Hey, it's Bobby.

Your favorite marketing nerd is back with another upgrade. Implement this one on your sales pages and I'd be shocked if you didn't see a conversion boost.

Depending on which market you serve, your customers might find that achieving their goal is a lonely road.

If you’re offering personal support, highlight the difference between continuing to go it alone vs. having support.

Real-world Example: Relationship coach Evan Marc Katz outlines the difference between two choices: The slow, painstaking difficulty of going it alone and hoping to “win the husband lottery”. Or having someone else just give you the exact playbook for finding love.

Make it clear that not choosing to move forward means staying stuck. For your best, most action-taking customers — that’s going to be an unacceptable option.

Real-world Example: Mariah Coz contrasts the choice between not getting help and staying stuck, and moving forward to reach your goals.

If your sales page has already presented a compelling case for moving forward, you can instead focus this section on the less appealing alternatives.

It doesn’t just have to be financially expensive, either. You can highlight the time, energy, and emotional expenses of the alternatives.

Real-world Example: For their Copy Cure course sales page, Marie Forleo and Laura Belgray highlight it is NOT to write your own copy. Because if you want copy that’s effective, that means hiring an expensive copywriter.

Like this one? Here's another similar Upgrade that should also boost your conversions: Compare/Contrast.

— Bobby

The Marketing Upgrade is produced by:

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