In today’s Ramble, I will write out my freerunning thoughts on what my new landing page for the technical fluency program should look like.
I believe my target learners are busy executives like myself, so I won’t have extremely long copy and fluffy marketing speak.
I want to communicate the WHY behind the course, then the HOW, and then the WHAT is least important. I also have to limit the number of learners I can take per month to 5, so I need to make sure the process for getting into the training program is not open to all. My time is valuable and I want learners who appreciate time. Moreover the learners need to be people that I’d enjoy getting to know, otherwise it’s not fun for me or for them. For now, I’d rather have fun happy clients whom I want to treat well than unhappy angry fucks who drain my energy.
One way to filter out people with a stick up their ass would be to start with a joke right off the bat. If they’re too “professional” they’ll probably bounce off right away.
So let’s get this going:
- Visitors can clearly see that I’m the market leader in this space.
- Fantastic looking design
- Show expertise
- Visitors can put their trust in me
- No bullshit
- Clear and refreshingly honest messaging
- Visitors can visualize the future
- “Visual” descriptions of end results
- Emotional connection
- Visitors remember the site (it stands out)
- Refreshing copy and structure
- Slight humour
- Visitors are compelled to take action
- Limited supply due to time constraints
- Clear call to action
Keep asking the question “so what?” at every single step of the writing process. Highest priority in sales copy is empathy for the customer.
- What the page is about (with a joke?)
- Who I’m trying to reach (qualify)
- Who I am, and why I’m doing this, the true cost of not learning this stuff
- What the course’s goals are, with advice, and ROI. Empathy empathy empathy!
- Course syllabus overview, with advice
- Straightforward close – not humble, not pretentious (why me, why now)
- Lay the price down without apology.
Still conflicted over the price. Constantly feeling like I’m giving away the product for less than it’s worth. It seems like $1199 is a good starting price per month, which can go up with time?
Target customers and their situation
This is my theorizing. There’s a certain element of me defining the people who I want to work with, and then some hunches based on experience.
Number one, they are busy, they are flipping smart, they are successful in their non-tech careers, and they are either very curious about these things or will greatly expand their opportunities and accelerate their careers if they could understand technology at a deep level.
They dread being in, or avoid being in meetings with technical executives and engineers because most engineers don’t have the heart of a teacher – so there’s a big disconnect. Which is a pity.
Their non-technical background is way more valuable in the tech field than he ability to write code. If they can take their vision and insights and speak tech when they have to, the combination is just killer – that’s the kind of skill the tech industry needs.
The world needs more technological solutions to problems, and that doesn’t mean we only need more coders.
So what does a success-driven, ambitious busy person care about? They don’t like being manipulated, they see the course as a necessary investment and not a luxury, and they like to associate with other elite. (This is actually a description of myself. I guess it’s true that you attract the kind of customer you are).