Credit: This is a mix of Anthony Kirby's, Sean D'Souza's, Amy Hoy's and Dan Kennedy's techniques. They have products which you should by all means check out.
This is describing the pain that your ideal client is experiencing. For example, if your ideal client is someone who got caught out in the rain, a pain statement would be: “You are cold and wet.” Illustrating the pain with a story - either your own or a client’s - can be a powerful trust builder.
In this section, you should respond to the pain. Sticking with the rain example, a dream statement would be: “You are warm and dry.” Note that there is absolutely no indication of how the client went from cold and wet to warm and dry! This is critical because the goal of the Dream section is to get the reader to ask, “But how?”
This also referred to as the "Offer" section. "how do get my fix?"
In this section, you provide a button that will allow the reader to do the thing you want them to do - e.g., make a purchase, complete a questionnaire/application, schedule a call, etc.
Add some sort of risk reversal immediately after the CTA. For a sales CTA, this could be a money-back guarantee. For a questionnaire, this could be a promise to not share their info with 3rd parties. For a mailing list sign-up, this could be a promise to not spam them. For a phone call, this could be a promise not to be “sales-y” on the call.
Client logos, testimonials, case studies, etc. Bonus points if your testimonials contain “objection busting” information.
In this section you address any common objection in the form of a frequently asked questions list. If possible, use actual questions from past clients or prospects. If you don’t have clients or prospects, questions from friends who have reviewed the page for you are better than nothing. Try not to make questions up yourself - made up FAQs usually come across as phony and self-serving.
In this section you want to highlight the things that make you more attractive to your ideal client than your competitors.
Now that you have strengthened your case, give the reader a second chance to make the purchase without having to scroll back up the the 1st CTA.
Finally, add some urgency to the offer. For example: