Why More Bullets Can Hurt a Sales Page — Transcript

Full transcript

1. 0:00Uh, so everyone here is familiar with
2. 0:01Amazon, right? Think about the Amazon
3. 0:03sales page.
4. 0:04They have the highest converting sales
5. 0:05pages on the internet.
6. 0:08And their sales page is
7. 0:10several images, you get a video, you got
8. 0:13reviews, you've got a a handful of
9. 0:16bullets about what the thing is.
10. 0:18And then of course they're cross-selling
11. 0:19other products and whatnot, but like
12. 0:20that's kind of it. That's like the whole
13. 0:22thing and it's the highest converting.
14. 0:24And so I think right now what are we
15. 0:26like 40% or something?
16. 0:28Which if you compare that to like any
17. 0:29commerce store which industry average is
18. 0:30probably between 1 and 2%. So like we're
19. 0:32significantly higher than that. The main
20. 0:34thing that drives it even higher is that
21. 0:35anybody who can one-click purchase kind
22. 0:37of like Amazon.
23. 0:38Uh,
24. 0:39if if on average 30% of people were
25. 0:41coming into communities or coming from
26. 0:43school then like you're getting huge
27. 0:45increases on that 30% in terms of
28. 0:47conversion rate. Um, and that's carrying
29. 0:49the whole thing up and the bigger school
30. 0:51gets the more that's just going to
31. 0:52continue to kind of compound. So that's
32. 0:54that's kind of the thinking behind it
33. 0:56um, in terms of simplicity. And if you
34. 0:58look again, look at other platforms.
35. 0:59Every B&B, they're not 60, you know,
36. 1:01they're not pages and pages and scrolls
37. 1:03and scrolls. It's super simple so people
38. 1:05can make a decision. And long-term what
39. 1:06ends up happening is that the platform
40. 1:08itself gains more and more trust and the
41. 1:09platform will be more trusted than any
42. 1:11individual on the platform. And then
43. 1:13that's how the the tide rises for all
44. 1:16boats.
45. 1:17>> So so the thought process is get better
46. 1:19at just simplifying the offer and
47. 1:21running a bunch of tests until you get
48. 1:23that to convert versus can go this whole
49. 1:25other direction when you're trying to
50. 1:26build landing pages and
51. 1:27>> Let me tell you something wild. So um, I
52. 1:30don't even know if I want to share it.
53. 1:31I'll share it anyways. So
54. 1:32um, right now we're we we did a small
55. 1:36test. It was a very short period of time
56. 1:38where I ran a test where I said, you can
57. 1:39get all three of my books, physical
58. 1:40copy, uh, for 15 bucks all in. So five
59. 1:43bucks a book. All All the books are
60. 1:45free. I've already paid for them or
61. 1:46people have already paid for them. You
62. 1:47can just go ship them to yourself.
63. 1:49My conversion rate on the page is 32%.
64. 1:54To purchase. Click to purchase.
65. 1:57And that's held.
66. 1:59Like 20,000 purchases. Like a lot of
67. 2:01purchases.
68. 2:03Like the offer still being killer still
69. 2:07matters.
70. 2:08Right? And so like I think that school
71. 2:11in a lot of ways just forces you to
72. 2:13focus on the few things that really
73. 2:14drive the needle. And just thinking like
74. 2:17how can I like the way that I think
75. 2:18about bonuses and bullets, which I would
76. 2:20I'd highly recommend thinking about it
77. 2:21this way, which is that if I'm going to
78. 2:23add a bullet, it takes up mental real
79. 2:25estate for the prospect to make a
80. 2:27decision. So I'm going to ask like a
81. 2:29cost from them for them to read this
82. 2:30bullet. So it better be worth it. And so
83. 2:34I believe that buyers are single issue
84. 2:36voters. They're single issue buyers. So
85. 2:38it's cool to have many, many things, but
86. 2:40what what happens if you've watched this
87. 2:42like heat maps for purchasing behavior
88. 2:43back in the old days funnel stuff is
89. 2:45that people read, read, read, they hit
90. 2:47the thing and then they buy. And that's
91. 2:49the game. And so every single bullet
92. 2:52should in and of itself for the right
93. 2:54buyer be worth the entirety of the price
94. 2:57times two or three. And so if you think
95. 2:59about that as the razor for like what am
96. 3:00I like you can offer you can include
97. 3:02other stuff in your community. But for
98. 3:04it to take real estate of what you're
99. 3:06going to say is inside or say why it's
100. 3:08worth buying, that is where you put like
101. 3:10so much effort into into like the
102. 3:12bullets. Like at the launch for example,
103. 3:14I had you know playbooks that I was that
104. 3:16I was showing. Every playbook only had
105. 3:18three bullets. And it was it was 30, 40
106. 3:20pages of stuff. And I got three bullets
107. 3:23cuz I knew I had no there was no more
108. 3:25time for me to even go in it and even
109. 3:26then it was a lot. Right? And so it's
110. 3:28like word concision and really more
111. 3:30importantly idea concision
112. 3:32is what I think like making fewer
113. 3:34bullets and making each bullet perfect.
114. 3:36>> If you're not getting as many leads as
115. 3:37you want in your business is demand
116. 3:39constrained, [music] meaning you could
117. 3:40service more customers than you
118. 3:42currently have, then this is for you. So
119. 3:44marketing is changing [music] and I
120. 3:46think ACQ tends to be on the bleeding
121. 3:47edge of the stuff. We certainly spend
122. 3:48the money
123. 3:49to do it, but we also build custom
124. 3:51software and we pay amazing vendors and
125. 3:53very expensive people to figure out the
126. 3:55system that we have right now, and I
127. 3:56want to share it with you kind of open
128. 3:57kimono style. If you're not getting as
129. 3:58many leads as you want,
130. 3:59boy, do I have the thing for you. Click
131. 4:01below, book call, and uh
132. 4:03hopefully I'll see you in Vegas.