Prerna Malik, an experienced copywriter, shares valuable insights on how to write million dollar sales copy.
In this insightful session, she talks about;
Name: Prerna Malik
What Prerna Does: Co-Owner at Content Bistro
Company: Content Bistro
Noteworthy: She is a freelance copywriter and content marketing strategist with over 15 years of experience and has worked with over 350 clients worldwide, crafting content, copy, and social media strategies that pack a powerful punch.
💡The importance of addressing objections in the Frequently Asked Questions (FAQ) section.
Prerna discusses the role of the FAQ section in handling objections and removing barriers to purchase. She suggests structuring the questions in a way that directly addresses objections and concerns raised by potential customers.
She advises avoiding generic questions that have already been addressed in other parts of the sales copy and focusing on objections related to identity, commitment, and specific situations.
💡Examples of benefit-focused language.
Prerna provides examples of benefit-focused language that can be used in the offer presentation section. She emphasizes the importance of explaining why the audience needs each component of the offer and how it will benefit them.
Prerna highlights the need to go beyond simply listing features and to instead focus on the outcomes and transformation that the offer provides.
💡 Building expertise through research
Prerna shares her research process, which involves immersing herself in her client’s world by reading blog posts, listening to podcasts, and studying their courses. This thorough understanding of the client’s industry and audience enables her to create effective copy across different niches.
💡Long copy for skeptics and high-ticket offers.
Prerna explains that skeptics often require longer copy to address their doubts and provide them with all the necessary information before making a decision. Additionally, high-ticket offers may also benefit from longer copy to ensure that potential customers have a clear understanding of the value they will receive.
💡Creating samples for a portfolio.
Prerna suggests writing on spec as a way to create samples for a portfolio when starting out in copywriting. This involves taking existing offers and writing sales pages from your perspective to showcase your skills. Sending these samples to the creators can potentially lead to further opportunities.
Tips for encouraging survey respondents.
Prerna suggests incentivizing survey participation by offering rewards such as Amazon gift cards, downloadable offers, or one-on-one calls.
She emphasizes the importance of giving respondents a clear reason for filling out the survey and letting them know how their feedback will directly benefit them.
Writing for multiple ideal customer avatars.
Prerna explains that when writing for multiple ideal customer avatars, it’s essential to identify common patterns and use language and messaging that appeals to each avatar’s needs and struggles.
She highlights the importance of instant identification sections where different audience profiles can connect with the messaging that resonates with their baking experience and goals. She provides an example of writing for different levels of bakers and how the pain and desire sections can address the concerns of both beginner and seasoned bakers.
Addressing objections and desires in different sections.
Prerna discusses the importance of addressing objections and desires in various sections of the sales page.
She explains that the pain section can address different levels of frustration and desires for creativity, while the offer walk-through and instant identification sections can cater to different audience profiles and their specific needs.
Connect with Prerna;
Blogpost on post purchase emails
Blogpost on How to Increase Course Value and Impact with Intentional Bonuses
Chima Mmeje 0:02
Hi, everyone. I’m so excited today we have the amazing, incredibly talented Prerna Malik with us here today. Look, look at yesterday I’m cheesing I’m like smiling from end to end. I’m just so incredibly excited. Every episode of this season has been incredible. So I have no doubt that today’s episode on writing sales copy is going to be just as good.
So Prerna is going to be taking us through her process of writing very lucrative sales copy for her clients that have worked for our clients, and that you can also apply your process to write better sales copy, printed, thank you so much for doing this. I’m passing the mic over to you.
Prerna Malik 0:45
Awesome, thank you so much for inviting me. I’m really excited talking about sales copy is definitely one of my favourite things to do. And I would love for you all do drop your questions, because again, Q and A’s are another thing that I absolutely absolutely love. So please don’t hesitate. There’s nothing like a, you know, a newbie question or a, you know, a silly question. There’s no question like that.
So the question, all questions are great questions. So do not hesitate to ask away. While I’m going through, I have a lot lined up. So I’m going to start sharing screen and get straight to it. I also tend to talk a little fast, so but I’m sure you have the recording. So you can go back and listen to it. Because I do want to keep some time for a minute. All right. Let’s do this. Cool, you should be able to see my screen.
Chima Mmeje 1:39
Yes, yes.
Prerna Malik 1:40
Perfect. Awesome. Great. So let’s dig into what is it that we would be talking about today for Skype, five key reasons most sales pages fail at dissolving resistance and friction and how you can avoid them. The three easy ways to use research to find copy that connects and converse. These are research methods that my team and I use every time we’re working on any project of any scope.
And then most importantly, I’m going to be sharing a tried and conversion tested sales page framework complete with real world client examples. So you can go ahead and turn casual browsers into ready to buy clients and the sales page framework. Full disclosure is from my paid programme, but I wanted you all to have it and actually see it and you know, yeah, just be able to use it.
Plus, you can go ahead and get a radio sales page workbook that accompanies this framework. So you can write your sales page in 60 minutes or less. I’ve had you know, testimonials from fellow copywriters who have said that they’ve been able to write their sales speak using this and 60 minutes so there you go. Cool. For those of you who don’t know me, my name is Prerna Malik. I am a copy hacker certified conversion copywriter and co founder of Contra destroy my husband Mayank and I we run content bistro together. My current and past clients include Pat Flynn and he Porterfield.
Joanna weibe of Copy Hackers yourself. Talia Bolton Tanya Eliza Vanessa Lau Heather Elan, Northbrook and hundreds of others. I’ve had helped clients have similar launches in niches as diverse as homesteading, and help them accomplish goals like once led again in a very very offbeat niche like subtle and gardening. I have evergreen funnels that bring in consistent five figure and six figure months on autopilot. You may have seen or heard me on Smart Passive Income Copy Hackers, the copywriter club for predicted success, the rich asset or?
Yeah, one of the many places so I’ve been doing this for a very long time. And I’m absolutely absolutely passionate about sales copy because sales are easy when you’re selling to the right for you people. Sales are fun when you’re talking to people who want and need what you have to offer. And most importantly, sales are actually a valuable service. When you’re tailoring the song your audience’s struggle.
It’s it’s more of a disservice to hide what it is that you’re doing, from the people who need it the most. So selling and sales are not sleazy, icky or pushy. They’re easy, fun and valuable when you do them. Right. And that’s my goal for you today. Okay, hobbies and written with the right intention and purpose helps you accomplish those easy fun and valuable sales. Because, again, selling and sales are not sleazy, icky, pushy, slimy, whatever. It’s how you do it. That makes all the difference and copy is a huge tool when it comes to helping yourself. Right.
So when you write copy with the right intention and the right purpose, you can go ahead and actually have fun selling to different audiences and actually enjoy it and think of it as a valuable service. However, a lot of our sales pages fail miserably they fail miserably at dissolving resistance they fail miserably at increasing conversions they fail miserably at removing friction and why? Because they’re too generic.
A generic sales page speaks to everyone and in doing that connects with no one. And we all know and I’ve said this often and I probably no need to start trademarking it, but connections lead to conversions. So super, super important for you to remember. Most sales copy is to feature heavy so you get access to six video modules six workbooks, a private Facebook group weekly group coaching calls, okay, that’s great. But you know, what’s wrong with this? Features are great, but you need to bolster them with benefits. Why does your audience need those six video modules?
Why do they need those six verbals? Why do they need another Facebook group to be a part of? So you want to bolster them up with benefits? Does this make your copy longer? And we’re going to talk about that in just a minute, but six video modules? Why? Because they’re going to guide you through every step you need to take when creating a social media strategy that helps you stand out in a noisy crowded space. So yes, not we don’t just stop at creating social media strategy. But why? Because it helps you stand out in a noisy, crowded marketplace, six workbooks to reinforce what you learn and help you create your own customised strategy.
So you don’t sound like everybody else. And then similarly, for the Facebook group, again, where you can filter out the noise connected to a lot social media strategist, swap best practices and grow together. Everything that you share with your audience needs to have a purpose, too short or too long. So people don’t read long sales pages, their sales pages do short, what lens should copy be, your copy needs to be just the right length for your audience and your offer. And I say this with full confidence after having written literally like hundreds of sales pages, there is no one right way to do this. Sometimes, all you need is a short sales page.
Whereas sometimes you do need a 6000 8000 word sales page. But it all comes down to your audience and your offer. And that is again tied in with what we just talked about intention and purpose to cookie cutter, and this is where I kind of get on a soapbox. I have a huge thing against templates. My template templates may have their place for get over something like Canva or even for things like I don’t know, maybe like social media updates, right.
But when it comes to writing copy, and you use cookie cutter templates, you run the risk of sounding like everyone else, there’s a reason why I can write for for a homesteader for a baker for a gardener or an astrologer in pretty much the same month, and make sure that I’m not sounding like everyone else. There’s always this is also the same reason why I can write for different online marketers from everyone from Pat Flynn, to Vanessa Lau to, you know, Joanna, we’ve been totally alone, without ensure, you know, mixing them up and without getting everyone to sound like everybody else. So yeah, cookie cutter templates may have their place, but in my world, not when it comes to sales pitch problems. And it’s too focused on you. Okay, quick note, uh Chima do I need to be checking the chat on the way
Chima Mmeje 8:22
No no, you don’t
Prerna Malik 8:23
Cool Cool. All right, cool. So sales pages also failed, because they’re too focused on you. You know, they talk about how brilliant you are MSA you, I don’t mean you, you per se as the copywriter. I mean, of course, the person you’re writing the sales page for right. So it’s focuses more on their brilliance, their expertise and how great they are. But ignoring your client’s journey, and focusing only on your brilliance is not only boring, but also disrespectful to your audience to your client.
Okay, before we move ahead, you have a sales page workbook that I talked about this is absolutely free for you can go ahead at any point at contentbistro.com/salespageworkbook to get your workbook because that’s kind of again, tied into what we’re doing here. And after you listen to this, I’m recording, it’ll help you kind of work through everything that we talked about, and write up your sales page.
Okay, research methods. So research is crucial and critical. For any copy that you write not just sales pages, even if we’re working on email sequences, or even if you write social media content or blog post, all of which I do and have done in the past for clients. So before you start your research, you need to create your delight to serve audience profile. So who is your audience? What is it that you really really want to attract? You know, so and it’s okay, I know there’s a huge case for you need to write to one person. But again, based on years and years of experience wrapped up in so many sales pages, I can tell you it’s okay to have To or even more, they like to serve audience profiles. If you’re offering a variety of services, or if you have, you know, a range of courses at different tiers, at different price points, it’s okay.
So you don’t necessarily have to squeeze everyone into one box. Now, how do you collect this data for your audience profile? How do you know all that? So you three easy ways there are, of course, more. But let’s for the sake of this masterclass, let’s just focus on three of them. That are my absolute favourites, interviews, surveys, and analytics, but Google Analytics, Facebook Insights, instant Instagram insights, all of that.
So interviews, interviews, fairly standard, you make your clients client on calls via zoom, and you can go ahead and ask them about what was going on in their life when they decided to join? What you know, what are the kinds of outcomes they’ve seen? What were their hesitations? What have they tried in the past, all of the good stuff on a virtual zoom call like this, if you want to meet in person, and you can do that, that is great, too. Pros. They’re incredibly useful for gathering both psychographic and social graphic data. For your audience profile. Cons, they are time consuming. Most interviews go anywhere between 30 to 35 minutes.
And then if you if, like, I’m pretty sure most of you, like me, are in time zones, and if you’re working with the US, or the Canadian, or the Australian market, timezones can be a challenge, right? So I’m in India, and our clients are all in the US and, you know, other European countries. So it can sometimes be a challenge to coordinate at times, right? So however, the good thing is you also like three to five interviews can usually give you a wealth of information to use. So I highly, highly recommend doing interviews, service service are great, they’re the fastest and the easiest data collection tool, because you can like just set up a survey and put in your questions and send it out via email and have everyone fill it up.
So yeah, great. The cons is sometimes finding patterns can be tough, especially if you get either too many responses or too few responses A case in point, I just finished a sales page for a holiday baking course. And the survey that we sent out got over 2000 responses, there was no way we were going to go through 2000 responses, we have a hard cap of around 150 to 200 responses the most. So it can sometimes you know be a little overwhelming even with 150 200 responses to go. Okay, what are the patterns that are emerging from you?
Tools, you can use any tool, sometimes your clients would have tools, sometimes you need to invest in tools yourself, but so in monkey Google Forms are great. I personally have used both tally and type form. So I can vouch for those, those are really great for creating surveys, you know, even if you need to create some complicated surveys with logic jumps and all the fancy stuff. Facebook Insights, Instagram insights, Google Analytics, any kind of insights, essentially any kind of analytic measuring tool that gives you a quick Google Analytics, but we like for instance, recently moved to fathom.
So just use this to understand analytics, basically, one zero set up because it’s usually already set up on your clients page. It will give you great data around demographics, traffic source, user journey, all of those things, they don’t give you any social graphic data or smoke you know, so you’ll know that people from the US or say visiting your site but you don’t really know what’s happening in their life. So but still, it’s really great because then you can tailor your copy accordingly if your client is in the UK, and this has happened with me clients in the UK, but their audiences are essentially American so they would get more American references right they would have been used American spelling instead of UK spellings something as simple as that so you do need this information as well.
All right pre work before you start writing these are certain questions that you want to answer you want to free write this you want to know all of this about your audience. So once you’ve done all of your research, gotten all of the data come through it. You want to look at who is it allowed to serve audience why do they need the programme what will make them want this course or programme because here’s your bonuses can do this job. You know, I have a whole thing on bonuses that I’ll share with you right at the end, but this bonus is gonna work really, really well for encouraging urgency and also the upping the desire factor of course or programme.
What’s the big struggle that they’re experiencing that your programme will solve or remove? What are the outcomes your clients got from working with you or once you’ve completed the course and how does that align with their core values or life goals? Okay, so like I said, free right when you answering these questions, I generally use a Google Doc or and way back when when I started, I used to even just actually like write right now, it’s just easier for me to kind of just look at everything and then put my profile together. Several key phrases that head out, you can always use them later when writing copy for your services or programmes or whatever.
And then you can also go ahead and pop the answers from your doc into a workflow generator. See what President what’s come up these days. You can also use chat TPT. To do this. You can take all of the answers and put it into chat GBT and ask it to identify the key pins are the key desires are the key outcomes, it does a really good job of that. Again, remember subspace workbook, a content neutral.com backslash sales page workbook. So go ahead and download it if you haven’t done that already. Okay, it’s time for us to dig into the seven figure sales page framework. And I’ll show you examples for pretty much every section.
And us now disclosure. This is like I said, not a template, it is directly from is a framework. It’s a step by step recipe, which also means that you can go ahead and kind of mix things up a little whenever you want to write you it’s not a plug and play template, your sales page, like your course and you is unique, and it needs to showcase that uniqueness. Like I said, this is directly from my pay programme, because well, I wanted y’all to have the best. So let’s go. First step, you open with a bank. Next, point out the pain. Then introduce yourself. Name draw, instant identification creation, offer presentation walkthrough.
Ninja objection removal, and then the framework is called open. That’s right. Okay, so let’s walk through all of the sections, one by one, open with a baton. Now this is your headline, and her and her section, you open with a bang when you nail your headline and hook your headline is the most important section because that is what like every section, the goal of a recession is to get the person to read the next section, right? So that’s the goal of your headline like if people don’t, if you lose them on the headline, they’ll never make it to the offer or even to get to know you.
So, like I said, Why is it important when your headline sticks and pulls the reader in and compels them to read the rest of your copy. You want to keep your headlines tightly worded descriptive yet specific and ensure you highlight the pain your prospect is experiencing and the core outcome that they want. They know to take your time and writing headlines. I usually at any point in time, like I give you the guy told you about the holiday baking course I wrote any I wrote about 30 headlines for them. And I sent them three options. I always send multiple options to clients because I want a I want them to see my rationale behind this read headlines and B.
I also want to give them the option of split testing. So I give them three we choose two and then we split test those. And this is how I present so I would literally have painful this headline and I’ll walk you through you know a couple of examples here. So this is a painful this headline you see, for cosmic academy of astrology. This is like a quick client of ours. She comes Challenger and we started talking about the pain that her clients are experiencing so struggling to organise everything you learn about astrology from YouTube and books, which is what they will be doing. Overwhelmed with the inflow of logical information that you can’t seem to put together to make logical sense lack the confidence to give readings clearly and accurately.
Not any more cosmic academy astrology presenting the offer. So they offer on them outcomes cut through the chaos or confusion confidently give accurate meaningful readings. And then microcopy for social proof trusted by over 300 astrologers structured learning interactive community guided mastery and will now straightforward here a section. This one starts by focusing on the programme now this was an audience of homesteaders it was a dairy making course so practical homemade dairy, started directly by talking about the programming that was practical, homemade dairy, everyday dairy making dumb the easy and efficient way step by step recipes for HomeMade Healthy dairy from your counter to the fridge, minus semesters and wastage.
So we’ll be talking about the offer. You’re talking about the outcome? And of course, what is it that they would do by the end of it? And then objection handling with microcopy no dairy cow needed no waters of hard labour, no expensive equipment. Okay, you know, so you got everything here. Discover how to get started. And now third example this was for a show a designer duo who teaches our show designers how to set up and sell templates.
So sound familiar you want to show a template shop that runs like a Roomba and sells like Starbucks, you want to take time off and still see stripe notifications lie up your phone straight, you want to scale back on custom plan, work but scale up and growth and profitability. This is what they wanted. So we started just directly by talking about what they wanted, right? A show a temperature that runs like a roadmap. So on autopilot and sell Secret Service, which means really, really well. Yeah, and then kind of just expanding a little on that. So three different ways for you to approach this.
There are obviously way more, but these are a great place for you to start. Oh, this audience focus headline as well. So this one starts with inviting the audience directly. So inviting soon to be booked solid food photographers, food photography bootcamp, again, the outcome where creative confidence and profitability sit in the same frame, mastered the ins and outs of money spending photography and business skills from an in the trenches six with a food photographer, finally, a one way ticket to more clients more confidence, more creativity.
So all of the outcomes here, social proof, and then they don’t know. But next up, point out the pain. So this is the lead copy right after the headline section. This is the lead copy that you will write, this is where you would want to talk about the pain. Now again, your job is to be compelling and engaging as well as persuasive. How do you want to write the section? So pain is generally associated with you know, the two camps here? One is like, oh, go ahead, poke the pain, poke the wound and you know, agitated and all of that, which is yeah, okay, fine. There may be a place for that.
But the other is No, I don’t want to talk about the pain at all, you know, I just don’t want to go there. You know, I think that’s not nice. Here’s the deal. You can talk about pain you can while being empathetic and staying true to who you are as a brand. So you can talk about the pain without going into fear mongering without poking the wound, without, you know, ripping of the bandaid and all of the other super painful pictures that you know, sometimes talking about pain tends to bring up. So empathetic pain highlighting this is from the food photography headline that I showed you this was I feel a relationship with the camera is unfriendly.
So that’s the pain right there. And this is indirect codes. Because this is something that someone said in I think the survey or interview, feel that way follow food photographer, you’re not alone. The truth is, most food photographers navigate a mental minefield of frustration, comparison, fear of failure, impostor syndrome. So all of the pains are experiencing the reason, so much to learn when it comes to food for dogs. So we talk about the pain. And obviously, the examples that I’m sharing these are, you know, these are examples for specific clients, your words will be different. But the angle you want to take can be exactly this, you can talk about the pain, you can talk about what’s the reason behind the pain, and then lead into the next section, which is introduce yourself.
This is your bio. The thing with the bio, is you already have all of the information, your credibility and your expertise needs to shine here. But again, there are multiple ways to approach the bio. The last thing you want to do when you’re writing a sales page, either for yourself or a client is to just copy paste a bio from your website, or from a guest post or whatever bio you have lying around. No, your bio, again, like everything else needs to have a purpose and a job on your sales page.
So depending on what goal you’re accomplishing with your sales page, you know, like maybe your audience needs to see your authority, they’re using authority focused bio, like this one, this one just starts directly like I just read this out to you. In fact, you know, like I’m a copy hacker certified conversion copywriter best known for though making sales and you know, copy coveted by the best online educators today. And then I lead into like, a list of people I’ve written for etc. And there’s a value focus bio. Now in this case for this designer to their audience really related with their values of freedom. So we lead with that, we obviously talked about their expertise and credibility. So we talked about we’re one of show its top design partners trusted by the best in the industry and creators of the Walton revolving revenue.
If you watch the training above, you know, like you were passionate about not being slaves to our business, we want the freedom. So there’s no big name dropping your around, like, oh, who we’ve designed for, or you know, how much money we’ve made, and all of those things, it focuses on value. So we want the freedom to take days off, go on vacations, or simply kick back to watch or rewatch the office and we want to, you know, so what did they realise they want to true freedom from deadlines, deliverables, dealing with clients, et cetera, et cetera. So this is value focused, then you can have a story focused bio. So this one was for again, the food photographer that I shared the example that I shared with you earlier. So this talks about her story. Why because most of her audience was in the same boat.
What both which is where they don’t really have professional photography experience, right? And they’re like wondering, do I really even don’t need to go to school to learn this or you know, my relationship with the camera so unfriendly. Those kinds of feelings keep coming up. They feel like imposters, right so people wanted to share her story to show them that she’s self taught sexual a food photographer, educator, lover of sweet treats collector many many pitfalls and founder of food. 12 years ago, I picked up a DSLR started taking photos with no grading, no mentoring and no experience with good photography.
In fact, before I started with blogging, I was an optometrist flashback, made a food blog, I worked my butt off trying to improve my images, how whole story here and you know who she’s then worked with. So all of the models credibility and expertise are shining, but they each have a different focus depending on what our audience needed to hear from this particular client. Then dropping testimonials, social proof section, you can add one, two or three right below your Introduce Yourself section and then sprinkle a few throughout the page, especially in the next one, which is the instant identification creation section, which is a section where you help your ideal prospect to identify with their new reality and with what’s possible for them.
You use all the knowledge you’ve got about your audience and your offer and you bring it to life. How do you do this, so couple of different ways, you can paint the picture of how their life will look like after they’ve used your package or offer or programme or service, you can outline and bullet points with a package or programme is for you can help them revisit the pain you refer to in the beginning and show them the value of moving away from it. There are multiple different ways to do this. The goal of the section is for your prospect to see themselves working with you studying with you, and heading to where they want to be and identify with that.
So here’s an example of that. Imagine this you confidently patron sign on applying for a $3,000 a day photo shoot you culture photos, because your photos are amazing. They say yes, instead of breaking into a cold sweat over what you will do and how you style the shoot. You’re calm and confident. You don’t second guess yourself or drowning over them. So they avoid all of the pain that moved away from the pain. And instead you walk into the shoot like a boss, you’re in control, you have a well organised plan for photo shoots. And these are all of the outcomes for clients that experience and all the things that our clients wanted.
So that’s the goal here you want them to really see themselves working with you. And being a part of this new reality. Again, you don’t make claims here. You can, you don’t make claims you can’t stand behind you don’t make claims that you can’t uphold. Everything needs to be in integrity. So you just can’t say oh, you’re in control and you have a well organised plan for your photoshoot when in reality, you would really be teaching them how to do that. So you don’t you don’t do that you only only talk about the things that they would actually accomplish when they’re in that programme. Here’s another one. This was the astrology programme.
Right so let’s talk about what astrology mastery looks like. Mastering astrology is how you bring real deep meaning to the work you do. Trying to integrate a birth chart no longer requires putting together bits and pieces. This is the bullet point format, right but obviously it looks prettier. You can give meaningful accurate astrology readings with confidence. Using astrology you can now make accurate predictions with astrology you can get you get a deeper understanding of yourself a more effective way to deal with challenges as well as greater ability to help those close to you.
All of the things that our audience wanted are now in the section, offer presentation and walkthrough. This is going to be the most detailed section on its sales page because it walks them through the offer presentation that the entire offer. The good news is you already have everything you need for this right. So this is where you go ahead and write about and present your programme, or your online course or your offer whatever it is to your prospective students or clients. So depending on what your programme or your offer is all about your offer presentation and walkthrough section should include the framework or process if you have one, modules, bonuses, and why they’re important. Students support features that community calls coaches all about accessibility features, transcripts called closed captioning, you know, PDFs, anything that makes it really really or even like a private podcast, all of those things.
You can choose to preface or introduce a section with benefits for all the course inclusions. Examples. This is again for the astrology programme, benefit focus we started with the benefits so when you join the cosmic academy of astrology you take ownership of your astrological mastery wed now Case in point where’s my cursor? I have no idea where my courses anyways, weekly video classes that build on each other to take you from beginner to intermediate level and then to get meaningful astrology readings and making accurate predictions.
So we didn’t just start by saying you’ll have weekly with your classes, right? Why do they need the video classes? And what are they going to do with them by the end of it. Comprehensive astrology information is delivered in a clear, strategic and manageable manner. So you’ll never drown in a sea of data course combining monthly live demonstrations talks and q&a sessions with Heather each month to ensure you’re really understanding what you’ll Learning interactive online classroom experience easy to use community. And again, no just easy to use community, that’s the feature. The benefit is it offers a safe and judgement free space for you to ask questions, connect with other students practice your skills and get the feedback you need to build your confidence in your study skills.
And of course, the bowl all of this and then of course below this, you want to include the module, that module thing and I, you know, yeah, obviously, I got that ahead and did that. This is the authority focused offer presentation. For the show, we designed a programme revolving revenue, the complete start to finish programme to help you design show templates, launch your shop and create an automated sales system. So we talked about whether you tried to sell templates before or a brand new to the world of creating a template, you’re in the right place.
This is the only programme of its kind where two wildly talented show design partners Hey, that’s that’d be us with over 10 years of experience to take you by or socially distance elbow, we launched this like in 2020, or 2021. I think so yeah, that reference and lead you behind the scenes have their own template shop, we walk you through every single step you need to design stunning templates, set up your shop, and then wait for it, sell those templates with an automated system that doesn’t require tick, talking, tweeting and Instagramming your way to sales because that was a big selling point of the programme. Here’s how we do this, and then module breakdown. And then you’ve got the ninja objection removal section, which is the last section Yes. And this will be important because if someone is reading the section that means they’re interested they made their way right to the bottom of the page.
But they have questions. This is the FAQ or frequently asked questions section except your frequently asked questions will be like little Teenage Mutant Ninja is out to demolish your prospects objections? How do you write the section? You want to structure your questions to answer objections, and then later on your boundaries? They’re using the waterfall method. Right? So what if I don’t have a website yet? Well, your coaching services work. What if I can’t submit pre work on time, but they give me an extension? Yes, no, whatever it is, you don’t have to write them on your page in this format.
You don’t have to go like what if? What if? What if but that’s it just kind of makes it easier to think of the objections when you’re thinking of, Okay, what if I’m not a good baker? What if I’m brand new to baking? Will this work for me? I’m using the holiday baking course. Because that’s like really fresh in their mind, right now. What if I’ve already taken like, I’ve gotten all the bacon books that I’ve been begging for years? Well, there’s still work for me, you know, just kind of helps you think of all of the objections, you can craft your frequently asked questions in any way which you like, but keep them conversational, and on brand, and most importantly, use them to handle objections. I see way too many sales pages fail miserably here.
Because what they do is they use standard frequently asked questions. For instance, what’s the refund policy? Well, that should have already been addressed there. But you can still include it but not as like the very first question. Oh, do I have lifetime access to it? Again, that’s something that should have been addressed way up in the copy, and can be addressed in the frequently asked questions but not like one of the main ones. Your leading questions for the Frequently Asked Question section should always be objection removal questions. Examples. So this is identity objection remover.
This is like, but will this work to me like me specifically? Because about I have such a unique situation? I’m not sure your programmes gonna work for me. So situations like I’m brand new to show it? Is it too early for me to think about templates? I’ve created short templates in the past but they’ve never sold How do I know this will be different? And of WordPress website design, or will this work kameez all of those, so identity? Anything? Any objection related to the identity of your prospective students or clients? This is commitment related objection removal? Do I really need to commit to a 12 month programme? And other questions your fellow aspiring astrologers asked. So addressing the biggest objection up front, and then we went into the other ones.
Obviously, you’ll need to add transitions to the different sections with her pads in process and start also thinking about how you want to look, all of the examples that I just shared with you were were directly from the wireframes that we sent to our clients. So they obviously, you know, like I can actually help our clients to visualise what their copy is going to look at look like. You don’t need to be a designer to do this. I don’t design my wireframes myself. We have a designer, we contract this out too. But yeah, you definitely want to start then once you’ve written all of these sections down, you want to start adding transitions and subheads and all that good stuff there.
Like I told you, I have additional sales copy resources, you can head over to the content bistro blog, that kind of issue.com back slash blog and then these are separate individual posts that I have on post purchase emails, course volume bonuses, I told you about bonuses, I have a whole thing about bonuses because I feel bonuses are so underutilised. Please go ahead and check that one out. And then obviously flash sales strategies as well. I’m happy to send over the PDF of the slide deck, if you want to look at the links later tonight. So yeah, you can do that. And yes, go ahead, download yourself. All right. I’m gonna stop sharing, and come back. And I hope they’re, yeah, they’re very good on time. And we have like, 30 minutes for q&a.
Chima Mmeje 35:30
Yes. Thank you so much. That was amazing. I was just like this. Ah, that was amazing. That was amazing. That was amazing. So the first question says, a link to the workbook. That was a workbook you mentioned. Yeah, you’d be okay with
Prerna Malik 35:52
that. Yeah. Yeah, I’ll just put it in the chat. Hang on. Okay. Here you go. All right. Okay.
Chima Mmeje 36:03
One second. Let me just make this public. Yes. So that is now in the chat for everybody to pick up. All right. So can you please explain what delight to serve audience means again?
Prerna Malik 36:19
Yeah, sure. So delight to serve audiences, an audience that people call it different things you would call it your ideal audience, you would call it your perfect fit client, these are people that you would absolutely want in your programme. These are the people you absolutely want to attract into your programme. And think of them as your ideal clients or your ideal students. And I like to use the like to serve, because well, I have a brand called Content distro. So everything needs to be fully based. There you go. But point is, these are your ideal clients.
Chima Mmeje 36:52
Okay, so next question. Do you have any tips on encouraging respondents to fill a survey?
Prerna Malik 37:02
Yeah, obviously. So lots of things. So you could ask your client or if you’re doing it for yourself, you could incentivize people put them into a drawing for Amazon gift cards. I’ve also had clients offer 20 minute one on one calls with them. And you know, I personally end up giving a resource that I know would be valuable for our audiences. Sometimes it’s like a PDF guide on how to sell more services or you know, how to write better copy and things like that. So you can definitely incentivize and incentivizing does make a difference.
The other thing you want to do is give people the reason why you asking them to fill out a survey, when people have a reason this is like persuasion one on one, when people have a reason, they’re more likely to go ahead and help you out. So let them know that okay, well, I’m working with or I’m working on my salah, you’re working on your website copyright, and you want to survey your audience. So you’re like, Okay, I’m working on a website copy. And I would love to ensure that it’s absolutely tailored to help you give a great experience and has copy that speaks directly to you.
Would you take five minutes out to fill out the survey. And in written in return, I’ll be happy to go ahead and you know, put your put your name in the drawing for one of three amazon gift cards, they will it’s very straightforward, very simple. And it gives people a reason why it gives them a time, like expected time to fill out a survey, and then also tells them about the incentive.
Chima Mmeje 38:34
So basically give them it could be a downloadable offer. It could be an Amazon gift card.
Prerna Malik 38:40
Yes, it could be an Amazon gift card, it could be a downloadable offer, it could be a one on one chat with you. It all kind of boils down to what you feel would help them and get them back a quick win and be attractive enough to make them take I’d say five to 10 minutes of their day to fill out a survey.
Chima Mmeje 38:59
Alright, so the next one is the text in the is the headline the weights, the text in the text and the largest one, okay, is the largest fonts the text and the largest font? Is that the headline?
Prerna Malik 39:14
Okay, um, yeah, so yes, headline will always be at the top of the page. There will be other sub heads that would be in larger fonts as well anything that you want highlighted, or call out or like video putting a sales page together. So but the headline is going to be right at the top of the page.
Anything below that would if it’s in a larger form will be a subhead. Sometimes people even call it across said but not it will not be the headline the headlines only going to be able to read at the top of the page.
Chima Mmeje 39:58
Okay, so I are all the different sections you’ve just discussed, usually grouped together on a single web page that the audience is supposed to scroll down, right reading?
Prerna Malik 40:10
Yes. Yeah, it is. And it is. I know, it seems like a lot. But again, that’s where you know how you structure your copy kind of comes together, you, you can see that it becomes much easier for you to then read it, because that’s why you need those sub heads. And you, you know, it’s just designed. That’s where the design job comes in, as well. Yeah.
Chima Mmeje 40:37
And the last question, if one, okay, even writer is using more than one ideal customer avatar? How do you structure your writing to speak to all of them?
Prerna Malik 40:50
Yeah, so what happens is that if you’re using more than one ideal customer avatar, you will find that that is where when you’re looking at your research data, you will find patterns coming in. Right, you will find a lot of them talking about this about similar ones, which is why in different sections, especially in the instant identification creation section, you will see us talking about different ones, not all of them wanted to do accurate astrology readings, a percentage of them who were doing accurate astrology readings wanted to read, learn more about using astrology to know more about themselves to work through their own personal development, right?
So you start using for all three, two or three avatars, you start using language and messaging when talking about what they want, or even what their struggles are. So if you noticed in the, in the pain section that I shared, I didn’t just go with just one pain, right? I talked about three or four different kinds of pains that they may be experiencing, depending on at what level they’re at. Okay.
Chima Mmeje 42:01
Yeah, so I still don’t understand. I can You can sorry, can you say that again?
Prerna Malik 42:09
Okay, yeah, sure. So when you’re, when you’re talking to more than one audience profile, which will usually be the case, especially for writing, for course creators and coaches, you will have two to three different audience profiles. What you want to do is look at, okay, I’ll give you a great example here. So right now, I just finished writing a page for holiday bakers. And we had beginner bakers like people who just bake you know, once in a while, and they’re not like, you have not been baking for a long time, they’ve had some success with maybe cakes, but cookies are a whole different thing, or they’ve tried cookies, and cakes are a whole different thing than they have. We had seasoned bakers, people who’ve been baking 40 odd years, right.
Now, when we looked at our research, we found that the beginner bakers were struggling with getting recipes that they could trust, right, and follow without feeling like okay, this is going to fail, because they really didn’t know whether a recipe is well written or not. Seasoned bakers, on the other hand, wanted more creativity. Because they’d been baking for a while they wanted, they want more creativity in their holiday baking. They just want to experiment more, and they wanted to learn more about the science behind baking.
So when I was looking at the pain section, when I was working on the pain section, I talked about the frustration of failing with a recipe. And also the desire that if even if you’ve been baking for a while, you want to be more creative, and you want to know more about the science behind baking. So you can use both beans and desires of two or even three different audience profiles.
In fact, I could actually be halftime and if it’s okay with you, I could share the example right here. So you can see how I’ve done it as well. Would that be cool? Yes, definitely. Okay, cool. Let me pull it up. And then you can see that in fact, currently one of the clients so I will share the Google Doc. And you can see that okay, this is a page I’ve just sent over. So it’s not been by a friend and you can see I’ve given like three headline options, right? So for example, painful this Hey, bring subpar, mediocre desserts made from a mix. Beginner Baker stressed about big batch baking this holiday season.
For someone who’s an intermediate Baker frustrated and fail recipes and basic ingredients who speaks to both our audiences. Let’s change that holiday baking school time for you to rise to the occasion. Be confident Baker. Bake up a storm stress free with detailed TelaDoc recipes and step by step lessons so you can find out Do you understand the science behind baking cakes, cookies and pies? The frustration pill recipes in the cauldron your enthusiasm to learn how do they call it this retreats consistently and creatively. So if you see, and similarly, for the audience as well, because we have different audience levels, invitation for home bakers, you’re not talking about whether the beginner intermediate season, but what they want is the same one to confidently make classic holiday desserts frustration free.
So you can go ahead and use messaging for both the audiences. The other thing that you can also do is let me just take you down to the instant identification section. This is the offer walk through social proof bio. That’s exactly the same page that I just shared with you all. So So okay, will holiday baking schoolwork for you? So this is instant identification. Like I said, bullet points, right. So holiday baking school is perfect for you if you’re excited about learning new techniques and triple tested recipes to make not only this holiday, but also many holidays, you’re after you’re delusional, like you’ve been baking for years, but you want to know more about the science of baking so you can get even more creative in the kitchen, new and baking.
So, you know, we’re speaking to all different audiences here. So you have that instant identification section where they walk through and they go, Okay, I’m new at baking. But yes, I do want to start a new tradition. Or I’ve tried recipes off the internet and found the results disappointing. Or I’m keen to take money, or I’ve heard that baking is too hard. So yeah, you know, does that help changed? Yes,
Chima Mmeje 46:31
definitely. See now I feel like yeah, sharing that made it easier to understand better so thank you for that.
Prerna Malik 46:39
You’re most welcome. Yes. So
Chima Mmeje 46:41
question from okay Munna says, How do you? How do you decide on the length of? That’s why I love because,
Prerna Malik 46:48
one. Yeah. Okay, cool. Now I decided on the length of a coffee based on once I’ve gone through and done my research, and I know what the audience is wanting. So here’s the deal. Once you do your research, you will know whether you’re speaking to an audience of sceptics, whether you’re speaking to an audience of the people, like holiday baking audience of hobbyists, so you saw like the sales page is pretty long. I think you’re like, I’m almost at 24 pages Google Doc. So yeah. Yep. So but it’s a course for holiday baking is like a discretionary thing, right?
So I knew I needed to really help them see the value. Now when you’re helping them see the value doesn’t mean you just throw a lot of copy of them, but you go step by step exactly like how it, you know, shared over here, you go step by step, helping them to see exactly what they’re going to get. Why do they need it? So you can see I’ve like really highlighted the point around, you know, being able to save money, being able to start a new tradition, because those are the things that our audience really wanted.
So you once you know more about your audience, you will be able to decide, what is it that they really want to hear before they can make a confident decision, because remember, sales are not sleazy. Sales can be fun, and sales are a great service. But the only way you can make that fun and give a great service is by being, you know, in integrity with who you are. And the only way you can do that is by using your copy to help your prospective customers make an informed decision. They feel good about. So all long answer to say it depends.
Chima Mmeje 48:27
I’m going to trap you right there. Now, you said about you talked about sceptics, am I right in assuming that sceptics inquire longer copy and more seasoned professionals require shorter copy.
Prerna Malik 48:41
Sceptics would require longer copy. Other professionals may also require longer copy depending on the offer, which is you know what I said? So you want to look at your audience and your offer. So if you have an offer, even if you’re a marketing professional, and you know what, how long form sales faders work. The point is, when you’re making a big decision, you want to be able to get all of the information without having to email somebody or get on a call.
Right? So it would kind of depend on the offer as well. So if it’s a high ticket offer, for instance, like I have a programme called ready to sell it. I mean, it’s a $3,000 programme, and it has a $5,000 option as well. The sales pitch is really long. It’s long because I want people to come in eyes wide open and I want them to really see why this over everything else.
Chima Mmeje 49:37
Okay, that’s a good answer. All right. Any tips on how to create samples for your portfolio when you have no clients, but you want to break into copywriting and writing sales videos, should you create an entire landing page as an example, just as He just showed us for the baking course.
Prerna Malik 49:56
Yeah, so it’s called Writing on spec. So you could I believe do that if you want to, if you don’t have any clients and you want to write on, you know, like different sales pages, what you could actually do is like, take an existing offer that’s out there and write a sales page from your point of view and see how does how is that different?
And if, honestly, if I’m ever you, I would answer written, I would actually send it to the Creator as well and say, hey, you know, I’m just building my portfolio. So I, I am working on, you know, writing a lot of assignments on spec, and I wanted to just share this with you. So no response needed. But if you find it helpful, I’d love to chat more. Because though you don’t know where that would lead to?
Chima Mmeje 50:37
Sure. That’s a good one. All right. Yeah, experience, does it help to stick to a niche in copywriting, at least in the beginning?
Prerna Malik 50:47
No. I’m gonna be very unpopular by saying this, but I’ve always been passionately needless, like I have written for, like, you know, I’ve written for I just shared you shared examples, right? food photographers, astrologers, designers, online marketers, gardeners, bakers, crickets.
Chima Mmeje 51:07
Right and full of all these completely different niches then, yeah. How do you be expert is waiting for them. Because you have to build the expertise to be able to communicate in a way that you understand. So how are you building the experts? It’s just like, you’re constantly reinventing yourself with every sales letter that you write, how are you doing that, then?
Prerna Malik 51:26
My research process really, really helps you but honestly, like, you know, I love getting I speak, I have a copy kickoff call that it doesn’t, it’s not logistics, that copy kickoff call where I really dig into understanding the audience and I spend time going to their courses, I spend time reading their blog posts listening to the podcast, I love immersing myself into a client’s world.
And that is how I’m able to, you know, create for different niches without it. The reason I chose to be nationalists right from the beginning, Mike and I made this decision very consciously is because a I love to write, and I didn’t want to get boxed into a particular niche. I in fact, just finished recently, like last month finished a project for an edtech company. So I’ve written for Ed Tech, finance FinTech, you know, yeah, so, but it just keeps him so, so interesting. We’ve been in business now for over 1212 years. And only reason we’ve been able to do that. But you know, this, you know, so many so many businesses shut down, so many freelancers decided to do something else.
The only reason I’ve been able to do this is because I absolutely love writing and I can I love writing for different nations. So yeah, I’m gonna say no, not important. Also, to your point, like, you know, sometimes people tell me Oh, but you specialise in, in sales copy, and, you know, sales pages and sales email, yes, but also a website copy. I was website copy for bridal hairstylist I’ve written. I’ve written a copy for ad tech. Right? So yeah, you know, if he, once you have your process down, it becomes so much easier. My process is, at this stage at a point where I could literally write for anything, I could write anything for anyone. That’s yeah.
Chima Mmeje 53:15
Because honestly, I feel like the most impressive thing I saw there was astrology. That is such a difficult thing to do.
Prerna Malik 53:23
In fact, I’m going to be working on another project with the same client. I’ve done like, I think four or five different projects with her now, which is the other thing, you know, like, it’s so great, because when to work with a client on one project that looks like multiple projects, and then by then you’re like, Yeah, I mean, astrology now.
Chima Mmeje 53:40
Alright, can you touch a little on how you test headlines?
Prerna Malik 53:45
Yeah, so it’s a whole thing in itself. But basically, what you want to do is, the simplest way you can do it is run a B tests. Now, I personally do not run tests, I speak to clients, I have them either bring on someone who’s going to be running the test, and then I would look at the data. So they will set it up. And then I’m going to look at what do the results tell us? That’s the similar process. So I’m not going to say that I’m going to I’m going to be doing all your CRS CD and all the conversion optimization side of things.
No, that is not, that’s just like, I’m not going to be doing your design, I will give you the wireframe. I will be involved in the design process. And I’ll be involved with the testing process. So the simplest way we run it is with an AB test. We look at both the options, and we learned equal numbers of audiences to add and then we see which ones have been our That’s it.
Chima Mmeje 54:37
Okay, cool. All right. John wants to know, how much should use should he charge for writing sales pages?
Prerna Malik 54:47
Very good question, John. I’ll be upfront with you, for my sales pages. Currently I charge anywhere between 8900 to $10,000 for it So it just Yeah, it’s on our site. It’s very straightforward. That’s what I currently charge. But you also need to take into account the fact that I do have a lot of credibility behind me, I have proven results, and it just makes it easy. Like, I get zero pushback on price. I’ll be very upfront zero push back, but I can I know, it’s not no one till now. And I’ll be very lucky. You know, in that I know, this is like a huge thing with no one has ever told me Oh, but you’re in India. Right. So that’s, you know, never ever come up.
What I would say is, how you would want to look at your pricing, and how we usually decide on our pricing also is, besides the whole expertise and credibility thing, am I gonna say you need to like write for 100 different clients before you can reach that stage? No, you don’t. But point is, you want to start looking at if you were to write the sales page A, how much time it’s going to take you be what’s the value for the client? Right? I have clients who have been using the sales pages that I wrote with them, like, five years ago, seven years ago, you know, they’re still using like, the very first sales page, like that’s still running.
So yeah, I mean, the value for the client is incredible. So you want to look at all of those things, and you want to look at how much do you usually charge for your writing services. One thing that I will tell you is please never ever, ever, ever charged by either per word, or per hour, you always want to give your clients a package price. So even for sales pages, you want to give them a package price.
Chima Mmeje 56:37
Alright. So I think this is my question now is around that pricing of writing sales pages. Do you do like royalty scheme?
Prerna Malik 56:48
No, I’ve had this question come up a lot of times, especially because I’ve had multiple clients with multimillion dollar launches. And every time I get this question is Oh, do you have royalty built in? No. For the course creator market? I find it very, very difficult to talk about royalties with our clients for a variety of reasons.
I’ll be very upfront about it. It is for starters, the sales pitch is one part of the puzzle. And the moment royalty comes in. You are looking at saying that, okay, the course that they’re delivering their past credibility, you know, what about the ads that were running? Like, how does who decides what, right, so it’s not something that I’ve ever explored? Nope.
Chima Mmeje 57:34
Cool. And finally, Hannah wants to just say, this is not a question. But thank you so much. This was very helpful. Yay. I’m so glad to hear that. Hannah. Nice to see you here as well. Thank you so much Prerna. We’re just right on time, It’s 5pm. I hope this was the insightful for everyone who attended these classes and see you all next week for the next lesson.
Transcribed by https://otter.ai
