At $249, it ought to be a substantial offering. However, Pat has an advantage: traffic.
His podcast has over 370+ episodes at the time of writing, and from it he’s grown a massive audience. Even if there are better products at lower price points on the market, people don’t buy what they haven’t heard of.
Nonetheless, his sales page is reasonably short.
Have a look:
A short, simple and uncomplicated sales page.
The Smart From Scratch sales page is very simple and clean. This is an example of how to not overcomplicate things.
That said, it’s very well structured. The ordering of the sections just makes sense. Let’s zoom in...
Pat’s sales page shares an identical above-the-fold to the… except for one key difference:
There’s no countdown timer.
What we do see on Pat's sales page is a very familiar structure:
Smart From Scratch has an open-closed enrolment system.
Open-close enrolment means you can join the course for a set period of time, and outside of that time, it is unavailable.
Usually, open-close enrolment means a countdown timer is placed visibly on the page, and yet there was none to be seen on the Smart From Scratch sales page.
This sales page has since closed and the ‘Enrol Now’ button has been replaced by a ‘Get Notified’ opt-in form.
Pat Flynn’s website, podcast and product rely heavily on what’s called . In other words, his face and name is front and centre on… well… everything.
Since that is such a selling point, the sales page doesn’t introduce him towards the end like most do, but rather introduces him near the start:
Whether an Author Introduction is used early on a page in Personal Branding examples, or later on a page where the author is less known, what’s important is that it communicates validity.
Pat’s author intro validates his authority on this topic by showing his experience. That is what’s key with author descriptions: show them why you are the one to teach that topic.
often use Module Boxes to show off the content inside the course. Smart From Scratch achieves the same result with a different and simple method: a list of lessons.
The titles of those lessons are appealing too, and this was something we saw premium and low-priced courses do well.
Rather than just calling it ‘Lesson 03’ and leaving it at that, the benefit of the lesson is captured in the extended title, “Lesson 03: Figuring Out Your Top Idea (17:39)”
Including the lesson length in minutes and seconds after each lesson title is a charming touch. To the wary visitor unsure if the course is right for them, it’s promising to see that the bulk of the course is completed just by watching short videos.
Ramit Sethi’s Zero to Launch sales page, has 55 testimonials.
Well Pat’s sales page has only 2…
...but both of them are Video testimonials.
And don’t be fooled by the seemingly pretty layout. Both testimonials are just a single video piece to camera with no clever editing or effects.
When you look carefully at this sales page, you can see that it’s a perfect answer to a structural question:
What do you write about in what order?
The page includes 3 sections with headings that just make sense. Here they are side-by-side for you:
3 background sections answering vital course related questions.
That order just makes sense. It succinctly answers the 3 most important questions anyone needs to know:
1. What is it?
2. What will you learn?
3. Who is it for?
No matter how long, short, or simple your sales page is...
... make sure you answer these 3 questions.
If you’re starting out, don’t make this more complicated than it needs to be. Just answer the 3 points in order, each with a subheading to break them up.
How much does the price of a course affect the sales page needed to sell?
And it’s a good question: Does a higher priced product need a longer page?
Well, let’s compare 2 different course sales pages by one company; one for a $198 product and another for a $29 product.
Hearts in Harmony are a husband and wife team trained in Counseling Psychology who were once proudly featured on Oprah. They have a variety of courses targeted to niche counseling concerns.
This is an example of how video lessons have a greater perceived value than text or audio only lessons.
So, comparing $198 to less than $30… how different are the sales pages? Let’s have a look:
$198 (left) and $29 (right). They look very similar, don’t they?
A first glance at these sales pages gives you an idea of the structure, and they are nearly identical despite their differing prices.
But what you’re likely to miss at first glance is the copywriting.
There’s a knack to sales copy that often takes practice, and whoever wrote these pages has got that knack. Sentences are short and punchy, they accurately sympathise with the pain that the courses solve, and the pages make bold promises of what it feels like to be free of that pain.
Here’s some examples:
Your sales page headline has one job… To keep the visitor reading. That's it! Of course, you want to keep the right visitor reading; the visitors that may actually be interested in buying your course.
So what's best way to do that?
Outline a strong benefit right at the top:
One product is 6x the price, but headlines still do the same thing.
Neither of these headlines mention an actual course, either.
Remember: people don’t want to buy courses, they want to get results.
So these headlines promise those results first.
This is a tactic used on
And yet, here it is on a $29 product sales page.
Once visitors understand that there is a product, the natural next question is: ‘What exactly is it?’. But within that question, visitors are trying to understand how they will consume the product.
A picture is worth a thousand words, right? That’s the value of a box shot:
Near identical box shots too. Video course (left) vs text/ audio course (right)
With just one graphic, it’s clear that this is a digital product accessible on mobile and desktop.
Look a little closer and you’ll see the audio/ text course on the right ($29.97) doesn’t include any graphics of a video, but it does include earbud headphones at the bottom of the box shot.
If you’re asking someone to fork out $300 versus a measly $30, the call to action/pricing table should be different, right?
Have a look.
Near identical pricing tables for both products.
Once again, these pricing tables are nearly identical. Note how simple they both are. If this was for a $2000 product, then it might be a different story, but for courses below $500, this is more than enough.
The important note here is that there is the ‘Risk-Free Promise’ which is deliberately placed right next to the mention of the price and the Call to Action.
That’s no mistake. Think about it. A potential buyer pausing on this part of the page is considering the price and evaluating if it’s worth it. As the cursor hovers over that button, that’s when purchase anxiety is highest, so of course you want your guarantees and promises visible right there.
This is an often-included feature onand here it is for two low priced products too: a personal and emotional note from the course creator.
I’ll just show you one of them, since both of these courses had the same section tailored to their products.
This section comes right after the pricing table and includes a headshot and signature from the course creator. And it’s emotional. Remember, how people feel about your product has a great influence on their decision to purchase. Here are two sentences pulled from this section to show you what I mean:
Have you heard marketers rave about how it’s all in the copywriting? It’s true. A high-converting website isn’t necessarily one that looks beautifully designed — and the same can be said for sales pages.
This is for a $49 online course.
This is a mid-length sales page, coming in at 4500 words, and it’s almost entirely text- except for a few design elements carefully chosen to break it up.
It has a simple colour palette and an easy to follow structure; but, most importantly, it’s very easy to read!
Let’s take a closer look...
Finally, a different above the fold design! There’s no video in this one. No call to action either, and it doesn’t even have a headline! To bypass the need for an author bio anywhere on the page, it starts with a photograph of the course creator and his name: ‘Chris.'
This is an example of the PAS format for copywriting. It stands for Pain Agitation Solution. The theory is that you need to really hit at your visitors pain points. The more accurately you hit that pain point, the more inclined they are to read on for the solution.
Here are the first few paragraphs so you can see how this is being used above-the-fold on this sales page:
Talk about hitting the pain points! With absolutely no mention of the product, they’ve gone straight to the pain of not feeling like you can provide for your family, a primal pain that many startups or entrepreneurs early in their career may feel.
It’s great writing. And it works.
Once again, no need to get fancy — look at the testimonials here.
It’s a box, some stars, and some text. What makes testimonials like this work is the content inside of them.
Getting those testimonials might can be a bit of a challenge but it is definitely worth the effort.
There are psychological reasons why we need our curiosity satisfied, and great marketers can leverage this to their advantage. Used poorly, it feels like clickbait. But used correctly it can drive conversions and grow a base of satisfied customers.
Here's an example: imagine you are considering one of two courses. One says “Learn how to drive traffic to your website”, the other says “Learn the Godzilla Traffic System to drive traffic to your website”.
Aren’t you immediately curious about the Godzilla Traffic System? Of course you are. And yet it’s a completely made up example.
The use of a named proprietary method highlights what you don’t know. Everyone knows at least a little bit about driving traffic. But if you don’t know what the Godzilla method is, then you are more aware of your lack of knowledge. You are curious.
Look at how Traffic and Funnels are using this trick on their sales page:
There’s a formula, it has numbers and letters, so… it must mean something! But as a reader, you don’t know it yet.
How do you find out? By buying the course.
It’s a bit of a sneaky trick, but it can work. Just make sure you actually deliver on value or else it feels like clickbait.
This technique was used with $2000+ sales pages too, yet here it is for a $49 product: Price Anchoring.
This list breaks down the monetary value of each element in the course, then adds it all up to $876. Then, immediately they chop it all away to offer it for just $49.
Why? Because it works.
Do they ever sell the course for $876? Unlikely. So why even bother? Because it changes the visitor’s perception of value.
I’m not here to tell you that you should or should not do this… only that businesses are doing this and it appears to be working. The choice is up to you.