Big, juicy, aspirational headline about why this offer matters to your reader
Say a little more about what the offer is here
I know you’re struggling with this or hoping for this.
At the top of the page, demonstrate your understanding of who the reader is and what they’re struggling with.
If “struggling” doesn’t work for their situation (maybe your work is more on the luxury or “nice to have” spectrum), you can focus on what they’re dreaming of or craving.
You’re not poking at pain points – you’re showing them that you really see and get where they are right now.
THE VIBE:
Does this sound familiar?
Can you relate?
Have you ever felt this way?
Validate what your reader is experiencing, and empathize with it.
Unpack that struggle or desire even more.
This section is sometimes referred to as the “agitate” part of the “problem, agitate, solution” copywriting formula, but since that sounds deeply unpleasant, think about unpacking the problem instead.
Be as specific, sensory, and emotional as you can. What does it look like or feel like for your reader that they’re dealing with this struggle? Why does this deep desire matter so much to them?
Show your reader that you’re basically reading their mind to keep them engaged and build trust.
How is this playing out in their life, business, head, or heart?
Share a peek into what’s possible!
Here’s the opposite of what they’re struggling with.
What’s your reader craving or hoping for? Show them what’s possible if they could have what they want and what their life could be like. Evoke emotion with specific and sensory details.
(But keep it focused and realistic! The transformation you’re offering doesn’t have to be 0-100 in order for it to be really meaningful.)
THE VIBE:
What if things were different?
This could be you.
Imagine if...
Hit them with a mic drop moment here.
So far, your copy has been empathetic and conversational. You’ve been building a relationship with the reader through some storytelling about their life.
This is the moment to take a quick break and share some piece of information, perspective flip, unexpected fact, or number/statistic that really makes them think.
What would make them think, “WHOA, I never realized that or thought of it that way…” and then lean in to hear more of what you have to say?
What fact, statistic, or truth bomb can you share?
Introduce your solution here
You can keep it high level for now!
Some bullets can work really well here, with 3-5 amazing benefits. (You’ll talk about the specific features later!)
- Benefit, and why it matters
- Benefit, and why it matters
- Benefit, and why it matters
Now break down your solution into a few manageable parts or phases
How can you help the reader imagine how it works?
Put yourself in your reader’s shoes and ask, “If I had to describe how this offer works in three steps, what would they be?” or “What are the top three changes they’ll see as a result of buying this offer?”
This can be a good place to walk the reader through your points, like this:
FIRST, THIS HAPPENS.
We dive deep into XYZ, and you’ve got plenty of support as you explore ABC.
2-4 sentences are great here.
next, THIS HAPPENS.
Now that you have all of this insight, here’s how you put it into action.
2-4 sentences are great here.
FINALLY, YOU END UP HERE.
Over just four weeks/12 lessons/other time period, you walk away with ABC results and XYZ feelings.
2-4 sentences are great here.
“The most important sentence in the testimonial is highlighted here!”
A great testimonial is all about the transformation that someone experienced while working with you. (We already assume that you’re great to work with and that they were happy about the outcome!) What changed for them? How did their experience feel with you? What was the outcome?
What’s holding your reader back from buying?
Anticipate and address their big-picture hesitations.
There are so many reasons that keep us from buying something: thinking we can figure it out on our own instead, thinking the offer is a luxury, feeling like maybe our problem isn’t *that bad*, considering a different solution, or getting overwhelmed and deciding not to take any action at all.
This is the place to get ahead of those concerns and speak to them empathetically yet confidently. What’s at stake for your reader if they don’t decide to solve this problem or take action on their desire?
How can you reassure your reader with examples or evidence? How can you remind them of what they really, really want and empower them to go for it? Draw inspiration from what you wrote about their struggles and desires at the top of the page.
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Title of the module
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Title of the module
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Title of the module
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Title of the module
Here's how it all works
Name the offer here again…
Break down all of the features /components of your offer and their accompanying benefits.
Show the reader everything they get AND why it matters. (Features are things like Zoom calls, workbooks, the curriculum, online group platform, personal feedback, etc. Benefits are things like accountability, motivation from the feeling of community, the impact of what they learn, etc.)
Think about what you would want to know before you make a purchase. Now’s the time to be thorough and clear. Bulleted list(s) is/are great here to stack all of the features and benefits in an impressive, easy to read list.
feature one
and the associated benefit.
feature two
and the associated benefit.
feature three
and the associated benefit.
feature four
and the associated benefit.
feature five
and the associated benefit.
feature six
and the associated benefit.
investment
Make sure to share the cost
Now give some instructions about when they need to take action, and how to take action. What are the dates/deadlines for enrolling? What should they do next? (i.e. fill out a form to book a call with you, pay a deposit, apply to the program, etc.) And then give ‘em a button to do that thing right here, right now.
of students finish the course
Is the average rating
People got this result
Here’s some evidence about how great this offer is.
It’s different for every offer, but some kind of promise or guarantee really helps to put people’s minds at ease and help them feel supported.
Maybe there are no refunds, but you can remind people that they’re free to DM you before they buy to make sure this is a good fit.
Maybe you offer refunds after a certain period.
Show the reader that you stand behind this.
What’s your promise or guarantee?
Maybe they can try your offer for free for 7 days.
Remind the reader who you are
And relate your experience to this particular offer
Share your credibility in a brief bio that relates to the offer or service on this page. You’re inviting your reader to invest in you/your work, so you need to demonstrate why they should listen to you and trust you.
Keep it focused –
What relevant experiences or credentials are you bringing to the table? Why are you the one who can help your client? (You don’t need to get into your entire brand story or all the fun stuff here – that’s what your About page is for.)
You can tell them why you created this offer, what you want to help them achieve, how many years you’ve done this or how many clients just like them you’ve helped. Get them excited to work with you specifically!
Then give them a button (yes, again!) to take the next step in working with you.
Here’s how to know if we’re a match.
Let people know who would be a perfect fit.
This isn’t a great match for you if:
You’re not able to block off Tuesdays in your calendar
You’re a product-based business
You’re looking for private 1:1 coaching
This is a great section to make it clear who is and isn’t the right fit for this offer. This is called “attract and repel” in copywriting—you want to specifically attract people who are a great match, and provide information that lets not-a-fit people know that this isn’t right for them.
Remember to keep these points specific, honest, and helpful. Bullet points like, “You’re not willing to do the work” or “You’re happy to stay stuck where you are” aren’t actually helpful or encouraging.
This is for you if:
You can dedicate # hours to this offer each week
You’ve been in business for # years
You enjoy learning in a group
FAQ
Normalize the fact that they have questions
And answer them here!
Then give them a button (yes, again!) inviting them to take the next step.
This section is more powerful than you think! Take the opportunity to answer their logistical and emotional questions.
- Your refund policy / any other guarantees or conditionals
- Any relevant call dates & times or other deadlines
- How do I know if I’m ready?
Address any specific details that didn’t make it into the above sections.
- How much time will I have to spend each week?
- What tools or supplies do I need?
- What happens if… (they have to miss a call, fall behind, can’t finish, they live in a different time zone, etc)
Try to anticipate any concerns or objections lingering in the back of their minds and help overcome those in your answers.
This section is more powerful than you think! Take the opportunity to answer their logistical and emotional questions.
- Your refund policy / any other guarantees or conditionals
- Any relevant call dates & times or other deadlines
- How do I know if I’m ready?
Address any specific details that didn’t make it into the above sections.
- How much time will I have to spend each week?
- What tools or supplies do I need?
- What happens if… (they have to miss a call, fall behind, can’t finish, they live in a different time zone, etc)
Remind them of the big benefit
Knock their socks off with one last invitation
And invite them one more time to take action. You’re here for them. You’re excited. You’re cheering them on.
Then give them a button (yes, again!) inviting them to take the next step.
