By Shannon Matson
A pre-sell page is the key to speeding up the conversion of cold traffic and new prospects.
But what is it exactly? Read this post for a brief yet detailed overview.
Simply put: It’s a bridge between your initial point of interaction (say a social media post or ad) and the point of sale (sales page). We insert this middle-man to keep the conversation on-topic (your offer).
Our alternative options as told through The Three Bears 🐻
I know what you’re thinking, “Well make me some porridge and give me the softest bed, because this sounds GREAT.”
And it is! But first we need to nail the anatomy of the page to ensure it combines education with action.
Anatomy of a Pre-Sell Page
Here’s a breakdown of the anatomy of your Pre-Sell Page, I’ll use Kajabi as an example throughout.
1. Full Fold Intro Including Big Promise, Proof and CTA
We define a landing page “fold” as each section that takes up the entire screen without scrolling. What you’re seeing right now on the screen while reading this blog is a “fold”. The “Full Fold Intro” is the first part of the Pre-Sell page that takes up the majority of the screen.
Some screen sizes vary, but our goal is to dominate their attention with the Big Promise, Proof of Promise and Call to Action (CTA).
As shown by Kajabi:
Big Promise: “The #1 Platform to Grow You Knowledge Business“
Proof of Promise: Screenshots showing eLearning in action with “Kajabi creators have earned over $2,5000,000,000 doing what they love.” quoted beneath.
Call to Action: “Start Free Trial”
I would also say the three checkmarks are showing “proof of promise” too, just done in a more tangible way.
Similar to a sales page we want to paint a picture of the prospect’s current problem and the solution your offer provides, but without “folds” worth of copy. The goal of a pre-sell page is to do so succinctly in order to keep their attention.
As told through two images by Kajabi:
See how their paragraph displays how easy their consumer’s lives will be once they have Kajabi? The sentence “Now you can focus that energy on growing your business” plants such a clear seed of need with the prospect.
3. Benefit Headline with Feature Description, Repeat CTA
Now that the prospect is slowly nodding in agreement, it’s our opportunity to show just how this solution is achieved. We want the headline to share a benefit, the description to explain how the benefit is achieved with the offer’s features, and a CTA laying-in-wait if this is the moment they’re ready to take action.
Benefit: “Beautiful emails, now faster than ever“
Feature: “Kajabi’s Email’s new visual builder let’s you quickly create and send gorgeous messages that integrate video, countdown timers, automation, and more…”
Call to Action: “Start Free Trial”
Did you notice how their features lean on “integrate video, countdown timers, automations“? I’d guess they chose to focus on those pieces because they’re common sources of frustration for their audience.
Note – Don’t worry about cramming all problem/solution into the earlier section. P/S can continue throughout the other sections in a subtle but clear ways as shown in the Kajabi screenshot.
4. Social Proof
In the next two sections it’s time to back up the claims made. We’re going to use social proof to show the results or transformation of past clients. This can be screenshots of metrics or direct messages from the client, testimonials quotes, or evangelist-style video endorsements.
I recommend putting several of the social proof pieces together in this “fold”. Make it dense! This concentration is going to give the “wow factor” to the prospect.
5. Authority Building
So far we know why the offer’s great, but why are YOU the person I should trust to deliver it? This is our opportunity to flex that expertise, and do so through the lens of how your knowledge and experience is going to serve them.
As an entrepreneur delivering a service or digital product, this is going to largely consist of your biography. One that explains a successful journey and tailored experience.
Since Kajabi is a SaaS company (V.S. a personal brand) their “make us trust them” messaging comes down to the ongoing support offered…
This is a good idea for entrepreneurs as well. Yes, you are the person whose expertise we’re pulling from, but the community and support channels can mean just as much to the prospect. If offered, weave those facets into this section of your pre-sell page.
5. Social Proof, Repeat CTA
It’s ALWAYS a good idea to close the pre-sell page with more social proof. Leave the prospect with something inspirational AND aspirational.
Inspiration: “Kajabi makes it incredibly easy to turn your knowledge into products you can sell.”
Aspiration: “…my open rates have risen from 16% to 24%+.”
You’ll also see subtle authority markers throughout, namely the headline: “Join over 50,000 entrepreneurs, coaches, and influencers like you”
That is backing up their initial claim of being the #1 course hosting platform. By the end of this page I’m not questioning their merit, I’m questioning myself for not already having an all-in-one platform.
The goal of the pre-sell page is to soft sell prospects without letting them rest on their laurels by spending months consuming our free content without investing.
Psychology-rooted bonus tips:
*Some legal notes: All of these screenshots are from Kajabi.com. If you’re interested in trying Kajabi for your course hosting platform, I’m a proud customer and affiliate of theirs. THIS LINK will take you to a free 14 day trial, and if you choose to sign up with them, it will send me a small commission.
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