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As mentioned before, these text sections are multi-purpose. At this point on the page, we've highlighted the main features, introduced the product and presented some social proof. Many readers will still need a lot more convincing before they are ready to buy.
A text section like this is great for describing your product in detail and telling a story about the benefits it will bring to a customer. It is also a good idea to address potential objections that are on your reader's mind (e.g. "will this really work for me?") in text sections like this.
The purpose of this section is to provide an overview of your product. This could be an outline of chapters in your ebook, lessons in your course, modules in your coaching program etc. The reader should come away from this with a very clear idea of what they will get for their money.
Describe the 1st chapter, module or part of your product here. Try to keep the description concise but interesting. It's better to say something interesting in few words than to try and describe every aspect of something at the risk of boring your reader.
Think of "teaser" when writing these descriptions. A good description gives a hint about your product. It makes the reader curious, but it leaves a gap - a little mystery - instead of revealing everything.
You can add as many chapters as you need. Just duplicate the entire columns row to add new chapters/modules and adjust the text accordingly. The list shouldn't feel endlessly long, but don't shy away from presenting a dozen chapters.
MARC JACOBS // Author
In this section, introduce the author, creator, teacher or face of the brand. Help your audience connect with you on a more personal level and show them that there's a person behind it. It feels better to buy from a person than from a faceless, corporate brand.
You don't need to tell your life story. Just explain what qualifies you and why you care and add a personal detail or two.
You almost can't have too many testimonials. However, no one wants to read through one endless list of them. That's why it's a good idea to spread testimonials through multiple sections on the page. That way, your copy and the social proof from testimonials take turns in convincing your reader.
MARC JACOBS // Business Analyst
Display testimonials here and make them more skimmable by adding a teaser or the best part from the testimonial as a headline. A good testimonial can make all the difference to your conversion rates.
DANA MOORE // Designer
The best kinds of testimonials are ones that tell a small story and include specific details. This is much more powerful than a generic testimonial that simply say "I love this product!" or something similarly vague.
MARC JACOBS // Business Analyst
This is your main product purchase section on the page. Here is where you add your strongest call to action. Remind your reader of the main benefit that your produt will bring to their lives and tell them in no uncertain terms to click that button and get started.
5 Simple Steps to...
Boost Your Website's Conversion Rate
MONEY BACK GUARANTEE
You are fully protected by our 100% Satisfaction-Guarantee. If you don't get [a specific benefit that your product promises] by [a specific span of time in which you guarantee your product to yield results], just let us know and we'll send you a prompt refund.
Write the answer to the question here. This way, your visitors can easily pick the questions that matter to them, without being distracted by loads of text from the FAQ.
The text in this landing page gives you a lot of help in creating good copy. And don't worry about it too much. The only way to get better at copywriting is to write more copy. So, get writing.
Only if you like awesome landing pages that are rapidly customizable to your needs.
Does your product have a target audience? Does it have benefits? Then you can and should explain those benefits to your target audience on a page like this.
Your customers will let you know. The best way to find the "right" questions to answer in your FAQ is to pay attention to questions your visitors and customers send you. Your support system or helpdesk will be a rich source of insights about what questions need answering.
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