Day 5: The two-word sales page
Or, why "show and tell" is about to become your new favorite pastime.
Have you ever scrolled down a sales page so long that it gave you finger cramps, only to hit the bottom and realize:
You still don't really understand what they're trying to sell you?
Words are powerful, of course...
But sometimes, saying less is the real power move:
How would you sell your offer if you didn't have a bottomless sales page at your disposal?
What if you only had the side of a bus stop?
A page in a magazine?
Or a billboard?
If KitKat can do it, so can you.
Read on for a few ideas.
Campaign Breakdown:
“Have a Break” by KitKat
The Background:
KitKat has been inviting chocolate-lovers to “Have a break, have a KitKat” for 65 years and counting. While a clever slogan can last for decades, KitKat has worked hard to express it in dozens of different ways since it’s debut in 1957.
Original “Have a break” print adverts featured cartoon office workers stepping away from typewriters and corded phones. But, in 2022, we’ve swapped paper planners for Google calendar and back-to-back Zoom calls.
The Question:
A sales page for your program can be as long as you please. Problem is, without creative constraints, you might find that the heart of your message gets lost in the noise.
If you changed up the medium, how would your message change?
Your Creative Prompt:
Imagine a world without sales pages.
If you had to communicate the heart of your offer through pictures on a billboard, what would you do?
Perhaps your billboard gives a sharp picture of the problem at hand — or, on the flipside, you decide to paint a compelling picture of life “after” I buy.
So, compose the scene. What do you see?
How To Use it:
Launching is so much more than how you communicate through words. Pictures, symbols and motifs can speak volumes about your brand and what you’re here to do in the world.
Think outside the sales page and consider how you can visually communicate the essence of what you do. What images come to mind when you think about your offer, your promise, and who it’s for? Make those part of the “sub-brand” for your program and its launch.
P.S. Hungry for more? Join me in Launch Lemonade to think beyond the words.
The Big Idea… & What’s Next:
It’s just as important to express an idea visually as it is verbally. Most launch formulas over-emphasize the written word and create an overwhelming information dump for buyers. Fortnuately, a picture paints a thousand words.
So boil it down. Think in pictures. How can you show people what your offer means? (For more on this, check out Launch Lemonade.)
Tomorrow… we explore how to turn a customer’s “bother” into a compelling benefit — with a little help from an ominous pantry. Keep an eye on your inbox for Day 6.