The 1 Advice I Take From Gary Vee + Tips For Online Summit Copy

Converting cold audience to subscribers requires not only a good offer but also a good copy...

... Which means you need different ways to persuade them to opt-in. 

Yet, I've seen most course creators do their copy based on what they think their audience wants...

... without asking them what it is they "really" want.

But asking them what they want will not bring out the information you need.

Instead...

You need to ask this question.

A powerful question which will elicit their strongest desire. 

What's the golden question?

Here it is...

What's your single biggest challenge when it comes to (insert your offer) which you're currently struggling with?

Take this info product owner for example.

He asked:

“My sales page is not converting the way I wanted it to be. What have I done wrong?”

Launching courses or info products require a certain level of awareness of what your target market's challenges.

You need to know your market on a DEEPER level. Understand them in a way that they'll think you're reading their mind. 

And sprinkle them in your copy. 

When you understand them, then it'll be easier for you to create the product perfectly suited to their needs.

Let's take an online summit as an example.

An online summit which serves as a lead magnet has an initial goal to generate leads. 

And this will be followed by an upsell to get lifetime access to the recording, plus other bonuses related to the online summit. 

For your upsell to convert, your target audience needs to be sold on the online summit offer first.

So, you need to nail down the one big idea you would like them to buy. 

Yes, they want the result you're trying to sell. But you need to present the idea in a way that will persuade them...

... by using their exact words.

Include their challenges in your opt-in copy and describe it better than them. You need to know what makes them tick. 

And offer your summit as the solution to their pains. 

Position your solution by giving them the ultimate benefit they want to get. 

For the topics which they'll learn, make it a bit specific and relate them to the benefits they want to be, do or have. 

For example, instead of saying "HOW TO FIND OUT WHAT YOUR CUSTOMER REALLY WANTS", say something like "10 proven ideas you can implement to make your customers rave about your product and open their wallet... even if you're not selling it yet.” 

Your online summit opt-in page needs more elements of persuasion to frame them properly when you present the upsell after.

P.S. You might be wondering what did Gary Vee has to do with this post?

It’s this.

I document a journey. 

An interaction I have with someone. I’ve shared with him what you’re reading above. 

When putting out content, you don’t need to CREATE it.

You just need to DOCUMENT your journey.

And I've learned that from no other than Gary Vaynerchuk himself.