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HU STAGE 1 Mission Example

The sales page aims to influence readers by establishing credibility, appealing to emotions, addressing pain points, and building trust. It does this through a clean aesthetic, promising big benefits with little effort, shifting mindsets, using emotive language to highlight problems, positioning the product as a solution developed by experts, and emphasizing benefits, money-back guarantees, and savings to drive the reader to purchase. The overall goal is to move the reader through a journey of intrigue, mindset shifts, identifying with pain points, trusting the company's expertise, and wanting the product's transformative benefits.

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Stefan Grujic
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61 views5 pages

HU STAGE 1 Mission Example

The sales page aims to influence readers by establishing credibility, appealing to emotions, addressing pain points, and building trust. It does this through a clean aesthetic, promising big benefits with little effort, shifting mindsets, using emotive language to highlight problems, positioning the product as a solution developed by experts, and emphasizing benefits, money-back guarantees, and savings to drive the reader to purchase. The overall goal is to move the reader through a journey of intrigue, mindset shifts, identifying with pain points, trusting the company's expertise, and wanting the product's transformative benefits.

Uploaded by

Stefan Grujic
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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STAGE 1 Mission Example

Chris Jones

MISSION: Try to figure out how the author of the sales page is trying to influence
the reader. Take notes as you read.

First thing I notice is a clean, professional-looking aesthetic on the page. Big,


easy-to-read font with a calming blue color and high-res photo. Looks good
to the reader’s subconscious and puts him in a good state of mind before
he’s even read a word.

The headline immediately gives this pill credibility by saying


“scientifically-balanced,” gives the reader a benefit that makes you want to
learn more (“inspiration”), and makes it seem super easy to GET this benefit
(it’s a simple pill).

The subheadline hammers more on the benefit for the reader—creativity,


innovation, and amplified focus.

With only 2 sentences, the reader is thinking:

“Wow, I could be more creative and innovative at work… I really need that, I’ve
been struggling to even stay awake and focus lately, let alone INNOVATE. And it’s
as easy as can be, just a simple pill!”

Now, to start the main body is a memorable quote that shifts the reader’s
mindset and makes him think… Opens his mind to learning more.

Then with the “waiting for your muse” line, the copywriter quickly shatters a
belief that the target audience (creative professionals) has held for most of
their lives.
So far, the reader has been softened up by the promise of BIG benefits (that
he actually wants) with basically zero effort (just take a pill), which makes him
want to keep reading.

Then he had his current beliefs shifted and his mind opened to seeing his
world in a new way, with a clear problem that needs to be fixed…

Next the copywriter is using some bullets about their current situation to get
the reader nodding “Yes, that’s me” as he reads. This makes the reader feel
understood, which is essential for him to buy.

The reader needs to know that this company/product “GETS” him.

Notice how the copywriter is using emotions, not logic. Words like
“struggle” and “pressure” and “demands” paint a picture of pain and
unhappiness.

Then, “These problems often happen because…” is basically telling the reader
that his inability to focus is not his fault—he just doesn't know some key
points. But the copywriter says, “We’re going to show you how creativity works,”
so the reader HAS to keep reading now.

He wants to KNOW what he doesn’t know… He wants the key information


that will help him finally focus and get rid of the pain mentioned above.

The bulk of the copywriting magic has been done by now, and the reader is
FEELING the pain of his situation, WANTING to change it, and TRUSTING that
he’s about to learn the “key information” to finally solve his problem.
Next the copywriter dives into 3 psychological science type points to
complete the reader’s mindset shift and add that credibility of “Wow, these
guys really know what they’re talking about, I never knew all this!”

Many of the readers are already excited and eager to grab the product, and
will probably skim through a lot of these points, just reading the headlines.

That’s fine.

There is lots of great info, mindset shifts, and Aha! moments throughout for
the readers who DO read all of this.

There are some important call-out points, such as calling out gadgets for
ruining our attention spans, and calling out coffee for being inferior.

All of these call-out points are directly linked to the reader’s everyday
experiences, so it’s easy for the reader to paint a picture in his own mind of
how these things are harming him.

All of this scientific info creates a subtle mindset in the reader of, “OK, these
guys obviously know what they’re talking about, they’ve done tons of research,
they understand these issues a LOT better than I do… I’ll just trust them. Their
product MUST work if they’ve gone this in-depth with it!”

Then the copywriter begins positioning the pills above coffee, as a BETTER
version of coffee that has much better benefits without all the jittery side
effects.

This makes it easy for the reader to compare the pills to something they
know—coffee—and see it as a better alternative. They already know what
coffee does, and would love to have something even better.
Now, at point 4, the reader is primed and ready to get the details of this
pill. Product reveal time.

“Our team of expert neurologists and doctors spent 1000s of hours…”

This makes the reader think, “Wow, a whole team of super smart guys, 1000s of
hours… This must be REALLY good.”

The pain, intrigue, and credibility has been built up. Now it’s time for the
copywriter to hammer home the awesome benefits of Qualia Mind to drive
the reader over the edge.

Benefits, trial results, social proof (Forbes feature), “a step beyond caffeine.”

Now the reader trusts the product.

So far, the reader’s journey has been:

-Intrigue/curiosity, benefits
-Big mindset shift
-Pain points in their own life
-Key scientific info about their brains and creativity (or just trusting that this
company knows everything)
-Product introduction with tons of benefits and social proof

Now it’s time to bring it home.

EVERYONE loves saving money. EVERYONE loves getting “a deal.”


Point 5 makes the reader feel like he’s getting an awesome deal, and
also makes him feel confident in the product by offering a big 100 day
money-back guarantee.

Zero risk, ALL reward.

One more quick “Imagine if…” scenario to summarize the whole benefit of the
product.

The Call To Action button is “Save $100 Now,” which makes the reader think
“Yeah, I want to save $100! Awesome!”

And…

BANG!

The reader is sold.

He trusts the company, he trusts that the product will WORK, and most
importantly, he WANTS the benefits the product will give him.

He WANTS that transformation.

THAT is what he is paying for.

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