“If you find something that makes you really FEEL something — guilty, afraid, or even excited — don’t let it sit buried in some skimmable paragraph. Take a step back and ask yourself, ‘How can I go deeper here?’”
If you sell something, you’re going to want to read this Growth Lab article.
It’s a case study of exactly how a $100,000 sales page is made featuring a step-by-step breakdown of the recent creation of a sales page for an online course called “Teach Yourself Anything.”
The process includes to talk to your potential customers before you write a single word, come up with more ideas than you need, and use the “Guilt Trip Test” to craft emotional copy.