I am not a writer.
Yes, I have a couple blogs & websites, and that obviously requires that I write. But I’m not good at it.
I started this behind the scenes series, because I wanted to show you that being a freelancer means we have to wear a lot of hats. It’s not just the craft itself you need to master, but marketing, administration, bookkeeping, social media and of course, writing.
Luckily, this is all stuff we can learn.
Building a course is a lot more work than it seems. It’s not all rainbows and unicorns and passive income fairies (except maybe when you’re up so late working that you start hallucinating).
I hope that seeing some behind the scenes has helped show you what I’ve had to learn along the way.
So back to writing…
One of the most important parts of building a course, is writing the sales page. Because if your sales page sucks, people won’t buy your course and all the other work you’ve put in won’t matter.
This also applies to your packages and website and emails and social media updates. What you write matters. Tweet that!
So as non-writer, I had to do a lot of research before attempting to write my sales page.
Today I want to share with you what I learned.
The Key Elements of Every Sales Page
Speak to your audiences pain points immediately. So with Stress Less & Impress, I focused on the problems I know freelancers have when they don’t have a streamlined process.
- Scrambling to know what to do with each new client.
- Wasting time with back and forth emails.
- Spending too much time answering questions and doing custom quotes only to have your client disappear.
- Wondering if you’re missing things you’re supposed to do as a freelancer.
Introduce the course/product/service & say what they’ll learn.
Say what your customer will learn by showing the solutions to the above problems. So rather than talk directly about what’s included (modules, lessons), talk about why those problems exist.
So with Stress Less & Impress, my students will learn:
- How to get your clients to stop shopping around and start saying “I want you”.
- Why a simple contact form is making you a slave to your inbox.
- How to automate your contracts & invoices so setting up a new client takes less than 2 minutes.
- Why the Welcome Package is my secret weapon to setting up a project for success.
- The exact software I use to make sure nothing falls through the cracks.
- Etc, etc.
Give details about what’s included
Now that you’ve really spoken to the issues your customers have, you can go into more detail about the actual features. This could be a module/lesson breakdown, or just titles of the lessons.
With SL&I, I wanted to keep it simple and just show each lesson as it coincides step by step with the A-Z process I teach.
- Lesson 1: Hire Me Forms & Consult Calls
- Lesson 2: Contracts & Invoicing
- Lesson 3: Welcome Package
- Lesson 4: Project Management
- Lesson 5: Goodbye Package
- Lesson 6: Thank You & Feedback
- etc, etc.
Talk about results
Describe what life/business/etc will look like after taking the course (or working with you, reading the ebook, etc). This should be directly the opposite of the customers current pain points.
- You can take on more projects & juggle them simultaneously with ease.
- You won’t be a slave to your inbox.
- You’ll spend less time actually getting started with a client and can spend more time on the fun part- the actual project.
- You won’t have to heavily promote yourself because your clients will be referring you like crazy.
- You won’t feel awkward when a client asks for just one little extra thing.
Say who it is for and who it’s not for
Of course you want as many signups/clients as possible, but not at the expense of having unhappy customers or refunds. Being clear about who you can help and who you can’t help, will save you a lot of work and frustration down the road.
- This is great for you if you’ve just started freelancing and are unsure what kind of process you need in place.
- This is great for you if you’ve been freelancing for awhile and business is picking up, but the thought of a new client actually stresses you out because of all the work it entails (warning sign!).
- This is not great for you if you don’t like putting in work up front for better results later.
- This is not great for you if you buy a lot of courses, but aren’t good at taking action. If you don’t do the work, you won’t get results.
Who you are and why you’re an expert
Not everyone who lands on your sales page may know who you are or has read your about page yet. For that reason, and to remind the people that do know you, you should share a little bit about who you are and why you can get results.
I’m Leah, the founder of The Freelance To Freedom Project. I’ve gone from aspiring night & weekend freelancer, dreaming of new clients…to full-time, booked out 3 months in advance, just from referrals from previous customers who loved my project. I’ve gone from scrambling through projects with my head in the clouds to a well-oiled, I-could-easily-hand-all-of-this-to-a-VA, freelancing machine.
At the very end, be sure to include all the questions a visitor may still have about your product or service. You can put the nitty gritty details like your refund policy or how it’s delivered and also any objections you know people may have. You can also update this on an on-going basis when you get new questions from visitors.
For SL&I, I know that processes & systems is quite the boring topic. Most people would rather spend their money on a course about how to get a million new clients, tomorrow. So I addressed this in the FAQ.
Other things to not forget:
- Testimonials spread throughout to showcase other customers positive experiences.
- Buy now buttons or optin forms spread throughout, so people don’t have to scroll all the way to the bottom if they’re interested.
- Contact information for any questions.
My sales page is not perfect. I’m sure there are some other details I could definitely add. But we have to start with where we are and what we know and adjust as we go. The most important part is putting yourself out there.
Continue reading with the next part in this series: Behind The Scenes of Creating an E-course Part 5: The Actual Launch of my course building adventure!
If you’d like to take a look at the Stress Less & Impress sales page, it’s launched.