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Copy Done Properly

Are You Selling a Movement Instead of the Roadmap?

by | January 21st, 2022

One of the most common problems I see in sales copy? When a course creator gets distracted by pitching the movement behind their course. As opposed to focusing on selling the course itself as a roadmap.

I recommend checking for this common mistake if you’re not getting the conversions you want.

After this 5-minute read, you will…

  • Understand the four levels of a core messaging strategy
  • Identify whether you’ve missed the two levels that drive conversions
  • See examples of how this mistake looks in practice
  • Get clear on where your sales message might be getting off track

The 4 Core Levels of a Sales Message

Note: Messaging strategy can be hard to figure out without a specific example. Let’s imagine the product we’re selling is a vegan cooking course.

Level #1 – The Conceptual Problem

First up, you need to be clear on the ‘big picture’ problem. Usually, course creators have no problem identifying this level. This is often the problem you’re on a life-long mission to fix. It’s your raison d’être.

Example: “Consuming animal products is unethical. It’s bad for the environment and bad for our health.”

Level #2 – The Conceptual Solution

This is the solution to the above problem. Not your product itself, but likely the movement that your course is a part of. This is where course creators often get distracted. After all, it’s the part of your message that you’re most passionate about. But selling the movement itself won’t convince your reader to buy.

Example: “Stop eating animal products—go vegan.”

Level #3 – The Implementation Problem

You’ve established the big picture problem and the conceptual fix. So the next level must identify a problem with implementing that solution. After all, if there’s no problem, why do they need to buy this product? Surely they could just join the movement you’ve sold them on. Unfortunately, this stage is often missed despite it being the main driver of conversions.

Example: “Vegan food is too complicated, too expensive, and it doesn’t taste good.”

Level #4 – The Implementation Solution

Your pitch is only compelling once you’ve made the implementation problem clear. At this stage, you must show how your course functions as the roadmap on this journey. An essential tool that takes them from A to B, while solving the implementation problem that would have held them back.

Example: “This course teaches how to make simple, tasty vegan dishes in 30mins or less, with affordable ingredients found in any supermarket.”

The Big Mistake: Pitching the Movement and Forgetting to Sell the Roadmap

If you get carried away with levels 1 and 2 and neglect levels 3 and 4, there’s no compelling reason to buy your course.

Let’s use the example above. Picture a sales page that spends 40% of its time describing how bad animal products are. Then 50% of the time discussing why more people should go vegan. And barely 10% of the time explaining why someone should buy THIS product.

Sound kind of absurd? It is.

Yet it’s an incredibly common phenomenon. And it makes sense when you consider the passion that drives course creators. Because you’re most passionate about the movement and driving big change in this space. But that passion often distracts from the purpose of your copy—selling.

To get sales, you must move through all four levels. With the highest priority given to the final two stages. Again… sell the vegan cooking course, not just veganism itself.

And the next step after that? Stop soft-balling your handling of the competition.

Time to Work With an Expert?

I write research-driven copy that says exactly what your reader needs to hear to take action. No more guesswork, endless tweaking, or leaving money on the table as ‘almost-buyers’ bounce away from your page unconvinced. Let's talk about your next project.