Don't get me wrong, having a good product page that explains how paying you will benefit your customer is important...

But if that's the only thing you did, there's a lot of things you have to do right:

• The right headline that gets your ideal customer to pay attention in the right way
• The right lead that set's the frame and keeps them reading the rest of the page
• A well written transformation related story or case study to paint a vision of the result
• Strategic bullet points to tease the product and generate proper curiosity
• A solid close and risk reduction strategies to actually get the sale

A great book to learn this framework is Crypto Copywriting Secrets by Ben Settle and I should probably revisit it myself for the 5th or 6th time too.

But you know what's interesting?

If you do email right, all of that becomes a lot less important.

When I was selling fitness programs, I did use all of the techniques I talked about above and that got people in the door...

But when it came to the page where I was actually selling coaching...

That page was very short and didn't do any of that.

It was pretty close to "Want help getting in shape? Pay me and we'll work together" lol

(I did promise a more specific result with a guarantee, but I'm choosing to be more vague here since email tends to filter out specific fitness outcome terms)

The reason this worked is I was sending daily emails with various types of value:

• Stories and experiences
• New ways of thinking
• Moderately controversial takes
• Personal progress dieting and training
• Answering reader questions

So by the time I made that slightly more expensive offer, it was easy to sell without some elaborate product page.

I'm not saying to skip out on creating the best product page possible.

But I am saying that writing really good emails is important.

And if you want to learn more about how to do exactly that, then let's talk inside of Email Biz Club.

​Become a member here​

Talk soon,
-Gabe