the first thing I want to do with the video is tell you that this is the main skill that you need to learn full stop like look at this screenshot above somewhere that's the last 30 days of Revenue just from this skill it all comes back to this is what you map everything back the whole success that we have in our business and our portfolio all comes down to knowing how to create Desire with language and if you learn it and you practice it and you master it you can make whatever you want come true
[Music] oh today we're going to talk about first principles in riding landing pages and evoking desire we're going to go into some of my landing pages and we're going to analyze them I'm going to show you how sometimes I Break The Rules I'm going to map everything back to the first principles we talk about in the first section and then we're going to go into a real life landing page build with helsinky house as we try to sell a digital product and so you're going to have a bunch of different angles a lot of the
time people ask me questions like or how would you go about selling T-shirts or clothing or stuff that doesn't solve a problem you'll learn that in today's video let's talk about some principles for desire and these are going to help you with your landing page and your product page so we're going to start with the most important part and that is discovering the essence of your product so the essence is the unique trait that is desirable about your product all products have something different about them and something that is the most desirable part of them
and that's what you're trying to find you're trying to find the essence the spirit of the product the way that we do that is we use it we touch it we smell it we feel it we wear it we do whatever we can with it you're trying to find out what you love most about it and it might be small it might be a detail it's it's experiential all the time you want to set up your phone tap the voice memo get yourself recording and then use the product go through it touch it feel it
smell it and speak to the microphone about everything you're experiencing all of those little details and then when you listen to it back or you read the transcription back one of those points is going to jump out at you if it's not already obvious and that's going to be the essence and that Essence is important because I'm going to show you with the examples how I kind of dive into that Essence to make a desirable sounding piece of copy number two is we're going to get away from the product and now we're going to focus
on your consumer your audience your people and now what you want to do is you want to focus on an angle an angle is either a problem/solution it's a dream outcome or it's like a unique selling proposition a benefit a really great way to come up with a unique angle is to go specific so speak to a specific person about a specific problem that's the best way to find a really hard-hitting relevant angle moving on from that I'm going to consult page 32 of this book which is Elegance is the opposite of extravagance and what
you want to do is avoid fluffy adjectives avoid trying to create Desire by saying things like marvelous and spectacular and it's just going to make you sound like a pompous that is trying really hard to get someone to buy something and when that happens you're making people feel like they don't trust you as soon as they smell the rat in the room they're iffy about you so that's really important be simple the final principle is what we call jeel readership Path and this was coined by the owest of G's Dan Kennedy and he talks about
how 80% of people skim read so if you think about that 80% of people skim read what are they doing when they're skim reading they're just reading what jumps out to them as important you can control what they think is important so you have a bunch of headlines on your landing page or your product page and you can choose what people stop and skim read but the secret to this the secret to dual readership path is that all of your headlines in sequence should make sense so if you've got five headlines across your page and
you were to take all of those headlines and put them in a separate document they should all tell one story should be from one to another to another that is huge and just remember that what you're trying to do with a product page or a landing page is you're trying to create desire so you're trying to get people to see that what you've got is going to improve their life and at the same time you're trying to make them believe that the product that you're offering can actually deliver on the promise that you're making so
with a headline you go hard benefit you really try to make it seem like this is something that they desire and then underneath your headline that's when you're trying tojust ify how that headline comes into play okay so recap find the essence find the angle be elegant over extravagant and focus on jeel readership path you're going to see these four things come into play as we go and review some of my learning [Music] pures smells good what's the thing you love most about them how much Shad smell good that's the essence this is the the
product page for the club lemon shampoo conditioner um it was the highest converting product for how many years was it year or two year or two yeah for a second imagine the nostalgic smell of Grandma's lemonade in a natural and zero waste shampoo and conditioner bar that's Club lemon smells like Grandmama's lemonade see below promotes scalp health for growth and thickness leaves a texturized and Natural Balance creates a glowy shine for nonstop stop admiration did we mention the smell here's a little story about Grandmama's lemonade everyone loves Grandmama's lemonade kids are running and screaming in
the distance the sun feels like lava sweat pouring off your brow yeah yeah you're thirsty but wait a second if you listen carefully you can hear the sound of a spoon stirring ice blocks in a glass jar cling clang Grandma's lemonade is sweet and refreshing it tastes like a hug of comfort and love the last drop is the satisfying gulp of Joy temp brain freeze okay it's gone now you're recharged and ready to go back and play with them kids show them who boss the lemon is wholesome and fresh because it's made from real lemons
you know the ones that grow on trees no Labs or chemicals around those parts PS Club lemon is perfect for oily scalps as the Citrus helps clarify and rebalance your natural oils that's a good copy why do you reckon it worked cuz it's so emotive do you remember the essence of the club lemon when you were playing with it before yeah the smell yeah see how we tap into that Essence I think that the club lemon landing page converted it over 4% for a long time and the reason why is because it's so emotive so
even though I'm breaking a lot of my rules like there's no white space there's no headlines there's no dual readership path it just goes to show you how important emotions are in this game it's all about emotions and the stuff that we use like dual readership path and headlines and stuff that's just a way of meeting people where their attention is so you know people are going to skim read so you put in headlines and you do your dual readership path and stuff but what I did with this product pages make it so emotive through
story that people felt something and what that feeling was was like a desire for the sensory experience that we were talking about in the landing page and if you just have that you're going to go a lot further than trying to think up here and trying to get everything logically correct and so this is a good opportunity for you to see what's possible with product pages and copy you can have fun you can go outside of what people tell you to do and you can just try to focus on that emotion looks like low [Music]
TI all right so we're looking at our new landing page for Helsinki house entire store bundle West ending Facebook ad traffic to this landing page so what we talked about yesterday was something that goes kind of outside of copyrighting but was communication design and we're talking about having a hierarchy so that when we put our headlines onto the page it immediately signals for the consumer that it's time to stop and read it and so you wrote what five headlines yeah I did let's have a look Okay so we've got this get noticed with the high-end
frame mockups here because of because of the essence of the ads the ads are predicated on getting noticed getting noticed grow your Instagram following this is the number one thing that we've seen people respond to that's our hypothesis thus far uh increase your online presence and then sell more prints so love how you just got the aesthetic bullets that kind of go this way all on one line blow up your Instagram with 90 days worth of trending content now we're talking cool so that's headline one then you go Visual and this is a fantastic visual
that communicates so much more than just words like having your photo here m just puts them straight into the subject and then they can have that emotional feeling so then you go into reviews interesting cool we're just going to keep them going what I think is good practice is when you start to find a winning landing page like this you start to play around with AB testing the order of your hierarchy and so right now we go we go from the entire store bundle with the little bullets and then we go into blow up your
in 90 days worth of trending content you put that in there that's all great I feel disconnected when we get to what photographers are saying in the order here and I think what you need to do is potentially pull this up to the top because it kind of makes sense from this sentence blow up your Instagram with 90 days worth of trending content to make it easy to show your prints in high value interiors that kind of makes sense back and forth whereas if you go straight into reviews it's almost disjointed it almost feels like
the landing page is about to end because when we see reviews it's usually at the bottom of the page and I think by doing this you're spoon feeding them make it easy to show your prints and high value Interiors okay like I want that again so we continue to try to create desire before we start justifying with our reviews this is really important and you know we've talked about this privately but we haven't bought these guys along which is that the reviews here should articulate your bullets like your main desire bullets I would like to
see on a piece of paper you know not for the video but later like all of these headlines just like one after another yeah that allows you to go in and see how it flows because what you're actually doing here more than just speaking to them through the Dual readership path is you're also like figuring out what you believe is the hierarchy of importance for this landing page and the hierarchy of importance comes down to what do you think they need to know if you could only say three things to them you you're trying to
get them to feel desire more than anything and so blow up your Instagram with 90day worth of trending content is a great start and then make it easy to show your prints and high value Interiors a second the headline is like a benefit it's like a desirable outcome right then and there but what should go under it should be justifying how that comes to fruition so I'd almost be interested in having some text here like even just bullets make it easy to show your prints and high value interiors and then it's like it's drag and
drop your prints will appear Flor only takes you 30 seconds even if you have no Photoshop experience you know I'm just going to the extreme cuz I don't know what the actual details are but if you think about it in terms of like energy effort ease and you bullet them out then it's going to make more sense like make it easy to show your prints in high value Interiors there's two things at play there's easy and there's high value Interiors so if we can do some bullets which is like this is why it's easy and
this is how it's high value concrete it boom boom yeah love it we're doing at the moment is focusing on the hierarchy of information so making sure that we create desire first in a big abstract way then go a little bit further down into the details about desire and still keep on trying to hit that nail and then after we've done that then we're trying to logically justify how that desire comes to materializes how to write copy that cells what have you learned what have you struggled with put the Reps in until it gets real
keep practicing That's it man what on the page that's it of all the skills that I've learned in my life copywriting has been the one that has changed my life the most and if I'm to drill down all the way and try to find the fundamental reason for our success doing a million dollars a month it all comes back to copyrighting [Music] I [Music] going [Music]
