Online courses are a popular way for people to learn new skills, advance their careers, and pursue their passions. However, with so many courses available online, it can be hard for course creators to stand out and attract potential students. This is where your sales pages come in. A sales page is a dedicated page on your website that promotes your course and convinces people to enrol on your program. In this blog post, we'll explore 5 sales page frameworks that you can use for your online course to increase your sales and enrollments.

Sales Page Frameworks for Online Courses

Sales Page Framework 1: Problem-Agitate-Solve (PAS)

The Problem-Agitate-Solve (PAS) framework is a classic marketing framework that has been used for decades to persuade people to buy products and services. The framework has three main components:

Problem: Start by identifying the problem that your course solves. This could be a common pain point that your target audience is facing, such as not having enough time to exercise or struggling to learn a new language.

Agitate: Once you've identified the problem, agitate it by emphasizing the negative consequences of not solving it. For example, if your course is about time management, you could talk about the stress and overwhelm that comes with constantly feeling behind on tasks.

Solve: Finally, offer your course as the solution to the problem. Explain how your course can help students overcome the challenges they're facing and achieve their goals.

Example: Let's say you're creating a time management course for busy professionals. Your PAS sales page might start by identifying the problem: "Do you find yourself constantly juggling multiple tasks, never quite feeling like you're making progress?" Then, you could agitate the problem by highlighting the negative consequences: "This constant state of busyness can lead to burnout, stress, and ultimately, a lack of productivity." Finally, you could offer your course as the solution: "Our time management course teaches you proven strategies to prioritize your tasks, manage your schedule, and achieve your goals."

Tips for using PAS effectively:

  • Use emotional language to agitate the problem and make it feel real and urgent for your audience.
  • Focus on the benefits of your course rather than the features. People care about what your course can do for them, not the specifics of the content.
  • Use specific examples and case studies to demonstrate the effectiveness of your online course.

Framework 2: Features-Advantages-Benefits (FAB)

The Features-Advantages-Benefits (FAB) framework is another classic marketing framework that is particularly effective for products and services with many features or technical details. The framework has three main components:

Features: Start by listing out the features of your course. These might include things like the number of modules, the length of the course, the format (video, audio, written), and any additional resources or tools included.

Advantages: For each feature, explain the advantages that it provides to the student. For example, if your course includes interactive quizzes, you could explain how this helps students retain information and stay engaged.

Benefits: Finally, tie each advantage back to a benefit for the student. For example, if the advantage of interactive quizzes is better retention, the benefit might be that students can remember more of what they learn and apply it to their work or personal life.

Example: Let's say you're creating a photography course for beginners. Your FAB sales page might start by listing out the features of your course: "Our course includes 20 video modules, a downloadable course workbook, and access to our online community." Then, for each feature, you could explain the advantages: "With our 20 video modules, you'll get step-by-step instructions on everything from camera settings to composition. Our downloadable course workbook makes it easy to take notes and review key concepts. And with access to our online community, you'll be able to connect with other photography enthusiasts and get feedback on your work." Finally, you could tie each advantage back to a benefit for the student: "By the end of our course, you'll have the skills and confidence to take stunning photos that you can be proud of."

Tips for using FAB effectively:

  • Focus on benefits rather than features. People don't care about the technical details of your course - they care about what it can do for them.
  • Use concrete examples to illustrate the advantages and benefits of your course.
  • Use testimonials or case studies to show how your course has helped others achieve their goals.

Framework 3: Before-After-Bridge (BAB)

The Before-After-Bridge (BAB) framework is a powerful way to show how your online course can transform someone's life. The framework has three main components:

Before: Start by painting a picture of what your target audience's life is like before taking your course. This might include describing their pain points, frustrations, and struggles.

After: Next, describe what their life will be like after taking your course. Paint a picture of the benefits and results they can expect to achieve.

Bridge: Finally, bridge the gap between the before and after by explaining how your course can help them achieve the transformation they're looking for.

Example: Let's say you're creating a fitness course for people who want to lose weight. Your BAB sales page might start by describing the before: "Are you tired of feeling uncomfortable in your own skin? Do you dread going to the gym or trying on clothes? Are you frustrated with diets that don't work?"

Then, you could describe the after: "Imagine feeling confident, strong, and healthy. Imagine fitting into your favourite clothes and feeling proud of your body. Imagine having the energy and motivation to tackle any challenge that comes your way."

Finally, you could bridge the gap by explaining how your course can help them achieve this transformation: "Our fitness course provides a comprehensive plan that combines exercise, nutrition, and mindset strategies to help you achieve your weight loss goals and create a healthier, happier life."

Tips for using BAB effectively:

  • Use vivid language to paint a clear picture of the before and after.
  • Be specific about the benefits and results your course can provide.
  • Use testimonials or case studies to show how your course has transformed others' lives.

Framework 4: Problem-Solution-Result (PSR)

The Problem-Solution-Result (PSR) framework is similar to the PAS framework, but with a focus on the end result. The framework has three main components:

Problem: Start by identifying the problem that your course solves. This could be a common pain point that your target audience is facing, such as a lack of confidence in public speaking.

Solution: Next, offer your course as the solution to the problem. Explain how your course provides the knowledge, skills, and support needed to overcome the challenge.

Result: Finally, focus on the end result that students can expect to achieve by taking your course. This might include increased confidence, better job opportunities, or personal growth.

Example: Let's say you're creating a language learning course for beginners. Your PSR sales page might start by identifying the problem: "Are you frustrated with your inability to communicate in another language? Do you feel embarrassed or left out when you travel or interact with people from other cultures?"

Then, you could offer your course as the solution: "Our language learning course provides a comprehensive curriculum that covers all aspects of language acquisition, from grammar and vocabulary to pronunciation and conversation skills."

Finally, you could focus on the result: "By the end of our course, you'll be able to communicate confidently and effectively in your target language, opening up a world of new opportunities for travel, work, and personal growth."

Tips for using PSR effectively:

  • Focus on the end result that students can expect to achieve by taking your course.
  • Use specific examples to illustrate how your course provides the solution to the problem.
  • Use testimonials or case studies to show how your course has helped others achieve their language learning goals.

Framework 5: AIDA (Attention-Interest-Desire-Action)

The AIDA framework is one of the oldest and most well-known marketing frameworks, and it's still relevant today. The framework has four main components:

Attention: Start by grabbing the reader's attention with a headline or hook that addresses their pain points or interests.

Interest: Once you've grabbed their attention, build interest by explaining the benefits and results they can expect to achieve by taking your course.

Desire: Next, create desire by tapping into their emotions and showing them how your course can solve their problems or fulfil their desires.

Action: Finally, include a clear call to action that encourages them to enrol in your course.

Example: Let's say you're creating a writing course for aspiring authors. Your AIDA sales page might start by grabbing their attention: "Are you tired of staring at a blank page, unsure of how to start your novel or memoir?"

Then, you could build interest: "Our writing course provides a step-by-step roadmap to help you bring your story to life. You'll learn how to create compelling characters, build tension, and write vivid descriptions that transport readers to your world."

Next, you could create desire: "Imagine finally achieving your dream of becoming a published author. Imagine sharing your story with the world and touching the lives of readers. Our course can help you make that dream a reality."

Finally, you could include a clear call to action: "Enroll in our writing course today and start bringing your story to life."

Tips for using AIDA effectively:

  • Use attention-grabbing headlines or hooks to grab the reader's attention.
  • Focus on the benefits and results of your course to build interest and desire.
  • Use emotional language and storytelling to create a connection with the reader.
  • Include a clear and compelling call to action that encourages them to enrol in your course.

Which Sales Page Framework is the Easiest for Online Courses?

It's difficult to say which framework is the easiest to use because it depends on your individual strengths and preferences as a course creator. Some people may find the FAB framework easiest because it involves listing out the features of your course and explaining how they benefit your target audience.

Others may find the PAS framework easiest because it involves identifying a problem and offering your course as the solution. It really comes down to what feels most natural and comfortable for you.

That said, it's always a good idea to experiment with different frameworks and see which one resonates most with your target audience and yields the best results in terms of sales and course enrolments.

Sales pages are an essential part of marketing your online course and convincing potential students to enrol. By using one or more of these sales page frameworks, you can create a persuasive and effective sales page that showcases the value of your course and encourages people to take action. Remember to focus on the benefits and results of your course, use emotional language and specific examples, and include a clear call to action.

With these tips and frameworks, you can boost your sales and enrollments and help more people achieve their goals through your online course.

About

Sarah & Kevin Arrow

Sarah and Kevin Arrow have been in the thick of the online marketing world since 2006, and they're buzzing to share their know-how right here with you! If you're keen to get noticed, they're the experts you'll want to talk to. Why not schedule a call or send them a quick message? They're all ears and can't wait to hear from you!

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