Now what I’m suggesting that you do is strip all of that back.
You don’t want to have multiple pages, multiple noise…
And all these different bells and whistles that you think you need.
Now, you’re probably thinking I’m going to be going through how to get the sexiest logos and the most beautiful websites.
However, you don’t need any of that.
The only thing that you need is a landing page.
I know that this probably goes against everything you’ve thought…
And you think you need to spend months on getting a really effective business card and all that stuff.
But what I see all too often is consultants and business owners…
Sitting around focusing on the unimportant things…
Procrastinating from actually going out into the marketplace and getting paying clients…
Which is the only thing that matters.
They deliberate and debate about what color their business card should be…
Or, ridiculous things like the size of their logo.
None of that matters.
They are the one percenters.
A really good logo isn’t going to flood your business with clients.
You don’t even need a full-blown website with multiple pages.
You just need one long-form landing page that clearly articulates who you serve…
And the problem that market is having better than what that market could describe themselves.
That’s pretty much it.
You can create a basic logo yourself on something like Canva or one of these free programs.
Nobody is going to be looking at your logo and thinking,
“Oh wow, that’s just not slick enough. I don’t know that I should hire this guy.”
That’s not how it works.
It just needs to be clear and clean.
You need a landing page purely to show people that you exist.
If you’re going to be cold emailing or cold calling people…
You need something to send traffic to or for people to check out.
You’re going to put about you, your services, and other things all on one page where there are no distractions.
They go to the page, get a good sense of what you do…
And that’s it.
As obvious as this sounds.
I don’t see anybody doing it.
At the top of your landing page, you just have in all caps,
“ATTENTION BUSINESS OWNERS!”
Or, “ATTENTION FINANCIAL PLANNERS!”
Or, whoever it is you’re addressing.
Attention New Yorkers who want to lose weight!
The power of that is getting people in a sea of people to raise their hands and say…
“That’s for me.”
It’s very powerful when you’re calling out who this is for at the start of your sales message.
It makes everything that follows feel a lot more customized specifically to that audience you’re talking to.
It’s really important to demand their attention with an attention-grabbing headline.
This headline needs to grab a busy reader…
By the throat and drag them into your sales copy.
You want to lead with a big promise of the end benefit they’re looking to receive.
Something like…
“Finally, a way to lose weight without spending hours in the gym!”
Then you want to have a subheadline that simply backs up that big bold promise you made in the headline and gets them to read it.
David Ogilvy famously said:
“By the time you’ve written your headline, you’ve already spent 90 cents of your advertising dollar.”
Your headlines will be read five times more than any other copy on your page.
So, it’s really important that you don’t think…
“Oh, I can cover those points later on in the copy.”
No, the headline is your opportunity to grab these busy people by the throat, stop them…
And demand their attention with a headline that’s going to stop people in their tracks.
After you’ve written your big attention-grabbing headline and your subheadline…
That further positions and reaffirms that big promise you’re making…
It’s time to dial up the intrigue and suck people into your sales message.
On a landing page…
Every single step is designed to get the person to read the next step.
You can’t sell somebody on what you want them to do…
Unless they read your sales message.
When writing your headline…
You should be writing at least 10 to 20 different variations.
Create irresistible bullet copy…
Bullet points that dial up the intrigue about what they’re going to be learning…
Or, the problems they will be solving.
Customize your headlines to have a lot of intrigue…
With different headlines throughout the page for your bullet points.
Use wording that engages people…
Like “little-known secrets to achieve X that you don’t know.”
The whole idea is to create irresistible intrigue…
And get them fascinated to learn more about what this landing page is going to cover.
After grabbing their attention.
It’s time to identify the problem and agitate the pain.
This is crucial because it shows your prospects that you understand their struggles better than they do.
Describe the problems they’re facing in vivid detail…
Making it clear that you get what they’re going through.
You need to agitate those problems…
By highlighting all the things that are wrong with how they’re currently doing things…
Or, the issues they’re experiencing.
Put salt in the wound and kick the bruised knee…
Make them feel the discomfort of their current situation.
The reality is…
People are much more motivated to move away from pain than they are to move towards pleasure.
This step does two important things:
- It agitates the problem and gets them to move and act.
Because you’re throwing salt in the wound and motivating them to take action.
At the end of the day…
Comfort is the enemy of change.
If they’re comfortable in their current state…
They won’t take the desired action.
2. It shows that you understand their problems better than they do.
which qualifies you as the proven expert and authority in this space.
A good example of agitating the pain is the way most businesses are reliant on referrals…
Or, don’t have a proven system for generating leads and converting them into clients.
Describe their pain points:
“Do you wake up to an inbox of one or two unqualified leads who are just price shoppers?
Do you worry about where your next clients are going to come from?
Are you spending weekends worrying about work and unable to switch off and enjoy the fruits of your hard work?”
By clearly articulating these pain points…
You make sure they’re fully aware of all their issues…
And that there’s a better way to do things.
They’ll expect the solution to come after you’ve agitated the problem.
knowing you understand their discomfort and are ready to provide the remedy.
We’ve spent the time agitating their state and pouring salt in the wound…
Getting them all hot and bothered about the problems they’re experiencing.
Now, it’s time to come in with the remedy and provide the solution that will stop all that uncertainty and pain.
Clearly explain how your landing page services will solve their issues…
And bring them to their desired after-state.
For example…
If they’re struggling with lead generation and client conversion…
You can say something like,
“We have a proven roadmap and system that will have clients coming to you, ready, willing, and able, knocking down your door to do business with you—no more chasing them or jumping through hoops.”
But don’t stop there.
Back up your claims with solid credentials.
Here’s how to do it:
- Results from Past Clients: List the results you’ve achieved for past clients or for yourself. Show how you’ve experienced these problems and used this system to solve them and get to where you are now.
- Successful Case Studies: Use successful case studies from previous clients to show the transformations they went through.
- Logos of Prestigious Clients: Display logos of prestigious companies you’ve worked with to build social proof.
- Press Mentions: Mention if you’ve been featured in any blogs, articles, or other media. Use “As seen in” logos to piggyback off bigger brands and lift your credibility.
- Awards and Recognitions: Showcase any awards, recognitions, or certifications you’ve received. Highlight any industry bodies you’re a member of to add credibility.
Even if you’re just starting out and don’t have a long list of client credentials or testimonials…
Focus on clearly articulating that you understand the problem…
And have the solution to take them from their less desirable before state…
To a more desirable after state.
Being the best in your market at articulating that you understand their problem and have a solution is key.
Now that we’ve grabbed their attention…
Agitated their pain…
And shown them the solution along with your credentials.
It’s time to make an irresistible offer they simply can’t refuse.
#1 Create the Godfather Offer
Your offer needs to be so compelling and packed with value that it makes people feel they can’t afford to miss out.
Make it clear, concise, and loaded with benefits.
For example, offer a free consultation with a high perceived value:
“Book a free 60-minute consultation, usually worth $500, and get a personalized strategy plan to skyrocket your business growth.”
#2 Add Bonuses
Sweeten the deal with additional bonuses that enhance the value of your core offer.
These bonuses can be parts of your service that you highlight as extra perks.
For example,
“As a bonus, receive a comprehensive market analysis and a custom-tailored marketing blueprint, worth $200 each, absolutely free.”
#3 Stack the Value
Summarize all the benefits and bonuses…
Showing the total value of what they’re getting.
Break it down like this:
- Free 60-minute consultation: $500 value
- Market analysis: $200 value
- Marketing blueprint: $200 value
- Total value: $900
- Today’s offer: FREE
#4 Reveal the Price
After stacking the value, reveal your offer price.
If the consultation and bonuses are free…
Emphasize the perceived value they’re getting at no cost.
This makes the offer irresistible because the value far exceeds the price, which is zero in this case.
#5 Inject Scarcity
Create urgency by limiting the offer.
Use phrases like,
“This month only, we’re offering these consultations for free because we have a new team member with more capacity. Limited spots available—once they’re gone, they’re gone.”
#6 Give a Powerful Guarantee
Remove any hesitation by offering a guarantee.
For instance,
“If you’re not completely satisfied with our consultation, we’ll continue working with you until you are, or we’ll give you a full refund.”
#7 Call to Action
Be direct and assertive.
Don’t ask them to take action—tell them to.
For example,
“Go ahead and book your free 60-minute consultation now! Click the button below to get started. Don’t miss out on this limited-time offer.”
#8 The Warning
Follow up with a warning to emphasize the urgency.
“These spots are limited, and once they’re gone, they won’t be available again. Act now to secure your free consultation and start transforming your business.”
#9 Close with a Reminder
End with a reminder of the benefits and the call to action.
“Remember, this offer includes a free 60-minute consultation, a market analysis, and a custom marketing blueprint, all worth $900, for free. Don’t wait—click the button below to book your consultation now!”
