New PU Sales Page (feedback?)

Quote from Lucio Buffalmano on July 19, 2022, 9:42 am

This is awesome, awesome, awesome, Ali, thank you so much!

The part on color was enlightening and it just clicked as I read it, and wasted no time on it:

Couple of things I'm curious about, in your description on "what is power dynamics", you cut out this part:

This is what was missing, and this is what we focus on.

I'm wondering what's the rationale for cutting it out?

My rationale for having it there is to underline the unique selling proposition, providing something that's missing in the market.
Ideally, if the rest of the page does a good job, people should read that and nod, thinking -yeah, indeed, never found something like that-.

Quote from John Freeman on July 19, 2022, 11:06 am

Wow! Congratulations, Lucio you leveled up the page 10x.

Here is my feed-back:

Negative

For me it is still not clear I can scroll down. I did it reflexively so maybe it works like this. Maybe input from other people on this specific point could be useful.

Power dynamics is a groundbreaking approach to advanced social skills that’s currently at a similar inflection point. The barrier to entry is large but the early adopters who start now will be years ahead of the competition.

I think not everbody knows what an inflection point is. Also "barrier to entry" and "early adopter" are also terms that are familiar to business people and economic-inclined people but not the layman/woman.

I would remove  (+ inputs from TPM’s community) to have more impact (clarity, readability). It's noble of you to have put it here though. You could also make your name as an anchor to your bio maybe?

I would change a bit the formatting of What is power dynamics?" by  making a space between each first 4 paragraphs, like you did from "So, ..."

Positives

Black-and-white contrast + The chess pieces: now this is getting me interested, it smells power. On my system, the resolution of the chess pieces is a bit low though (technical issue?)

The sales page has a different feel: now it makes me want to read and know more. The proof I went all to the bottom. The hook is much better!

The structure is great: the What is power dynamics, followed by curriculum. About the hierarchy of your bio a suggestion would be to put it after examples and testimonies. At the moment where people are thinking: Who did all this stuff? However, it's a detail.

The added examples are the bomb, it both explains visually what you talked about earlier and also showcase your work

"What is your advanced..." I think it's perfect. It's both creative to question the reader, the image fits nice, the black background, the text I would not change anything.

Again the structure is great: the alumni before "who is PU for?". A suggestion would be to order the categories by the proportion of population most likely to buy the course. There are more "too nice guys and girls" than executives. Maybe also add a category: People who wants to advance in life. Something like the general population but not too nice and not a professional category.

The Promises: just perfect, I find your personal tone again, which I like very much and I think is very effective communication-wise. You express yourself with high-power, so I think it's more effective than marketing speech. I would aim for 80-90% Lucio, 10-20% Marketing speech.

Technique-Wise: I liked the tasking "Read what PU alumni...". What I like is that you did not overuse (neuro)marketing techniques. As when it happens it does sound very sales-y and appeals most to lower intelligence people (in my opinion). I might have missed some techniques of course as I'm also influencable. What I mean is that when it sounds like a magic pill, our critical minds might go: "wait a second". So here, what you sell sounds real and not like you overpromise.

The rest down from "PU tuition" I would not change anything.

So as you can see, from my humble perspective, the positives outweigh by far the negatives. So I think here you have a workable version that looks professional. From there, it's the never-ending improvement. However, I think you reached the 90%.

Happy to give more details/opinions.

Cheers!

Quote from Ali Scarlett on July 19, 2022, 3:13 pm

Quote from Lucio Buffalmano on July 19, 2022, 9:42 am

Couple of things I'm curious about, in your description on "what is power dynamics", you cut out this part:

This is what was missing, and this is what we focus on.

I'm wondering what's the rationale for cutting it out?

My rationale for having it there is to underline the unique selling proposition, providing something that's missing in the market.
Ideally, if the rest of the page does a good job, people should read that and nod, thinking -yeah, indeed, never found something like that-.

Got it, I understand your rationale, Lucio.

I think that the reader's thoughts will be different though.

To me, this line seems like a better fit for the FAQ section because "yeah, never seen something like that before" is a rationalization that the prospect can come to on their own due to the new approach of this (new) sales page. (The old one might've needed it, but it would only be taking up space on this new one saying what the customer might already be thinking, and it's better/more persuasive if they feel like they reached that conclusion on their own, not because the "marketer" said "this course is unique").

This is why I think Blindsight didn't point out how different their course is from the other marketing courses out there in their own sales page.

Their page is already built around the idea that their offer is unique (with a whole new concept to boot). So, when that's the case, saying it becomes redundant (and, if anything, possibly unpersuasive).

That's why instead of saying, "Neuromarketing is what's missing in the marketplace right now," they say, "Everyone needs a neuromarketer on their team, who's yours?" which leads the prospect to think to themself, "Well, we don't have one, how would we get one? I've never even heard of neuromarketing before..." and boom. Exactly. You've never heard of or seen anything like this anywhere else before.

Well, you're in luck, there's a neuromarketing training opportunity right here.

And, I believe the same applies to power dynamics and Power University.

As a quick analogy, it's like selling a luxury car and then trying to convince the prospect to buy because it's a luxury car. They already know that and the types of people who can afford it and are taking the time to walk through the dealership have probably already taken that into consideration (it might be the main reason they're interested). So, there's no need to say it.

In a case like that, the selling points wouldn't be the car itself (that it's a luxury), it'd be the details of the car (the leather was imported from here, this part is handcrafted, this is made from this expensive material, and so on).

For PU, that would mean that rather than talking about the course itself (that it's unique), sharing more information on the details of the course could be more persuasive (the curriculum covers Machiavellianism, manipulation, ethical yet effective social strategy, and so on).

And, the sales page already does that.

You're free to disagree with me on any of this, by the way, Lucio. I'd be curious to hear more of your thoughts on this as well.

Power Dynamics Umbrella Image (Cont.d)

Expanding on this a little bit, this is how I see the images:

• Level 3: the umbrella image will be understood by readers who've been around TPM for quite a long time
• Level 2: the chalkboard image will be understood by readers who've been reading around TPM for at least a while
• Level 1: an image that will be understood by anyone, both new and long-time visitors alike

Here's my idea for a "level 1" image:

It's also more congruent with Blindsight's approach of rather than using an image that provides further explanation, show an image of people doing what the focus of the course is (in their case, marketing and in our case interacting) and let the text do the talking.

This avoids the potential downside I mentioned before as well:

Quote from Ali Scarlett on July 19, 2022, 2:57 am

(...)

The benefits I see are that it:

• (...)
• It shares power dynamics in a context that's intuitive: we all know what IQ is, so from that jumping-off point, we can better begin to understand what power intelligence is (without writing out a full definition and hoping it resonates).

Simply because they'll begin to understand PI doesn't mean that they will. And, that gap of knowledge is where their confusion might lead to losing the sale (hence why I consider it a "level 2" image).

However, keeping one speaker (the main text) doing the explaining can simplify the explanation and help the readers continue down the page more confidently/comfortably.

Quote from Lucio Buffalmano on July 19, 2022, 9:29 pm

Quote from John Freeman on July 19, 2022, 11:06 am

Wow! Congratulations, Lucio you leveled up the page 10x.

Here is my feed-back:

Negative

For me it is still not clear I can scroll down. I did it reflexively so maybe it works like this. Maybe input from other people on this specific point could be useful.

Power dynamics is a groundbreaking approach to advanced social skills that’s currently at a similar inflection point. The barrier to entry is large but the early adopters who start now will be years ahead of the competition.

I think not everbody knows what an inflection point is. Also "barrier to entry" and "early adopter" are also terms that are familiar to business people and economic-inclined people but not the layman/woman.

I would remove  (+ inputs from TPM’s community) to have more impact (clarity, readability). It's noble of you to have put it here though. You could also make your name as an anchor to your bio maybe?

I would change a bit the formatting of What is power dynamics?" by  making a space between each first 4 paragraphs, like you did from "So, ..."

Positives

Black-and-white contrast + The chess pieces: now this is getting me interested, it smells power. On my system, the resolution of the chess pieces is a bit low though (technical issue?)

The sales page has a different feel: now it makes me want to read and know more. The proof I went all to the bottom. The hook is much better!

The structure is great: the What is power dynamics, followed by curriculum. About the hierarchy of your bio a suggestion would be to put it after examples and testimonies. At the moment where people are thinking: Who did all this stuff? However, it's a detail.

The added examples are the bomb, it both explains visually what you talked about earlier and also showcase your work

"What is your advanced..." I think it's perfect. It's both creative to question the reader, the image fits nice, the black background, the text I would not change anything.

Again the structure is great: the alumni before "who is PU for?". A suggestion would be to order the categories by the proportion of population most likely to buy the course. There are more "too nice guys and girls" than executives. Maybe also add a category: People who wants to advance in life. Something like the general population but not too nice and not a professional category.

The Promises: just perfect, I find your personal tone again, which I like very much and I think is very effective communication-wise. You express yourself with high-power, so I think it's more effective than marketing speech. I would aim for 80-90% Lucio, 10-20% Marketing speech.

Technique-Wise: I liked the tasking "Read what PU alumni...". What I like is that you did not overuse (neuro)marketing techniques. As when it happens it does sound very sales-y and appeals most to lower intelligence people (in my opinion). I might have missed some techniques of course as I'm also influencable. What I mean is that when it sounds like a magic pill, our critical minds might go: "wait a second". So here, what you sell sounds real and not like you overpromise.

The rest down from "PU tuition" I would not change anything.

So as you can see, from my humble perspective, the positives outweigh by far the negatives. So I think here you have a workable version that looks professional. From there, it's the never-ending improvement. However, I think you reached the 90%.

Happy to give more details/opinions.

Cheers!

Awesome, awesome feedback again, thank you so much John!

Quote from Lucio Buffalmano on July 19, 2022, 9:36 pm

Quote from Ali Scarlett on July 19, 2022, 3:13 pm

Quote from Lucio Buffalmano on July 19, 2022, 9:42 am

Couple of things I'm curious about, in your description on "what is power dynamics", you cut out this part:

This is what was missing, and this is what we focus on.

I'm wondering what's the rationale for cutting it out?

My rationale for having it there is to underline the unique selling proposition, providing something that's missing in the market.
Ideally, if the rest of the page does a good job, people should read that and nod, thinking -yeah, indeed, never found something like that-.

Got it, I understand your rationale, Lucio.

I think that the reader's thoughts will be different though.

To me, this line seems like a better fit for the FAQ section because "yeah, never seen something like that before" is a rationalization that the prospect can come to on their own due to the new approach of this (new) sales page. (The old one might've needed it, but it would only be taking up space on this new one saying what the customer might already be thinking, and it's better/more persuasive if they feel like they reached that conclusion on their own, not because the "marketer" said "this course is unique").

This is why I think Blindsight didn't point out how different their course is from the other marketing courses out there in their own sales page.

Their page is already built around the idea that their offer is unique (with a whole new concept to boot). So, when that's the case, saying it becomes redundant (and, if anything, possibly unpersuasive).

That's why instead of saying, "Neuromarketing is what's missing in the marketplace right now," they say, "Everyone needs a neuromarketer on their team, who's yours?" which leads the prospect to think to themself, "Well, we don't have one, how would we get one? I've never even heard of neuromarketing before..." and boom. Exactly. You've never heard of or seen anything like this anywhere else before.

Well, you're in luck, there's a neuromarketing training opportunity right here.

And, I believe the same applies to power dynamics and Power University.

As a quick analogy, it's like selling a luxury car and then trying to convince the prospect to buy because it's a luxury car. They already know that and the types of people who can afford it and are taking the time to walk through the dealership have probably already taken that into consideration (it might be the main reason they're interested). So, there's no need to say it.

In a case like that, the selling points wouldn't be the car itself (that it's a luxury), it'd be the details of the car (the leather was imported from here, this part is handcrafted, this is made from this expensive material, and so on).

For PU, that would mean that rather than talking about the course itself (that it's unique), sharing more information on the details of the course could be more persuasive (the curriculum covers Machiavellianism, manipulation, ethical yet effective social strategy, and so on).

And, the sales page already does that.

You're free to disagree with me on any of this, by the way, Lucio. I'd be curious to hear more of your thoughts on this as well.

Power Dynamics Umbrella Image (Cont.d)

Expanding on this a little bit, this is how I see the images:

• Level 3: the umbrella image will be understood by readers who've been around TPM for quite a long time
• Level 2: the chalkboard image will be understood by readers who've been reading around TPM for at least a while
• Level 1: an image that will be understood by anyone, both new and long-time visitors alike

Here's my idea for a "level 1" image:

It's also more congruent with Blindsight's approach of rather than using an image that provides further explanation, show an image of people doing what the focus of the course is (in their case, marketing and in our case interacting) and let the text do the talking.

This avoids the potential downside I mentioned before as well:

Quote from Ali Scarlett on July 19, 2022, 2:57 am

(...)

The benefits I see are that it:

• (...)
• It shares power dynamics in a context that's intuitive: we all know what IQ is, so from that jumping-off point, we can better begin to understand what power intelligence is (without writing out a full definition and hoping it resonates).

Simply because they'll begin to understand PI doesn't mean that they will. And, that gap of knowledge is where their confusion might lead to losing the sale (hence why I consider it a "level 2" image).

However, keeping one speaker (the main text) doing the explaining can simplify the explanation and help the readers continue down the page more confidently/comfortably.

Genius!

Thank you for the explanation Ali, you've really taken your skills to a whole new level, now your approach makes sense and it "clicks".

Quote from Ali Scarlett on July 20, 2022, 3:21 pm

Continuing:

#3.3. What is Power Dynamics?

Based on the newest updates, here's what's currently on the sales page in this section:

Power dynamics is the science of people. It’s the application of advanced social skills to all aspects of winning with people to achieve goals—and doing so efficiently.

In the version that I shared before, we used "efficiency" to help define power which made it seem like an indirect WIIFT to join PU (that also ties into the importance of and necessity for power mastery).

However, in this case, efficiency seems to be used more as a direct WIIFT (which can raise more questions).

• Version 1's Meaning: "A part of power is efficiency. We give you power." (They rationalize they'll get efficiency as well.)
• Version 2's Meaning: "We give you power dynamics + efficiency." (Now, the "efficiency" sounds like a completely separate value proposition that's also included in the course purchase, which may lead them to feel the need to know more about this additional WIIFT before they can make a well-informed buying decision.)

It's similar to the psychology of direct claims that I talked about before on the old sales page feedback thread:

Quote from Ali Scarlett on July 25, 2021, 6:38 pm

Use indirect claims to extract inferences

(...)

E.g.

Current Copy: "The good news is that Power University is already best-in-class."

Optional Revision: "My blog articles are jam-packed with actionable content. My course is no different.”

With this, Lucio is not making the direct claim of A = C (my course = actionable content).

He's saying A = B (my blog has actionable content) and B = C (my course is no different from my blog).

And, the reader / prospect is left to make the self-generated inference of, "If A = B...and B = C...then A must equal C."

And, they reached that conclusion on their own, so it's more persuasive.

Therefore, I think that the wording in my example before is more persuasive, but it's completely up to you (and maybe a minor thing).

Next:

Before self-development courses and real-life coaching first started addressing social skills, books and individuals’ trial and error were the only ways to improve.

I'd reword it this way:

Before self-development courses and qualified coaches started addressing social skills, books and trial and error were the only ways to improve.

The reason is that, for the qualified bit, we're talking about present-tense.

So, we're saying that now, today, courses and coaches are addressing social skills.

Then, we later go on to say that power dynamics is at a similar point which means that soon, it will be addressed by courses (which it is now with PU) and coaches too.

So, I think it's better to say "qualified" coaches (which would indirectly nudge Lucio into that category of being qualified to teach power dynamics) rather than "real-life" which can probably mean a number of things.

Removing the "individual's" is better for sentence flow.

Moving forward:

Power dynamics is a groundbreaking approach to advanced social skills that’s currently at a similar inflection point. The barrier to entry is large but the early adopters who start now will be years ahead of the competition.

I'd remove the "a groundbreaking approach to advanced social skills" for the same reasons as directly underlining PU's uniqueness.

#4.4. The Curriculum

Perhaps it'd be worth it to get someone to do some more work on getting the "Curriculum" section's images to be more organized like Blindsight's.

#6.3. What Is Your Advanced Resource to Win With People?

Hundreds of the best minds in combination with decades of research on social dynamics, power, Machiavellianism, and strategies are condensed into a course on power for real-world skills and results.

Curious on this: what made you decide to include this (bolded) part, Lucio?

If you keep the information regarding the course's content here shorter, they'll be forced to scroll back up to the "The Curriculum" section if they want to be reminded of what's in the course, which is where they'll (again) see that there's so much more in PU than only these four things.

So, I think that putting this here might not only be unpersuasive, but limiting of PU's actual (perceived) value.

However, that's only the way I see it, so maybe you disagree. Curious to read your thoughts.

#8.2. Who is Power University for?

On this image:

I'm not sure too many people view themselves as "strategists".

What would that mean when put in the context of the image shared? That if you consider yourself a strategist, it means you always look at all of your relationships with an eye to win (as a chess player would)?

It's not necessarily about the negative connotation of being a "strategist", by the way, it's the implications of the sales page being about advanced social skills, then coupled with an image of a chess player, and then basically saying directly, "Is this you?"

It works for those who want to be more strategic in their relationships (especially to avoid getting f*cked over). But, there's a difference between wanting to be more strategic and wanting to be a strategist. And, that identity/self-image is what can draw that line that loses people.

So, the natural assumption is likely to be that the strategist is one who methodically looks at others as opportunities to win which, even if that had a positive connotation, might only resonate with only a few (if any) people reading the sales page.

So, why not include attorneys/lawyers instead?

Especially with Bel's awesome threads (and maybe an Attorney's PU in our future :), it could be a better option.

Quote from Lucio Buffalmano on July 20, 2022, 10:58 pm

Genius X10 Ali, thank you so much again

Quote from Ali Scarlett on July 20, 2022, 3:21 pm

#3.3. What is Power Dynamics?

Based on the newest updates, here's what's currently on the sales page in this section:

Power dynamics is the science of people. It’s the application of advanced social skills to all aspects of winning with people to achieve goals—and doing so efficiently.

In the version that I shared before, we used "efficiency" to help define power which made it seem like an indirect WIIFT to join PU (that also ties into the importance of and necessity for power mastery).

However, in this case, efficiency seems to be used more as a direct WIIFT (which can raise more questions).

• Version 1's Meaning: "A part of power is efficiency. We give you power." (They rationalize they'll get efficiency as well.)
• Version 2's Meaning: "We give you power dynamics + efficiency." (Now, the "efficiency" sounds like a completely separate value proposition that's also included in the course purchase, which may lead them to feel the need to know more about this additional WIIFT before they can make a well-informed buying decision.)

It's similar to the psychology of direct claims that I talked about before on the old sales page feedback thread:

Quote from Ali Scarlett on July 25, 2021, 6:38 pm

Use indirect claims to extract inferences

(...)

E.g.

Current Copy: "The good news is that Power University is already best-in-class."

Optional Revision: "My blog articles are jam-packed with actionable content. My course is no different.”

With this, Lucio is not making the direct claim of A = C (my course = actionable content).

He's saying A = B (my blog has actionable content) and B = C (my course is no different from my blog).

And, the reader / prospect is left to make the self-generated inference of, "If A = B...and B = C...then A must equal C."

And, they reached that conclusion on their own, so it's more persuasive.

Therefore, I think that the wording in my example before is more persuasive, but it's completely up to you (and maybe a minor thing).

The rationale why I moved "efficiently" from this:

Power is about getting what you want and doing so efficiently.

To this:

It’s the application of advanced social skills to all aspects of winning with people to achieve goals—and doing so efficiently.

Is because one, I didn't want to "lose" your initial insight and wanted to put it somewhere.

And the reason why I moved is because one, the first sentence seems stronger if it's briefer and to the point.
Such a simple definition of power was missing, and stated so succinctly makes it simple, straight, short and sweet.

And two, because, once you get what you want... Does it really matter if you did it efficiently or inefficiently?
Well, yes it does... Often it does. But sometimes, it doesn't, and the end result is what truly matters -ie.: silly example, imagine the guy whos' madly in love with the only girl he wants. Should he care that getting her might mean investing a lot, rather than, say, focus on another one and get a girl more efficiently?-.
So we'd be adding a clause that wouldn't always apply.
Also, people far prioritize "getting what they want" to "doing so efficiently", so adding that second part can feel like disempowering your own statement.

Still open to this, and may probably even just delete "efficiently" from the first part -"efficient" is important, but there are still several references to it across the page-.

---

All the rest is pure gold platinum.

Quote from Ali Scarlett on July 21, 2022, 1:18 am

Quote from Lucio Buffalmano on July 20, 2022, 10:58 pm

The rationale why I moved "efficiently"...

(...)

OK, that makes sense, I think it might be best to remove the "efficiently" altogether then.

I had some of the same thoughts (and was a bit "iffy" on it myself), thinking that "efficiency" is probably a lower priority than achievement to most readers.

However, when I thought about it more, I wondered if since the target market of PU is people with a minimum level of EQ and basic social skills, they'd already be seeing some form of achievement in their lives and wanted more than the next levels of achievement, but also the advanced steps of getting more with less expense/effort (efficiency).

Still, you've convinced me, and I think that some things are better revealed in the course than spoken about in the sales page. (It will be part of the joy of a course that promises and then over-delivers.)

Also, wanted to make a quick note here on the "level 1" image I talked about before:

If we wanted to make it even more congruent with Blindsight's template, I'd be happy to remove the text so it's only an image of the two heads (since Blindsight's image has no text as well).

Then, making the color of the sales page's gold (which feels more like a yellow to me) the same as the image's gold might top it off.

But, as always, up to you.

Quote from Lucio Buffalmano on July 20, 2022, 10:58 pm

All the rest is pure gold platinum.

Thank you, Lucio!

I have some more notes, ideas, and general feedback in my phone's notes to share and I'll (hopefully) get to those as well before too long.

Until then, looking forward to the page's continued development.

Quote from Lucio Buffalmano on July 24, 2022, 11:20 pm

Thank you so much again, Ali!

Amended it and some more edits to go, but I felt it was good enough now to go "live".