What it would test on a sales page
Two theories about why somebody who wants this still does not buy.
Example · a course for people who already have an audience
Theme 01 · The next step, not the subject
Framing the course as the obvious next move will beat describing what is in it, because your buyer already believes the topic matters.
- You have the audience. This is the part where it pays.
- The next thing you build, not the next thing you learn.
Theme 02 · Shrink the time
Naming how long it takes will do more than adding modules, because the objection is rarely price and usually finishing.
- Four evenings, and it is live.
- Built to be finished, not collected.
Two arguments for the same thing, each written more than one way. What gets tested is which argument lands, not which sentence reads better.