Course curriculum

  • 1

    An Introduction (Before You Choose Your Track)

    • START HERE: How to get the most out of 10x Sales Pages
  • 2

    TRACK 1: Laying a foundation that can bear the weight of long copy

    • 1. Begin with the Rule of One (there is never an exception to this starting step)

    • 2. Your One Reader, or what you're really selling

    • 3. Define your One Reader, aka the foundation of the highest-converting sales pages

    • 4. We interrupt the Rule of One to start our research

    • 5. What exactly is "voice of customer" research and why is it, like, THE thing??

    • 6. Combine a recorder app with a transcription service for mega copy awesomeness

    • 7. Don't research like a researcher - you're researching to write better copy!

    • 7a. You've got what you need to think through your One Offer, including the 4 levers to pull for maximum impact

    • 8. Boost your One Offer with this deep-dive on the most unexpected of the offer-optimization levers

    • 9. And now the moment you've been dreading: Your One Big Idea

    • 10. If you're struggling to pinpoint your One Big Idea, try this

    • 11. Finish out your Rule of One with this: Your One Promise
  • 3

    TRACK 1: When it's time to put words on the page

    • 12. Start filling your page with the PAS-on-steroids framework (i.e. what you should always default to)

    • 13. Take a page from the Glee Club school of long copywriting

    • 14. Where to start when you actually start putting words on the page

    • 15. Optimize your "Why" section with this

    • 16. What about your buttons?

    • 17. Go back up to the top of the page and find your hook using this lesson
  • 4

    TRACK 1: Over-the-shoulder tutorials... because you're ready to own your first draft

    • How to work your way through these tutorials

    • i. Starting your long-form sales page, draft 1

    • ii. Finding voice-of-customer data using online research, like review mining

    • iii. Finding voice-of-customer data using surveys

    • iv. How to tag your research (with a bonus: finding your Big Idea)

    • v. Organizing your research on the page

    • vi. Starting at Introducing

    • vii. Continuing with Introducing

    • viii. Completing the Introducing section (and moving on!)

    • ix. Moving on to the Why section

    • x. Writing Try

    • xi. Writing Buy

    • xii. Revising the Rule of One for the One Big Idea

    • xiii. Writing PAS

    • xiv. Merging it all into one long-form sales page

    • xv. Cleaning up your first draft

    • xvi. Finishing Draft One

    • xvii. Turning Draft One into a designed page

    • xviii. Finishing your designed sales page
  • 5

    TRACK 1: A few useful notes on editing in the awesome

    • 18. Never delete anything! You'll use your discards off the page

    • 19. Strengthen your argument with words like these

    • 20. Finish with the Greek Sweep
  • 6

    TRACK 1: All the worksheets and other downloadables

    • The Airstory template and other worksheets used throughout Track 1

    • My favorite Photoshop template for long-form sales pages

    • Ebook: The Dark Art of Writing Long-Form Sales Pages
  • 7

    TRACK 2: The 15 Point Sales Page in a Day Method [START HERE]

    • About Track 2

    • How this track is structured
  • 8

    TRACK 2: Module 1 - Coaching The Conversion (The Sales Page Edition)

    • Coaching The Conversion (on your sales page)

    • The 15 Point Sales Page in a Day Themeplate

    • TRACK 2: Module 1 - Coaching The Conversion (The Sales Page Edition): Quiz
  • 9

    TRACK 2: Module 2 - Coach-Mining & The Launch Bible

    • Welcome to Module 2

    • 67 Golden Questions to Fuel Your Funnel

    • Advanced Exercise - Moment of Highest Tension

    • Advanced Exercise - The Perfect Testimonial

    • Advanced Exercise - The Mic Stand Moment

    • Advanced Exercise - The Champagne Clink

    • Advanced Exercise - The Million Dollar Bet

    • Coach-Mining & The Enrollment Extractor Workbook

    • The Launch Bible

    • TRACK 2: Module 2 - Coach-Mining & The Launch Bible: Quiz
  • 10

    TRACK 2: Module 3 - Establishing The Gap

    • Welcome to Module 3

    • Section 1 - The Pre Headline Qualifier

    • Section 2 - The Question Loop Headline

    • Section 3 - The Lead

    • Section 4 - The Moment of Highest Tension

    • Section 5 - The Moment of Highest Pleasure

    • TRACK 2: Module 3 - Establishing The Gap: Quiz
  • 11

    TRACK 2: Module 4 - Exploring The Gap

    • Welcome to Module 4

    • Section 6 - Slaughtering Sacred Cows & Belief Installation

    • Section 7 - The Blue Ocean Bridge

    • Section 8 - Solidifying Beliefs Part 1 (Your Bio)

    • Section 9 - Solidifying Beliefs Part 2 (Testimonials)

    • TRACK 2: Module 4 - Exploring The Gap: Quiz
  • 12

    TRACK 2: Module 5 - Exiting The Gap

    • Welcome to Module 5

    • Section 10 - The Product Reveal

    • Section 11 - The Aladdin Product Tour

    • Section 12 - The Golden Guarantee

    • TRACK 2: Module 5 - Exiting The Gap: Quiz
  • 13

    TRACK 2: Module 6 - Escaping The Gap

    • Welcome to Module 6

    • Section 13 - The Upgraded FAQ Close

    • Section 14 - The Perfect For You If Close

    • Section 15 - The Final Confident Appeal

    • Bonus Close - The Risk Mitigator

    • Bonus Close - The MVC / QVW Close

    • TRACK 2: Module 6 - Escaping The Gap: Quiz
  • 14

    TRACK 2: All the worksheets and other downloadables

    • Module 1: The 15 Point Sales Page in a Day Themeplate

    • Module 2 - 67 Golden Questions Workbook

    • Module 2 - 5 Advanced Empathy Visualizations Supplement Workbook

    • Module 2 - Coach-Mining & Enrollment Extractor Workbook

    • Module 2 - The Launch Bible Workbook

    • Module 3 - Workbook & Example Pack

    • Module 4 - Workbook & Example Pack

    • Module 5 - Workbook & Example Pack

    • Module 6 - Workbook & Example Pack

    • List Builder's Lab 2.0 Full Page Example