In the November Issue:
Courses, memberships, group programs, events, digital products, you name it…they all need a landing page or “sales page” for people to buy from. This is the backbone of your launch. It explains the benefits and features of the program being sold, and includes a button to buy it.
The problem with sales pages is the *pressure* of making a great one! It needs to look amazing, hook perfect fit buyers right from the first sentence, handle all objections, and convert easily into sales. Piece of cake, right? Mmmm…not so much!
Most business owners preparing for a launch have a huge list of to-do items; launch emails, social media post graphics and captions, live appearances, joint-venture partnerships with influencers, webinars, etc.
So that super important, high-pressure sales page is almost always saved for last.
Trust me, you don’t want to be up all night over the weekend writing, designing, and building a sales page for your Monday launch!
You might already know this, and maybe you even have a team to help, so you push the page a few weeks ahead of your launch. That’s awesome, as it takes some stress off, but there’s actually an even better option.
Create your sales page FIRST.
Yep first. Before any of the email copy, social media posts, and live appearance scheduling.
Why? Because you can use the content from your sales page to create ALL those other things! It becomes a marketing machine for your entire launch. Everything gets easier if you start with your sales page.
I had a client once, who was a retired Navy Seal. After going through the process of deep diving on his ideal client, and everything to do with his course, and translating that into a well written and designed sales page, we had every bit of information that we needed to create the rest of the launch. He said the sales page was a “Force Multiplier”, and it’s so true! This set us up powerfully for all the rest of the marketing after that.
His launch emails were a snap to write by just copying and pasting from the sales page sections:
- What transformation they’ll get → Pulled from hero / hook section
- What life is like after they finish the course → Pulled from the dreamy future section
- What problems are solved → Pulled from the empathy points section
- How the course changes lives → Pulled from testimonials section
- Why is he the right person to learn from → Pulled from the bio section
- How much it costs and where to buy → Pulled from the pricing section
Then all that content was easily translated into social media post captions, and graphics (copied from the sales page) that could be timed to publish on the same dates as the equivalent email.
This meant that the course launch calendar was building itself as we went along.
Can you see how much more efficient it is to do it this way than the other way around? If you write all your emails, you still have to go through the exercise of deep diving on the course transformation, gathering social media posts, and compiling all the features and pricing info. But you end up thinking about all those pieces separately, handled one at a time in each email.
By gathering all that intel and formulating it into a cohesive sales page first, you see the full picture of your launch. You’ve created a narrative – a story – about what you’re selling. It’s captivating, and cohesive. You can see it from a high-level perspective. Then chop it up into the emails and social posts afterwards.
It even makes it easier to outsource that other work! You can hire a subcontractor on a VIP Day or pull in a VA and say, “write these emails, and just pull the content from the sales page”. They’ll be done before you know it!
By removing the last minute high-pressure sales page creation pressure, you get to have an ease-filled launch. You’ll feel more confident and be more vocal about sharing your program far and wide.
This leaves you time and space to do what you do best. Be the face of your brand, getting visible, making connections and having your best launch ever!
Sarah currently runs a design agency where she provides a Sales Page Copywriting & Design service for business coaches and online educators launching an online course, group program or membership.
