Welcome to the audiobook experience of my book High-Value Offers: How to Create Desire and Turn Your Course Idea into The Dream Offer for Your Ideal Student.
Your ideal student needs proof that all this works before they invest in a program. They also need proof that you have what it takes to teach them. Both of these objections can be handled by sharing your story and making it part of your marketing, sales page and launch in a way that applies to the problem you’re solving and to the program.
In this part, you’ll help you write your story in a way that resonates with your offer and add it to your sales page. You’ll also see examples from my courses.
Tune into the episode below:
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Why share your story
It’s time for the final part of the Desire Stage. Your offer is coming together nicely and we have just a few more elements to work on. Now we will add a bit more You to the whole thing. Let me show you how.
One great proof is the success of your students, but if this is your first course, you don’t have that yet. You can also show proof by sharing other people’s stories, adding stats and facts, but this just isn’t strong enough. When you share your own story, though, and add emotion to it, people can resonate and decide to work with you.
Whatever business model I teach, I always recommend infusing your story into it. As a blogger or even if you just own a website, your About page must be in the menu and you can make it as long and detailed as you feel like.
People want to see who’s behind a website and a business, they want to know there’s a real person who once had the same struggles but overcame them and now lives a better life.
You are their motivation, you are their guide and that’s why they consume your content and want to get access to your paid programs.
From then on, your story must be shared everywhere, in different ways, and repeated often so new people from your audience can get to know you and so the rest can connect with you on a deeper level.
If you have a podcast, the first episode can be about your journey so far and in many next ones, where it makes sense, you can mention different parts of your story. This is helpful, encouraging and often the sole reason why you form real relationships with people.
Then you gotta share it on socials and with your email list. Whenever you get the chance to speak on someone else’s podcast, get interviewed on another platform or just appear on someone’s social channel, make sure you start with your story.
Your story as part of your sales page
I also believe that a good sales page has this as one of its main components. It also becomes part of the marketing material for your launch. It’s the most natural way to promote your program and to show why you know your stuff and can’t wait to teach others what you know.
One part of your sales page, towards the end, can have an image of you and a short bio section where you get to mention who you are and what you do. This is easy to write and it’s usually just a few paragraphs.
I also like to mention my features on other platforms and add a link to Instagram for those who want to connect there.
But what I want to talk about in this episode is another special section I started including on my course sales pages in the last years. There’s no right or wrong for it, you can come up with your own version of it. But what matters is that you share where you came from, how your journey looked like, and what your life is like now.
This makes you relatable, it’s yet another chance for your ideal student to want the program more, it’s what creates an emotional connection with someone who just landed on the page and doesn’t know anything about you.
It’s a way to build trust, to show people all this is possible for them too and you aren’t special in any way, and show how much work you’ve done to be able to create that program and how much time you can save them by giving them the steps, information and practices that took you years to figure out.
The first example I want to give you is my story as it relates to digital products and which is included on the sales page of Bold Business School. In addition, I turned it into a podcast episode, I used it in emails and on socials, and repurposed it in many ways.
Feel free to do the same. It doesn’t just need to stay somewhere on your website or on a sales page and never be repeated. Tell your story as often as you can, it’s part of your product, your mission and your brand.
What works for me is not to push myself to sit down and write it now, but to think about it for some time, then follow inspiration.
Whenever it hits, I’d sit down and write exactly that – my story in a way that relates to the exact program I’m about to release, the problems it solves, the type of student who can benefit from it the most, and the transformation it brings.
Here you can see my story as it appears on the sales page. After that, I’ll analyze it so you can see the role each part plays and how they all fit together: