I am not a copywriter.
And to be honest, this has held me back from taking action many times over.
One of the biggest mistakes I made (and still make) when creating a program is that I focus on the delivery.
Not to mention a few other factors that prevented me from even getting started.
I can’t tell you how many times I’ve heard this…
Articulate Benefits…not Features
I need this written on my forehead.
What do I mean by this…let me give you a few examples.
It’s really easy to go straight into saying “And in this amazing program you get access to all 4 experts”
or “This program is an 8-week group coaching intensive with weekly live phone calls”
These are nothing more than delivery mechanisms…features.
Why would you really care about those things?
You likely wouldn’t.
So what is it that you really want?
Maybe you want to…
- Narrow your ideas and expertise
- Figure out how technology pieces fit into the picture, what you absolutely need, and how it will make your life easier
- Tips for filling your program
Better?
Sure…but here is two words that will change your life forever…
SO THAT…
- Narrow your ideas and expertise so that your HOT JUICY OFFER practically sells itself
- Figure out how technology pieces fit into the picture, what you absolutely need, and how it will make your life easier so that it doesn’t have to cost you an arm and a leg
- Tips for filling your program…even if you don’t have a list
{“Even if” is the best friend of “so that”}.
Even if you don’t have a sales page (and I challenge that you even need one) you have to list all the benefits of the program and justify the value as well as dispel objections so that someone will recognize the benefits that they need…and decide to buy.
Brilliant, right?!
When you do this step first, you can use it as a guide for program creation.
