#9 WORDS ON FIRE: Double Your Income With Wonderful Websites!

Another little one-two switch up!

We’ve gone over a lot of great sales pages, Facebook ads, Advertorials… 

But not something most business owners would probably want to know about…

How inconsiderate of me!

And what’s something most business owners drool over?

WEBSITES!

Today, we’ll be looking through the website of "Early to Rise". 

If you didn’t know, Early to Rise is owned by AGORA publishing.

And if you also didn’t know, AGORA is home to some of the biggest health, financial, real estate and many more publishers in the world.

You name it, they probably own it. 

And some of the best copywriting talents come out of their companies.

They just have a way of doing things that is superior to anyone else on the planet.

The owner of AGORA, Bill Bonner, is an absolute Titan in business. His net worth is said to be over 100 million, but if I had to guess, it’s probably much more!

Anyway, I could go on, but I think you get the idea!

…Beginning with the front page, what do you notice?

Let me tell you, that is one hell of a promise. 

“DOUBLE your income, work 10 hours less, live your perfect life!”

Oh my!

Would you believe that? Probably not right?

But here’s the interesting thing...

If you’ve read some previous issues of WORDS ON FIRE, you’d know that you can NEVER promise more than you can prove. 

So knowing this, it would be a pretty rookie error from a great copywriter to make that mistake, correct?

Exactly that. You couldn’t be more correct. And in just a moment, I’m going to show you a lesson that will explain exactly why.

But first let's take a look at something…

Immediately after the big promise, there is a TONNE of proof... 

Forbes, Entrepreneur, Wall street journal BEST SELLER and so on…

Now that promise doesn’t seem too outrageous does it?

He’s clearly in a pretty expensive suit too.

Some subtle authority there!

OH and wait… the hidden gem!

Over 20 years, he’s built 5… not one… not two… FIVE 7-figure companies.  

So, he’s, in my opinion, well in his right to make such a huge promise.

Anyway, here’s the lesson:

CORE UNDERSTANDING #1:

Websites are NOT written like traditional sales letters because of their nature and purpose.

What do I mean?

1) The traffic source is most likely through search.

Meaning… They have heard of or know about this company or person and are searching them up. The nature of the traffic source is different.

Here's a nice way to think about it...

The difference between a sales page and website is like the difference between...

Selling clothes on the side of the road or inside a store...

On the side of the road... Most passersby will probably not be interested in your clothes. You are not a trusted brand. They don’t know who you are. They don’t know why you are selling the clothes. I mean the list goes on.

So your job on the side of the road is to get their attention, build their interest, then build their desire… just like a sales page.

AND, if you give them multiple options they will most likely get overwhelmed and walk off... or click off.

You catching my stride here?

Whereas, in-store, people will come and *willingly browse the options. If you’re a big brand like Nike or Adidas, you will naturally have people’s attention and interest. 

So, that brings me back to the difference for websites!

People will come to your website through search, you already have their attention and maybe even their interest.

So making a direct promise in the beginning is not a bad idea.

They already have some desire to buy. 

I mean, what else did they come to your website for? Just a random thought? I think not...

Also, it doesn’t matter if you give people multiple options, because they will be willing to browse, just like someone in a store.

Just like Craig’s writer does here...

ESPECIALLY, if you’re a big name like Early to Rise, you can afford giving people options. 

These people would have come to the website through search (SEO) or even word of mouth.

That is basically the Anatomy of a website.

2) Secondly, if the traffic source (nature) is different, the purpose of the website is also different.

Here's the purpose of your website...

Your website should portray your businesses USP as strongly as possible!

Because...

On a website, you want to give people coming as much information as possible. Things to look at. Things to browse through. You want to indoctrinate them with your content.

This is not like an ad or a sales page, they have most likely come here out of their own interest!

BUT with so many things to look at... before they leave... or buy... you must have left some memorable impression.

Otherwise, they may never come back!

And the way to do that is... YOUR USP!

Everything you show them should have your underlying USP behind it.

What’s your story? What do you do? What makes you so different from the competition?

In Craig’s case, since he’s a coach… they’ll want to see who he’s worked with/trusted by. What else does he do?

"OOOOO, a nice podcast that looks interesting…

OOO A blog that teaches me how to be a millionaire, doesn’t that sound good?"

And, as you can see, everything has his underlying USP behind it...

How to become a millionaire working 10 hours less!

And because its purpose is basically to give the viewer more information to push your USP...

And the nature of their arrival to the website, is that they already know or know of you or have searched up a problem you solve… things are much different to a sales page or advertisement.

I'd even go as far as to say it's harder.

Because there's so many things to look at, people's attention can be diverted, it's easier for them to get confused or overwhelemed, it can be easier for them to get bored.

And for that reason, it's that much more essential you get your USP right...

And, if you can't do it yourself, hire a writer that understands how to create one... AND use it.

But that's all for now... that’s the first page and I think I’ll leave it there.

In the future, I’ll look at different parts of the website too. If you have any suggestions or parts of the website you want to know more about, comment below!

See you soon!

Efe