Selling high-ticket programs means your copy needs to...

All copy is not created equal. Think of a show in a pub versus a concert in an arena and a concert that’s televised across the web. 

The size and the type of audiences present all vary, just like the audiences for your copy. 

So writing a social post doesn’t have the same impact that a sales page has...obvs. 

But the problem comes in business owners write social-style copy on a sales page, put a couple of bullets on there (that are only half-fleshed out) and then plop a button on it and wonder why no one is booking or even asking about it. 

When I write for the businesses I write for, I put their copy through a battery of checklist items that makes sure that none of the essential components are missing before we publish.

Things like: 

• The specific emotions that their clients and customers show patterns of being reactive to so that when the reader reads the copy they feel as though I was reading their minds 

• The exact doubts, fears, and challenges that have crossed their minds as they read the copy so they feel seen as their eyes move down the page

• The program details, in ways that feel very tangible, even if it’s a Zoom call, so they feel they are getting a greater value than the investment

And a host of other components that I’ve come to learn to flesh out through testing, interviewing the owner and other parties involved.

It’s those other “extra” steps that the owners don’t usually think to go through because in their minds, most of the time, they think, “I’ll tell them about the program and I’ll include this and this and this and that’ll be enough...they’ll see how fabulous am I and click the button.” 

Okay, to be honest, they don’t think THAT deeply about it. Most just write. And they write from feel. 

But a copywriter who is worth their fancy Pink Himalayan knows there’s more to be done than that. 

Especially for effective sales copy for high-ticket items

High-ticket items need more. They need studies and statistics and repeats of ideas (in new ways that don’t feel like they are repeats - it’s called spin...and you know it from the news ;) )…even social proof.

High-ticket items need ALL the challenges fleshed out. It needs to go through a checklist and a copy chief to make sure there are no critical steps inadvertently left out. 

But most business owners are too busy to do everything that needs to be done to create the revenue they believe they should get for the program they’re writing for.

They’re busy creating social posts, emails, and pinging people in Messenger (usually thinking that a few back and forths in Messenger is enough to close). Now before you take out your knife...it IS enough for the right platforms. The kink comes in when the platform is missing, but that’s is a rant for another post.

But I digress. 

You want to sell your high-ticket items, so make sure you are doing your homework and presenting all the components in a way that is cohesive and binding...as in it binds their eyes to the page until they reach the bottom - or at least A button to say YES!

OR…

Click here to book a call to find out if your sales pages are meeting the criteria that your audience needs it to meet so you can get more yes