THE HYPE UP

Hello amazing people. Welcome to the Hype Up, the audio series to help you launch and market your offer successfully. Thank you so much for joining. If you're listening, chances are you have an offer that you want to put out into the world. It can be a one-to-one consulting, coaching or retainer service, or even a one-to-many program, workshop or cohort. But whatever it is, it's something you're excited about, but also feeling a little scared to put out in the world. Thank you for trusting me to help you with that. I've written countless essays about the attention economy thanks to my media degree. So I really do appreciate that you're giving me yours amongst your busy schedule. Let's dive in, shall we? This episode will cover the three common mistakes to avoid when creating your sales page. Your sales page is the one source of truth on your offering. So the pain it solves, the value proposition, the messaging, how it's delivered, details of how you're delivering it, FAQs, everything. So yes, it's quite a big piece of content, but once your sales page is completed, it does make everything else easier because what you can do is copy and paste pieces of copy for your promo content for your emails. It makes the ideation part of marketing your offer much, much easier, which is why it is essential that your sales page receives the most care and attention, which leads me to the first mistake to avoid, and that is not starting with the sales page when creating your launch marketing materials. Now, this might sound obvious, but I have seen people start with social media content or their email list to their, email announcement to their list. ⁓ Please don't do that. Start with the sales page so you are clear with the messaging before you start promoting it. Now, if this is really obvious to you and you're thinking, Faith, come on, please give me an actual tip in creating your sales page. Don't worry. I will. So when you create your sales page, here are a set of questions it must answer. Firstly, does your hero section communicate what your offer is? This is the snappy, hooky part of your messaging. Secondly, does your page speak to your audience's struggle, circumstance, and or emotional state? Make sure this section is specific. So you can infuse storytelling about the trigger moment that pushes your audience to consider a solution to their problem or ⁓ maybe a common experience they're having in their day-to-day that needs to be solved. The third question is do you communicate the value of your offering? Does it have a strong headline that communicates the transformation of your offering? This is also relevant to the section where you outline more details about your offer. So what I mean is don't list just the details as the deliverables per se, but the outcome it will deliver. So for example, instead of saying monthly live calls for a program that you're offering, say instead built in accountability and progress with monthly strategy sessions. So what you're doing here is you're being outcomes focused rather than like details, deliverables focus. The next question is, is it clear who your offer is for and who it's not for? This is really, really important. I do this in two sections. Firstly, in a dedicated section, like in it of itself, and then secondly, in an FAQ. So I want you to think beyond demographics to attitudes, approaches, values. I'll use myself as an example. So I have a Launch Lab It's a three day hands-on immersion in November for service-based business owners to create their essential marketing materials with me. And in that sales page, I've outlined that it isn't just for small business owners who want to launch a service offering, it's for doers. It's for doers who want to get shit done. They want to launch this year as soon as possible. And they want to do it with my tailored help. ⁓ And what I said, it's not for those who just want theory, they just want learning. And you might think that this is pretty obvious from the sales page, but you have to spell it out so that you're not serving people who aren't a good fit for your offer, because it's a waste of your time and it's a waste of their money. So next question is, have you detailed the structure and delivery of your offer? This one is pretty obvious. You do need a section on the details like dates, structure, how it'll work. Then the next question that your sales page should answer is, is their social proof. So this is where you include testimonials and case studies. If you don't have them, then use logos of any past clients you've worked with. In my case, Launch Lab is actually a pilot. So I don't actually have any direct testimonials about Launch Lab itself. So I've used testimonials from another offering of mine because I still think it's relevant as it communicates what it's like to work with me. And that's essentially what people are going to be doing. So, testimonials from other offerings can still be relevant. Next question, have you introduced yourself? This is a section where you should make it a little bit more personal. Tell a story about, you know, how you built the business, how you came up with the idea of this offering, what your approach is like, your expertise, your experience. Put your humility aside, please. You're delivering the offer, so people want to know more about you. So lastly, the last question is, is there a clear section on the investment? I prefer to frame it as an investment rather than a price because that is what it is. Your audience are investing in your offer in hopes of getting a return later down the line. It's a harsh economical way to do it. And I don't mean a return just in a monetary sense. Return can mean like another way of living, another way of approaching things, like having more ease in their life. But think about it as in they are exchanging money for a service, so it is an investment. And I think it is better to address it upfront than try and ignore it in your sales page. So that's the checklist of questions that your sales page needs to answer. If you want more details on what each section looks like, I do have a free sales page guide which I will put in the email that you found this audio in so that you can see visually what each section looks like. So moving on to mistake number two, not creating your sales page with the doers and dwellers in mind. You may have read this in an Instagram or a LinkedIn post of mine recently, but considering how the algorithm works, I'm betting that most of you didn't. So there are two kinds of people who will land on your sales : the doers and the dwellers. The doers are the clients we all want more of. They know exactly what they need. They're ready to invest in your solution quickly. They trust in your expertise enough to let you do your own thing without much overthinking, back and forth or doubt. The dwellers on the other hand, they take their time. So they hover, they scroll, they need to understand the details. They believe in you, but they need reassurance first. They're weighing options, second guessing timing, and kind of quietly asking themselves, is this worth it? It's not a no, they're just not convinced yet. And these are the kind of people who will read every FAQ on your sales page. So your sales page needs to serve these two people. A question I was asked recently was, how do I create a detailed sales page without losing the doers? And my answer is anchor links. So what is an anchor link? If you've ever been on a webpage before and you might notice buttons that when you click on it, it doesn't take you to a new website, but it actually just jumps you further down the same page. That is an anchor link. And I use them to essentially shorten the sales page for the doers. And this is how I do it. I anchor the first button in the hero banner to the section that introduces my offer. Then I anchor that button to the section that says how it works. Finally I anchor that button to the section on investment and pricing. And that takes them finally to the checkout. So by doing this, I essentially answer a doer's main questions, which is what is it, how does it work, and how do I buy? So that's the doer. I've shortened the sales page for the doer using anchor links. Now for the dweller, you need to ensure that you've covered enough FAQs. And another question I have gotten before is how do you come up with the FAQs? So there are some FAQs I always repeat, like what is it, when is it, who is it for? And then there's a category of FAQs that address common hesitations to buying. For example, will this be useful to me if I've been in business for a long time or do you recommend this for an early stage business owner? As is the answer for most marketing questions, put yourself in the shoes of the buyer and think about what would be a barrier to purchasing and then address it upfront in FAQ. Finally, the third mistake I see in creating a sales page is not being specific enough about your audience's pain point. Marketers talk a lot about credibility, like how many years you've worked, your field, how many clients you've worked with, et cetera, et cetera, et cetera. But I also think that evidence of credibility is how well you know your audience and the more accurate you can be, the better. So how I do this is I think about three things. I think about circumstance, I think about emotion, and I think about ambition. So circumstance is thinking about what situation is the audience in. Are they not earning enough money? Are they calling in the wrong clients? Do they want to move jobs? Are they transitioning from parental leave back to full-time work? Emotion is about what they're feeling. Now, why this is important is because the messaging might be slightly different if people are feeling different emotions for the same circumstance. So say you're not earning enough money, your target audience may be feeling shame or anger or resignation and your messaging should try and be tailored to that because it does require different kinds of reassurance based on what emotion they're feeling. So when you think about your target audience, think about what emotion are they feeling about that particular circumstance. And when you're thinking about who your offering is not for, maybe think about the emotions your audience should not be feeling for this particular circumstance. So next with ambition, this is where they want to be. This seems straightforward, but also try and be specific. So let's continue the example of not earning enough money. Obviously, the ambition is they want to earn more money, but that doesn't mean they want to earn more money whilst working 24-7. They want to earn more money while having the freedom to switch off on the weekends. Those two ambitions look very different. So think of this in terms of lifestyle on like, how do they want to live or, you know, what does the day to day look like? So that is the three common mistakes to avoid when creating a sales page. To recap, the three common mistakes to avoid are number one, not starting with your sales page first, two, not creating the sales page with both the doers and the dwellers in mind, and third, not being specific enough about your audience's pain points. I hope this was helpful and not too overwhelming. I would love the feedback if you just want to reply to this email. And if you're listening to this thinking, Faith, I know what I need to do. I just need the time, the structure and the guidance to actually get it done. Then that's exactly what Launch Lab is for. Launch Lab is my three day hands-on marketing immersion this November for service-based business owners who want to create all their essential launch materials with me. So we will build your sales page, your promotional content and your email sequence together so that by the end of those three days, you'll walk away with everything ready to go live. That is happening the 4th to the 6th of November. And if this is something you're interested in, the early bird is open only for a couple more days. I will have the link in the email where you found this audio, but I will see you tomorrow for episode two. Have a great day.