Welcome to Module 2!
In case you haven’t had a chance to log in to your dashboard, join the Facebook group, and post your homework, please do so now. Sometimes we wait until the last minute (I do too), so if you find yourself doing that, please check out Brad Yates’ video: https://youtu.be/IiU9pXRCVtA.
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In this lesson, we’re going to focus on the sales page and its thank you page. There are only four pages in a simple but effective sales funnel: the free gift, its thank you page, and the sales page and its thank you page. Some people overcomplicate this process, but it’s really not that hard if you think about it as only four pages.
I used to start with the free gift and the thank you page for it, but now I build my sales funnels in reverse and start with the irresistible offer. Why? Because when you’re launching a pilot program at a no-brainer price, sometimes you can skip building the freebie first and go right to creating the PayPal button to get your first sale even before you even make a fancy sales page. If you don’t have a list yet, a good place to look for people to invite to your pilot is your “sent items” folder according to Rob Goyette, because those people know and trust you already.
If you can sell your pilot program with a free discovery session and a PayPal link, then you know it’s a hot idea and worth spending the time and effort to build a nice sales page and related free gift. Once you create your PayPal button, you can use the email link to send the link to your program or service and paste that link directly into a private message in Facebook.
Why do this? For one, you’ll feel rewarded for making a sale and validated that your title and program outline will help people and maybe even change their lives. Second, if you start with a free gift, it’s a delayed gratification process and it could be many months, if at all, before you know you’ll make sales on your program, depending on all the steps in your sales funnel. That’s why I start with the offer, get my first sale, and then make a sales page.
After you make that first sale, then you know there is interest in your product or service, so it is worth spending the time to build a nice sales funnel. If you have LeadPages, great! LeadPages is at the top of their industry for high-converting sales pages and landing pages. But if you don’t have LeadPages, you can still build decent sales pages in GetResponse, OptimizePress, or other systems, depending on your budget and timeline.
A pilot launch typically takes four weeks if you are delegating to a tech team and if you don’t want to be stressed about meeting a tight deadline. If you’re stressing and pushing, that creates more stress, both for you and for your team, so that’s why knowing the simple launch steps helps.
So if you’re delegating the sales page and thank you page to a Virtual Assistant (VA), what do you need to give him/her?
It helps to have copy written for:
- The sales page
- The thank you page for the sales page
- The Welcome email for buyers
- The sales broadcast to your list if you have a list
Whether you decide to write your own sales copy or outsource that to a copywriter, you’ll need to have some idea of the benefits of your program and how it will serve your ideal audience. If you don’t have copy prepared, that could delay your launch and prolong the results you’ll see.
Last lesson, we covered how to come up with a hot title and subtitle. It helps to say, “this program is specifically designed to [tangible result]…”so that they can…” Keep asking yourself “So that they can…” until you have at least four bullet points. Save those bullet points for your sales page copy.
From there, what you can do is create a summary sales page, which is like a contract between you and the buyer. The summary sales page lists the main outline of your course, what it includes, and why each section benefits your ideal clients. We’re talking about maybe four or five benefits, tops. From there you can estimate the value of each part. If you want, you can add a bonus or two (or pull out a module and include it as a bonus instead).
Add up all the values and voila! You have a total value.
Next you’ll want to set a price. If this is your pilot launch (beta launch), or a seed launch to your own list, you can always start small and work your way up.
Alina Vincent started her pilot of Get Clients from Facebook at $57! That same course she launched again for $497, then $997, and now $1997. Structurally, it’s the same course with the same modules, but she’s relaunched it, conducted webinars, increased her list, added JV partners, and ran Facebook ads to promote it each time at a higher price. If this is your first launch, don’t even worry about all that marketing. It adds stress to your launch and often fails if you go too big too fast without support and mentoring. Alina is transparent that she spent over $100,000 in coaching to get to six figures and beyond in two or three years (she started out as an instructional designer, then a photographer and has transformed into a powerful business coach and top JV partner). My notes from her High Profit Programs are included in the Learning Library in your dashboard if you are curious about Alina’s path to success.
To help you decide the price of your pilot, I’ve included a spreadsheet I use to forecast my sales. I’ve adapted this spreadsheet from a formula that Donna Slater originally created (you can friend her on Facebook and thank her for the sales forecasting spreadsheet if you want). I’ve changed the formulas in this spreadsheet to match my own business, and you’re welcome to customize it as well.
How do you use this spreadsheet? Take four prices you’d like to charge. Then plug them into the estimated sales you’d like to make each month you plan to launch. The formulas do the rest and will calculate the income you’d expect to make if you met your sales goals for the year.
Once you’ve done this exercise, you can see what you can budget for your systems. You’ll be spending money on your launch anyway in systems and in help, so why not make sure you have enough to pay yourself for your time as well? After all, the goal is for a powerful and profitable launch. And yes, you deserve it!
Now here’s your homework:
- Decide the price of your program.
- Share the price and title with your tech team and ask them to create your PayPal button.
- Test your hot idea out by doing at least one discovery call and closing the sale by sending your PayPal link. You can schedule the discovery call with Calendly or another automated scheduler if you’d like, or you can ask people to call you directly (if they call you instead of the other way around, that’s better for sales psychology).
- Once you’ve made at least one sale, book a Zoom call with your tech team to pick out a sales template together. We’ll go into this more later, but a picture is worth a thousand words, and unless you know the exact name of the template you want, it may save you many hours of time and money by picking out the template together.
- Ask your team to make a simple thank you page for the sales page and include a call to action (book a free discovery call, join a free or closed Facebook group, etc.).
For now, don’t worry about logos, branding, or stock photography. We’ll cover that in the next module.
Until next time, happy launching!