I recently came across the new squeeze page for Seth Godin’s Freelance Workshop and I thought it was a great example on how to craft the perfect offer.
I want to go over the points why I think it’s such a well crafted offer & landing page. As a matter of fact, I saved it to my swipe folder. (Do you have a swipe folder with examples like that? Let me know in the comments below!)
Now obviously, if it’s from a pro like Seth Godin it will be amazing. But that doesn’t mean we can’t use it as an example… After all, we should learn from the best!
The first thing on the page, located at the very top, is a short video of Seth Godin himself giving an introduction to the offer.
The video is only 1:18 min long but very professionally created. He’s well dressed, sitting in an office or library, in front of a large bookshelf that covers the whole background.
Almost any landing page, squeeze page, or offer is better with an introductory video like that, for several reasons:
- Adds a personal touch.
- Prospects can see and hear the person making the offer.
- Adds more trust.
- Makes the page more interesting overall.
- Many people will at least start watching, simply out of curiosity to see who’s talking into the camera.
The copy of this page is simply amazing, in my opinion. It speaks directly to the target audience (freelancers) and addresses their core issues (how to find work and get paid well).
If you’ve been freelancing for a while, with all the ups and downs that come with it, you’ll read this page and think “THAT’S ME”!
I think anytime your prospect can identify with your offer on that level, you’ve got great copy.
The page is also very clear on what the offer exactly is: Online workshop with 12 lessons over the next 60 days. After going over this page, there’s no question about what you will get. This is very important on a sales page or squeeze page.
If you leave people confused, they have a hard time signing up. Yes, it’s true that by being so clear and specific, you will also turn away all the people who wanted something different. For example, if someone wanted an e-book, or a video course that is already fully available now, they’d be disappointed. That’s not what Seth Godin has to offer here.
But only thanks to this clarity can all the prospects, who are truly interested in this offer, sign up safely. It’s exactly what they were looking for!
On that note: You don’t want to trick people into signing up for something that’s not for them anyways… It will only cause refunds, complaints, and hurt your reputation.
The background is white, the font is a kind of black (similarly to here on WA). However, the CTAs (Call-To-Actions) are highlighted in orange – clearly marking them and drawing attention to them.
There are two CTAs: One in the top-right corner in a box, which follows the reader down the page when scrolling. The second one is at the very bottom of the page, occupying the full width of the page with an orange background.
The point is this:
- The CTA is clearly worded, just like the rest of the offer.
- It’s highlighted with colors and clearly marked so it’s easy to find.
- And there’s one at the top for “fast action takers” and one at the very bottom after reading the whole sales letter.
To further gain trust, there’s also a money-back-guarantee, which says: “If you find that it hasn’t met your expectations, simply drop us a note after you’ve participated through all the lessons in the workshop and we’ll refund your entire tuition.”
I love the wording of this guarantee and it also ensures a commitment on the side of the student. If a prospect has no interest in completing the course in the first place, then why even bother signing up?
This guarantee is also great for people who are on the edge: It looks like a good workshop, but is it really for them? With this money-back-guarantee, they can sign up and see for themselves, completely risk free.