How do you persuade people to come out on a Saturday, sit for 8 hours, and listen to 5 keynote speeches?

Well, that’s exactly what Jon Orana, founder of Negosyo University, wanted to accomplish when they brought me on to write their sales page for the Lifestyle Entrepreneur Summit.

This was the third time Jon Orana held an event in the Philippines. The first one was in 2015, where he sold out 100 seats. The second was in 2016, where he sold out 200 seats.

What he wanted for the Lifestyle Entrepreneur Summit was something else. He wanted 500 people to join him on January 19, 2018, as he shares online business secrets alongside four other Filipino entrepreneurs.

And these weren’t just any entrepreneurs. These are Filipino influencers making 6-figures a month online.

Jon Orana gathered them and convinced them to share their money-making secrets. There’s even a Q&A portion afterward.

Jon created an irresistible offer. No one can deny that. The only problem is how to present it to the right audience at the right time.

You also have to think about the price tag. The registration fee is P6,000 (which is approximately $125). That’s not much. But for a middle-class Filipino (Negosyo U’s target market), this is a lot.

Remember, this is a seminar in the Philippines. The average income of a middle-class Filipino is P25,000. So P6,000 is almost 25% of their monthly income.

This is just one of the three major problems I had to overcome. If I could list three, here would be…

The three things stopping Negosyo University from accomplishing their goal:

1. The P6,000 registration fee objection
2. The transportation fee and hotel accommodations because some needed to buy plane tickets and stay at hotels (so it had to be worth it!)
3. Negosyo University only had 1 month to do it

Witt this information, I already knew how to write this sales letter.

Here’s What I Did…

Step 1: Find the awareness level

I and Jon talked over Skype about his traffic source. He told me most of the traffic will come from his email list and Facebook ads — which means it’s mostly cold traffic. Right then, I already knew the market awareness of his target audience. They were problem aware.

They knew about Jon Orana, Negosyo University, and its core promise. But they aren’t buyers…yet.

So I proceeded to write a headline and opening sentence that meets the awareness level of his target audience.

Step 2: Understand target market’s Primal Desire and Primal Fear

You had to convince Filipinos to pay P6,000, take a 1-hour commute (or drive) to the seminar, and sit for 8-hours. Talking about your credentials, results, and value won’t cut it. You need to use something extra.

That’s why I dug deep and figured out the target market’s primal desire and primal fear. These are the desires and fears you feel and say to yourself…but not in public or anyone else.

If I could convince them that going to #LES2018 will satisfy their Primal Desire AND silence their Primal Fear…

…then there’s a 99% chance they’ll register and go.

Step 3: Write fascination-type descriptions

The summit’s offer was already great. It had immense value. But I wanted to kick it up a notch by writing fascination-type descriptions. I teased readers what they’re going to get. My goal was to make them salivate over the offer.

Step 4: Lead with Scarcity

We only had one month to promote #LES2018. Instead of seeing it as a weakness, I saw it as an advantage. Scarcity is a powerful element that can help people move. That’s why I presented it upfront. Only a few people can attend this one-of-a-kind event. If you’re not fast enough, you won’t get there.  

Step 5: Use storytelling

A great story is better than a logical sales argument. Instead of convincing the target market using logic, I persuaded them through storytelling. 

Step 6: Establish credibility, commitment & consistency

You need to give people a reason trust you. Remember, people buy based on emotions and then justify it later with logical. One can’t live without the other.

So presenting facts — your results, experience, expertise — can help to convert visitors into buyers. That’s exactly what I did on this sales page.

Step 7: The “Value Stack” Price Presentation

Whenever you reveal your price, you need to make sure that what you’re asking is a drop-in-the-bucket compared to the value they’re receiving.

At the end of the day, buying is a value exchange. You’re paying someone to give you more value than your money.

In this section, that’s what I wanted to convey. By attending, you’re essentially saving more than P60,000 pesos…because the ONLY other way you’ll be getting information is by buying their products or services.

Step 8: Reiterate Scarcity and Urgency

Writing this pretty straightforward. You need to remind them they need to act fast. And WHY they need to join now.

Here’s what the finished sales letter looked like:

 

One month later, here are the results…

The 500 seats were filled. Negosyo University achieved their goal. 

The event even got featured on National Television. It also gave Negosyo University more business. A lot of people who weren’t aware of Negosyo University and their products, now know how they are. 

All this happened because of an irresistible offer and sales copy that works.

If you need a sales page like this, simply follow what I did. Mine your target market’s fears, frustrations, and desires. You also need to study market awareness and sophistication to pull this off. 

You can do all that…Or, get someone else to do it for you. If you need a sales page written, book a 30-minute call today. I only take two calls per day. If you need a sales page ASAP, book now.