Landing Page Tutorial: The 2026 Free Course for Beginners
Sixty-five minutes, sixteen steps, and a 17-part page skeleton drawn from 2,000 funnels built across a thousand niches.
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57 · 43
Big Idea
The argument in one line.
A landing page converts because of what it says and who it says it to, so the market's own words and a validated angle matter more than design, formulas, or any AI-generated draft.
Who This Is For
Read if. Skip if.
READ IF YOU ARE…
A service business or agency owner who buys paid traffic and needs booked calls, not just form fills, at a cost per call you can scale.
A freelancer or in-house marketer who has a page live, is seeing conversion rate fall as spend rises, and does not know which lever to pull first.
A copywriter who can write but cannot explain why one angle beats another, and wants a testing order instead of an opinion.
Anyone who has been prompting an AI for headlines and getting copy that reads fluently and sells nothing.
A founder about to brief a designer on a landing page who wants to know what the design should and should not be allowed to do.
SKIP IF…
You sell physical products direct to consumer. This is a lead-generation page that sells a phone call, and an ecommerce page is a different build.
You have no traffic budget. Most of the method depends on running paid ads to test angles before the page exists.
You want a page builder walkthrough. There is no software tutorial here, only copy structure and testing method.
You already run a mature testing program with tracked lifetime value by angle. The final chapter is the only new material for you.
TL;DR
The full version, fast.
Most landing pages fail before a word is written, because the writer guessed what to say. The method starts by scraping reviews, forums and two-to-four-star ratings to collect the market's verbatim pains and language, then testing ten angles as cheap Meta ads for a week to find the one or two that pull. Only then do you build, matching page length to the traffic's awareness level, recording a 25 to 45 minute spoken pitch as the raw copy instead of prompting an AI, and laying it onto a 17-part skeleton from eyebrow copy through headline, proof, offer, bonuses, guarantee and a closing PS. Above the fold and the offer carry roughly 90 percent of the result. Finish by split-testing angle first, headline second, offer third, judging on customer quality over 30 days rather than raw conversion rate.
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Blank page to booked calls promised, backed by 2,000 pages built across a thousand niches and 20 million leads generated.
00:47 – 05:05
02 · Step 1: What you say, not how you say it
Stop prompting AI for headlines. Scrape reviews, forums, Trustpilot and Google listings for the market's verbatim pains, fears, hopes and dreams, weight the two-to-four-star reviews, and sort everything into the Halo Strategy worksheet.
05:05 – 07:50
03 · Step 2: Dry test your angles on Meta
Turn ten hypotheses into ten ads in one CBO campaign, run seven days, and let click-through rate and cost per booked call name the one to three winners before a page exists.
07:50 – 11:30
04 · Step 3: Match the page to their awareness
Schwartz's five stages explain why conversion rate drops as spend rises. Label traffic cold, warm or hot and build a page per label, engineering the cold one deliberately.
11:30 – 15:57
05 · Step 4: Write like you talk
Pitch an imaginary cold stranger into the camera for 25 to 45 minutes, transcribe it, and use that as the raw copy. Close with a PS that is the whole page's summary plus the cost of doing nothing.
15:57 – 23:20
06 · Step 5: The 17-step secret selling system
The full page skeleton read out end to end, from eyebrow copy and the big promise headline through proof, the Godfather offer, bonuses, value build, price, scarcity, guarantee, CTA and the closing PS.
23:20 – 30:20
07 · Step 6: The above-the-fold section
Two sections carry 90 percent of the result, and this is the first. Eyebrow copy, the headline formula, a sub-headline that opens a loop, a VSL with a moving thumbnail, a benefit-driven CTA and a proof strip under the button.
30:20 – 33:04
08 · Step 7: Visual conversion dynamics
Stock and AI images kill pages, and so does handing the page to a designer whose instinct is to shrink the copy. Every image must move the reader toward converting; type stays large, dark and readable on mobile.
33:04 – 35:31
09 · Step 8: Sub-headlines as hooks
People scan before they read. The headline plus every sub-headline, read alone, should tell the whole story and sell. Each one re-hooks the scroller with a benefit or a loss plus an open loop.
35:31 – 38:12
10 · Step 9: Proof louder than claims
A trust recession means every claim needs a matching line item of visual proof: screenshots, before and afters, inboxes, CRMs. Highlight every claim on your page and delete the ones you cannot prove.
38:12 – 41:43
11 · Step 10: The hero mechanism
Answer why this will work when everything else failed, in three parts: the mechanism behind the problem, the mechanism behind your solution, and a proprietary name for it, given its own copy panel and ideally its own video.
41:43 – 45:56
12 · Step 11: The cold traffic lead-gen offer
Run the offer through the food court test. Replace hard asks with a 30, 45 or 60 minute session that delivers real value whether or not they buy. Sell the call, not the product.
45:56 – 50:15
13 · Step 12: The Godfather offer
What gets presented on the call: a hyper-specific outcome with a timeframe, anchored to a high build-value price, de-risked by a work-until-it-works or money-back guarantee, stacked with one to three self-justifying bonuses, price revealed last.
50:15 – 53:06
14 · Step 13: FAQs from buyers, not haters
Interview ten customers about what nearly stopped them, what they tried before, and how they would convince a friend. Turn those answers into the FAQ, biggest objection first.
53:06 – 55:25
15 · Step 14: Proof plugins and dynamic pop-ups
The full restaurant versus the empty one. Real-time notifications showing other people booking reduce cognitive load and added roughly 10 percent in the speaker's tests. Icing, not cake, and never faked.
55:25 – 58:01
16 · Step 15: Page load speed, the silent killer
One second converts two to three times better than five. Compress images, delete unused plugins, minify, and consider leaving a bloated page builder for static HTML. Mobile is 80 percent of paid social traffic and has zero patience.
58:01 – 1:04:25
17 · Step 16: Dialing it in
Finishing the page is half the job. Test angle, then headline, then sub-headline, then lead-gen offer, on separate URLs with UTM tracking, judging on customer quality and earnings per click across 30 to 90 days.
1:04:25 – 1:05:35
18 · Cheat sheet and sign-off
The whole system offered as a downloadable checklist in the description, followed by the reason he publishes: a single-parent household, and sending the elevator back down.
Atomic Insights
Lines worth screenshotting.
Two, three and four star reviews are the richest copy source, because the reviewer wanted to give five stars and is telling you exactly what was missing.
Validate ten angles as Meta ads for seven days before building anything, because an ad takes an hour and a landing page takes days.
Ten tested angles typically leave one to three winners, and the rest were confident guesses that cost nothing because nobody built them.
A page built for the three percent who are ready to buy right now will exhaust that pocket and cap the business.
Conversion rate falls as ad spend rises because scale buys colder traffic, and the page that won on high-intent search was never written for strangers.
If you run cold, warm and hot traffic to the same page, you need three pages, not one compromise.
Record yourself pitching one cold stranger for 25 to 45 minutes, transcribe it, and use that as the raw copy. AI-first drafts read like a husk.
Long form has beaten short form in every split test the speaker has run, because the only people who read all of it are the buyers.
Once the headline is written, 80 cents of every marketing dollar is already spent, and 60 percent of visitors never scroll past the fold.
Clear beats clever every time. A headline should be monkey-brain simple: specific person, dream outcome, timeframe, mechanism, less effort or a guarantee.
The proof you show must be louder than the claims you make, which means a line item of visual proof for every single claim, or the claim gets deleted.
Name your mechanism. An unnamed solution is indistinguishable from the competitors that already failed this prospect.
A hard offer has whiskers and scares the mouse off. A cheese offer gives answers whether or not they buy, and ten times more hands go up.
An offer that does not keep the founder awake is not strong enough to be called irresistible.
Build FAQs from buyers, not from ad comments. Interview ten customers about what nearly stopped them and order the answers by frequency.
A page that loads in one second converts two to three times better than one that loads in five, and 80 percent of paid social traffic is on mobile.
Moving a client page off a bloated builder onto static HTML has doubled conversion rate on its own.
Test in this order: angle, headline, sub-headline, lead-gen offer. Anything below that is noise.
Optimize on customer acquisition cost and lifetime value over 30 to 90 days, not on the conversion rate the ad platform shows you today.
The most elite paid copywriters fail to beat the control 70 percent of the time, and get paid for what they do after that.
Takeaway
Research and testing decide the page, not writing
WHAT TO LEARN
Four of the sixteen steps happen before a single line goes on the page, and the last one never ends, which tells you where conversion actually comes from.
02Step 1: What you say, not how you say it
Scrape reviews, forums and listings for your market and your top five competitors, then paste the verbatim comments into fixed buckets instead of paraphrasing what you think people feel.
Two, three and four star reviews carry the most usable material, because the writer wanted to give five stars and is naming exactly what was missing.
Collect the industry's acronyms and insider language separately, so your copy reads as written by an insider rather than about the market.
03Step 2: Dry test your angles on Meta
Turn ten candidate angles into ten ads in one Meta campaign and run them a week, because an ad can be live in an hour and a page takes days to build.
Expect one to three of ten angles to win. The other seven were confident guesses that cost nothing because nobody built pages for them.
You cannot pick the winner from the armchair. Let spend decide, then commit fully to the angle the data names.
04Step 3: Match the page to their awareness
Conversion rate falling as budget rises is not a page problem, it is an awareness problem: scale buys colder traffic than the page was written for.
Label your traffic cold, warm or hot and build a page for each label. Colder traffic needs more education before the offer, so the page runs longer.
Building only for the small pocket that is ready to buy today will exhaust that pocket and cap the business at its size.
05Step 4: Write like you talk
Record yourself pitching one imaginary cold stranger from who are you through to take my money, mistakes included, and transcribe it. That transcript is the copy.
A 25 to 45 minute pitch feels far too long until you remember the only people who read all of it are the ones about to buy.
Use the PS as a summary of the whole page plus a clear statement of what the reader loses by doing nothing, because inaction is the real competitor.
06Step 5: The 17-step secret selling system
Work from a fixed skeleton: call out the audience, promise, expand, open a loop, name the problem, reveal the solution, prove it, stack the offer, guarantee it, close with a PS.
On a lead-generation page the price step changes shape. You assign a value to the consult and then give it away rather than printing a product price.
07Step 6: The above-the-fold section
Treat the eyebrow line above the headline as real estate for proof: review counts, client numbers, awards. It outperforms another benefit line.
Write headlines to a formula that forces specificity: specific person, dream outcome, timeframe, named mechanism, less effort or a guarantee.
The headline and sub-headline exist only to earn the next scroll. Trying to tell the whole offer up there is what kills both.
Put the pitch on video above the fold and use a moving thumbnail rather than a static image, because play rate is what gates everything downstream.
08Step 7: Visual conversion dynamics
Every image has to earn its place by moving the reader toward converting. Stock photography and AI-generated filler do the opposite.
A designer's instinct is to shrink copy until the page looks clean. Protect large type, dark text on light background, generous line height and short paragraphs.
09Step 8: Sub-headlines as hooks
Readers scan first and commit second, so the sub-headlines are the real skeleton. Read them alone, in order, and check they still tell the whole story.
Each sub-headline should re-hook with a benefit or a loss plus an open loop, so the only way to resolve it is to read the block underneath.
10Step 9: Proof louder than claims
Highlight every claim on your page and attach one specific piece of visual proof to each. Claims you cannot prove get deleted, not softened.
Screenshots, before and after images, inboxes and CRM views beat testimonials because they are harder to fake and easier to understand at a glance.
Put proof immediately above every call to action, and keep adding until the volume feels excessive to you.
11Step 10: The hero mechanism
The real objection is not does this work, it is will it work for me after everything else failed, and that needs its own section.
Build the answer in three moves: explain why the alternatives fail mechanically, explain how yours differs, then give it a proprietary name.
An unnamed solution is indistinguishable from the competitors that already disappointed this prospect, which is why the name is not decoration.
12Step 11: The cold traffic lead-gen offer
Run the offer through the food court test: shout it to a crowd and count the hands. Get a quote and contact us score close to zero.
Ten times more people will come to you to learn something than to be sold something, so lead with answers rather than access.
Make the call itself worth attending by delivering ten to fifteen minutes of real work on it, regardless of whether they buy.
13Step 12: The Godfather offer
The offer that closes is hyper-specific and time-bound: a named outcome in a named window, not grow your business or lose weight.
Anchor to the honest full value first, then reveal the real price, so the number arrives after the comparison rather than before it.
Carry the risk yourself with a work-until-it-works or money-back guarantee, because every unit of risk you absorb makes the decision smaller.
Bonuses only work when each one alone would justify the price. One to three is the range; more dilutes rather than adds.
14Step 13: FAQs from buyers, not haters
Build the FAQ from interviews with actual customers, not from ad comments, asking what nearly stopped them and what they tried before.
Order objections by how often they came up and how big they are, handling the largest first rather than burying it at the bottom.
15Step 14: Proof plugins and dynamic pop-ups
Real-time notifications showing other people taking the action reduce the cognitive load of deciding, worth roughly ten percent on top of existing proof.
Social proof automation is the icing. Without genuine proof elements underneath it, it adds nothing, and faked notifications are not an option.
16Step 15: Page load speed, the silent killer
A one-second page converts two to three times better than a five-second page, which makes speed a copy problem rather than a developer problem.
Compress images, delete rather than deactivate unused plugins, minify the code, and test on mobile, where most paid social traffic lands and patience is zero.
Heavyweight page builders buy convenience with bloat. Rebuilding on static HTML has doubled conversion rate on its own.
17Step 16: Dialing it in
Finishing the page is half the work. Even elite copywriters fail to beat the control seventy percent of the time and get paid for what happens next.
Test in order of leverage: angle, then headline, then sub-headline, then the lead-gen offer. The headline alone can move conversion two to three times.
Run each variant on its own URL with its own UTM so a third-party tracker can tell you which page produced the customer, not just the lead.
Judge on customer acquisition cost and lifetime value over thirty to ninety days. The angle with the best conversion rate is often not the one with the best customers.
Glossary
Terms worth knowing.
Dry testing
Running an angle as a cheap paid ad before building the page it would sell, so the market picks the winner for you instead of your opinion deciding what gets built.
Angle
The specific pain, promise or framing a page leads with. Different angles can sell the same product to the same market with wildly different results.
Stages of awareness
Eugene Schwartz's model splitting a market into five groups, from people who do not yet know they have a problem to people ready to buy right now. Colder stages need more education before an offer lands.
Above the fold
Everything a visitor sees on a phone before scrolling. Typically the eyebrow copy, headline, sub-headline, video and first call to action.
Eyebrow copy
The small line of text or row of icons sitting above the headline, used to call out the audience by name or to front-load social proof.
VSL
Video sales letter. The full pitch recorded as a video and placed near the top of the page so a visitor can consume the argument by pressing play instead of reading.
Hero mechanism
A named, proprietary explanation of why your solution works when everything the prospect already tried failed. Built in three parts: why other solutions fail, how yours differs, and a name for it.
Godfather offer
An offer so specific and so well guaranteed that refusing it feels irrational. Usually presented on the sales call rather than on a lead-generation page.
Lead-gen offer
What the landing page actually sells, which is a call or consult rather than the product. It is what gets the name, email and calendar booking.
Offer with whiskers
A hard ask such as get a quote or contact us, which filters hard and produces very few leads at a high cost per call.
Offer with cheese
An offer that gives the prospect real answers and value regardless of whether they buy, which pulls far more hands up on cold traffic.
Food court test
A gut check for an offer: imagine shouting it to a crowded food court and estimate how many people would raise a hand. Most hard offers would get a fraction of one percent.
Control
The current best-performing page or sales letter. New copy is judged solely on whether it beats the control, and most attempts do not.
EPC
Earnings per click. Revenue generated divided by visitors to the page, which exposes pages that convert well but attract low-value customers.
Resources
Things they pointed at.
01:35toolReddit, Google Business listings, Trustpilot and niche forums
02:40toolClaude and ChatGPT, used for categorizing scraped reviews rather than writing copy
03:12toolFiverr and Upwork, for commissioning a review scraper
08:50bookEugene Schwartz's five stages of awareness
28:51toolWistia, for animated video thumbnails to lift VSL play rate
35:16bookSell Like Crazy
54:45toolVisual proof notification plugins, roughly $10 a month
55:50toolTinyPNG, for image compression
56:30toolClickFunnels and GoHighLevel, named as page-speed liabilities
57:20toolGoogle PageSpeed test and Pingdom
1:01:20toolWicked Reports and Hyros, for closing the lead-to-customer tracking loop
“Once you have written your headline, you have spent 80 cents of every marketing dollar.”
a hard number attached to a single decision, no setup needed→ TikTok hook↗ Tweet quote
25:12
“The proof that you use must be louder than the claims that you're making.”
complete thought in twelve words, reads as a rule→ newsletter pull-quote↗ Tweet quote
44:20
“A mouse will chew through a wall that is three feet deep just to get to some cheese, but they will run with all of their life at the flick of a whisker.”
self-contained analogy that makes the viewer want the application→ IG reel cold open↗ Tweet quote
46:40
“If the offer doesn't keep the founder up at night, then it simply isn't strong enough.”
confrontational, personal, zero jargon→ TikTok hook↗ Tweet quote
55:32
“A page that loads within one second can convert two to three times the amount of people than a page that loads in five seconds.”
a stat most people have never heard attached to something they can fix today→ IG reel cold open↗ Tweet quote
56:40
“I've done nothing more in my agency than taking a client's landing page that was built on go high level and just converting it to static HTML and have doubled the conversion rate.”
names a popular tool and makes a concrete claim, which drives comments→ TikTok hook↗ Tweet quote
58:52
“Even the most elite of the elite, 70% of the time it will fail to beat the control.”
reframes failure as the job, which lands with anyone who has lost a test→ newsletter pull-quote↗ Tweet quote
32:25
“It is the steak. It is not the potatoes. The images are the potatoes.”
visual metaphor that works with b-roll of a page→ IG reel cold open↗ Tweet quote
The Script
Word for word.
Read-along
Don't just watch it. Burn it in.
See every word as it's spoken — crank it to 2× and still catch all of it. The same dual-channel trick behind Amazon's Kindle + Audible.
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metaphoranalogystory
Today I'm gonna be sharing with you the most comprehensive landing page training that I have ever released. It holds all the hacks that you need to go from blank page to converting cold strangers into booked calls on demand. I've built over 2 ,000 landing pages in a thousand different niches and have generated over 20 million leads.
And I'm about to hand you the deepest lead gen source that you can't find anywhere else and the video is broken down into four key sections. And let's Let's start with the most important decision on the entire page, what to say.
When it comes to writing landing pages, thanks to AI, everybody has become incredibly lazy. Basically, the first step what they do is they fire up ChatGPT or Claude and they say, act as this copywriter or write me a headline for my product. Or perhaps they've read some copywriting books and they're completely obsessed about headline copywriting formulas.
And they finesse those words over and over and over again. But if you do this, you're basically setting yourself up to fail from the get -go. Because when it comes to putting together a landing page that completely pulls its head off and goes diabolical on the internet.
It's not about how you say things, it's about what you say in the first place you do not want to guess what to say thanks to the internet you can be a fly on the wall and you can mine the richest veins in any market with secret marketing intel so what do i mean well the first step of putting together a killer landing page the first thing that you want to do is you basically want to scrape all of the reviews on reddit on google my business listing on trustpilot and any forums that you can possibly find about the pains, fears, hopes, and dreams of your marketplace.
You want to be entering a conversation that is already taking place in your prospect's mind. And you can just observe your prospects. And the key thing here is you want to look for basically the two and the three and four star reviews.
Like when maybe it's like they wanted to give a five star review, but they've held it back because there is something missing. And you want to pay attention to the longest, most emotionally charged post and reviews that you can find online. And the way that I found this out, like most marketers, I read a couple of books on copywriting.
The more that I deferred back to my one -to -one sales experience and figuring out like, what is it that people want? What is it that was keeping them up at night? Where is the dream, desire, destination that they're trying to get to?
And had all of my copy mirror exactly what I would tell a prospect one -to -one, but I would use that same thing in one -to -many. And basically the way that you wanna do this is you wanna use something called the halo strategy, which is my templated format of categorizing all the pains, fears, hopes, and dreams in your marketplace.
Then what you want to do is you want to vibe code a scraper that is going to go out and it's going to scrape all of these reviews. It's going to scrape all of these forums and get all of this information for you. And then you want to basically copy and paste exactly those comments into all the categories of your Halo strategy worksheet.
You do not want to be rewriting your interpretation of how your market feels. No. no no no no if you don't know how to vibe code this thing you can also go to fiverr or upwork and get somebody to do it for you now you want to do this for your own business and you want to look at all of your own reviews all of the online chatter that's happening around your business then you also want to do the same thing for your top five competitors don't just look at one review platform get as much data and intel as you possibly can then once you've got all of these reviews all of these posts everything onto your claude then you basically want to start going back and forth with it and say, hey, show me the top five biggest pains that my market has in the exact verbatim language.
I do not want you to interpret it. I want you to take exact snippets of what you can find in these reviews. And I want you to categorize them for me under pains as a headline, fears as a headline, hopes and dreams.
And then I also want you to create me a list of all the industry vernacular and the exact language that my market use. Pay attention to acronyms and insider language. that I can use so that when I use it in my ad copy, they can see that I am one of them and that I understand the industry better than anybody else.
And that is step number one. It's what you say, not how you say it. Alrighty, now you've done more work than pretty much all of your competitors and you should have endless angles to really craft a landing page that goes completely crazy.
If you don't know me, I'm Sabri Subi. I'm an investor on Shark Tank and have generated my clients over $10 .2 billion in sales. However, if you follow this and you don't do this next step, it's going to set you up to make the mistake that 9 out of 10 marketers make, which is to build a landing page that speaks to absolutely everybody.
But do not do this because there is a faster and cheaper way to find your winning angles, which brings us to step number two. But before we go any further, this video is specifically about building a lead gen landing page. But don't you worry, I'm not going to leave my e -commerce peeps high and dry.
a video just like this it's going to go into the deepest ecom source that you've ever seen so make sure that you subscribe so you don't miss that one so once we've got all of this intel and we've fed it into claude what most people do is they start writing their headlines and putting together all of the landing pages but this is not what you want to do instead what you want to do is what i call dry testing which is validating those angles that you're going to be running on your landing page on the greatest split testing tool that has ever existed finding winning angles and that is meta.
So what you want to do is you're going to have a look at all of the raw materials that you've just collected and you're going to come up with a hypothesis of like, hey, I think that these 10 angles are very, very good angles. All we want to do is put those angles into buckets and we want to test each one of those 10 angles to validate which is going to be a winner.
So the way that we specifically do that is you want to take your existing landing page that you're running right now and those angles that you want to be testing as separate landing pages, we're going to first test them as ads on Meta. So you want to write one headline that is specific towards that angle.
And then you want to write one body copy that is also specific towards that angle. You want to fire them up in a CBO on Meta, chuck them all into one ad set and let those puppies cook. Now, after doing this for around seven days, what you're going to see is you're going to see that there is specific angles that are going to get you the highest click through rate and the lowest cost per booked call or the lowest cost per lead.
And that is going to be an indication of, hey, this is a winning angle. And typically when you do this, you're going to find that there's usually one to three winning angles out of the 10 angles that you're testing. So then you want to turn off those other seven and you want to let these other three puppies run for another week until you find definitively which one is the winner.
And the reason that we want to do this is that landing pages, they take days to build, right? You're going to be writing all the copy. You're going to be doing all the design and it's going to go.
into development. You're going to get it live. You're going to get to set up all your tracking.
So before that we do that exercise, we want to make sure that we are basically setting ourselves up to win from the get -go because you can spin up an ad very, very quickly, get that data to validate your hypothesis, and then spend more time building this killer landing page. And the more that I've done this in the 2000 funnels that I have built within my agency, the more you understand that you really can't pick a winner.
You have to let the market test it. Validate the idea and then you just go all in on that angle. And that is step number two.
Validate your angles on meta first. Which brings us to step number three. And look, there is no such thing as a landing page that is gonna completely rip.
everywhere meaning that when you're running a landing page for people that are literally on google with a bleeding neck looking for a specific solution to an urgent problem and they are completely ready to buy right now they are infinitely different from somebody that is just browsing instagram is going to click on an ad and go through to a landing page and you cannot speak to those people in the same way otherwise your landing page is pretty much guaranteed to bomb and this is probably why with your landing pages that you notice that the more that you your ad spend the lower the conversion rate goes the higher the cost per lead goes is because you are going out to colder levels of traffic and the same landing page that worked on this small little super high intent buying pocket is not gonna work on the super cold traffic when you start to scale and so the number one rule of your landing page is you need to write it to meet your prospect of where they are and eugene schwartz figured this out decades ago with his five stages of awareness in a
marketplace now i'm not going to go into all the weeds of what these five stages are but what you must understand that the biggest market for any market that exists is the market that is unaware that they've got a problem or that are aware that they have a problem but they are not solution aware they're not aware of all the solutions that exist and the real way to crack lead gen at violent scale is to be able to write a landing page that takes the coldest traffic on the internet and then warms that traffic up and gets them to a place where they're actually ready to buy.
And that is the most valuable skill that you can ever acquire. And to sum it all up, it's effectively somebody that's never heard of you, doesn't know about their problem, all the way to the people that are completely ready to buy right now. And so you want to think about who is it that you are targeting in your market.
And I will tell you that, of course, most people, they just want to go for the 3 % of their market that's ready to buy right now. However, if you do that, and if you build your landing page, completely addressing that 3 % of the market, you're gonna exhaust them very very quickly and your business growth is going to cap out and therefore the real game is to be able to go out to colder traffic and to have more skill to know exactly how to nurture them how to work them down your landing page and get them to a place where they are now informed and ready to speak to somebody about buying because the page that is completely engineered to just deal with the bottom of the funnel Google search traffic is entirely different from the page that's on meta scaling to a million dollars a month on cold traffic so what you want to do is map out all your proven angles and partner them with the different stage of awareness that it is that you're targeting and just understand that the colder that the traffic is that you're going out the more information the more education that they're going to need in order to warm that traffic up and get them to convert and for the bottom of funnel traffic they're going to need less information than the coldest traffic that exists so you can make your pages a bit shorter but before we get into actually assembling the page you need to understand exactly
the stage of awareness that it is that you are going to be targeting. So here's how to apply this right now to your landing page. I want you to basically label the traffic that it is that you're going to be running as either cold, warm or hot.
And then you want to build a page that is specifically addressing those. Now, if you are running to all three, then guess what? You need three landing pages.
But the number one rule here is to engineer a landing page that is designed to convert cold traffic and that we're not using a landing page that we would be sending super hot traffic to. cold traffic because you're never going to get the conversion rates you need if you do it that way. And that is step number three, match your landing page to their level of awareness.
All right, now you know what to say and you know who you're saying it to, but there is a specific little hack that I like to use that you can assemble the most highest converting copy that usually wipes the floor with A -list copywriters without even calling yourself a copywriter, which brings us to step number four. So when it comes time to writing high converting copy for your landing page, let me just make it very, very clear.
There is nothing that you can put on your landing page that is going to lift the conversion more than the actual words of what you say. Not the design, not any of the aesthetics, and certainly not the fucking button color. It is the words that you say.
But when it comes to writing those words, most people approach it in the wrong way. And what I want you to do is effectively pitch a complete cold stranger that doesn't know anything about your business. or what it is that you sell.
And I want you to think about the exact journey that you would need to take them from. Who the hell are you to shut up and take my money? Think about all of the objections that you need to handle.
And I want you to run them through that entire process A to Z and you just want to rip it. through the camera and when you do that and you assemble it all i don't care about how much you mess up it doesn't need to be perfect whenever you stutter or you lose your thought just stop for a moment gather yourself and keep going and i want you to educate that complete cold stranger all the way through that process then once you're done i want you to get the transcription and that is what we're going to be using as the raw materials the ingredients for our high converting copy because the thing that you must understand before you can sell to many people you first must understand how to sell to one person.
And that is why the best copywriters on the planet all started with direct one -to -one selling and you take that sales pitch and you can it and clone it and you record it so that you can deliver that same pitch to hundreds if not thousands or millions of people because using ai to write your copy is stiff and formal it's not the natural process that you would typically go through when pitching and it is like lifeless it is a husk of a human being it does not know how to sell to cold traffic at wild scale so instead what you want to do is you want to take that pitch and then of course we can use AI to assemble that copy, but that is not the starting place.
Otherwise you just get limp generic copy that is not going to convert anything. And typically when you do this process, depending on what it is that you're selling, that pitch will end up being around 25 to 45 minutes. And when you look at that transcription, you're going to be like, who the hell is going to read all of this copy?
This is what all uninformed people say. And the person that is going to read all of that copy is the buyers. Think about it this way.
Have you ever been in the market where you've got an urgent problem or a very important decision to make and you read an ad or you read a landing page and it is speaking to the exact specific problem of where you are and the problems that you're experiencing. They're going to have you on every single word reading that or watching every single line of the VSL that you're watching because it is an urgent problem that relates specifically to you.
And I have run thousands of scientific split tests of short form versus long form, and in every single instance, long form has one and this transcription is going to form the backbone of all the copy on our landing page and i'm going to show you specifically exactly how to write this all the headlines the sub headlines and how to put the whole skeleton together but when you write the copy the most important lesson is you want to write like you talk now one of the most underutilized parts of an entire landing page is the ps section because yes you're going to get a whole bunch of people that are going to read your headline and then scroll all the way at the bottom and then read the PS.
And so my hack for really writing an effective PS is effectively what is the TLDR version of the entire landing page where someone can just read a few paragraphs in your PS section and get the spirit of your landing page and know exactly what it is that you want them to do next. And specifically warns them or informs them of what they'll miss out on if they don't take action.
because what you want to do is you are really selling against the cost of inaction. Most people think that they're selling against all the objections that their market has. However, the thing that most people want to do is absolutely nothing.
So we use the PS section to kick them in their bruised knee and let them know exactly what's going to happen if they choose to do nothing. And that is step number four, write like you talk. Alrighty, so now we've got the basis of the words that it is that we're going to be using.
Now let's basically put those words into the actual live. page and the skeleton that it's going to sit on so it absolutely prints. Which brings us to step number five.
Your landing page is your best salesperson. They don't go on vacation. They don't take smoke breaks.
They don't do any of that. They are out there on the internet selling 24 -7. And so what I'm about to give you is my 17 -step secret selling system.
I'm about to give you the deepest source that you can follow. Copy and paste into your landing page formula to structure up your landing page. that's gonna convert like nothing else you've ever put together.
So let's start with step number one in my 17 step secret selling system. And that is to call out your audience. You wanna use the eyebrow copy that sits at the very, very top of your page to call out your audience and who this page is specifically for.
Next up is the big promise headline. The format for this is a big, bold, specific benefit titled with huge intrigue. And the headline formula that you can use that pretty much wins every single time is we get specific person, dream outcome in specific timeframe using our hero mechanism with decreased effort.
or a guarantee then next up is the sub headline and this is where we want to back up and expand out on the promise that we've just made in our headline then on the fourth step is we want to build irresistible intrigue in the first part of our landing page we basically want to open up a loop that people have to basically want to scratch that itch and the only way that they can scratch that itch is by reading the rest of the copy on the page then the fifth step is with our lead -in copy we want to shine a floodlight on the specific problem that our market is having.
We want to explain in very vivid and intimate details exactly where our prospects are and the pain that it is that they're feeling. Which brings us to step number six, where we want to reveal our specific solution to that exact problem that they've got. Then it brings us to step number seven, where we have to lay out all of our credentials because people are skeptical as shit.
We can't just tell them that we've got the solution without laying out all of the proof. This brings us to number eight. Basically, list out all the benefits of what it is that they're going to get from taking us up on our offer and not the features.
This is where everyone gets it wrong. They think about all the things that are included in their offer and they list them all out and they don't speak about the benefit and the desired end state that our prospect wants to get to. This brings us to step number nine, which is to literally bring out the unquestionable proof that our solution works.
You can't just tell people that it works. You have to show them that it works and you need enough proof that you could go out there and you could convince a jury that what it is that you're saying is in fact true by showing screenshots, text messages, emails, reviews, anything that you can possibly show that is undeniable proof that your solution works.
This brings us to step number 10, which is to craft all of this into a godfather offer, which is an offer so good that our prospects simply can't refuse it. Most people have the opposite of an irresistible offer.
They have what I call a resistible offer. It's an offer that anybody could easily say no to. Your offer wants to be so good that it keeps the founder up at night.
However, that by itself is not enough. This brings us to step number 11, which is bonuses. What are all the additional bonuses that I am going to get by saying yes to your core offer?
And you want to stack typically two to three of these things and then by themselves, like each bonus by themselves should be enough of a reason for your prospect to take the next step that you want them to take. This brings us to step number 12, which is to build the value.
We want to start with the highest price possible or what it would cost to basically get this offer in its normal environment. And then we want to basically say, but you're not going to pay that, or it's not this. And you have strike through pricing on that.
And then you basically reveal what it is that they are going to have to pay, if not anything at all to take. you up on this offer. Which brings us to step number 13, which is to reveal the price only after we've built the value.
Now, it's very important to note here, when we are talking about lead gen landing pages, we are not going to be including the actual price on the landing page. But the thing that we are going to be doing is we are going to be selling a phone call or some type of consult. And we don't want to just say book in a call or speak with our team.
We want to assign a value to that call. So when I say list the price you want to think about what an hour of your team's time is worth and you want to make sure that you put the value of that so we're building to the value of that and then we're going to be giving it away for free which brings us to step number 14 which is scarcity and urgency now if you are generating leads and you have a sales team there's only going to be certain amount of leads that your team can handle or a certain number of consults that they are going to be able to do so instead of just leaving that up to the imagination of your prospect you want to let them know that.
You wanna let them know either one, how many calls are available, or how many clients that you are looking to onboard for this month. Because most service -based businesses can't deal with unlimited clients. So if your cap on new clients is 10, 20, or 30, and you must let that be known here to create urgency on the page.
Which brings us to step number 15. Even once we've done all of this, people are still gonna be super skeptical. And all the claims that it is that you are making, they have already been told that by some other company in your...
niche and they didn't get the outcome that it is that they want. So what we are going to do is we're going to remove all of the risk for them and we're going to guarantee them that outcome, which brings us to step number 16, which is to have a clear and concise call to action. Most people, they just have a very bare bones CTA.
They don't vividly describe the CTA, which is to take somebody through exactly the steps that you want them to take. IE, I want you to click on this button. Once you click on this button, you're going to be taken through to a calendar page where you're going to be booking a call in that suits your specific time then what's going to happen is you're going to get a series of videos or you're going to show up to that call and this is everything that we're going to cover on this call you can't leave it to their imagination you have to walk them through the call to action which brings us to the 17th and final step which is close with a ps what most people do is they're going to read the headline the sub headline see the cta then they're going to scroll all the way to the bottom of the page to see what this is all about and they're going to read your ps so this is usually like the third most read part of copy on the entire page.
So don't sleep on this. This is the TLDR where you summarize effectively your offer and what you want them to do next. And then what is going to happen to them if they don't take you up on the offer.
But don't worry, I am not just wanting you to basically take notes of this and remember it. Me, I am so gracious and so kind to you, my loyal viewer, is I've put all of this 17 -step secret selling system into a PDF checklist that I'm going to be giving you at the end of the video. And then what I want you to do is I want you to look side by side on your current landing pages on my 17 -step secret selling system and then have a look at the points that it is that you're missing using all of the source that I'm going to be giving you in this video.
And that is step... Step number five, Subrisubi's 17 step secret selling system. And look, I know that that was an extremely quick rundown of all the different elements, but I'm not going to leave you high and dry here.
I'm going to be breaking down each of these points with excruciating detail and showing you how to load these things up to the gills to convert like crazy. Which brings us to step number six. What you must understand is that all sections on a landing page are not created equal.
certain elements that lift 90 % of the freight. And those things are your above the fold and headline section. And secondly, your offer section.
So let's unpack the first thing, which is the headline complex. What you must realise is once you have written your headline, you have spent 80 cents of every marketing dollar. Because people are distracted as shit.
And yes, there are going to be a whole bunch of people that only read the headline complex. offer, look at the PS and then make the decision if they are going to read the rest of your page. So this is the area of the page that we really must scrutinize on.
It's the thing that comes up above the fold on your phone before you need to scroll. And 60 % of people, they never scroll past the above the fold section. And so this one section is really where the success is going to live or die.
If this section is not completely dialed in, you are dead on delivery. Alrighty, so let's unpack the above the fold section. So the very first part of any landing page is what we call the eyebrow section.
And it's the small little bit of copy or icons that sit above the headline. And in my humble opinion, this is the most slept on part of the above the fold section. Most people, one, either completely ignore it or they'll just basically call out to their avatar and they won't use any other design elements to help the traffic to convert.
So what I like to use this section, for is to basically sprinkle in one either the avatar that i'm talking to or two all the social proof because the proof that you use must be louder than the claims that you're making and because people are so skeptical right now what you want to do is you want to utilize this real estate to either show what your reviews are all the number of clients that you've worked with all the awards that it is that you've won in your niche because a lot of those things they say a lot more than just calling out your avatar or just using some benefit driven copy because everyone else has already read like a direct response headline in your niche, or they've already been made promises about everything that it is that you're trying to make them believe.
Then once we've used the eyebrow copy, the next up is the El Grande, the big boy, the headline. Now this is really where you need to be paying a lot of attention. So how do we write a high converting headline?
And my goal is to take you from complete newbie to nightmare mode marketer. And this headline formula that I'm going to give you is... exactly the headline formula that we use in my own agency to beat nine out of 10 copywriters.
We get specific person, dream outcome in specific timeframe using our hero mechanism with decreased effort or a guarantee and what you must understand is that clear beats clever every single time people try to get super clever with their headlines but they need to be monkey brain simplistic i just need to be able to read it and go oh i like the sound of that let me figure out more about what this is about and that's exactly this next section which is the sub headline the mistake that most people make with their sub headline is that they try to tell the entire story of their whole offer and their landing page in the sub headline or in the headline.
The only goal with the headline and the sub headline is to engineer a situation where people want to read the rest of your copy. It is not to tell them absolutely everything. So what we want to do in the sub headline is we want to expand out and give a little bit more specifics to the big claim that we just made in our headline.
Then we want to open a loop where the only way that they can close that loop is by reading the rest of our page. It is not to show our whole hand tell them the whole story next up after the sub headline is to have a vsl a video sales letter this thing is my secret weapon there is nothing that you can put in a funnel on a landing page that's going to move more freight than a video sales letter because in today's day and age everybody is lazy they like to be spoon fed and the best way to spoon feed them information is to not make them work put your best pitch into a video sales letter which is a effectively taking all of the copy that we've used in the 17 step secret selling system, and then just simply compiling that into a video so that it is very easy to consume.
Because what you must understand is that consumption precedes conversion. And if somebody can easily consume all of the information that you've got on the page by just sitting there and clicking play, then your conversions are naturally going to go up by them doing so. So I'm not going to get into the exact nuance of exactly how to craft up a video sales letter, because I've already got videos on my channel that walks you through step by step on how to do that all i'm going to tell you is that you absolutely must put a video sales letter above the fold now some quick down and dirty hacks to get people to actually want to watch that vsl because most people think they just stick a video on there they put a static image thumbnail and that people are going to watch them but if you look at the actual analytics of what a play rate is of how many people that land on the page that are actually going to click play and watch that vsl it is a But the hack that I have found to increase that is by using a video thumbnail.
So you can use a platform like Wistia. The hack here is you want to use the most intriguing, weird visual pattern interrupt section of the whole video sales editor that you can. That's going to increase the play rate, which is going to in turn increase the consumption.
And that's going to result in more conversions. Next up is the call to action. So you do want to have the call to action sitting right below the VSL.
things like book a call. You wanna use benefit -driven headlines or things that are very specific, like claim your 30 -minute strategy session, claim your 45 -minute growth call, or whatever it is your call to action is selling. And I'm gonna get to exactly what kind of offer that it is that you should be using on your page.
But the big thing here is to make sure that it speaks to an end benefit. Now, just below the CTA, I look at this next section as an expansion on the CTA. And it's the little social proof sections that are going to sit right below the actual button.
And what it's going to do, it's going to be that little nudge that just pushes your prospect over the edge and going, yes, look, I will book in the phone call. And what you want to do on this section is you want to showcase the total number of reviews that you've got and the average rating that you have or any other social proof icons that you can possibly use that will sit just below the CTA and give your prospects that little nudge.
And that is step number six. above the fold. Now we've got the area of the page that is going to lift literally 90 % of the freight.
What we want to do is slowly work our way down the page and flesh out the rest of our landing page, which brings us to step number seven. Now there are two things that murder conversion rates on a landing page more than anything when it comes to the design of your page. And the first one is, is to stick stock images on that page for the sake of them being them, or even worse, AI created images.
And the next thing is having a designer design your landing page. And before that gets your panties in a twist and you get all hot and bothered, right? A designer's job is to design things.
It's not to actually convert people. Here are my views when it comes to images on a page. It is true that an image is worth a thousand words if you use them correctly.
And so what you must do when it comes to your visual elements is they must all earn their place on their page. And... by somebody looking at that image it should progress that viewer to want to convert more it should show before and afters basically you want to use those images as a conversion mechanism by themselves where someone can look at it they can understand what that image is about and from them consuming that image they should be more likely to convert if you didn't have that image on the first place and you might be saying subri why shouldn't i get a designer to design the page well first of all you're going to be following my 17 step secret selling system and when you do that you are naturally going to have a lot of copy.
And so the moment that you send that copy to a designer, their number one goal is basically to make that text as small and invisible as possible. They're going to put it in a light gray font size eight, and they're going to bury it because they are going to think that the page doesn't look good. And if it doesn't look good, then it's not going to convert.
No, there is a real art and science to having long form copy. actually look good on a landing page, but it doesn't matter how good the page looks if no one reads the copy. So instead, you wanna make sure that the typography is big, it's very easy to read on mobile, and that it's not a hidden afterthought of the page.
It is the main ingredients. It is the steak. It is not the potatoes.
The images are the potatoes. So as such, you wanna treat it like that, and you wanna let the copy be easy to consume. I'm talking about a minimum of font size 14.
You want it to ideally you black text on a white background. You want there to be nice line height in there so it's very easy to digest.
You want short, sharp paragraphs so that it's scannable and it's not a big wall of copy that just overwhelms somebody. And these are all the things that designers don't know how to do. And that is step number seven, visual conversion dynamic, which brings us to step number eight.
What you must understand is that people do not read landing pages. They scan them and then they only... decide whether or not they want to read them.
So how do we basically put together copy on a landing page that is able to be scanned and then convinces people to actually commit the time in reading them? Well, it's our sub headlines. It's all the mini headlines that are going to be scattered throughout the page that people can scroll and that they can read and that they can kind of get the gist on and decide whether or not that this is for them.
And the way that I like to think about All I'm trying to do is to stop a scroll. I'm trying to hook them back in and get them to consume the rest of the message.
So the way that you do that is by basically using big benefits or also big negatives of the things that they're trying to avoid with an open loop at the end of it. So the only way that they can scratch that itch is to read the block of copy that sits underneath it. Then the second way to think about it is if somebody reads the headline and then they just scroll down and they only read the sub headlines.
It should basically move most of the freight and tell them pretty much the complete story of the page and enough for them to take the next action. So once you've assembled your copy, what I want you to do is first read your headline and then I want you to read the sub headlines all throughout the page and say, does that make sense by themselves without anybody having to read the body copy?
If it does, then you've done your work. And if it doesn't, then you need to go back and rework it so it does. And what you must understand with your sub headlines is that the more that you tell the more that you sell.
You need to have every question answered. You need to have every objection handled. And so the way that you do that is the skeleton that forms that landing page is the headline and the sub headlines, and they need to be complete.
Do not leave any stoned unturned here because we are trying to convert as many people as humanly possible. And the way that we do that is by answering all their questions and handling all of their objections. And by re -hooking those scrollers and getting them back into our message that is going to increase the consumption of our message.
And that consumption always precedes conversion. And the way to apply this on your landing page is to make sure that once you've got a body of copy, that each section has its own little sub headline and it explains it. It does two things.
It makes the page scannable, but it also makes it digestible and not look very overwhelming to the prospect that if you just had a big wall of text. And that is step number eight. Sub headlines as hooks.
all the way down. All right, so you've got them reading, but now we need to get them believing because even if we've written the best copy that there possibly is, your prospect doesn't believe a single word that you've just written, which brings us to step number nine we are living in a trust recession thanks to the internet and the low barriers to entry pretty much in any niche that exists well if you're making a big bold claim you need to actually back up all of those claims with a line item of proof for every single one and the way that i think about proof is i think about what is the unquestionable undeniable visual proof that you can show somebody because people are so skeptical there are businesses out there that even go to the lengths of photoshopping and using ai to doctor stripe screenshots or all these visual proof elements for most people if they are already aware of that you must provide the undisputable proof that what you're saying is indeed true now when it comes to proof i like to attack from land sea and air we're going to be using everything we want to be using screenshots the reason that i like screenshots is that they are down and dirty and they just visually show
what it is that we're trying to get across. I wanna see proof before and after photos of the visual transformations that it is that you're giving people.
If you're saying, hey, we flood people's inbox with leads, show me their Gmail, show me their CRM, show me all of those notifications. Basically, you need enough visual proof that is unquestionable that you could convince a jury that the claims that you're making are true because you have all the receipts to prove it. So what I want you to do is to go through your landing page and I want you to highlight every single claim that you make.
And you need to have a corresponding piece of proof for every claim that it is that you're making. And if you don't have that proof, then you are going to simply remove that claim. Then just above every call to action section, you want to visually showcase that proof and you want to have it littered across the page.
Like it should be overwhelming. It should just be obnoxious of how much proof that you've got. Where the prospect is like, look, I get it.
i get it you've got so much proof this thing must work and if your prospect isn't overwhelmed by the amount of proof that you've got then you simply don't have enough and that is step number nine proof louder than claims and look proof answers the question of is this going to work but then it opens up a deeper question of how do i know that this is going to work for me when everything else that i have tried has failed me which brings us to step Number 10.
So listen, the chances that your prospect has never bought a similar product or service to what it is that you are offering is very, very slim. And so what that means is that they have become very, very jaded because they have seen the exact claims that you're making and then they have tried a solution that promised them the benefits that you're promising them.
So they need to know specifically on how your solution is different from all the other alternatives that they have already tried or that they are... into in the marketplace right now. And the way that we do this is by using a hero mechanism.
And we break your hero mechanism up into three specific parts in order for us to create one for your own landing page. So step number one, and this is to explain the mechanism behind the problem. In other words, we need to intimately describe why all the other solutions that they've tried or that are present on the marketplace have failed to give them the outcome that it is that they want.
only way that we can do that is by intimately describing exactly what those solutions are, the diets that they've tried, the tools, the different service offerings, and how they have all failed them. And we can't just kind of just briefly mention them. We need to do what I call break the legs of our competitors in front of the eyes of our prospect, where we take those existing solutions and we showcase to the prospect exactly why they have failed.
Then that brings us to part number two, and that is to show the mechanism behind our solution. So then we would intimately explain exactly these are all the problems with the existing solutions and then describe how our solution specifically addresses all the shortcomings in all of those other solutions and how our solution is gonna be the bridge and how it is uniquely different from all those other solutions.
Once we've itemized all the problems, then our solution is gonna address all of those problems to make it unique and actually superior to all of those solutions. Then once we've done that, it brings us to part number three, which is to name our mechanism, to give it a proprietary formula, a framework, something that is proprietary to our solution that makes it deliver this outcome while nothing else can.
And once you've done this, you answer the biggest question that your prospect has, which is how is this solution different? How is it going to work for me when... everything else has failed and you need to make sure that you've got a specific panel of copy on your landing page that explicitly outlines your hero mechanism.
You need to come up with a unique name for it. The brave bison, the trident technique. I don't care what it is, but make sure that you name it in a way that is intriguing and stick that on your landing page in your VSL.
It earns every single pixel that it occupies on the page. And even better, you can take it one step further. And on that copy panel on your landing page is that you actually make a specific video about your hero mechanism that intimately goes into the details of how it works and why it is so superior to all the other solutions that are present on the market.
And that is step number 10, the hero mechanism. All right, so now you've got them to believe, but now it's time for us to tackle the second part that I mentioned earlier on in the video that accounts for 90 % of the freight being moved in your landing page and 90 % of the conversions, which brings us to step number 11. There is a lead gen offer that works on cold traffic.
This is not to be mistaken with a godfather offer. This is specifically what is gonna set us up. to get on a phone call where we can actually present our godfather offer.
So when it comes to lead gen offers scaling on cold traffic, what is the best type of offer that it is that we can stick on our landing page, that it's going to get us the lowest cost per booked call, the lowest cost per lead and the highest quality possible. So the first thing that I want you to realize is when we're going out to cold traffic is I want you to do what we call the food court test.
I want you to imagine going to your local mall or shopping center and then going to the food court and then standing on the table and literally shouting out to all the people that is in that food court your offer. And so if you yelled out your offer right now to those people, how many of them do you think would raise their hand and be interested in what it is that you are offering?
Most people. they'd be lucky to be getting 1%. It's usually 0 .001%.
So instead, what we must do is we must have an offer that would get a large percentage of those people to raise their hand and go, yeah, I'm actually interested in finding out more. And so the key thing here is you will get 10 times more people to come to you to learn something than you will to be sold to. But what most people do with their lead gen offers, they're like, book a call, speak with my team, get a quote.
These are what we call hard offers right there offers that have whiskers and so what most people do is they want to engineer an offer like that so that they only get the buyers and when they do that they just get such little leads and such few people and their cost per call is so high that it is just prohibitive for them to spend more money on ads so instead what we want to do and what i have found from building 2 000 funnels and landing pages across a thousand different niches in 136 different countries is the best type of offer that you can run for lead gen is either a 30 -minute strategy session, consult, free advice, however you wanna gear it and engineer it up.
Don't think that the more time, the better. They're the sweet spots, 30 minutes, 45 minutes, and 60 minutes. So when engineering a lead gen offer on cold traffic, what you must understand is you have two types of offers.
You have an offer with whiskers or you have an offer with cheese. And this comes down to an analogy of a mouse that will chew through a wall that is three feet deep. just to get to some cheese, but they will run with all of their life at the flick of a whisker.
So what does a cheese offer look like? Well, it's giving your market what it is that they want. And what they want is answers to their questions and they want solutions to their problems, whether or not they buy from you.
That is the clear distinction. So you want to engineer up an offer that is irresistible for your market that they have to say yes to whether or not they choose to buy. And that means that your call in itself should be valuable.
The mindset that you want to have is you want to leave your prospects better than when you found them, regardless of whether or not they buy. And so whatever those questions are, whatever that roadmap that they need to get to their end outcome, we want to give them that as the form of education on this phone call. And we are splintering off a part of our product or service on that phone call where we're taking 10 to 15 minutes of the 45 minute call and we are delivering value and results in advance.
where your prospect goes through that and they're like, wow, these guys are doing this for free. Imagine if I bought from them and actually gave them money. Imagine the results that I would get then.
So the way to apply this specifically to your landing page is to run your offer through the food court test. If you were to walk out to a food court and scream your offer, how many people? would raise their hand and be interested.
Then take your hard asked, your get a quote, your contact us page and wrap that up into a valuable 30 minute high impact strategy session that would deliver value to the prospects whether or not they chose to buy from you. And the big thing is, is you want to sell the call, not your offer on the landing page. And that is step number 11, the cold traffic lead gen offer.
But now what is the offer that we actually communicate on the phone call? to turn those leads into actual customers and that right there is what brings us to step number 12. let me just start this off by saying what most businesses have is what i call a resistible offer it is something that is very vague and easy for any person to say no to where instead what we want to do is have an irresistible godfather offer which is an offer that is so good that they simply can't refuse it so what does that look like well first that offer, it needs to be a hyper specific outcome that our dream prospect wants.
It can't be vague. It can't be grow your business, lose weight. It must be grow your business by 120 % in 90 days or it's free.
It must be lose 12 kgs in six weeks or it's free. It needs to be hyper specific and it needs to be a complete and utter no brainer to them. So when it comes to Godfather offers, I have crafted thousands of these for my clients over the years and we have wiped the floor with their competition.
But the first objection that they always get is, Sabri, how am I going to be able to deliver on this, right? This is making me very nervous. If the offer doesn't keep the founder up at night, then it simply isn't strong enough.
So you want to think about your offer. First, it has to be hyper -specific. It must take your prospect from where they are right now to their dream destination.
Then you must think about what is the value? What would it cost for them to get this offer? put all the bells and whistles and everything in there that it is that they are getting.
I want you to put the value on that. And that's what we call the build value price. We want to put the highest price possible on that.
And when we're presenting our offer, we want to make sure that we anchor to that highest price possible. Then once we go on and we've anchored very high with that price, we're going to let them know, but you won't be paying that today. You won't be paying 60 ,000.
You won't be paying 50 ,000. Heck, you won't even be paying a quarter of that because for this month, we've got x y and z special and it's only gonna be xyz price so you build to the high value and then you drop the price as you go down so in their mind they start to justify the higher price and then when you actually reveal your price it's a lot more irresistible then what you want to do is you want to understand that in any given sale there is risk present and most business owners they ask the prospect to burden all of that risk they're like hey you just buy it it doesn't work it doesn't work And what they don't realize is that in most countries in the world, under consumer law, if you sell something and it doesn't do what it is that you say it's going to do on the carton, on the package, then you need to work with that person to make it right.
And the more risk that you burden as a business in your offer, the more irresistible that it becomes because you are limiting the downside for your prospect. And then you're going to be like, hey, this is a very good offer that you're getting. Look at all the value that you're getting.
Look at how much this would usually cost. look at what you're paying and then all the uncertainty that you've got that this still might not get you the result that you want. I'm going to burden all that and I am going to guarantee it for you.
And the best way to do this is we're being down and dirty is one that you're going to either work with them for free until they get the result or you are going to give them their money back. They are effectively the two offers that you want to run with to cold traffic. Then we want to stack on extra bonuses that they're also going to get with our offer.
The key thing here is typically to use between one and three extra bonuses and those bonuses buy themselves should justify the price of your offer where if they read one they're like i would actually pay the full price of this offer just to get access to this bonus so once you stack three of them the value in their mind just gets so much higher and that's where the transaction takes place and then with your guarantee you want to make it bold you want to basically remove any and all risk that is present in that sale so it is a complete no brainer for them and then and only then after we have built all of that value we've stacked on the bonuses we've assigned a value to each bonus do we want to reveal our price and give them a specific reason to act right now and take us up on our offer and that is step number 12 the godfather offer alrighty so you've made them an offer that they can't refuse But what happens now is there are still objections.
There's still questions in their mind that are unanswered. They won't buy unless that has been answered. Which brings us to step two.
number 13. so instead of guessing what are those questions what are those objections that people have got that would basically result them in not booking in a phone call or for them not to become a customer we don't want to guess these things what we want to do is we want to build an extensive faq section at the bottom of your landing page that lists every single objection and every single question that your prospect possibly has that would stop them from doing what it is that you want them to do.
Now, this isn't a new and novel concept. Most people do this. And most people, they assemble these from either reviews or from comments on their ads.
And this is a rookie mistake. Instead, you want to assemble and build your FAQs based on actual... buyers on customers so the way that we do this is we have a questionnaire that we send to all of our customers that asks them the following questions what almost stopped you from booking in a phone call and how did you overcome that to actually go ahead and book a phone call what were all the things that were going through your head what other solutions had you tried before working with us and how did they fail you and how did you get the answers to those questions before you booked a phone call what would you you say to your best friend who is in your exact same problem, how would you convince them to book in a phone call and have a chat with us?
Because what you really want to do in this section is you want to pre -handle all the biggest objections before they even come up in your prospect's head. So they can see that you've gone through the lens, you understand this problem more intimately than they even do themselves. And when you do this, they automatically assume that you have the solution to their problem.
So the way to apply this directly on your landing page right now is I want you to interview 10 of your customers. You can jump on a quick G meet or a Zoom call and have a series of questions that you walk them through that you ask them.
Then you take those exact answers and you turn them into the FAQ section on your landing page. And then once you've done that over 10 calls, you're going to start to see themes and patterns emerge. And then what you want to do is the ones that are reoccurring the most and that are the biggest objections, you want to assemble them from the most biggest objections all the way down so you're handling the biggest ones up front and not burying it down the bottom which is step number 13 build your faqs from buyers not your haters but there is one more proof element that we haven't discussed and what you must understand is that human beings we are pack animals we like to see lots of social proof and we like to get validation on the steps that we're about to take that a lot of other people are doing which brings us to step Number 14.
Have you ever been out with a group of friends and you're walking around and trying to find out what restaurant you want to eat at? And you see one restaurant and it's absolutely empty. It's crickets, it's silent inside.
But then right next door, there is literally a restaurant that is heaving. It has a line out the door. There's someone putting people's names down on a wait list.
And everyone's like, let's go to that place. It must be good. That right there is what we call social proof.
People like to be validated from their decisions based on what other people are doing and that's because it takes so much cognitive load to make the decision of whether or not i should do this or not so if you can see a bunch of other people that are already doing it it reduces the cognitive load and you're like all these other people are doing it it must be good let's just go there and we want to engineer that exact same situation on our landing pages and the way that we want to do that is by using proof in real time that other people are doing what it is that we are asking our prospects to do on our landing page So if we're asking people to book in a phone call, you want to have a visual proof plugin that pops up and it's like, Abraham just booked in a phone call.
A hundred people booked in a phone call in the last seven days. And you want to visually communicate that there are other people right now that are doing the exact action that we're asking our prospects to do. But what I have found from implementing this, that it adds a further 10 % uplift in conversion rate.
And the key thing here is this is the icing on the cake. not the cake itself. So make sure that those other proof elements that we discussed earlier are alive and present.
And we are simply going to be layering this on top of that already visual proof to make this thing really sing. So here's how to apply this directly in your landing pages. I'm not affiliated with any plugins, so I'm not going to be naming names, but just type in visual proof plugin, and you'll see a whole bunch of companies that are offering the service.
We can add this plugin to your page for usually 10 bucks a month. But whatever you do, Make sure that it's actually real.
We do not want to be using fake proof here. And that is step number 14, proof plugins and dynamic pop -ups. But look, even if you've done all of this stuff perfectly and you've executed it to a T, there is still one silent killer that could literally half your conversion rate, which brings us to step.
Number 15. Now get this, a page that loads within one second can convert two to three times the amount of people than a page that loads in five seconds. All it is is page load speed.
So the way that we make sure that our page is as quick as possible is first by compressing all the images that are on it. You can use a website called TinyPNG where you simply drag the images that are on your landing pages and it will compress the living shit out of them. They will still look good, but it will be really, really compressed to be super lightweight.
And then you want to make sure that you delete, not just deactivate plugins that are not in use. Then what you want to do is you want to go onto Fiverr or Upwork or any developer that you know, you want to bribe them with some tacos or a bottle of whiskey, and you want them to go through all the code on that landing page and minify all the JavaScript and basically just clean up the code.
So it's super pristine, lightweight, and ultra fast. And most CMSs, they're just these bloated, overweight things. a sledgehammer to put a nail in the wall.
I'm talking about click funnels, go high level. Yes, all you funnel hackers out there that love go high level. The reason that I don't like using it is because it's slow.
Like I've done nothing more in my agency than taking a client's landing page that was built on go high level and just converting it to static HTML and have doubled the conversion rate. Because a lot of these things, it's like, yes, it's a good Swiss army knife. It has all of these tools, but that also means that it comes at a cost.
and that cost is bloated code that slows down your page and murders your conversion rate. And the key here is you really want to fight tooth and nail to get that landing page load time to be under a second. You want to take your page and run it through the Google speed test or through Pingdom.
And what that's going to do is it's going to give you an overall speed score of your page and it's going to tell you your load time and it's going to tell you where it is that you sit. And if there is one place that is the least forgettable, out of all of them, it's on mobile.
And if you're running traffic on Meta, and if you look at where this traffic is coming from, you'll see that 80 % of all traffic pretty much comes from mobile. So people just have zero tolerance to wait for pages to load on mobile. Like they are a few clicks away from endless entertainment that is gonna be way better than the offer that it is that you're making them.
So you really need to work. really hard to bring this page load speed down to as low as humanly possible and that is step number 15 page load speed the silent killer which brings us to the final step Step number 16.
So you've done all the steps that Captain Suby has told you to do. You've built a page. It's quick and it's actually converting.
You've actually completed 90 % of the work and congratulations because you're only half the way there. And what do I mean by that? The real game in building out landing pages is what we call dialing it in.
Think of it this way. The highest paid copywriters in the world, these are the guys that you pay $200 ,000 to write a sales page for or a VSL for. Then they command a 10 % royalty on every single sale that comes through that landing page or that VSL.
These guys are only working with proven businesses that have proven offers and they have what we call a control. And they must beat that control. And what you must understand is that even these guys, the most elite of the elite, of the time that they write a landing page or an offer or a VSL, will it beat the control?
And 70 % of the time it will fail. But the reason that they get paid the big bucks is they don't stop there. Then what they do is they start to dial it in and try to find the winning angles.
And I can tell you from doing this in over a thousand different niches, there is always a chink in the armor where you can find an angle that goes bat shit. nuclear on the internet because a landing page can change your life if you know how to dial it in. So the way that we dial in our landing page is by running a series of split tests that allows us to navigate and find the bullseye of that marketplace.
So the small hinge that swings the biggest door when it comes to conversion rate is the actual angle that it is that you are attacking. And so this is the place that you want to start. When you walk through testing all the different winning angles to find the two or three angles in your niche that were working the best using meta ads, we now have our angles.
And this is infinitely more important than how you say the words. So you really want to test what are the winning angles. Once you've tested the angles and you've found the angle that pulls the most, now you want to test the headline.
When it comes to the actual mechanics on a landing page, there's nothing that you can change that is going to improve the conversion rate more than the actual headline. You can change nothing more than the headline on a page and you can two to three X the conversion rates.
And it's also very quick and down and dirty to spin up multiple variations of those headlines to find a winner. Then in addition to the headline, what you want to test in combination to that is the sub headline, which is what's going to expand out on the promise that we made in the headline. And then the third thing that you want to test in the order of importance is the actual offer that you're making.
Again, not the godfather offer, but the lead gen offer. How are you dressing up the call? What is it that they're going to be getting from booking in this phone call or becoming a lead with you?
What highly valuable piece of information are you promising that prospect in order for them to take you up on your first offer, which is to give you their name, email address, and contact details and book in a phone call with you in exchange for whatever. it is that you are offering on the landing page. You want to be using platforms like Wicked Reports or Hyros or whatever the lead tracking software is that basically closes the loop and tells you not only which of the angles and landing pages and offers are getting you the cheapest cost per lead, but are getting you the best customers.
Like what are the leads that are converting into the best customers on the backend? Because you can run a landing page and get lots of shitty low quality leads, but that's not going to be any good for you. Instead, what you want to be doing is looking at what are the headline variations?
What are the offers that are bringing in the right type of customers and that feed that data into a third -party tracking tool? And it will actually tell you that. And the real key with split testing is you only want to be optimizing on actual customer acquisition costs and the best type of customer and LTV.
And it's impossible to get that data and to do it for lead generation in the platform itself. So the way that I do this of course i look at the leading indicators so i'm looking at conversion rate and cost per lead as a leading indicator and then every 30 days and every 90 days depending on how much my ad spend is i'm going back and i'm having a look at what are the customers that i converted and what ads what angles and what offers did they actually book a phone call for and then i'm having a look and i'm saying okay well i'm getting a lot of these really high value customers from this angle it didn't con the highest but it is definitely making the most money and then you want to optimize on that metric and not just conversion rate alone and so that does mean that you need to be letting these tests run for a minimum of 30 days before you make any hard and fast cuts so here's how you can apply this specifically in your own business i want you to pick three angles that you can set up a split test and run this week do not procrastinate and do not delay now the way that you want to run this is
want to run it on a separate url so you can set it up with a separate utm code that actually tracks the angle and lead source so it feeds into this third -party tracking tools and it will actually tell you what the landing page is that they originally booked a phone call in in the first place and then lastly you want to track that landing page on what we call epc which is earnings per click or earnings per view where you're looking at the amount of money that you make for every single person that hits on that page and the way that you do that is by looking at the back end data and to see how much money did the actual page produce for how many clicks you got to it in the first place and before you roll your eyes and you're like Sabri this sounds like a lot of work what I can tell you is that margin compression is like gravity you always need to be fighting it and running split tests on your existing landing pages and funnels is the closest thing to free money that
exists because if you can improve how much those landing pages make by 10 15 heck some of the pages that i have split test i have made 210 more money that is all sweet juicy profit that adds straight to my bottom line so split testing is worth every second that you spend doing it and that is step number 16. once you've completed 90 of your landing page you are only half the way there and i have taken all of these insights that I've just taught you in this video.
And I have distilled them into a cheat sheet that you can reference whenever you need to, to make sure that you build a landing page that has the potential to change your life. And you can find the link for that in the description below. And you might be wondering, why do I put out all of these videos?
Why am I giving away all the secret sauce? You're worth hundreds of millions of dollars. You're a shark on shark tank.
I grew up in a household with a lack of money. I was raised by a single parent mother. And I always said to myself, If I ever get to a place where I have made it, I'm going to do everything in my power to send the elevator back down to entrepreneurs that are on the come up.
And so with all the content that I put out, if one of my videos helps one person get from where they are right now to closer to where it is that they want to get to with a lot less heartache and pain that it costs me to get here, then it is worth every single bit of effort that goes into making these videos for you. And if you enjoyed this video, then you're going to love this one that I put.
together on how to become disgustingly good at digital marketing. Like, subscribe and I'll see you in the next one.
The Hook
The bait, then the rug-pull.
The promise is blunt and the receipts arrive in the first fifteen seconds: 2,000 landing pages, a thousand niches, 20 million leads. What follows is a sixteen-step course that spends its first four steps refusing to let you write anything at all.
Frameworks
Named ideas worth stealing.
02:39model
The Halo Strategy
Pains
Fears
Hopes
Dreams
Industry vernacular and insider language
A worksheet for sorting scraped reviews and forum posts into fixed buckets using the market's exact words, never your paraphrase. Run it on your own business and on your top five competitors across multiple review platforms.
Steal forany research phase before writing a sales page or ad
05:30concept
Dry testing
Validate ten candidate angles as separate ad creatives in one Meta CBO campaign for seven days. Highest click-through and lowest cost per booked call survive; kill the other seven and run the finalists another week.
Steal fordeciding what to build before spending days building it
08:50model
Five stages of awareness
Unaware
Problem aware
Solution aware
Product aware
Most aware
Eugene Schwartz's market segmentation, cited to explain why the same page cannot serve high-intent search traffic and cold social traffic. The biggest segment is unaware or problem aware, and the money skill is warming that traffic up on the page itself.
Steal fordeciding page length and how much education comes before the offer
16:26list
The 17-step secret selling system
Call out your audience in the eyebrow copy
Big promise headline
Sub-headline that backs up and expands the promise
Build irresistible intrigue by opening a loop
Lead-in copy that shines a floodlight on the problem
Reveal your specific solution
Lay out your credentials
List benefits, not features
Show unquestionable proof
Craft the Godfather offer
Stack two to three bonuses
Build the value with a high anchor and strike-through pricing
Reveal the price only after the value is built
Scarcity and urgency with real numbers
Guarantee the outcome and remove the risk
A clear, vividly described call to action
Close with a PS
The page skeleton, read in order. On a lead-gen page steps 10 through 13 shift: you assign a value to the consult rather than printing a product price.
Steal forordering any long-form sales page or VSL script
16:56concept
The headline formula
We get [specific person] [dream outcome] in [specific timeframe] using our [hero mechanism] with [decreased effort] or [a guarantee]. Clear beats clever; the headline only has to earn the next line.
Steal forany page, ad or email subject line
38:42list
The hero mechanism, in three parts
Explain the mechanism behind the problem and why every alternative failed
Explain the mechanism behind your solution and how it bridges those failures
Name it, so it becomes proprietary
The answer to the deepest objection, which is not does this work but will it work for me after everything else failed. Gets its own copy panel on the page and ideally its own dedicated video.
Steal fordifferentiating in a crowded category where the prospect is already burned
42:15concept
The food court test
Imagine standing on a table in a mall food court and shouting your offer. Count the raised hands. Hard asks like get a quote score a fraction of one percent; an offer of real answers scores ten times higher.
Steal forsanity-checking any top-of-funnel offer
44:10concept
Whiskers versus cheese
A mouse chews through three feet of wall for cheese and flees from a whisker. A cheese offer gives the market answers and a roadmap whether or not they buy; a whiskers offer asks for commitment up front and starves the funnel.
Steal forrewriting a contact-us page into something people actually want
46:20list
The Godfather offer stack
A hyper-specific outcome with a timeframe
A build-value price anchored as high as honestly possible
Risk reversal: work free until it works, or money back
One to three bonuses, each worth the whole price alone
Reveal the real price last
A specific reason to act now
The offer presented on the sales call rather than the page. The test of strength is whether it keeps the founder up at night.
Steal forstructuring any high-ticket pitch
51:20list
The buyer FAQ questionnaire
What almost stopped you from booking the call, and how did you get past it?
What was going through your head before you booked?
What else had you tried, and how did it fail you?
How would you convince a friend in your exact situation to book?
Four questions asked to ten actual customers on a short call. Themes repeat; order the FAQ by frequency and severity, biggest objection at the top.
Steal forreplacing invented FAQs with the real pre-purchase conversation
59:40list
Split-test priority order
The angle
The headline
The sub-headline
The lead-gen offer
Tested in that order on separate URLs with UTMs feeding a third-party tracker, judged on customer acquisition cost, lifetime value and earnings per click over 30 to 90 days rather than on raw conversion rate.
Steal forbuilding a testing roadmap that does not waste months on button colors
CTA Breakdown
How they asked for the click.
VERBAL ASK
1:04:29link
“I have taken all of these insights that I've just taught you in this video and I have distilled them into a cheat sheet that you can reference whenever you need to. You can find the link for that in the description below.”
Teased twice mid-video as a PDF checklist, then delivered at the end and immediately followed by the origin story about being raised by a single parent and sending the elevator back down. The ask lands as a resource rather than a pitch, which is the same cheese-offer logic the video teaches in step 11.
Add Modern Creator as a preferred source and Google shows you more of our breakdowns in Search, Top Stories, and AI Overviews. It only changes what you see, and you can undo it in your Google settings anytime.
Add to Preferred SourcesOpens your Google source preferences with us pre-loaded. Tick the box and you're done.
Sabri Suby breaks down the eight calendar and decision systems he credits for turning a $50 bedroom start into $10.2 billion in sales and a seat on Shark Tank.
A performance marketer whose clients have generated over $7.8 billion in sales lays out the exact sequence he'd follow if he had to rebuild his skills from nothing.
A live Q&A answer where a marketer walks through what he actually builds with AI: lead acquisition systems, and the four offers most businesses forget to create first.
A breakdown of the opt-in page, the offer page, and the one-click upsell that make up one productized-service funnel, plus the page that got deleted to double sales.
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