Getting to the heart of what you offer and why someone needs to buy from you isn’t as easy as a lot of people like for you to believe. There are a lot of ways to frame an offer. It can be subtle, direct or wrapped in a story.
How you deliver your offer can mean all the difference between a low performing sales page and a high converting sales page.
You can’t be afraid to dig down and uncover that emotional gold.
It’s why I recommend using the 5 Whys Technique before you start creating your sales page.
Toyota popularized this technique. They wanted a way to get to the root of the problem quickly.
How to Use the 5 Whys Technique
Before you start creating a sales page you should ask yourself:
1. Why am I creating this product/service?
Your first answer is usually not deep enough.
Write down your answer. If you are creating a weight loss ebook. You may say I’m creating this ebook to help people lose weight.
2. Why do you want to help people lose weight?
I want to help people lose weight so they can be healthier.
3. Why do you want to help people be healthier?
Because everyone deserves to feel healthy and happy.
4. Why does everyone deserve to feel healthy and happy?
So they can have more energy.
5. Why do you want to help them have more energy?
So they can accomplish their goals and be around for a long time, which means they can spend more time with their friends and families.
You want to help lose weight so they can live longer and spend more quality time with their families. Now that’s much more powerful than just helping them feel healthy.
The reason it’s more powerful because it shows you why you are working so hard to accomplish this goal.
People are more willing to buy from you when they appreciate the “why” behind what you do.
How do you uncover your true offer when creating a sales page?