a single source, nothing corroborates it

Move the specifications below the persuasion

Opening with page counts, file formats and what is in the box spends the only attention you get on the least persuasive material. Lead on what the buyer will be able to do and what their problem currently costs them. Keep the specifications on the page but lower, where they let a buyer who has already decided emotionally justify the decision to themselves.

The method

1. 01

   Do not open a sales page with the physical specification of the product; lead with what the buyer will be able to do afterwards

2. 02

   Keep the specifications on the page but lower down: buyers use them to rationalise a decision they have already made emotionally

3. 03

   Write the pitch around the cost of the reader's problem instead of listing what is in the package.

What it returned

• He calls his own App Design Handbook page a counter-example: it opened with the page count of the PDF and the number of case studies included

• Two-phase model of a sale: first impression persuades, then the detail lets the buyer confirm the choice was sensible

• Better angle: bad design loses you money because users judge on appearance and choose a better-looking competitor, versus his actual copy listing a PDF, videos and code samples

Sources

• $39k in eBook Sales Part 2: Design, Testimonials, and TrafficNathan Barry · nathanbarry.com · Transcript · 2012-10-08
• Don’t Repeat My Product Launch MistakesNathan Barry · nathanbarry.com · 5. Talked about features rather than benefits · 2012-09-18