The new approach
Like I mentioned on the previous page, my client had a series of almost unreal before-and-after transformations from her program.
She knew her stuff and her course was the real deal.
But one of the big problems she faced was that those transformations simply didn't look real to her audience.
So I had her select one of those transformations.
And then I asked her to walk me through it, step by step.
What was she doing to produce those results again and again?
I wanted every tiny detail — to the point where I knew what these people's daily schedules looked like, how many hours they were putting into her program, and what sacrifices they had to make from their "normal" lives to get it to work.
And for the next 30 minutes she gave me exactly that:
- She explained how her program focused on very specific exercises to build specific small muscles on her clients' bodies that gave them a very specific "model" look.
- She showed me her diet plan — which involved eating literally the same five foods every day without variation for weeks on end.
- She walked me through specialized exercises that she found sped up fat loss significantly when paired with that diet plan.
- She showed me her actual workout programs, and how her best testimonials were in the gym two times a day (but only for a few weeks at a time).
It was honestly really intense.
But after she explained it all in extreme detail, I couldn't help but look at her testimonials and think, "That makes sense."
Suddenly those "unreal" pictures seemed totally possible.
Which is how we wanted her audience to react too.
Writing it down
So I told her to write it all down, everything she'd just told me, step by step in a Google Docs document.
Just write as if she'd been asked to explain how that before-and-after transformation was possible — the actual work they'd had to put in (without necessarily giving away every nitty gritty detail of that work).
Don't try to sell anything.
Don't leave out any steps.
Don't build up hype or "tease" anyone.
What she ended up with was essentially a "lite" version of her course — with all the "what to do" information but not the "how to". For example, she said exactly what foods to eat and how often to eat them, but didn't give the exact quantities outlined in her course.
It wasn't a marketing document — it was a tutorial.
And it was detailed — about 4000 words in length.
Now here's where things get interesting.
We then removed her old long-form sales letter — and put that document up in its place.
To be more specific, we formatted it like a long-form article made for the web but with one twist: we broke it up into multiple pages, each connected with a "next" button.
So the first page of the article was the front page of her site.
No opt-in required. No hemming and hawing about "I can't believe I'm giving this much information away for free!". In fact the article didn't even mention her course.
It was just a detailed break-down of her methodology — and exactly what she did to generate amazing results again and again.
No fancy design. Just white background and black text.
There were 8 pages in total with zero selling on any of them.
And to her ideal audience looking to get the same set of results, it was like stumbling on gold.
The ultra-simple sales letter
Then on the last page of the article, we made one simple tweak.
We said, "Do you want help doing this yourself? I've put together a course that takes you through it every step of the way — and guarantees you'll get the same results. Click to the next page to learn more."
Which then led to an ultra-simple sales letter:
It couldn't have been more straight-forward.
The headline clearly stated the outcome her audience could expect from following her course — in as few words as possible.
That was followed by a few quick paragraphs telling her story — describing her background and why/how she developed the course.
Which was then followed by the testimonials she had on her original sales letter — which, because of the article, now all seemed completely real.
Then a simple description of what's inside the course.
Then a section for FAQs.
Followed, of course, by a "Buy Now" button.
And that was it.
And when I say "that was it", I literally mean that was it.
She had no blog.
She had no social media presence.
At the time she hadn't even built an email list of any kind.
This new series of sequential pages was her entire professional online presence.
And, like I said on the previous page, it took off like a rocket for her.
By essentially giving away the meat of her methodology up front, she instantly repelled customers who were scared off by hard work — and instantly attracted those customers who had been searching for someone who'd finally tell them how much work was actually involved to get their dream results (even if it seemed really intense).
And even though her tutorial was so in-depth that a potential customer could have used it to get amazing results without having ever bought anything from her...
There were customers ready to pay a heavy premium for a more in-depth solution from her as long as she had a "buy now" button.
In fact, there were a lot of customers ready to pay that premium.
No over-the-top, hype-filled sales letter necessary.
Why is that?
This is extremely important to understand so pay close attention.