Your Sales Page Is a First Date: Treat 'em to the Steak
Your website’s job isn’t to convince anyone. Lara Eastburn shares why telling the truth is your greatest sales tool, and how the right people recognize themselves when your messaging finally matches reality.
Lara Eastburn is one of the most chill people I've ever met in Online Business. When she speaks, I listen because she's a master of words. Plus she's funny as hell and cusses, so it's always a good time when you hang with her.
If you feel like a used car salesman when you sit down to write a sales page, or when you're talking about your offers, this episode is gonna help you feel more relaxed and inspired.
Lara's advice is simple. Just tell the truth.
Why Your Website’s Job Is Matchmaking, Not Convincing
Lara has a doctorate in linguistics and a very unusual approach to marketing. She says messaging isn’t about manufacturing desire, it’s matchmaking.
When someone lands on your site, they’re asking two questions:
“Am I in the right place?” and “Is this the person to help me?”
Answer yes to both and your offer becomes the logical next step.
No talking anyone into anything. 💕
The “Virtual Business Suit” (and Why It Ruins Your Messaging)
You can explain what you do perfectly over drinks, then freeze up the second you open a blank sales page. (That's why I end up feeling like that used car salesman I brought up earlier!)
Lara calls that the virtual business suit. And her advice is to just relax and tell the truth. No tips, tricks, or hacks needed.
Persuasion Marketing vs. Inevitability Marketing
Persuasion marketing assumes people have to be convinced to buy, which could also be why it feels "sleazy" to you. Lara’s version flips that, and calls it Inevitability Marketing.
It's where the decision comes from inside the buyer instead of from you. When working on sales pages, ask yourself: "Does this respect the intelligence of the people on both sides of the screen?"
If you're dumbing things down, faking urgency, or telling people who they are or what they're feeling, it might be time to just simmer down and just go back to the truth of it all.
Hang out with Lara more...
laraeastburn.com
Newsletter: One Word, where she deconstructs one inherited marketing word each month
Members get access to the extended episode where Lara and chat about...
- Why you don’t need a lead magnet
- When NOT to run Facebook ads
- Where the best line on your website is probably hiding
- How to talk about your business without making assumptions about your people
- Why “ideal client avatars” can make your copy worse, not better
