The best sales page I've ever seen

I was slouching on the couch on my phone with puppy Leo on my lap when I encountered the best sales page I had ever seen.

We had brought Leo home 2 weeks ago and the #puppylife was not as glamorous and joyful as I had expected. He constantly wanted my attention during the day, so I couldn't get any work done. He loved to empty his bladder and bowels on my floor. And, whined as soon as we put him in his crate for bedtime.

In desperation and sleep-deprived, I trawled the internet for dog training advice. And....most of it wasn't very helpful.

Then, I landed on 3 Lost Dogs Academy, a dog-training membership that gives fur parents access to a library of courses, 2-dog trainers and a community going through the exact same thing - puppy life.

It spoke so specifically and accurately to the challenges I was experiencing. It was empathetic to my overwhelm, anxiety and the niggling question of whether I could do this. The value prop of the sales page was simple but spoke to me deeply: "Raise a happy, well-behaved puppy without losing your mind."

My key observations from the best sales page I've ever seen

👉 Be ultra specific about your audience's pain point.

3 Lost Dogs have a simple but highly effective video on their sales page that does this. The best line to me? "Maybe your new puppy is turning out to be an absolute terror, jumping, biting, peeing on the carpet, driving everyone crazy and you're secretly wondering whether you should take them back to the breeder". This was EXACTLY what I was experiencing and feeling guilty over. Their acknowledgement over how normal it was and their compassion for it already made me feel so much better. The result? I trusted them.

👉 Don't just list all of your benefits/features, think about what the audience is worried or cares about.

In listing the outcomes of their membership, 3 Lost Dogs knew that I was worried that I was too far gone to train Leo properly and that I wanted to train him beyond just using treats. So they addressed it with statements like being able to "house train your dog, even if they've had a lot of accidents."

👉 Empathy and care are everything.

If you're worried that your sales page comes across too-salesy, try incorporating more empathy and care. A great example from 3 Lost Dogs is this section: "So basically what we're saying is, we've got your back. Whenever you’ve got a question, maybe about a training setback or that weird thing your dog just did, come on over to the community and let us know what’s going on".

How bloody good is the sales page?! Or was I just in the depths of desperation?

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