This morning, my buddy James slides up to me at the bar of our local beach-side café and, after general chit-chat, he says: “So, in my defence, the married guys simply can’t help it. If nothing else, we’re wondering what all the single guys in the office are staring at. It’s true. The new girl has a smile that would light up ANYONE’S day — and tell me who wouldn’t want to catch a glimpse of that during the dull morning hours between coffee breaks in the office?”
“And… well … she’s HOT. Are we supposed to LIE about that? Should we stop appreciating beauty just because we’re in a committed relationship? When art collectors step into the Musée du Louvre, do they avoid gazing at the Mona Lisa just because they’re committed to their own collection? We can appreciate without WANTING to own it… But WAIT. Hang on…. I’m not comparing relationships to paintings, exactly… or talking about owning anybody… that’s bullshit… But, anyway… The point is that it’s no big deal, right?”
I could relate.
I’m “married” to my clients — in a professional sense at least. Sure, with new clients we might just “date” for a while, but I love how much value I can give to a committed, long-term relationship — how intimately I can get to know their business and how much more I can help them because of that.
But this isn’t about them.
This is a love-letter about someone else…. and I think that’s no big deal, right?
Occasionally I get struck by the excellence of other people’s work and I just can’t help staring a little. And yes, I end up talking about it with my friends after work.
The Playbook landing page is one such example…. although there is one little catch…
You gotta keep people in the questionless zone of their brains. *Fun is an easy way to do that.
Being able to keep the serious “adult-brain” out of the sales process is one way to make your sales skyrocket. We love to be in that endlessly fun, free, limitless, child-like space in our minds. That’s why edu-tainment rocks.
You don’t want people to stop and think… You just want them to slide into your sales funnel like kids on a water slide.
Jonathan Mead and Dustin Lee have done a pretty masterful job of this with their landing page. The rest of this post is about how it rolled out for me, and I hope you can glean some useful tips from it.
“…and secondly, we have a racoon on our team… seriously…”
That line was as as far as I got with their intro video. Not because I didn’t like it, but because clients and new prospects are backed up waiting for me — I’m short on time and I’ve already heard and seen enough to like them, to trust them and to feel like the product will be worth the investment of my time.
Natural, simple languaging is a crucial key to all of this.
Really quickly I feel like these guys are actually talking to me like they “get” where I’m coming from. They’ve done a really fantastic job of this.
Excellent design makes a big difference too. They’ve managed…
- a good sense of hierarchy with titles, sub-titles, lead-in text and the details.
- a nice variety of sections to keep it engaging.
- to use natural, simple, benefits-focussed, story-driven, relatable, personalized languaging.
- to include short testimonials (with photos and names) that also “sell” some key points (very clever choice, or just lucky perhaps!).
There are a LOT of things to love about this landing page. But most of all, I have a deep appreciation for…
A super-simple, totally effective lead-in proposition:
“Nine premium courses to build your freedom business for $1”
Nine = specific: small numbers can engage the visual aspect of our brain (important!), and it’s 9, so that sounds like a lot of variety and value
Premium = quality, not crap — i.e. not free throwaway stuff; it’s the best version of something
Courses = a quality learning format: in-depth and perhaps interactive to some degree
Build = tools and knowledge for active growth — the way I want to create it
Your = it’s going to lead to MY result, not just a depressing run-down of how successful someone ELSE has become
Freedom Business = a freaking goldmine phrase because that’s exactly what we want (in TWO words!) — right??
$1 = Really?? Is that all??
I’m clicking that signup button right now… well, almost…
…I’m stalling on the signup form because suddenly I feel like there must be a catch with the $1. It seems too good to be true, so I’m expecting it to be like $1 for the first 24 hours or something … and then $197 after that.
I think that’s the only place it falls down for me. If they could just specify if there’s a catch, then I’d trust them even more. They could say “for a full day to try it out” or something like that so I’m happy to continue with the $1.
It was a total buzz-kill.
But… THEN I scrolled right down to the bottom… the very bottom and saw the fine print. It’s $1 for the WHOLE first month and $25/mo after that. Cool… That’s totally reasonable… but why not put that at the top under the signup button, or at least above the form on the sign up page (which is where I expected it originally)? Because my annoying little adult brain says “so WHAT am I really signing up for exactly?”.
Until that moment I was totally oblivious to the sales process — lost in my childish “this-is-fun” mode. But it feels like they’re hiding it …. which is crazy — it’s still a strong offer — I’d definitely try it out for the first month at $1 if I knew that up front.
So — 3 easy things to remember…
racoonsfun with your words and your approach!
- Keep it simple, but use words with inherent value that people desire.
- It’s VERY important to avoid any of those pesky question marks that pop up in people’s boring “adult-brains” and stop them from falling happily into your funnel.
A final tip:
Get people to check your stuff before you invest heavily in promoting it. An actual live assessment of your site can make a real difference in your conversion rate. Hell, you can even get me to do a video-based assessment — I’d love to — for
$75 free right now. Yes, there’s a catch — I’ll probably want to help you fix anything that doesn’t work, but you can always say no! So email matt [at] redskymedia.com.au or click here to contact me and send me your landing page address (or your sales script if you don’t have a website yet!).