Carlos had his info product ready to help tens, hundreds or – why not, he thought – thousands of people all over the world.
I knew it was good for many reasons: the content was carefully created, it was going to fill a need that was crying out for a solution, and the price was competitive on top of that.
He had everything to succeed, but when he started selling it, Carlos took a bath in reality.
How could a truly excellent digital product not sell?
What was wrong?
Hello!
Amtrainer and specialist in conversions, and if I could talk to Carlos I would tell him that what was failing him was the communication.
how to sell that .
Because it’s not just what you sell, but how you sell itand that’s what I’ve come to talk about on the blog: how to create an online sales page that allows you to sell your course or infoproduct as you deserve, using your own as an example.
It’s not just the what, but the how
As I was saying, today it is not enough to have an excellent product or service. If you don’t know how to sell it, I’m afraid they won’t buy it from you, no matter how cheap it is.
People are getting more and more used to people wanting to sell us things, so our filter is more restrictive than ever.
Invasive advertising? Outside.
Non-invasive ad? Also outside.
Typical sales words? Don’t hesitate: get out.
We tune out as soon as we smell toast, making the sale harder than ever.
how do i convince myself that my infoproduct is what you need to satisfy your need?
The power of copywriting
Much has been written and spoken about the on the Internet, and rightly so: in a world where supply exceeds demand, how do you succeed? How to get more conversions?
The answer lies in the copy or persuasive writing. In a combination of communication and psychology.
Its benefits, expressed directly numerically: if the conversion rate on a landing without copy is 1%, by applying copywriting we can multiply it by 2, 3, 4 or more.
The copy is useful, that is clear, and what I am going to talk to you about now is one of its formulas: the PASTOR.
Because yes, because formulas are used in copy. Formulas created and tested by the best advertisers in history, each one designed to sell a different type of product or service.
The PASTOR formula, ideal for info products
The PASTOR is one of those formulas.
Although it bears my surname, I have not invented it; that honor belongs to the American Ray Edwards.
But I do use it, a lot, to sell my own info products and those of my clients when I work on their.
The formula, to give you an idea, looks like this at the structure level:
And what is each block?
What to put in the P? And in the?
I am going to explain it to you step by step before finishing the article with an explicit and graphic example:
#1 The P of Shepherd
We associate the P of the PASTOR formula with the “Problem”.
We start the sales page by showing the buyer persona that they have one.
Maybe I wasn’t even aware of it before reading your copy, but the objective is clear: the potential client must think that they have a need to cover, even if it is not imperative.
What we know as pain points are used here.
#2 The A is for Pastor
Your buyer person, like everyone else, in addition to the problem you just put in his head, will have twenty more.
In this second block, which corresponds to the “Agitation”, we have to get him to perceive that the problem of the first block is, in fact, more important than it seemed. We have to shake it.
We have to get him to put it first on his extensive list of problems, and for that we are going to delve into what can lead to that problem.
What happens if you don’t solve it? What are you missing? What can cause? What are you missing out on?
#3 The S is for pastor
Presented the problem and agitated until the end, it is time to present the “Solution”.
And what is the solution?
Your info product or digital product, of course, that you can present, for example, in a short video.
He arrives as the great savior and you must announce him as such, but beware: it is not yet time to deploy your entire arsenal.
You must say that great benefit or change: how was your buyer person before buying your info product and how will he be when he acquires and consumes it?
But stay there; details come later.
Although before…
#4 The T of shepherd
In the “Testimonials” you can add success stories -written or on video, the latter being better because they tend to generate more credibility- of people with whom your buyer person can identify.
If he sees that someone like him has bought the info product and has managed to go from A to B (what we say in the Solution block), he will feel more capable of doing it too.
How many times have you bought an info product with a high ticket without having seen or read a single testimonial?
By the way, if you’ve started to get overwhelmed because it’s the first time you launch this info product and you don’t have testimonials, don’t worry: do you know what a beta is?
I leave it there.
#5 The O of pastor
Here, in the “Offer”, is where you have to get specific. You have to tell everything about your info product:
– If it is a course, what are the classes like? Video, PDF?
– Is there a guarantee?
– How long does it last?
– What modules does it have?
– Is there support?
But not only that: here you also have to dedicate a space to yourself, to show yourself, even if it is above.
Because when we buy an info product online we are not only buying a product, but also the person.
#6 the R of pastorR
It’s time to ask for a “Response”, and for that we put our CTA or call to action accompanied by instructions.
What does your buyer person have to do if they have decided to buy the info product from you?
Tell him the steps in detail. Make it clear, and when you have it, put the fully armored purchase button on it.
Armored?
With armored I mean that you surround it with security elements such as:
– 100% secure payment
– Guaranteed payment security at
– Payments with VISA, Mastercard and Maestro
– SSL Certificate
– Return guarantee
You can also add written testimonials, as well as the ways to contact you in case they have questions.
And speaking of doubts: the sales pages with the PASTOR formula end with a battery of frequent questionswhich you should take advantage of to resolve all the objections that you know how to anticipate.
Don’t expect the buyer person to contact you to clear up any doubts: if you think there is something that could hold them back, solve it in the FAQs… to finish the landing with a second call to action, a copy of the first.
And that’s it!
It sounds like a lot, but it really is a puzzle.
The good thing about formulas is that they are just that, formulas that can be followed to find the desired product.
My example of the PASTOR formula
What better than a practical and real example to see how to apply what I have told you?
I’m going to show you, step by step, how the sales page ofthe program with which I have already trained more than 700 copywriters around the world.
After an initial introduction in the first scroll in which I already put a first (I do it because my program is already known and generates organic searches on its own, otherwise I would go directly to this part), I open the landing page with this:
Look at what I’m doing: I’m attacking pain points and taking the opportunity to segment the audiences to whom I direct my info product. I dedicate one to each buyer person.
Then touch the agitation:
Look how I stir up those problems that I started with. I am removing its need, the step prior to presenting the great solution, which I already hinted at in that last paragraph of this block.
This that I show you is the third block, the one of the solution. Here I deliberately start talking about Adopt a copywriter, and highlight the big change: you will go from not knowing what copy is to not having time to serve your customers.
We’ll get specific; For now, this is fine.
Then touch the:
This social proof works very well for us. The key is that they are stories with great detail, perfect for each buyer persona to empathize with their example.
If you look closely, it is a box with different tabs; each one corresponds to the type of buyer that I have selected at the beginning of the landing.
After the social proof, it’s time to talk about details:
We tell you everything that the course includes, and finally we put a video so that the buyer person can see graphically what is inside.
Then the time would come to put the guarantee, but I am fortunate to have many video testimonials from students of the program.
To make the page a little sweeter, I have decided to put these testimonials right after telling the offer:
And, now yes, the guarantee, clearly visible, before moving on to the final part:
Once the guarantee has been explained, it is time to ask the buyer for an answer:
Look at what I told you about the security elements.
Then what I do is facilitate the contact, resolve the objections with some FAQs and finish the landing by copying the CTA:
Will you tell me?
I just showed you the copy of the internet sales page with which I have invoiced more than €700,000 in my business.
I have also used the PASTOR formula with other clients, with some of whom I have managed to cross a million in a single launch.
Now it’s your turn to apply it to yourself with your own info product.
When you do, I’ll be glad to hear the results. Do you come over here and tell me?
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