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Hey there - it's Brian 👋

Last week, I posted my first YouTube video.

So to learn what makes videos engaging, I binged the top business YouTuber:
Graham Stephan.

In case you’re unfamiliar, Graham is a rockstar:
• Makes $6M a year from YouTube
• Sold $120M in real estate
• Has 1M podcast subscribers

But the landing page to his Real Estate 101 course... needs work.

So I fixed Graham’s first ever landing page to show you how anyone can make their landing page 10 times better.

I’ll walk you through the 3 big mistakes Graham made (and exactly how to fix them).

You’ll end up with a list of changes you can make to your landing page to actually get customers.

So open up Graham’s landing page. If you have a landing page, keep yours open to compare. Now let’s get into the biggest mistakes.

Let’s make your business an outlier: 👇

1) He waits to show social proof (until it’s too late)

I hate researching what to buy.

Last week, I needed a new microphone.

And when the company selling me the product tells me it’s a good product? I can’t trust it.

So the only way I’ll actually buy the microphone is by reading reviews to see what people say.

Reviews are the most powerful way to persuade people to buy.

You need to have your customer reviews early in your sales page. Because 60% of people don’t scroll!

So most people won’t buy if you don’t persuade them early on.

Take a look at the first section on Graham’s landing page: it’s missing social proof.

After the image I’ll show you an example of a page that did a phenomenal job with their social proof (and led to over 17,000 customers).

Here’s a great example from Justin Welsh.

See how many times he uses social proof in the main section?

I’m counting 8 (I added the yellow circles on the page to help you count too)

You don’t need as many customers as he has, but see how often he uses social proof? I’m counting 8 times just on the main section before the scroll.

It makes you think:
“If THAT many people had a good experience it must be great.”

📚 LESSON: Include social proof early and often.

You don’t need as many customers as Justin has, but show that other people love what you do.

2) The text scares people away

But when I first posted online, no one responded.

I was frustrated because I was a management consultant so I was writing for executives all the time. I thought business made me a great writer.

It took me 8 months to learn what I was doing wrong:

Writing for the internet is COMPLETELY different than writing for business.

Why?

Because no one on your landing page is forced to read.

They could either read your landing page or watch podcast clips they just got from their spouse.

It shocked me how hard it is to 1) get attention and 2) keep attention.

And the #1 thing that scares most people away:
paragraphs.

They’re visually intimidating. So people don’t read them.

On Graham’s landing page, immediately after the main section we see this problem:
A big wall of text (scaring people away).

So here’s how I’d fix it to get people to actually read…

I’ll use Justin Welsh as an example again.

Both Graham and Justin share their origin story. But in Justin’s case (below), it’s visually spaced out so it’s easy to digest.

This means, people actually read it.

📚 LESSON: So if you want people to read what you write on your landing page, break up your paragraphs.

Make it visually simple to digest.

And once it’s simple to digest, make sure to fix this next problem (this one is the least obvious)…

3) The course curriculum doesn’t persuade

“Sell the vacation, not the plane ride”
- Alex Hormozi

Here’s what that means.

Say I’m trying to persuade you to go to Hawaii. I can sell you on your amazing experience, or I can tell you the logistics (plane ride).

Most landing pages try to sell using logistics…

Here’s what I mean:

Option 1: Selling the plane ride
You should go to Hawaii.

You’ll check into your flight at 7am. Then you’ll sit in row 31B. Stop in LA. Board flight 2. Check in to your hotel. Go to an excursion…

Option 2: Selling the vacation
You should go to Hawaii.

You’ll unwind from the stress by laying in the sand. You’ll taste the world’s best Hawaiian BBQ at lunch. Then you’ll get experience the tropical shoreline from our boat.

Option 2 sounds better doesn’t it?

Graham sells the plane ride.

He shows you a 9-part chart with 107 rows that drags you through each detail of what’s in the course.

It doesn’t sell me on WHY I need to know each section. Instead, make me crave getting the course.

Here’s the beginning of his 107 row details. I’ll compare to Justin’s version after the image…

So instead, Justin starts by selling the vacation.

He persuades you on why you need each chapter (& the benefits you’ll get).

Then, after he’s persuaded you why you should care, he shares the details so customers know what they get.

But he does it in short, easily digestible sections.

📚 LESSON: Sell the benefits, not the logistics.

People are more convinced by “why” than by “what”.

If you need to share logistics? Do it so it’s easy to digest.

Did this email inspire you to fix your landing page?

Now, if you’ve made these changes but you’re still worried customers won’t buy, check out this guide to troubleshoot your landing page.

You’ll have all the tips you need to make sure your landing page actually gets sales.

If you liked this post, and don’t want to miss future issues, sign up for free:

See you next Thursday 👋

Brian
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P.S. Want me to look at your landing page (for free)?

I’ll check out your SEO, ads, and socials too. Then, I’ll guide you through the steps to get you paying customers.

If your business is over $3M in revenue, grab time for free.

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