021\/01\/pasted-image-0-4.png 706w, https:\/\/blog.growthtools.com\/wp-content\/uploads\/2021\/01\/pasted-image-0-4-300x253.png 300w\" sizes=\"auto, (max-width: 706px) 100vw, 706px\" \/><noscript><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-8188\" src=\"https:\/\/blog.growthtools.com\/wp-content\/uploads\/2021\/01\/pasted-image-0-4.png\" alt=\"Another testimonial: Text and a video from Cathryn Lavery\" width=\"706\" height=\"596\" srcset=\"https:\/\/blog.growthtools.com\/wp-content\/uploads\/2021\/01\/pasted-image-0-4.png 706w, https:\/\/blog.growthtools.com\/wp-content\/uploads\/2021\/01\/pasted-image-0-4-300x253.png 300w\" sizes=\"auto, (max-width: 706px) 100vw, 706px\" \/><\/noscript><\/p>\n<p id=\"answer-concerns\">[su_note note_color=&#8221;#FFFF88&#8243; text_color=&#8221;#191F61&#8243;] <strong>Action Step #8:<\/strong> Gather your best testimonials. Put half of them here and save half for later. If you don\u2019t have it, ask for permission to use your clients\u2019 names and photos. Add them to your sales page. At this point, you can add a CTA button after each section so it\u2019s easy for them to enroll as soon as they\u2019re convinced. [\/su_note]<\/p>\n<h2>Step 9: Answer Common Concerns with a FAQ\u00a0Section<\/h2>\n<p>The FAQ\u00a0section is your chance to answer common questions and overcome any last-minute objections people may have.<\/p>\n<p>Typical questions you may need to answer are:<\/p>\n<ul>\n<li>What\u2019s the time commitment?<\/li>\n<li>Will I have time-limited or lifetime access to the materials?<\/li>\n<li>What do I do if I want a refund?<\/li>\n<li>Can I upgrade to a different package if I want to? <em>(Hint: The answer to this should always be \u201cyes\u201d.)<\/em><\/li>\n<\/ul>\n<p>Try and keep the FAQ Section the top five to 10 questions\/objections that commonly come up.<\/p>\n<p><strong>Remember:<\/strong>\u00a0These sections are about providing some logical justification as to why buying your course is a good idea. You just need to keep the reader happy and address any concerns they may have.<\/p>\n<p>Here\u2019s an example:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-8202\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" data-src=\"https:\/\/blog.growthtools.com\/wp-content\/uploads\/2021\/01\/pasted-image-0-17.png\" alt=\"Frequently Asked Questions example\" width=\"793\" height=\"784\" srcset=\"https:\/\/blog.growthtools.com\/wp-content\/uploads\/2021\/01\/pasted-image-0-17.png 793w, https:\/\/blog.growthtools.com\/wp-content\/uploads\/2021\/01\/pasted-image-0-17-300x297.png 300w, https:\/\/blog.growthtools.com\/wp-content\/uploads\/2021\/01\/pasted-image-0-17-768x759.png 768w\" sizes=\"auto, (max-width: 793px) 100vw, 793px\" \/><noscript><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-8202\" src=\"https:\/\/blog.growthtools.com\/wp-content\/uploads\/2021\/01\/pasted-image-0-17.png\" alt=\"Frequently Asked Questions example\" width=\"793\" height=\"784\" srcset=\"https:\/\/blog.growthtools.com\/wp-content\/uploads\/2021\/01\/pasted-image-0-17.png 793w, https:\/\/blog.growthtools.com\/wp-content\/uploads\/2021\/01\/pasted-image-0-17-300x297.png 300w, https:\/\/blog.growthtools.com\/wp-content\/uploads\/2021\/01\/pasted-image-0-17-768x759.png 768w\" sizes=\"auto, (max-width: 793px) 100vw, 793px\" \/><\/noscript><\/p>\n<p id=\"more-testimonials\">[su_note note_color=&#8221;#FFFF88&#8243; text_color=&#8221;#191F61&#8243;] <strong>Action Step #9: <\/strong>Draft answers to the most common questions and objections your potential customers have. Go back and update this section as needed after your course launch. [\/su_note]<\/p>\n<h2>Step 10: Add More Testimonials<\/h2>\n<p>There\u2019s no such thing as too many testimonials!<\/p>\n<p>That&#8217;s not quite true, but I think people err on the side of not enough rather than too many. Add a few more after the FAQ\u00a0section to re-emphasize that your product really does work. If you can get your hands on some video testimonials, this would be a great place to add them.<\/p>\n<p id=\"summarize\">[su_note note_color=&#8221;#FFFF88&#8243; text_color=&#8221;#191F61&#8243;]<strong> Action Step #10: <\/strong>Put the remaining half of your best testimonials here. [\/su_note]<\/p>\n<h2>Step 11: Summarize and Ask for the Sale Again<\/h2>\n<p>Now it\u2019s time to recap and summarize for your reader. To do this right, you should:<\/p>\n<ul>\n<li>Use a paragraph header\u00a0for this section, along the lines of, \u201cAre you ready to [solve problem] and [get positive outcome]?\u201d For example, our 10k Subs sales page\u00a0ends with \u201cAre you ready to build an email list\u00a0and turn it into reliable income?\u201d<\/li>\n<li>List out the course content again (a list of the main modules or the key learning outcomes is fine). You don\u2019t need all ten bullet points.<\/li>\n<li>Add in another tiered pricing\u00a0table with a call to action\u00a0(CTA).<\/li>\n<\/ul>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-8191\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" data-src=\"https:\/\/blog.growthtools.com\/wp-content\/uploads\/2021\/01\/pasted-image-0-6.png\" alt=\"Having 3 tier options is a great way to make more money for your course, as shown here.\" width=\"906\" height=\"868\" srcset=\"https:\/\/blog.growthtools.com\/wp-content\/uploads\/2021\/01\/pasted-image-0-6.png 906w, https:\/\/blog.growthtools.com\/wp-content\/uploads\/2021\/01\/pasted-image-0-6-300x287.png 300w, https:\/\/blog.growthtools.com\/wp-content\/uploads\/2021\/01\/pasted-image-0-6-768x736.png 768w\" sizes=\"auto, (max-width: 906px) 100vw, 906px\" \/><noscript><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-8191\" src=\"https:\/\/blog.growthtools.com\/wp-content\/uploads\/2021\/01\/pasted-image-0-6.png\" alt=\"Having 3 tier options is a great way to make more money for your course, as shown here.\" width=\"906\" height=\"868\" srcset=\"https:\/\/blog.growthtools.com\/wp-content\/uploads\/2021\/01\/pasted-image-0-6.png 906w, https:\/\/blog.growthtools.com\/wp-content\/uploads\/2021\/01\/pasted-image-0-6-300x287.png 300w, https:\/\/blog.growthtools.com\/wp-content\/uploads\/2021\/01\/pasted-image-0-6-768x736.png 768w\" sizes=\"auto, (max-width: 906px) 100vw, 906px\" \/><\/noscript><\/p>\n<p>[su_note note_color=&#8221;#FFFF88&#8243; text_color=&#8221;#191F61&#8243;]<strong> Action Step #11: <\/strong>Write your final sales pitch using the format above. [\/su_note]<\/p>\n<h2 id=\"h.ajhx80g7u5ws\">Common Sales Page\u00a0Mistakes<\/h2>\n<p>The most common mistake I see in sales pages\u00a0is people talking about themselves too much instead of talking about the client.<\/p>\n<p>Think about if you were hiring someone to clean your house. Would you like it if they talked about themselves, why they love cleaning, what type of mop bucket they like, what hours they want to work? Nope. I want them to tell me about what they\u2019re going to do for me: How clean my house will be&#8230; How much I\u2019ll enjoy my clean, tidy house&#8230; How much more free time I\u2019ll have when I don\u2019t have to do the dishes myself&#8230;<\/p>\n<p>Your sales page\u00a0is the same. Talk about what you can do for your readers. Yes, we did say earlier that a crucial part of your sales page\u00a0is your transformation story. And that\u2019s true:\u00a0You <em>are <\/em>telling a story about yourself. But\u00a0once you\u2019ve done that, focus on why that means you understand your reader\u2019s problem and the transformation they could undergo.<\/p>\n<p>One tactical point, too: Be super clear in the modules section about what your course covers to avoid any disappointment. If they\u2019re getting video lectures, make that obvious. That way no one shows up at your door expecting an in-person lecture.\u00a0\ud83d\ude0f<\/p>\n<p><img alt=\"\" \/><a href=\"https:\/\/blog.growthtools.com\/wp-content\/uploads\/2021\/01\/surprise.gif\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-8205 size-full\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" data-src=\"https:\/\/blog.growthtools.com\/wp-content\/uploads\/2021\/01\/surprise.gif\" alt=\"A GIF of Sara Bareilles opening a door and sticking her head out.\" width=\"480\" height=\"270\" \/><noscript><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-8205 size-full\" src=\"https:\/\/blog.growthtools.com\/wp-content\/uploads\/2021\/01\/surprise.gif\" alt=\"A GIF of Sara Bareilles opening a door and sticking her head out.\" width=\"480\" height=\"270\" \/><\/noscript><\/a><\/p>\n<p style=\"text-align: center;\"><em>\u201cHey, I\u2019m here for that course you\u2019re teaching!\u201d<\/em><\/p>\n<p>Finally, make sure each section you write has a clear heading. If you have one giant block of text from start to finish, skimmers\u00a0will miss your most important points.<\/p>\n<h2 id=\"h.aaspw6foj8g8\">What Tools or Tech Should You Use?<\/h2>\n<p><strong>Keep it simple.<\/strong>\u00a0If you\u2019re selling your course online, WordPress\u00a0is fine. It\u2019s the most common website platform for a reason.<\/p>\n<p>If you want to use a landing page\u00a0builder like Leadpages, Unbounce, or Instapage, go ahead. They\u2019ll all get the job done.<\/p>\n<p>If you want to go high end, you can hire a designer or a web developer and really go all out to make it amazing. I\u2019d hold off, though. Good design doesn\u2019t hurt, but ultimately, it\u2019s your <em>copy<\/em>\u00a0that sells, so that\u2019s where you should spend your time for the quickest results.<\/p>\n<h2 id=\"h.boarni82147s\">Summary<\/h2>\n<p>What I\u2019ve outlined in this post is a <em>proven<\/em>\u00a0formula to create persuasive, informative, and high-converting sales pages.<\/p>\n<p>I want to recap one point again because it\u2019s so important.<\/p>\n<p><strong>The key to a great sale page is building an emotional connection with the reader. <\/strong>\u00a0That makes them understand how your life transformed when you figured out what you\u2019ll teach them. That\u2019s why <em>you\u2019re<\/em>\u00a0the person they should listen to.<\/p>\n<p>Everything else \u2014 the agitation, the pricing, the refund strategy, the bonuses, the CTA\u00a0\u2014 is a bunch of tactics designed to build on that emotional connection and give the reader the rationale they need to justify why they should buy. But all of that is 10x more effective if you build that connection first.<\/p>\n<p>Do that, and you can sell like nobody else.<\/p>\n<p><strong>So\u2026 What story will you tell? Tell me in the comments!<\/strong><\/p>\n<p><em>Note: Want to skyrocket your online course sales in the next 90 days? <\/em><em><a href=\"https:\/\/lp.growthtools.com\/skyrocket?utm_source=gc&amp;source=coursesalespage-blogpost\" target=\"_blank\" rel=\"noopener noreferrer\">Book a complimentary strategy call with our team<\/a><\/em><em>. We\u2019ll look under the hood of your business, identify your best growth opportunities, and show you an action plan to take advantage of them.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>There\u2019s one thing most people get wrong about their sales page\u00a0(that no one else is talking about). If you read&#8230;<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[14,6],"tags":[],"class_list":["post-8203","post","type-post","status-publish","format-standard","hentry","category-marketing-coaching","category-tear-downs"],"_links":{"self":[{"href":"https:\/\/blog.growthtools.com\/index.php?rest_route=\/wp\/v2\/posts\/8203","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/blog.growthtools.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/blog.growthtools.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/blog.growthtools.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/blog.growthtools.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=8203"}],"version-history":[{"count":0,"href":"https:\/\/blog.growthtools.com\/index.php?rest_route=\/wp\/v2\/posts\/8203\/revisions"}],"wp:attachment":[{"href":"https:\/\/blog.growthtools.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=8203"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blog.growthtools.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=8203"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blog.growthtools.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=8203"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}