I specialize in copywriting for life coaches and business coaches, so I often hear this complaint from my clients:
”I just have no idea how to present my free offer, to get more leads”
or
”I am way too close to my offer and I need to make it look appealing”
Today you will be able to eradicate ”fear of the unknown” and quickly absorb copywriting lessons from the latest Tony Robbin’s sales funnel.
I will guide you through all the nitty-gritty details of how Tony crafts a convincing sales message, and I am 100% confident you’ll glean profit generating insights…
Why am I so sure?
Because Tony Robbin’s is an absolute sales and marketing ROCKSTAR.
So, naturally who else should you model than the man himself?
30,000 feet overview of Tony’s Funnel
PPC Traffic – Facebook ads
Tony drives traffic to his funnel with 4 variations of copy.
Paid ads are the first point of contact between your offer and your target audience.
In this case, Tony’s team uses 4 different ads with four different angles, so let’s dive in.
Winners Anticipate. Losers react – It’s not luck – it’s preparation (Angle #1)
Same patterns year after year – escape stagnation (Angle #2)
New World (Angle #3)
Make 2021 better than 2020 (Angle #4)
Although, all of these angles may seem similar at first sight, each of them focuses on slightly different aspects.
There is however one underlying idea:
ALL of these ads imply that things are changing and people need to get with the program… otherwise they risk staying stuck and unfulfilled.
Body Copy
Before the solution is revealed the offer is given an aura of exclusivity by stating that something like this is done only once before by Tony Robbins.
Then after revealing the solution is a LIVE Challenge, they also mention it’s free. This is not a coincidence. The word ‘’FREE’’ has always been one of the biggest driving forces behind successful lead generation campaigns…
The next paragraph focuses on features included – the tools, and capabilities to adapt and thrive in the new world.
And then BOOM… the prospect get’s hit with scarcity -“You have to sign up ASAP or you might miss your window”. This approach tends to get a bad rep, but it is also used quite often… And that’s because it works!
Then the benefits get introduced:
- The ability to gain control of their future (something, which gives the person a sense of security, especially since these times are perceived as turbulent),
- To become a leader and a role model,
- And have success in general (who doesn’t want that, right?)
Then the ad states: ‘’a resolution isn’t enough’’
It joins the conversation prospects have in their heads – ‘’I’ve made a ton of resolutions and this hasn’t worked’’
And then it brilliantly ties in the call to action:
This call to action leverages a well known fact:
Resolutions don’t mean anything without action…
Then the copy transitions into providing a chance to take action right now.
Finally, the copy leverages the audience’s pain points by explaining what will happen to readers who’ll miss out on joining the challenge (you’ll stay where you are right now).
It clearly tells the prospect what to do next, so they can escape this unfavorable scenario.
Opt-in Page
If you’ve ever written copy for a free offer, or even just considered writing one, you’ve probably ran into a big obstacle many experts, coaches and business owners face… What’s the best way to structure a sales page and what should you even write in one?
The truth is there really are not that many ways to do it.
If you were to go through 100’s of sales letters you’d come to a conclusion that most of them contain veeeery similar structure and content…
And this Tony Robbin’s sales page is no exception. It’s really straight forward and you can use the same structure for your own sales letters.
I’ve dissected the sections and the mechanisms that make them work below…
Top Section
So the goal of the top section is two-fold.
- It has to be clear enough for prospects to quickly understand what your offer is about, so they can click-through immediately.
- And it also has to be enticing enough so that they would be persuaded to investigate further, by reading the copy below… That is if they’re not convinced yet.
You can see here that Tony’s marketing team has kept the messaging on the sales page in line with the Facebook ad.
Everything on the top section is clear. It incudes:
- A clear benefit
- A catchy name, which explains what the challenge is about
- A sub headline, which explains what the challenge is about
- A timer – to illustrate the fact that this offer won’t be available forever, so the prospects feel incentivised to follow through.
- A clear call to action with subheadline, which entails the main benefit repeatedly (transformation)
- A bonus about prizes for signing up for FREE
Lead/Hook
The lead is the second most important part of a sales page. While the headline captures the attention the lead makes arouses the desire to sign-up and keep reading.
You’ve probably heard of the expression that an average internet user has an attention span of 8 seconds…
The lead has to be so relevant and curiosity provoking that the reader just can’t stop reading, and ultimately takes an action you want them to…
In this case the lead empathises with a problem the prospect has experienced and then transitions into how to solve it.
Here’s how you can do it:
Describe a Problematic Situation – ‘’We faced challenges like the world hasn’t seen in decades and now the world is massively different than it was before’’
Arouse curiosity while focusing on the struggle ‘’How do you overcome the fears, the doubts, the uncertainty…?’’
This is how – You’re not defined by what has happened you’re defined by what you do in this moment.
Inject your offer: ‘’Tony Robbins wants to help you recreate yourself so you can take back control of your own future and become the leader, the role model and the success story you’ve always wanted to be deep down. The time to step up is now..”
CTA: ‘’Click Here To Join The FREE New World New You Challenge!’’
Credibility
Every buying decision that’s ever been made has been based on trust…
We buy from the people we trust…
This section has to prove you can deliver on your promises.
And sure, Tony Robbins is as credible as a coach can get. On top of that, his brand is known by almost anyone who cares about improving their lives.
Given this you could assume that Tony can stop caring about all this copywriting crap, and just leverage his fame.
But still after 40 years of getting amazing results for his clients, he still mentions that he has an incredible track record! He doesn’t assume his audience will blindly trust him. He makes sure to substantiate his claims by relying on his professional track record.
On top of that he features a guest speaker, Dean Graziozi, who’s also a recognisable figure in the self-improvement niche. This ads to his credibility.
Introducing Offer
This is really straight forward. Explain the features of the offer and what is included in general. How it looks. What it is. And what the client can expect to get by following through, when they sign up.
Process + Benefits
This is where you explain the offer in depth. If it’s a coaching course you would explain the modules and how they’re going to help your clients overcome their challenges.
This is different from an offer overview, because you not only explain what your offer contains, you also explain exactly how each part benefits the customer.
For example, instead of claiming to inspire a ”new mindset” (feature) Tony’s page explains it’ll ignite the prospects inner strength and motivation, so they could finally fulfill their potential.
Bonuses And Extra Incentives
Bonuses are a powerful tool to convince the prospects who’re on the verge of taking you up on your offer.
This Tony Robbin’s sales page uses custom prizes as extra incentive.
However, you don’t have to create a lottery to incentivize your prospects. You can split your core offer and present certain features as bonuses.
For example, if you’re selling a digital course on creating an online business, or overcoming a specific personal challenge you can offer a free consultation as a bonus.
Bonuses And Extra Incentives
Testimonials are another way to establish trust. Social proof is a powerful force for substantiating the claims made by the marketer.
CTA + Scarcity
The call to action focuses on what the prospects are going to miss out on if they don’t join the challenge. This section paints a picture of what will happen to those who don’t join the challenge:
“The reality is that most people will alpw their fear, their doubt and outside uncertainty to control their future. They will wait… they will feel stuck… and they will miss out on the chance to create a new purpose, new success and a new legacy for themselves and their family.’’
Pretty bleak, huh?
Upsell page
Top Section (exclusivity)
On top of the page you can see a progress bar with a percentage, and ‘’you’re almost finished’’ notification. While this may seem like a nuance, it actually plays an important part to reduce drop of rate. First, it let’s the prospect know that they haven’t signed up yet. And it also let’s them know that they are really close to signing up.
Then there’s a red warning about how this will be the last time the prospects are going to see this message, so they better watch it.
The subhead under the video briefly explains what the upsell is about + gives a bonus incentive to sign up (‘’Donate 100 meals to feeding America’’)
Offer
The offer section goes into 2 main benefits.
1. It’ll accelerate their path to success
2. It’s highly exclusive (copy goes as far as comparing it to hanging out with Tony backstage)
Then it transitions into what’s included and ends off with a powerful influence technique called price anchoring.
Price anchoring
This is a common copywriting technique marketers use to reduce price resistance.
Presenting a large price before revealing the real price, which is many times smaller, makes it look a lot more appealing.
This works because we don’t make decisions in vacuum. We evaluate the overall context by comparing other options. There’s a lot of scientific research on this phenomena. It turns out Humans have a tendency to rely on the first piece of data they receive when making a decision.
In a study evaluating the effects of price anchors, researchers asked subjects to estimate the worth of a sample home. They provided pamphlets that included information about the surrounding houses; some had normal prices and others had artificially inflated prices. Both a group of undergraduate students and a selection of real-estate experts were swayed by the pamphlets with the higher prices. Anchoring even influenced the professionals!
Celebrity Endorsements And Testimonials
What’s more powerful than testimonials?
Testimonials from celebrities!
Here are the stars, who endorse Tony on this page: Pitbull, Serena Williams, Usher, and, heck, even Wolverine himself (Hugh Jackman, if you haven’t seen X-Men).
You may not have testimonials from mister world wide himself (yeah, I am talking about Pitbull), but it’s worth keeping in mind that all testimonials are not made equal.
Downsell
The next step of the funnel offers a cheaper product for people who want to reclaim their health and gain energy in 2020.
I believe the choice for this product isn’t random.
New Years is when most of us create resolutions to change.
And one of the most common resolutions people have is to get in shape…
Tony’s team is aware of this. In fact, they have researched their audience, and there’s a good bet this offer has the widest appeal.
The structure is quite straightforward:
1. Headline with benefits
2. Subhead announcing discount
3. Product description promising remarkable difference
4. CTA button
Confirmation Page
Tony leverages his confirmation page to increase the percentage of people who’ll attend the live event.
It has 4 significant calls to action:
- Check the welcome email
- Join the private Facebook group (significant, because if people won’t check their emails they’ll get notified through facebook)
- Add this event to your calendar (self evident)
- Invite your friends to join the challenge (increases the number of people who join the challenge)
Conclusions
If you look closely at the language Tony’s copywriters use (I doubt it was written by himself) you’ll see that it’s simple and easy to understand.
It’s extremely clear what this live event is all about… in fact it’s so clear the copy can seem almost repetitive.
A strong idea or point deserves repeating. Why? People scan. Attention spans are short. And it’s repetition of an idea or unique selling proposition that reduces the chance that the casual reader will miss what’s most important. Skillful repetition of your idea builds long-term memory.
