In this episode, you are going to learn how to include key things into your copy for your sales page to make it optimized for conversion. Kevin & Jason go over their ultimate 6 points to make sales copy for their sales page, coming straight from experience.
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This is a direct transcript. Please forgive any grammar or spelling errors.
Jason: The clearer you can be about the problem you solve. The more likely people with that problem will buy your product.
Kevin: But when you can actually have a list like this, where you can like, just take the list, you look at your page or your product page or your landing page, and you say, does my page answer all these questions?
Jason: Okay. And it’s not the problem that you think you solve. It’s the problem that you are solving for your.
Kevin: Episode of eCommerce Uncensored. My name’s Kevin Monell, and I’m here with
Jason: Jason Caruso.
Kevin: Before we get started. Jason, I wanted to try something. We’ve been mentioning this little, uh, Q and a section on our website. And we realize it’s a little hard to take people from their mobile device that they’re probably listening to right now on your, on your podcast player or whatever, and taking them to our website and then filling out a form. So I want to open up a phone number for you guys to text us any kind of questions, any comments you have about what you’re going through and just let us know. We want to learn kind of more about you guys and find out exactly who we’re speaking with. So text, text us at 8 4, 4. 6 4 3 0 7, 4, 5, text us anything, anything
Jason: you went out, you went out a little bit there. Could you just repeat that?
Kevin: Oh, I cut out number you the number. Yeah. The number is 8 4 4 6 4 3 0 7 4 5, Text us anything you like, we want to hear from, you want to know who you are, questions, anything, what your store is so we can see it. So we see, cause we want to learn more about who we’re actually speaking to. So 8 4 4 6 4 3 0 7 4 5.
Jason: Cool. Right. It sounds cool. Um, real quick, I just wanna make a quick announcement for all of you guys who have asked for our Black Friday Cyber Monday, email strategy, uh, infographic sort of thing. Uh, we just have the designers kind of tightening it up and we will get it out to everybody. I know there’ve been, uh, several of you guys who have reached out and, um, We didn’t have it made. We were just going to see if you guys wanted it. So we are just finishing it up and we’ll get it out to you guys shortly making it look pretty, uh, yeah, making it look pretty, but you know, it’s a relative term. Easy to understand. I like simple.
Kevin: I’m pretty. I think I’m pretty right. Yeah, no. Yeah.
Jason: So Kevin, um, today we’re going to talk about something that, or sort of like. This journey that I’ve been going on lately with, with copywriting. So sales copywriting specifically I’ve always felt like that there was a process or there was something out there that was a little bit more formulaic and a little bit more, uh, you know, framework. Uh, to, to having product pages on, on, on websites or sales long form sales pages, I’ve always felt like there had to be some sort of, I don’t want to say magic, but. Some something that you can do to actually persuade people, to buy from you. And I’ve always felt like it was an area where we were really lacking. Like, I, I felt like we, you know, I feel, I felt like that, like, your success kind of lies in your ability to persuade people, to buy your product. And I felt like we’ve always known the tactics and the tips and the techniques and those kinds of things to make money. But the part that I’ve always felt like. Really struggling with was the copywriting side. So I I’ve really gone on this journey to, you know, educate myself on what sales copy is and how exactly it works. And how do you write persuasively? And so I’ve, I’ve, I’ve taken a number of courses recently. Um, actually I’ve I’ve should take that back. I’ve read a number of books. There’s I probably read three cooperating copywriting books in the past three months. And, um, you know, they’re, they’re all the same, which is kind of cool because you, you realize that it’s, it’s just all one way to do things. They all just kind of teach it in different ways. So it’s kind of cool. Cause I’m learning a lot of different ways to con to skin a cat or, you know, the same, uh, sort of cat. Um, but recently I’ve taken this course what they print a pretty well-known copywriter and he came up with these 12 questions that you should answer. On your sales page. And some of them don’t relate to e-commerce like per se, but there are a number of them specifically, seven of them that you could use for an e-commerce business that will certainly grow your sales. Like I I’m, I’m almost like it’s like a hundred percent positive that have you used. These questions and then put them in your copy on your product pages that you will get more sales on your email, on your emails and
your Facebook ads everywhere. You will make more. Yeah,
Kevin: I found it. I found it super interesting and super like structured. Like you said, like it’s just like, make sure your page answers. It’s almost like a checklist and it’s interesting to me cause I’m working on a sales page now and we’re constantly. Tweaking product pages and landing pages and things. So it’s, you’re right. It’s like up to this point up to this point, but it’s, and for a lot of people, it’s just kind of like, you kind of guess what kind of people want to hear or you think, you know, what they want to hear in certain places, but when you can actually have a list like this, where you can like, just take the list, you look at your page or your product page or your landing page, and you say, does my page answer all these questions? If you’re missing something you should. You know, bring it in, bring it into play. You didn’t structure a little bit different, like where you put certain things, I assume Jason, right? Yeah. Yeah,
Jason: definitely. But I I’ve taken out. He, in this course, he’s taught, he talks about 12 questions. You should ask yourself. I kinda narrowed it down to seven for e-commerce. But what I like about these courses and about these books and I’m reading is they, they give you a structure. A framework that you follow. It’s very difficult to look at a sales page and really figure out why they’re writing what they’re writing, but these courses have been like eyeopening and it’s pretty, it’s pretty awesome. When you look at like these sales pages that do all like, like, I mean, hundreds of millions of dollars, and then you realize like they just follow this, this simple format, um, that. Is it it’s
Kevin: much easier than you think. And I think the constant is that I keep learning from you when you talk about these things more and more is like, you really shouldn’t be talking about your product. I mean, in some, some of the questions are related to the product, but like you’re talking about the consumer, like what, what the product does for the consumer, not about the product at all. And I think as we go through this list, you’ll see that. Nothing about the product. And I think that’s a concept that people have a hard time understanding because they just want to build their product page and talk about how great their product is the whole time.
Jason: Yeah. I mean, that’s something that, that, that we get a lot, you know, it’s um, and we’ve made the mistake too, of talking about the product, but really when it comes down to copywriting in that regard, you’re, you know, I’ve always felt like copywriting was like persuading people to do things that they don’t want to do, but they all say the complete opposite. Sales copy really is just trying to find people who have the problems that your product solves and then just convincing them that your product is the one to buy. So,
Kevin: yeah, I’m working on this landing page for this constipation medicine. After I did it after I, I created it. I found myself a little bit stuck on the top because, you know, we talk about defining the problem on the top a lot of times. And I define constipation and I talk a lot about what constipation is. I know that’s a crazy product to talk about, but I was looking at the thing and we’re like, do we really need to convince people that they have constipation? Or we don’t want people who just know they have a problem and this product is the best for it. Yes.
Jason: And that’s where. Yes. Let’s just go through this because I think we’ll some of these questions, some of these things that we’re saying here will make a little bit more sense. So number one, and I think this is, I think this is like the backbone of sales copy is number one is what is the problem that you solve?
Jason: And it sounds like. A very, very simple thing, but I was sitting here on my, my way board for this new product that you and I are working on and I wrote the problem. I helped you solve. And then I have three dots
Kevin: and that’s it. It’s hard, man. It’s
Jason: hard to really, you know, nail down exactly the problem that you’re solving all the time. Right. It’s not always black and white, you know, so, but the better that you can define your product’s purpose. You know, the one thing that they talk a lot about, and I don’t mean to like change gears cause I’m not, but talking about clarity. So like the clearer you can be about the problem you solve, the more likely people with that problem will buy your product because they, they understand that.
Jason: Or they know that you
Kevin: understand. And being as specific. Right, Jay, I mean, I know the we’re talking about the golf thing, right? So it’s like, it’s not like you’re just going to be a better golfer. That won’t be that you have to really nail down the specific, what it’s going to do for you. Right. And
Jason: that’s kind of like the tricky part because, you know, for our golf product, I know what I’m trying to get them to do, but like for instance, uh, he uses. An example of weight loss. And he says that, um, you know, people think that people who want to lose weight are doing it because they want to be healthy, but they’re really doing it because they want to look better around people. Right. And it’s just like, it’s kinda like, um, That’s why it’s so hard to define because you think it’s one thing, but it’s really something else that you need to tap into. And that’s, that’s the tricky part. But if you can define the problem that you solve and it’s not the problem that you think you solve, it’s the problem that you are solving for your customer, right? Right. It’s, it’s why all these makeup companies get these models to like move their hair around and put their makeup on because they’re, they’re making, they, they know that these women want to look beautiful, like a model.
Jason: And that’s
Kevin: really all they’re doing. Yeah. I don’t at the end and not be afraid to like, actually like poke at that problem, to that. The video you sent me to that weight loss pro uh, product, um, the other day, like, uh, right off the bat, like it was like a picture of his wife, his wife, And then a bunch of like social media comments talking about how fat she is.
Kevin: Right. Like that is like, to me, it was like, wow, that’s really like, that’s controversial almost when you, when you think about it, like, it was almost like online bullying that they were showing right off the bat, but that’s like really what brings you in and, and like, uh, catches your attention. Yeah.
Jason: Yeah. I don’t want to go into too much of, um, like too many side stories, but this one is, it’s funny. Like there’s this guy on. Called the snake diet. And, um, I tell you, I talk
Kevin: about him a lot. It’s been a while since I heard about it. Yeah. I
Jason: haven’t, I haven’t really, because I haven’t been really been dieting and I really should start, but, so he talks about how, when he used to be like, nice, he like helps you to lose weight right. Through like fasting. And he said, when I started, like, when I was like being nice to everybody, nobody listens. He’s like I said, like, yeah, like I used to be like positive and like, yeah. Like, and like nobody listened. He’s like, but then I used to, then I started fat shaming people like literally do it. He is nasty hateful. I remember him. He said soon as I started doing that, people listened. Yeah. And it’s because he’s tapping into the real problem. Right. Which it’s not motivation. It’s not trying to make everybody feel good. It’s like,
Kevin: yeah. And the guy and the, the person who’s going to get offended and like, bitch about it.
Kevin: It’s like, okay, well you’re not my customer. Anyway. You’re not who I want. I want somebody who’s being affected in this way. Right.
Jason: So number one, what is the problem that your product solves very important? Number two, and this is, I think a, a, an overlooked question. Kevin, this is a question that I think that most people don’t think about, but it’s very, very important. And that is what is the cost of not doing. Business with you. Right? So number one defines the problem. Number two is like, okay, if you don’t get this handled, what is the cost?
Kevin: And basically like agitating the problem, like reiterating you don’t do this. This is what’s going to happen to you.
Jason: Right. You’re and you’re, you’re restating that, you know, I think, um, I think that Russell Brunson talks about future patients. A little bit about like what it’s, what your life’s gonna look like in the future. It, you know, when you take advantage of this product. So I think it’s like one of those things where like, you know, you can say to them,
Jason: you know, there is a cost to not handling this. You’ll continue doing what you’re doing. And we know if you continue doing what you’re doing, you’re, you know, you know, What you’ve been getting,
Kevin: right? Like the, like the, the, the weight loss stuff. That’s I think that’s one of the biggest examples, especially this time of year that you’re going to see all over the place. It’s like, okay, if you don’t do this, you’re going to die, or you’re going to be on cholesterol medicine for the rest of your life or whatever it may be. You know, those kinds of. Right. So, number one,
Jason: what is the problem? Number one, what is the problem you solve? Number two, what is the cost of not doing business with you? Very important. Now this one may be a little bit trickier, but I left it in here because I think it’s really important. And that is how is your product or your, your solution. Different from everybody else. Right? Like what is your differentiator? Right. Like you don’t want, you know, it’s interesting because the more and more that I work on this golf product, Kevin, the more and more I’m realizing that. You know, cause you’ve asked me a lot, like, well, if somebody can just go on YouTube and get the answers for free, why would they pay? And number one, there’s always an added, you know, there’s some psychology to paying for something, right? Like, can you pay for something? You’ll do it. So you’ll, you know, that’s, that’s one side of it. And there’s also like when you pay for something, you feel like it’s definitely more valuable than something for free. Um, but aside from that, You know, people want to solve their problems in a, you like in a unique way, when you do something that is unique, that is different. That no one else can offer that no one else, um, can do quite like you there, then it doesn’t really matter. What’s free. Right? Like I I’m trying to attract people like.
Kevin: Right. I think, I think in most cases, even the people that are listening, they have a product that they’ve, there’s probably a similar competitor of theirs, like us, like the golf thing. There’s, I mean, we know that the industry, the online learning industry for golf is huge, but maybe it’s not like. Necessarily what the product, like the product itself and like how it’s delivered, like you’re going to teach it a different way or like your product, like maybe your customer service is better or maybe your shipping is faster. Maybe like those kinds of things too. If you have a similar product to something else, or even like, you’re just, uh, selling the same product or white listing or whatever, you just have to offer something a little bit unique.
Jason: Yeah. And I, and. It’s funny because like, you know, my whole story about becoming a golf professional
and practicing day and night and not getting anywhere. And then I like kind of just taught myself how to practice less and, and get better, you know? No one else could tell that story right. Only I can. So that’s unique to me. Um, so. Number one, what is the problem you solve? Number two. What is the cost of not doing business with you? Number three. How is your solution completely different from all others? Number four. What will your product do for me? Egg Zackly
Kevin: right now another really hard thing. It’s
Jason: another, yeah, it’s another really hard, basically. This is like the transformation, right? Like he talked about how. And it goes back to weight loss, because it’s really easy to understand. He showed like a before picture of this guy who was overweight and an after picture of him where he was ripped. And he said that most marketers make the mistake in thinking that, you know, they want, they they’re buying. Uh, like the program he says, but they’re really buying the transformation. That’s what they’re buying. Like they want to know where they’re going and, uh, that’s, that’s another huge one. Like, you know, where. Like what it’s gonna do for me. Exactly. Like where am I going to be? Exactly when I take your bride. Yeah.
Kevin: So yeah. I mean, everybody says, everybody thinks their product is the best. Like, so, okay. You’re you got a great product, like, okay, what’s in it for me basically.
Jason: You know? And that was like, I was thinking about our client, who we did the backyard brick ovens for, you know, and we talked when we talked to him, all he said to us was I got the best brick off the rest of the cover. You don’t understand the best . Well, really we should have been talking about is what you’re going to get from that brick oven. What kind of, what makes it different? Uh, it gets hotter than anybody else. It’s right there. You’re, you’re solid. You’re, you’re getting people to a destination that they want. Right.
Kevin: And for products like that, it’s almost like you’re going to be able to entertain, you know, maybe it’s not, it’s
not so much about like how hot it gets. It’s like a great product because that’s BS, as far as I’m concerned, when I’m buying something, you can tell me anything. But like when you show, like for me an experience of having a brick oven, like this it’s totally changed as like, oh, I’m gonna, I’m gonna be able to entertain. I’m gonna be able to make pizza, you know, those kinds of things. And, you know, we’ve had, we’ve struggled with that. I mean, especially with the journal, like it’s always been. Uh, a pain point for us to really totally understand what our customers and goal is. And it’s so important.
Jason: It’s why we’re struggling to get to the next level with that business, because we don’t quite know what the problem, what problem the product solves. Right. It’s more like
Kevin: a, a
Jason: fun thing, but anyway, all right. And I’m going over these Kevin, like I’m reiterating the numbers because I feel like when I listened to things. I got a radio or like a podcast I get lost sometimes. So I like them re
Kevin: so, uh, I’m just kind of glad I don’t, because usually when we do list like this, you jump ahead on the list
and I, or I jumped back, I jumped ahead. So it’s good that you have it and I don’t.
Jason: Okay. So number one, what is a problem that you solve? Number two, what is the cost of not doing business with you? Number three. How is your solution completely different from everybody else? Number four. What will your product do for me? Exactly. Number five. Why should I trust you now? This is like a big one because, um, this is where, like your w your, your guarantees come like, okay, you got a 30 day money back guarantee. Um, your, your logo is maybe where your product has been on TV or has been in, uh, like a very like Huffington post or. Um, showing the logos of where your product has been using other people’s logos to bring credibility to your product is huge because most people I’m really worried about what they’re gonna, what they’re going to lose. When, like what, like what’s the danger really? Right?
Kevin: Like that’s where like reviews too would come in and like social previewing from Facebook and things like that. The testimony is
Jason: something like that. Um, I’m actually going to remove one of these because this one’s not really making sense to me. So it’s going to be sick. This is the
Kevin: last one.
Jason: Okay. So number one was what is the problem that you solve? Number two, what is the cost of not doing business with you? Number three. How is your solution different from everybody else? Number four. What will your product do for me? Exactly number five. Why should I trust you? And number six, which I think, um, I think, uh, depending on the product, this can be a difficult one too. And that is how does it work? Right. People need to know exactly how your product works. And we do that. Kevin with rev air, which is one of our clients who they invented a new product. That’s never been on the market before. Right. One of the biggest things. I think that we’ve we did in the beginning was showed everybody how it works, right with our videos. And, you know, for this particular product, it is for type three and type four hair, right. Type three and type four hair is curly, very curly and kinky or type. Right. And people with type three type four hair, have a really difficult time blow drying and straightening their hair. This product rev air actually solves that problem. It dries in straight into your hair easily within a few minutes.
Kevin: I think it’s, it’s an interesting thing. Is business business owners, or, you know, e-commerce store owners. They. They communicate how things work based on their experiences with them. Like, to them, it’s easy. Like, yeah, you just do this and you do that. And they do that. But I think for this and what we really did a lot with Rivera is like the influencer or the, you know, the social people using it on social as, as opposed to like trying to explain it with text, which we do as well, or explaining it with like our. Own produced videos, which again, it’s like, you’re communicating in the way that you think your user would experience it, but like when you actually have other people using your product and actually showing it in use, I think it just communicates a ton better. Well, and that’s
Jason: where influencer stuff, right? Yeah. Yeah, totally. Um,
Kevin: It’s really. So, and people like, even like unboxing your product, showing that experience that they get, when they get it, the box, the door, what are they going to see when they open it? The parks
Jason: and stuff, man, they want to know exactly what they can expect. And I do it too. Like when I’m, when I’m buying stuff, I do the same exact thing. It’s like, okay. What is, you know, that’s why Amazon has that, you know, like they, they make the sellers. I kind of put in the pictures, like, what is in the box or what comp or in the description, like what comes with it? Because they know people want to know exactly what’s in it. And like I said, I like to know exactly what’s in the two. Like, what am I getting so that I don’t have to buy other accessories or I know what to buy or, or whatever, but the idea is, um, To actually show people that right. To show and tell them exactly how it works. And, you know, it’s funny because there has been, um, this is not such a problem with e-commerce, but with sales pages in general, like people like sometimes feel weird about asking for the sale and in any, any professional, any salesperson will tell you. And a good salesperson will tell you is like, You have to ask for the sale. Like you always ask for the sale and if you don’t a hundred percent of the time, you’re not going to get it, but have you asked for it? Um, you know,
Kevin: you’ll get it and that’s what you’re going to get it. Yeah. Yeah, exactly. So talk to them that like how it works thing. And I had experienced this yesterday, when I was researching some other plat, some other SAS platform I was going to use and to use words that. Your customers use not what you use. Like I was telling you about this yesterday at the sales page I was looking at, or this pricing page, and it was the way the bullet points of what the product was, was obviously just internal business words that they used. And I didn’t understand what that meant. Use your customer’s words, not your own to make it easy to understand.
Jason: Yeah. And that’s a, that’s a big thing because that’s also part of the, what problem do you solve? And, you know what, like also like what’s the pain around that problem. That’s another part of this is like talking about the pain that they feel because of this product, uh, or because of this problem. Uh, yeah, I mean, in their words
Kevin: is really important. Yeah. I guess this is, that’s like an overarching statement for all these questions, answering them the way your customer would answer them, not yourself. Exactly.
Jason: Um, so yeah, I mean, uh, You know, people can, if they have any questions, you can text us
Kevin: What’s that number? Texas at 8 4 4 6 4 3 0 7 4 5 equal to here. Okay. And
Jason: guys, real quick. Number one. What is the problem that you solve? Number two, what is the cost of not doing business with you? Number three. How is your solution completely different from everybody else? Number four. What will your product do for me? Exactly number five. Why should I trust you? Number six? How does it work? And one little amendment to number one, I would say, what is the problem that you solve and what is the pain that your, uh, customer is feeling?
Kevin: Yeah, cool. I like that. All right, guys. So, uh, we’re also, we want to live in up our Facebook group a little bit, uh, start talking about that some more too. So we want to, we want to use that as a platform that you guys to reach out to us too. So go over to ecommerceuncensor.com/facebook to sign up for our Facebook group and, uh, subscribe to the podcast. Make sure. Anything coming up here soon. We have some interviews next week and a couple, a couple of weeks coming up. So there should be, should be fun. Anyway. Thank you guys so much for listening as always, you can check us out at e-commerce uncensored.com and we’ll talk to you guys real soon.
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