Sales Page Teardown: A Loving Analysis of the Seven Psychological Hooks Ash Ambirge is Using to Sell her Six Appeal Process.
Ash is a genius, she totally gets how people make decisions. I imagine that her favorite pastime is daydreaming about how people go through web pages, what they think, how they respond to certain words and what goes on inside their heads as they scroll through online content. I fully understand this makes Ash seem like a dork, and she is anything but. Each and every one of her articles is a treat to read and you cannot walk away from her website after reading just one piece of blog. Go ahead, try it!
So when she came out with her latest Program The Six Appeal Process, I responded in a mildly lunatic manner, which is to say I went bat-shit crazy. I was tempted to sell my house and live on canned soup for a month just for a chance to get my hands on her course. Now I do understand that there are peeps who might not like the way the page is set up, they might even have issues with the language or the colors or the design and that is all good and fair. The beauty of the page is that even if you don’t agree with her, even if your find the design off-putting, you still cannot escape the persuasive powers of the copy, the well-designed call to action and the remarkable value proposition.
So without further ado, let me conduct a loving tear down of Ash’s sales page and show you the genius way in which she is using the power of psychology to lure people in and have them shell out pretty money.
Hook Number One- Massive Contrast:
She opens the page with the statement “The World’ First Step- by-Step Process” and this is genius. Why? Because our old brain AKA the decision making brain responds most effectively when it sees contrasts….massive ones. It’s sensitive to The only, First Ever, Before/After, Risky/Safe, With/Without, or Fast/Slow. Such contrasts enable the old brain to make quick, risk-free decisions and doesn’t allow it to delay or dismiss the required action.
Hook Two- Minimal Distraction:
She has a strong message and she wants people to take action so she removes anything that could distract the audience. The page is built in a linear manner with one layer strengthening the next and there is nothing else on the page that could distract the potential buyer. Psychology supports this approach!
Hook Three- Pre-anticipate the Buyer Mental Process:
The whole page is a series of arguments that build on each other and it also follows the same pattern that a skeptical buyer would have going on in his or her head. The sequence goes something like this:
What is the value proposition?
Why should I trust you?
Why should I care?
How is that possible?
How will it work?
Why can’t I just buy any other course?
How can I be sure this will work for me?
Has anyone else done this?
How much does it cost?
And lastly for those who have already bought a course from Ash:
How is this different from your other courses?
The flow is beautiful…. it is like she is inside your head, overcoming objections faster than you can think of them.
Hook Four- The Authority Heuristic:
This psychology concept is about how human beings believe the opinion of a person of authority on a subject just because the individual is an authority figure. Ash uses the authority heuristic in a sandwich by bringing up her impressive credentials both at the start and at the end of the sales page.
Hook Five- The Middle Child Effect:
People always recall the first and last items in a series best, and the middle items worst. It’s science! Ash uses it brilliantly by highlighting the value proposition, her authority and the clear tangible benefits of the program at the start and end while the middle part is about the nuts & bolts of the actual program. So when I walk away from the sales page, this is what I remember most:
It is a program that will help me make 100,000+
No one else is teaching emotional appeal, so obviously not many people know it so I have a competitive advantage if I learn how to do that.
I can do it simply by tweaking my words
Ash is an authority and she will teach me how to do that
So many other people have had great success with her programs so I will too.
Hook Six- Selling the Pain of Missing Out vs Selling the Benefits:
She doesn’t talk about how great you will be when you learn to engineer emotional appeal, how people will flock to your website and how you will suddenly be the talk of the town when you take the course. Instead she shows you what you will miss out on when someone comes to your website and you cannot hook them. She shows you in clear numbers the exact loss you will have to bear by not joining the program. This works swimmingly, they tested it!
Hook Seven- The Rule of Three:
The Rule of Three suggests that messages that come in threes are inherently more effective than other numbers of things. You can see this principal in action almost everywhere from Goldilocks and 3 bears to the 3 ghosts in Christmas carol and The three blind mice. In the Six Appeal Process sales page, the “Reasons to Believe” are laid out like this:
Designed Exclusively to Seduce Emotions
Backed by Science, Research & Balls
And Easily Applied to Anything You're Writing
She doesn’t list down 20 different items and she also doesn’t stop at two, instead she makes three clear and irresistible value propositions and they work like a charm!
This analysis is in no way complete, there are so many gems hidden right there in her copy that it would take me another 3 hours to go through them all and I need to save my grey matter for better stuff…such as punching in my credit card info 😉
I hope you found this analysis useful and I am quite sure you can implement all of these hooks in your own sales pages or websites. Let me know if you do!
Super important note: I am in no way associated with Ash or her program except that I have a life-long crush on her and the program just makes me shiver with anticipation for the things to come…yes, I do recognize that I am a nerd. Thank you very much.