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New PU Sales Page (feedback?)

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Cool, here are a few quick (new) feedbacks you might be able to implement soon then based on the live page:

#8.3. Who is Power University for?

On this part:

Power University is advanced, and to make the most out of it a minimum level of emotional intelligence and social skills is recommended (if you’re not there yet, start with these).

The word "these" can link to the "Best Social Skills Books" list.

Color Choices for Different Sections (Cont.d)

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

Color Choices for Different Sections

Blindsight seems to have gone for a particular method when they did their sales page's coloring:

(...)

...for now, I don't think it hurts to mirror their template and make the call-to-action sections gold/yellow and keep the other sections alternating between black and white.

The "BONUSES" section is a call-to-action section, so it could be put in the gold/yellow.

Also, take a look at Blindsight's (very) bottom section:

It’s in red, which is their page’s call-to-action color (probably to link the reader’s brain to the idea of scrolling back up to a call-to-action section).

So, PU’s bottom section could do this as well in its call-to-action color:

Note: I’m also learning that some people with a phone addiction are recommended to put their phones in Grayscale mode because by stripping away all of the neuron-stimulating colors on your phone, you are less motivated to check it. So, that could be another reason why Blindsight went an extra step in their coloring, using dark blue instead of black, red as an obvious (and, therefore, more eye-catching) opposite to (contrast with) the blue, and the color cream instead of white on the blue and red sections (as well as their title section). It makes their sales page more neurologically stimulating, which releases dopamine, and (effectively) makes their sales page more enjoyable to look at. PU’s sales page, on the other hand, has more grayscale colors (namely the black and white). So, that may be another justification for making the final bottom section yellow/gold as well, and maybe even for making the font on black sections cream (to compensate for its lack of stimulating color across the rest of the page).

#12. BONUSES

The ends of the sentences need a period and the “c” in “checkout” should be capitalized since it’s technically a call-to-action title (further demonstrated by the capitalized “OFF”):

Also, rather than quotation marks, book titles should be italicized:

Lastly, consider switching “BONUSES” to “Bonuses” to avoid coming across as “shouting” to the prospect.

It might work better if all of the other titles were also fully capitalized, but only doing it now for the bonuses section can come across as overly market-y (especially if you decide to move forward with updating its background to a call-to-action color as well). 

But, that may only be my opinion.

Lucio Buffalmano has reacted to this post.
Lucio Buffalmano

Thank you so much, Ali!

Fixed most of it, the "Bonuses" section had to wait because the background of the Wealth Guide was in black, so need to amend that before switching background color -all the rest, just followed your advice :)-.

Ali Scarlett has reacted to this post.
Ali Scarlett
Have you read the forum guidelines for effective communication already?

Awesome, last note for now:

Call-To-Action Links

Notice how PopNeuro's (Blindsight's) sales page uses a variation of their CTA background's color as their CTA link color as well:

They take their red and make it a pink (in order to use it across the page).

In our case, PU's CTA links color might be straying too far from its CTA background color (a gold/yellow background, and yet blue links).

Generally speaking, from a marketing psychology perspective, information that we see in the same color tends to get grouped together in our minds.

So, if gold/yellow is used consistently across the sales page for the CTA background, using that color for the link as well can also spark the idea of taking action anywhere the reader sees it.

I used an online color analysis tool to see what colors are in the logo and this is what results they populated:

That dark gold seems like it could be good for the background.

After that, I checked all of the different tints (variations of lightness of that same dark gold color) for a good (possible) link color and I think a 70% tint helps the link pop similar to in Blindight's sales page (they use a bright pink) while still keeping it TPM-unique:

This is what that might look like:

I like it a lot :).

Plus, it could look good on the bottom section as well (with the FAQ section on a black background, then the "Power Guarantee" on white, and the following section in black again with the newly colored links — which is also the same approach/color pattern Blindsight went for).

Happy to read any thoughts.

P.S.:

Come to think of it, that color (or at least a similar version of it) seems to be in use on the sales page already:

Could be at least worth a try (although, anyone reading this is free to disagree, and happy if someone does for feedback).

Lucio Buffalmano has reacted to this post.
Lucio Buffalmano

Golden stuff, Ali (pun semi-intended)!

Thank you so much again, I'll do what I can do, and them pass the rest over to the developer.

Ali Scarlett has reacted to this post.
Ali Scarlett
Have you read the forum guidelines for effective communication already?

FAQs

1. What is Power University?

Current copy:

Power University is a groundbreaking course on advanced social skills and strategies focused on developing practical, real-life skills that deliver real-life results. Students learn effective social strategies grounded in psychology, social psychology, and real-life evidence.

This is good and maybe it could be even better.

Here's another idea (modeled after Blindsight's FAQ answer to "What is this Neuromarketing Certification Bootcamp about?"):

1. What is Power University?

Tested with attendees across 5 continents, Power University is a course designed to teach people how to apply advanced social skills. With sociologist Lucio Buffalmano's 10+ years of experience, he's distilled his areas of expertise under what is called power dynamics, which helps people in a wide variety of social situations better negotiate power with their counterparts and groups, ethically using concepts and principles from social science.

This version does more to add social proof and credibility for the course as well as to remind the reader of Lucio's authority as a social scientist.

2. Will Power University help me? Will it transform my life?

Current copy:

Power University has been transformative and life-changing for hundreds of students.

The mindsets, strategies, and techniques in Power University most certainly can be transformative and life-changing.

So whether it will be life-changing for you depends more on you, than on the course.

The question you must ask yourself is: are you serious about learning and improving?

Because many students who have taken hundreds of courses agree that this is the most advanced course on social skills applied to personal success.

So if you commit, it will be life-changing.

And If not…

It comes with a 30-day money-back guarantee.

This is, of course, completely subjective. But, this section feels like a Tai Lopez ad to me, and I think this line might be the reason why:

Tai: "The question you must ask yourself is: are you serious about learning and improving?"

Tai often used this approach (not the exact words) to deploy a slew of manipulation techniques such as:

  1. False entry barrier: the line seeks to make people feel good about “being good enough to follow him” (being serious enough about learning and improving). Now, the people who join can identify themselves as the "serious learners" who “made the cut”. And they feel proud and happy as well as closer to Tai, the man who bestowed upon them the positive label.
  2. Ingroup/outgroup technique: now, anyone who doesn't join is considered the "outgroup"—the people who aren't serious about learning and improving. And, those who do join feel a stronger bond and connection to each other (as well as to Tai) because they consider themselves the ingroup of highly driven people.

Now, granted, what makes something manipulative or not is whether or not the other person is left better off in the end. And, PU is hugely value-giving. So much so, that Lucio can get away with using these techniques and it'd still be well in the green for the high chance of the student transforming their life if they apply themself when they join.

However, even with that being the case here, using an approach like this that's already been dragged through the mud as a textbook trick of scammers is best to avoid (in my opinion).

Especially, since this section doesn't seem to need it to be persuasive anyway:

2. Will Power University help me? Will it transform my life?

Power University has been transformative and life-changing for hundreds of students.

So whether it will be life-changing for you depends more on you, than on the course.

If you commit, it will be life-changing.

And if not…

It comes with a 30-day money-back guarantee.

This way, one still knows that they need to commit to the coursework to see results (which applies to anything one goes for in life that they want to succeed highly in) and it removes the "manipulative air" that it had before. (Albeit, once again, that's only my opinion and others might read that part thinking there's absolutely nothing wrong with it.)

3. What’s the difference with your other content?

Current copy:

Power University lays out a system specifically designed to develop a successful, high-quality man / woman.

Compared to the articles in the blog Power University is deeper, more organized, with more politically incorrect wisdom & examples… And simply better.

Sometimes one lesson may have a corresponding article.
But the lessons in PU provide more examples and more practical strategies.
Including more examples and strategies that I couldn’t write in public (and that’s often the really good stuff).

In short:

If you found any of the articles, videos, or forum topics helpful, then chances are that Power University is 100x more effective.

This may say too much without giving clarity (it's clear to me, as a PU student, but I think the way Blindsight organized their response to a similar question might've been a bit better).

Here's an idea:

3. What’s the difference with your other content?

The articles on this website's blog can sometimes contain more theory and politically correct ideas. This means you get more of the fun side of socialization and a more restrained version of certain content.

The Power University course, however, is more robust in its practical strategies, harsh truths, and real-world examples.

Plus, with the course, you have access to private sections of the community forum, where you can also take part in private member discussions as well as more in-depth learning and tactical applications of power dynamics with stories, examples, and wisdom we can't share publicly.

This approach starts with information on the articles and then ends on the pros of the course, so that the last thing readers remember is how good PU is (due to the recency effect).

On top of that, there's the addition of the private section of the forum note (which I think contains a lot of value to be highlighted here as well).

4. What if I’m not interested in power?

Current copy:

Then chances are you have a negative, biased definition of “power”.

Power is the ability to get what you want.

Any living organism needs a minimum level of power/competency to even surivive (and let alone, thrive).

Power has no moral implications, but it doesn’t necessarily have to be immoral or unethical. As a matter of fact, while we teach what works, devoid of morality, we generally prefer and recommend on win-win approaches.

See what a bright practitioner who had the same doubts said after joining PU:

power university FAQ
public comment taken from the forum

This copy starts by proposing the idea that they might need a new mindset and then goes into teaching a potentially better one.

But, I think it's too abrupt in how it goes about proposing that idea.

A smoother way/transition might be something like this:

4. What if I’m not interested in power?

Then, you wouldn't be the first to have joined Power University feeling that way.

As a matter a fact, based on previous students who have joined with that mindset, chances are you have a negative, biased definition of “power”:

power university FAQ
public comment taken from the forum

Power is the ability to get what you want.

Yet, it's also the ability to defend yourself against those who would tear you down to get what they want.

Any living organism needs a minimum level of power/competency to even surivive (and let alone, thrive).

Power and its moral implications are completely up to you and, while we teach what works, we strongly encourage our students to practice collaborative, win-win attitudes and approaches.

I think the beginning validates their feelings more.

And, I also think it's more persuasive to share the comment from Matthew right after sharing the idea they might have a negative, biased definition of power because then it seems more like Matthew is speaking as "one of them" (which is more persuasive) than as "a transformed student who's already changed their mind".

You'll notice that the second half also has a bit of an adjustment.

While the current copy feels like it leans towards suggesting:

  1. You need power [to survive]
  2. Power holds no morals, it's the people [who wield power] that do
  3. We prefer and recommend win-win approaches

This new approach suggests:

  1. You need power [to survive and thrive well]
  2. Power does hold morals, but those morals are for you to decide
  3. More than preference and recommendations, we strongly encourage value-giving ethics over here

On number two, I agree that power holds no morals. But, most people still have the tune playing in their head of "power corrupts", "power is dangerous", "power is bad".

So, agreeing with those ideas (for now) and then redirecting to their personal freedom to choose their own behavior with that power seems like a better (more persuasive) approach to me here.

Finally, on number three, for a website on power, I think it's very important to doubly highlight that this is a website that's here to help people, and nothing else ("prefer" and "recommend" sound too light for the topic at hand and I'd hate for anyone to get the wrong idea, there doesn't need to be a shadow of a doubt on this).

6. How long does the access last?

7. Is Power University also for women?

Current copy:

Yes, a good chunk of the curriculum is valid for both genders.

And there are also lessons specific for women.

In a way, need coaching on power even more than men do.
Social science -as well as real-life experience- shows that it’s more difficult for cwonem to combine power and general success with social success, dating success, and general likability.

Also, plenty of happy students are women, here’s just one example.

Another idea:

7. Is Power University also for women?

Yes.

There are lessons specifically for women and a large portion of the curriculum is valid for both genders.

Also, plenty of happy students are women, here’s just one example.

This answers the question more directly, so there's less room for questions (doubt).

The mid-section with regard to women, men, and the need for coaching on power feels like it could be better placed somewhere else because it feels opinionated without the added information (such as the fact that it's difficult for women to excel in their careers while maintaining their femininity).

But, also because, by this point, the reader (woman) has probably already read around TPM a bit and read the entirety of the sales page by now (all the way down to the FAQ section). So, it seems unpersuasive to continue "pushing" the need for women to join when their behavior so far indicates that they're probably already interested (i.e. now you're probably overselling).

8. How is this different from other social skills or self-development courses?

Current copy:

We cover the basics of both social skills (social exchanges, how to avoid being a burden, being low-value, or being a value taker) and self-development (mindsets and beliefs, and we go deeper in “Ultimate Power”, the bonus ebook).

And then we take you further with all the more advanced proprietary concepts, strategies, and techniques. You won’t find them anywhere else because the Power Dynamics Institute developed it

A similar version of the same copy, but rephrased:

8. How is this different from other social skills or self-development courses?

Basic social skills and self-development are both covered in our course.

Then, we take you further by covering all the more advanced social skills concepts, strategies, and techniques. (You won’t find them anywhere else because the Power Dynamics Institute developed it.)

You may view the course curriculum here.

For a question like this, the more talking one does about their benefits, the more it can feel like you're "pitching" or "proving yourself to them" as better than the competition.

TPM's free content already sets itself apart.

So, perhaps, for a question like this, less is more. (Plus, you'll notice that with the wording I used, other social skills courses are subtly framed as only teaching basic social skills which, in my experience, is completely true.)

Lucio Buffalmano and leaderoffun have reacted to this post.
Lucio Buffalmanoleaderoffun

SO awesome, thank you so much, Ali.

Not only you came up with the original idea, but you also re-egineered the full copy (plus colors, designs, and everything in between).

Ali Scarlett has reacted to this post.
Ali Scarlett
Have you read the forum guidelines for effective communication already?

Final thoughts as we come near the end of this journey:

#4.5. The Curriculum

The ends of sentences need periods:

#5.3. Taught by the Founder of The Power Dynamics Institute

I'd change this from "Lucio" to "Buffalmano" as per the feedback here:

Quote from Ali Scarlett on July 7, 2022, 7:07 pm

But, then they went further, refining some of those concepts, and then coming up with brand new ones as well as strategies, techniques, and approaches validated by real-life testing and Lucio’s expertise as a social scientist.

Addressing people by last name first conveys more authority and keeps communication more formal (as is done in nonfiction books and articles around the TPM website).

See here:

But, then they went further, refining some of those concepts, and then coming up with brand new ones as well as strategies, techniques, and approaches validated by real-life testing and Buffalmano's expertise as a social scientist.

I'd give the (TPM featured) header more space above it because it's the beginning of a new section and that would be more consistent with the spacing given to the headers preceding it.

Bottom Section

Maybe a miscommunication here:

It might make more sense to say:

You gain access immediately after enrolling (just click “Start Now” on this page).

Namely, since that "Start Now" button is right beside the message once one scrolls down (whereas to view the curriculum, one would have to scroll all the way back up and, even then, there's no CTA on that section).

Thank you again, Ali!

More awesomeness, done almost all I could now (changing the background of the bonus section picture is left), and passed the rest to the developer.

One thing:

Quote from Ali Scarlett on August 3, 2022, 5:26 pm

Bottom Section

Maybe a miscommunication here:

It might make more sense to say:

You gain access immediately after enrolling (just click “Start Now” on this page).

Namely, since that "Start Now" button is right beside the message once one scrolls down (whereas to view the curriculum, one would have to scroll all the way back up and, even then, there's no CTA on that section).

That one there was actually meant as a guide for those who are going to purchase on how to access the course.

There is an automated email now but some people miss it.

However, you raise a good point.
Maybe one could combine both, a last call to action, plus a link to the curriculum.
Something like:

Click "Start Now" below, then the curriculum is here.

Have you read the forum guidelines for effective communication already?

A couple of things I've seen that might help.

 

Implicit promise becoming explicit'

My personal experience (I don't have stats though; anecdata warning) is that at least in dating (I haven't gone trough SU!) online courses and self-help tend to overpromise and underdeliver. One way marketers try to fight this feeling is by making some kind of explicit promise of results.

Here's a sample email from textgod (dating):

I guarantee you’ll sleep with a hottie in 30 days

Weird question:

 

If God would appear right now, and he’d say:

 

"Give me $10.000 and I’ll make sure you have the dating life of your dreams."

 

Well, the first thing you’d probably do is slap yourself in the face or something.

 

"Am I tripping? Is this real life?

 

And what’s 10k to God? Isn’t he a billionaire at least?

 

After recovering from the initial shock, I’m sure you’d scrape together ANY amount he’d ask.

 

Why?

 

Because it’s 100% certain you’ll get these results.

 

The next day you’d be hanging out with insta-famous models at some high-end venue.

 

Now… unfortunately, I am not God. I’m merely the TextGod.

 

But sometimes guys have doubts about my new 12-week program:

 

"What if it doesn’t work for me?"

 

"What if I’m too short / fat / old / young?"

 

"What if in my town it just doesn’t work?"

 

I completely understand.

 

Why take such a risk?!Well…

 

To be honest…

 

You shouldn’t.

 

Personally, I always question everything people promise me.

 

And I find it unfair that most businesses make all sorts of bold claims, while they burden you with all the risk.

 

So unlike many others who offer similar programs, I like to carry the full weight of this risk ON ME.

 

That’s why I guarantee you’ll actually transform your reality quickly.

 

You get 4 weeks of access to the program, 4 weeks of intense coaching, and 4 weeks of full-blown fun in our community… risk-free.

 

Do I see you committing to my wicked ways?

 

Then all you have to do is show up.

 

However, it’s just like making gains in the gym. If you don’t even show up, I can guarantee you won’t see any results.

 

That’s why I ask you to ask 7 questions in 7 different calls.

 

And post an update about your weekly missions for the first 4 weeks straight.

 

That shows me you are executing my program. And as promised, you’ll see results.

 

Does your dating life not rapidly improve?

 

You’ll get your money back.

 

Easy.

 

Go here for a free call about your current situation and the first concrete steps to make everything better:

 

 

Blessings,
Louis Farfields
PS: Tomorrow is the last day of the signups and we don’t have endless spots for the free calls. Book your call now.
This is an promo email but perhaps copy like that exists in more than one landing page.
I'm not sure how feasible it'd be but perhaps these copy bits could work removing the 'but does it really work?" feeling that people get online these days. The good (great) news is that with PU/SU you have experienced the content before: there are lots of 'best on the web' articles on the site, so you know what you are getting.

Some kind of 'before/after' test, ideally over many people. A longitudinal study

This is extremely rare! Which is a pity. Given that people interested in PU/SU might be more rational than the average person, showing empirical evidence would be a dramatic leverage point!

I've found only one 'self help' course that offers this kind of evidence. And, no surprise, it sells rationality 🙂

Here's a post with a longitudinal study that shows that whatever it is they teach in 4.5 days seems to have a measurable effect.

We are in a market that, for better or worse, has many people selling product that are untested. We buy on a 'leap of faith' from reading things like testimonials (which are usually a biased sample and rarely show a realistic picture of the results). I've bought a dating course on the sole strength of the founder selling 1:1 on zoom. I'm not happy in general with how I evaluate/buy products 🙂 . PU was perhaps the product I'm the happiest about buying and the one that had the least 'smooth' selling techniques applied (in copy, and for sure there was no 1:1 sales). So I think it has above market quality, but perhaps below market salesmanship/marketing (which is what we are trying to work on here, and thanks Ali for an excellent job on copywriting!).

I'd be happy to participate on a longitudinal study. And would love to see if it makes a difference in sales once it's ready in published.

Lucio Buffalmano has reacted to this post.
Lucio Buffalmano

Awesome post, thank you LoF!

That longitudinal study approach is awesome, I noted it down.

And if your or anyone else has any idea on how it could be structured, happy to read.
Personally, I'm guessing that the easiest and quickest way would be a survey before, and one after finishing -or maybe a week after finishing-,

leaderoffun has reacted to this post.
leaderoffun
Have you read the forum guidelines for effective communication already?
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