Are you struggling to get more students to enroll in your course?
If that sounds like you, you’re not alone.
Launching a course is a lot of work. Doing market research, coming up with the syllabus and course content, recording the course, building an audience, developing a funnel…
There are so many things involved in launching a course, and most course creators and educators try to do everything themselves.
You watch a couple of YouTube videos, join online communities, maybe purchase some courses to learn how to build a successful course.
Then you labor over your “baby” for weeks, even months, putting every piece of the puzzle together.
And finally, you feel it’s ready to release into the “wild”. You take a deep breath and hit that publish button… BOOM!
You get some sales from family, friends, or members in your community who are “excited” for you. There’s a huge peak at the start.
Then the sales start dwindling. You’ve run out of “warm market” to ask to join your course. Days pass. Weeks pass. New sales are barely coming in.
Even then, none of your “students” completed your course. They simply enrolled, clicked around a bit, and didn’t finish it. Maybe they clicked around a little bit before leaving and never coming back.
I know how it feels. All that effort creating something you’re so proud of only to see it being ignored. Trust me, I’ve been there.
Your sales page sucks!
I’m just going to be honest and put it out there. Course page, product page, sales page… Whatever you want to call it.
It’s the only thing standing between you and a potential student. It’s the one chance you have to convince the reader why they need to enroll in your course.
And if you can’t show them how their lives will change after taking your course, *poof* they’re gone. And they’re never coming back.
Many course creators know that. The problem is, they don’t know how what makes a great sales page. They’re not trained copywriters, all they know is what they’re good at and how to teach it. But when it comes to SELLING (yes, I used the “s-word”), they simply suck at it.
Here’s common mistakes most course creators make that hurt their sales page conversion:
Take a look at your sales page. Count the number of times you use the words “I”, “me”, “we”, “us”, or (insert your course name here).
Then take note where in the sales page do you start talking about yourself or your product? Chances it’s right at the top or from the first paragraph.
Many sales pages come out the gate swinging with the sales pitch. “I’ll teach you ABC!” “I am a professional (blank)” “Learn how to do (what you teach in your course)”
You hit them with so much “me centric” messaging before you even establish rapport or even seek to understand what they reader needs.
This leaves them with a lot of questions. And unaddressed questions will cause them to make assumptions.
You’ve failed to address the most important question from the start. “What’s in it for me?”
Visitors landing on your page don’t care about what YOU do. They only want to know if this page is relevant to them.
And you need to show relevance by first establishing context.
Who are you talking to? What problems do these people face? Why they should care about this? What benefits will they get from this? How will their lives improve?
Without first answering this questions, they don’t care about what you do. And if you try to sell that to them right from the top, they’ll close the window right away.
2. No desire built
There’s a common saying in the marketing world. Sell the sizzle, not the steak. What does that mean?
Many sales pages tend to focus too much on the features of the course. Such as, X hours of videos, course modules, what they teach, engaged community (yeah right), etc.
But none of that tells the reader what it means for them. How does 40 hours of videos benefit them? How does it make their lives better? What does it mean for them?
Unless you spell it out, the reader is going to assume. And 40 hours of videos sounds like a lot of videos to go through.
Suddenly 40 hours of videos doesn’t sound like a chore. The benefit is that it’s a step-by-step visual guide. And what it means for you is that you can become a proficient coder by the end of it, while going through it at your own pace.
The problem is most sales pages stop at the features and expect the reader to make a guess why that’s beneficial or important.
3. Not enough proof
One of the quotes that always stick in my mind is by legendary copywriter, Gary Bencivenga. He says, every claim has to be accompanied by proof. The bigger the claim, the bigger the proof must be.
I notice, however, that most sales pages are filled top to bottom with claims, but no proof. If you’re going to teach me how to make a million dollars, where’s the proof? How can I be sure that you know what you’re talking about?
It’s very simple, yet often overlooked. In fact, I’d challenge you to go through your sales page and list down all the claims you make. I’m not talking about facts. Claims are different from facts. Facts are indisputable, objective truths. Claims are not.
For example, the Earth revolves around the sun. That’s a fact. It’s not an opinion. And is provable and measurable through observation, math, and science.
Claims are not objectively provable statements.
And because of that, you have to have proof. For example, if I say I got a degree from Harvard, I would need to show you my Harvard diploma with my name on it.
Thing is, most people state claims as though it’s fact. “I can teach you how to make a passive income from home in 30 days.” That’s not a fact. That’s a claim. And claims require proof.
The bigger the claim, the bigger the proof needs to be. Show results, testimonials, credentials, give reasons why, use guarantees, or demonstrate to them how you have done it. There are many ways to prove your claim. The more the better.
4. Poor flow
This goes deeper into copywriting fundamentals. If you are an experienced writer or copywriter, you’d know that flow is one of the most important things in writing. Whether you’re writing a novel, a movie script, an advertisement, or a sales page. Poor flow or structure can take the reader out of the experience and confuse them.
The reader is not a blank slate. There is an internal monologue going on at the same time as they’re reading your sales page. Even you, reading this right now, have another voice in your head reading this, agreeing or disagreeing with my points.
This voice in the reader’s head is filled with questions. And a good sales page enters the conversation going on in the reader’s mind and gets into a conversation. If the conversation doesn’t make sense, you can say the flow is broken.
It’s like watching a movie and one scene changes to another scene in the middle of the character’s conversation on screen. It takes you out of the experience, and this break in flow can cause the reader to lose interest, focus, and attention.
That’s why flow is very important. You want to “enter the conversation in the reader’s mind” and slowly guide them along while engaging their inner voice in a dialogue.
Thing is, what I see in most sales pages is that there’s no structure. The page jumps from one section to the next and there’s no link or logical flow at all. It’s just different pieces of information stitched together with no strategic intention to it. It’s as though the writer just had a bunch of information and tried to squeeze everything onto a single page.
5. Unclear messaging
The fifth, and perhaps most important, problem that I see in many sales pages is linked to the previous point: Poor flow.
But it goes deeper than that.
Many course creators are technicians. That means they’re very good at what they do, but they’re not good at explaining it in a way that’s clear or easily understandable.
Because of this, visitors to your sales page might skim through, get confused, not know what you’re actually teaching, and leave.
This happens when you don’t understand your market well enough. You don’t know their level of awareness, level of sophistication, frames of reference, and knowledge.
One common mistake is the use of jargon. For example, if you want to learn how to exercise from home, and you’re going through a couple of plans. And you see a plan called “Muscular Hypertrophy Home Workout”.
Chances are the average person won’t understand what the plan is and just skip it.
But if you rename it, “Home Workout To Grow Your Muscles”, it becomes much clearer right? If you want to learn how to get bigger muscles, this workout is for you.
Your messaging is very important and can make the difference between a successful and a failed course.
By the way, this is something I’ve helped a bunch of course creators clear up. I looked through their sales pages and point out areas in their messaging that they can clean up.
Most of these are tiny tweaks they implement, but result in HUGE results almost immediately (an increase in student enrollments). It’s really not something to take lightly. And it’s what I do in my free sales page audit for course creators. If you want to book a free audit, click here to find out how.
How many of these mistakes are you making?
Right now I have “homework” for you. Pull up your sales page and go through it line by line, word by word. Identify WHICH of these 5 mistakes you’re making and how often you’re making them.
It’s not just about whether you’re making these mistakes or not, but the more frequent they occur, the worse your conversion will be. And that’s not even half of what can be improved. We still haven’t dived into site loading speed, sales page design, offer packaging, positioning, headlines, storytelling, and a bunch of other important stuff.
Crafting a sales page is simple if you have the right process and know how to structure one. And truth be told, you know best. No one else would understand your audience and course better than you can. The only problem is, how do you communicate that knowledge effectively on your sales page.
When you can do that, then you will definitely be able to get more students to sign up for your course no problem.
So, do that right now. Not for me, but for you. Pull out a blank piece of paper and open your sales page, and list down all the mistakes you’re making. Then improve on each element on by one. I promise if you do that, you will definitely see results.