The next section in the sales page we’re writing together is:
[Summary of What They Get]
In this section we are giving a quick-n-dirty summary of what people will get for their purchase.
If you are selling a learning product (like we are with our Kopywriting Kourse product example), then explain what they will learn.
If you are selling a physical product (like a yo-yo), then explain what they will get with their purchase.
In the previous version of the sales page it looked like this:
This wasn’t necessarily a bad summary, but I wanted to pay some attention to it, because on various versions of this sales page, THIS PARTICULAR SECTION would get a fair amount of readership then people would drop off.
I found it very difficult to read this section as it had lots of errant blank space and weird font combinations.
Checkout this scroll map of an original version of this page:
From other versions of this sales page it seemed people paused on this section quickly, then scrolled away. This leaves me to believe this part of the page was difficult (or flat out un-interesting) to read.
One thing we’re gonna do is upgrade the big green checkboxes with individual icons. These are meant to be “explanatory” icons, but not too distracting. Thus we are making them kind of grey and all of the same motif:
This would leave us with something designed kind of like this:
Here’s the re-written titles, copy, and associated icons:
WHAT YOU WILL LEARN FROM THE TRAINING INSIDE KOPYWRITING KOURSE:
The main part of The Kopywriting Kourse is a 2-3 hour program that will take anyone (either you, or your employees) through the basics of good copywriting. It will teach you the exact techniques to do it on every piece of marketing material you have. This is the foundation of this entire copywriting bundle (worth $697 on its own). Then you can continue on to learn advanced content strategies, cold emailing techniques, and so much more.We also are including 6 months of live office hours calls where you can ask questions about your copy and get it reviewed. Everything is included and you get lifetime access right away.
Learn To Think Like A Copywriter
Getting into the copywriters mindset is the most important step, we don’t write a single word until you understand this. These lessons alone are game changing.
Learn The Technical Aspects
Teaching only theory is dumb. I’m showing you how to get actual words onto an actual page. You’ll get to follow along as I go through live copy examples. It’ll be like we’re in a room together writing copy, and you’re watching over my shoulder.
Advanced Copy Strategies
We’ll of course cover the basics, and that’s all many people need to get started. However if you want more advanced copy strategies, venture into the Content Writing Course and Email Writing Course for far more specific examples, case studies, and techniques.
The Content Writing Course
The word “content marketing” is thrown around as if any crappy article posted on the web is “content.” We’re going to show you how to actually make kick ass articles that get linked, ranked, and read. If your article doesn’t get linked, ranked & read….then what’s the point of spending time on it?
The Copywriting Crash Course
If you (or your team) has a tight deadline and there’s not a lot of time to learn copy, I have a module inside the KopywritingKourse just for you. It’s a 25 minute crash course on copywriting that will get even a total newbie who doesn’t know what “copywriting” means up to speed. They won’t instantly be a pro, but they’ll pickup some mindsets and tactics to write better copy right away. Great for training employees or colleagues (several companies make ALL their employees follow this crash course).
Cold Email Writing
Learning to write a damn good cold sales email pitch is what takes salespeople from low performers to top performers. This training has transformed sales teams and businesses alike. Learning to write a great cold email might be one of the fastest returns on investment of The Kopywriting Kourse, as often one extra sale resulting from this can return the investment 10x or more.
Learn Autoresponders
You can rarely reach “passive income” status without a magical little tool called an Autoresponder. We teach you how ANY AND EVERY business can utilize an autoresponder to keep sales coming in, even when the business owner is doing no work.
Copywriting for eCommerce Stores
Depending on what you’re selling, the copy tactics you’ll use are different. eCommerce is near and dear to my heart since my first real business was being an eCommerce retailer. Since opening that, I’ve learned many tips and tricks for writing eCommerce copy that stands out from the crowd and makes more sales.
Becoming A Copywriter
Most customers are existing business owners looking to improve their copy, but every once in a while we get people asking “Can I charge money to do copywriting for others?” We actually have an entire module on how to become a copywriter, the pro’s, the con’s, templates to get gigs, templates for portfolios, and advice + examples on how to do it.
Writing Sales Pages
The #1 thing people come to me for help with is sales pages…..those notoriously long behemoths that sell things on the web. I’ve got some great strategies and formulas to follow that will make sales pages way simpler to manage and write. We’ll break up the process of writing sales pages into a framework you can use over-and-over without ever staring at a blank screen.
Website Tuneup
We don’t teach you copywriting then let you loose on your webpage….we actually go through examples of each section, and how to format them, including real life examples. Home Pages. About Pages. Contact Pages. We go through them all step-by-step and make sure you have crucial components on each.
The Bonus Vault
These are additional long-form interviews, copy tear downs, and breakthroughs in people’s copy that get continuously updated as new content comes along.
KopywritingKourse Updates
When we make updates to the KopywritingKourse, you automatically get the new updates. We love our members and don’t try to nickel & dime them by charging for updates.
KopywritingKourse Group and Forum
Keeping in touch. Asking questions. Meeting others. Seeing what others are working. Seeing where others failed and succeeded. THIS is how you learn important lessons. Our groups in The KopywritingKourse foster sharing and discussions so you can learn from not only me, but others.
Live Office Hours
We do office hours where you can get your questions answered live with Neville. We don’t just answer questions here, but actually re-write copy live. Many people use these sessions as free consulting, and get a metric ton of value out of them! These Office Hours alone are enough to purchase the full Kopywriting Kourse.
One of my favorite parts about this [Summary of What They Get] sections is that it forces YOU to crystalize what your product delivers. You can see in one or two pages if you are delivering a bunch of good stuff or not.
So in our experiment to make a sales page from scratch, if you’re following along, go and and write out a summary of all the things a person gets when they buy your product.
Haven’t bought your kourse Neville. It would be stupid not to buy it. Gonna buy it… lol
Hey Neville,
I love your sales page series (and your kopy-course too)! You are a great teacher who can explain valuable concepts in a simple and actionable way.
I have a question when it comes to setting up a sales page for a physical consumer product.
When it comes to the boring technical aspects of the product such as dimensions, material and weight — Where would you put it on the sales page?
Thanks
Dennis the Menace
So I love how you’re using the Kourse sales page as an example and thereby inviting us to learn more about it and perhaps buy it. ;-)
I have to wonder, though … after working through these lessons (and eagerly awaiting the next installment), AND reading other posts on your site (holy cow, that ABOUT page post – wow – and I thought I was reasonably good at ABOUT pages!), I wonder *just how much more is there to teach?*
(I’m sort of, but only sort of, kidding…)
Thank you for this! It’s tremendously helpful, and right in time because I’m preparing to launch a new program!
Hey Grace, glad you’re liking this series!
I believe you’re asking about what else is in the Kourse….well since you don’t already know, it means the current sales page has done a poor job at telling you!
If it really was doing it’s job, you would know! That’s why I’m going through and changing the page up :-)
However one of the MOST valuable things you get with membership is the live Office Hours where we all meet for between 1 and 2 hours and go through copy live on a video call (where we can all interact with each other).
This is by far the most valuable thing for people who take advantage of it. One person uses it to run all his copywriting client work by me before submitting it, one person has me helping with content research, improving blog posts, getting businesses advice….
Hope that helps!
Best money I ever spent on a course. I have been through the course multi times and I love it every time I go through it! Neville is the best, and people who are even the slightest bit interested in copywriting needs to take this course! Money well spent!!
Why thank you Bill! It was a pleasure to have you in the office hours!
“the basics, and that’s all many people need to get started. However if you want more advanced copy strategies, venture into the Content Writing Course and Email Writing Course for far more specific examples, case studies, and techniques.”
I’m confused on this part.. will those be additional courses that need to be bought?
Good point…..I can probably clean up that section a bit.
Possibly shirt-worthy observation Evelyn!
Just curious, what tool are you using for checking who’s viewing your site?
I use a combination of:
– Google Analytics
– Sumo
– CrazyEgg
The fact that I’m writing this means you’re doing a great job!
The fact that I’m reply means I appreciate the kind words :-)
The revised version is way better! Very good before and after.
Thanks Julie, I like it better too! I believe when it was first written I was in a hurry, so now it got a little extra TLC and reads better :)
Oh, Neville, you would have blushed to see how horrid my About Me page was before I saw your post on About Me pages.
It was so very bad. It’s embarrassing knowing I actually had it up where real people could see it.
But we live and learn.
Well glad you got it all cleaned up! Marian did a great job with that post!
https://copywritingcourse.com/how-to-write-an-about-us-page/
Hey Neville,
First of all.. I love your blog!!
BUT
The comment section price is sooooo boring, in fact it is so boring that it makes me not want to comment because I’m afraid of receiving a T-Shirt that I’d probably never wear. I know I’m just some random guy and you’re probably thinking “who the hell is this guy? and I don’t even want him as a fan if he’s gonna be mean like this.”
But
that’s not the point here —- the point is—– what if other people think the same way?????
Because
There is no way getting around that these t-shirts are pretty boring looking and it’s probably the most common price for any corporate challenge contest ever.
I’d love to see some funky prices for you comments section winners!! Maybe you could do an affiliate program with some cool text-editor software or perhaps even give out pens that look exactly like the once in your t-shirt logo. because those are some dope pens man, and I wish I had one…
Best regards,
Swedish dude in San Francisco
Hey Jake!
Not sure I follow….are you saying my PRICING is boring, or the tshirt??
I’m confused 🙄
the winning prize*** for best comment :P:P
Heh heh…you didn’t win this particular time, but there’s a BUNCH more posts in this series coming out, so keep participating and you have a pretty good chance of winning :)
Whenever people see a long list of product features, their eyes glaze over.
It’s similar to eating at a restaurant with too many options.
Information overload!
The best restaurants have fewer options. But those options are phenomenal.
This reminds me of something Drayton Bird said in one of his recent emails:
“Never try and sell three things at once. Either sell one thing with an upgrade or lots of things, like a catalogue.”
Neville, do you have experience testing your sales page with only the top 3 or 5 benefits?
Hey Ryan!
For this KopywritingKourse bundle it’s not quite as clear as selling just one thing, however in the past I used to sell each course individually and it got complex and difficult and more confusing.
I simplified the hell out of everything by rolling it all into one. For this reason it’s a bit hard to narrow down the [Summary of what they get] section into just 3 points.
I think this section is good now….we’ll see how it fares through the testing phase!
Yeah, that makes sense.
I hope you share the results of the testing phase (and even show us how you do your testing phase).
Yup, I will be showing all the various tools used to track pages (which then informs you WHAT to change on them).
Looks like a big mountain to climb, I need a flying carpet or smth
I trade a T-shirt for a riddle )
Your face is a big mountain.
#burned
Always love your content Neville! I’ve always found it interesting that people (we) love those explanation icons so much!
Thanks Nick!
Icons are awesome and important :)
Hi Neville,
I don’t see you use bold text in this section. I’ve learned that readers skim the text. Is it because you want to force your writers to read it all? Or something else?
Love the fact that you praise icons. I’m actually in the middle of using (much) more of this as I think this will trigger our much more visual parts of the brain.
Thanx, Sarah
Hey Sarah, the titles are bolded.
I’m not bolding too much other text as the two-sided layout, icons, different sized headlines and different sized text might get TOO distracting if too many things are bolded.
Otherwise I’m a huge fan of bolded words :)
I see. Good point. I’m sticking to my bolded words then.
Love the change btw. (Except for the yellow background…)
I sincerely appreciate you doing this Neville. The gradual writing of each section makes it obvious to see how this sales page is built. With baby steps!
Much better than staring at the blank screen of death wondering where to start!
Thank you very much Jane, it’s kind of fun to do also!
By the end we’ll smash all these sections together, design them, and have a full landing page we will test for numbers.