You work hard to get your people to click through to the page where they can purchase your program or course [cue image of you trying to nail that reel].

You strategize. You take action. You check your DMs. You CTA them (can I say that?)

You drop the link in your emails 💌 and you get on IG stories even when you are sweaty at the park, your hair is a mess, and you’re not feeling it.

Meanwhile (and so sadly) a percentage of people get to that link, people with the exact problem that you help solve, and they turn away.

They say “nope”, they x out of the window, and they move back into the digital sea of a million other offers.🐟 🌊📱

All that work to get her to the link and then poof, she’s gone.

Bye, impact. Bye sale. Buh-bye. 👋🏽

Recently, I was the fish that swam away.

This awesome therapist who I follow on IG, whose work I like and whose approach I appreciate, opened up a group coaching container. I was very interested.

You see, the problem she helps other women with is a serious struggle that I face in my own life on the regular.

She was telling people to go check out her group coaching program and sign up. So I clicked through to the right link and guess where I landed?

On a Calendly scheduling page. 😱

The marketing strategist and copywriter in me was like, “Nooo!”

There on the page was one giant paragraph barely describing the offering. On Calendly. One paragraph. 🚫

I couldn’t sign-up.

My questions were not answered.
I was not provided with enough information.
I couldn’t determine if this group offering was the perfect fit for me.
My mind was nowhere near settled in the certainty of a “yes!”
I didn’t understand who this offering was for, and who it was not for.
I didn’t understand the way this group program offering differed from the therapist's other offerings.

When our readers read our sales material…

We need to help them deeply consider our offering.

We need to lay out all the benefits. We need to turn the wrong people away, so we can ignite a knowing/certainty in the right people, that yes, this is the offering for them, at this time. ⚡️🧠

There are a bazillion other leaders, educators, and facilitators out there with programs that have legitimate sales pages that fully describe their offerings in detail — offerings that are positioned well.

Why would I sign up for this one?

I wouldn’t and I didn’t.

And it’s a shame because it probably was going to be helpful as ever.

Your reader needs:

You to empathize with her.
You to show her that you deeply understand her problem.
To have ALL HER QUESTIONS ANSWERED.
A full breakdown of your offering.
Your offering to be well-positioned and well-showcased as a powerful and no-brainer solution to her problem.
An FAQ section that’s legitimate in terms of what questions are answered and how they’re answered
To see testimonials and social proof.

And more.

So, if your group program doesn’t have anywhere near a legit sales page (😱) I'd confidently say that you need to fix that ASAP.

If your group program has a DIY’d sales page you likely also need pro help (even if it’s just someone to point out what needs to be fixed and added so you can move forward with confidence).

If your group program doesn’t have its own URL and it’s just being listed in “the shop” section of your website, you also need pro help.

Even if your group program (or digital course) is getting a steady stream of sign-ups, you’d still be smart to think deeply about the readers who're turning away.

Why are they turning away?

Working hard to drive traffic to an offering without having an awesome and high-converting sales page is like trying to run a 5k on your hands while the majority of course creators and program facilitators are out here running on foot.

If you want to DIY your sales page upgrades with my help, check out Copy Slam, the High-Impact Recorded Sales Page Critique for the Woman Who is Ready for Nearly Effortless Sales: http://www.jillian-anderson.com/copyslam

If you want me to write you a high-converting sales page — a sales page that helps you increase both your impact and your revenue, I have 2 openings.

Start here: http://www.jillian-anderson.com/starthere

Big Love,

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LEARN THE THREE BIGGEST SALES MESSAGING MISTAKES I’VE SEEN IN MY 8+ YEARS OF DIGITAL MARKETING AND COPYWRITING…AND HOW TO AVOID THEM!