Do you recognize him? You've probably seen his videos. Matt D'Avella is a self-help wiz kid, who shares his expertise on YouTube through videos covering everything from minimalism and productivity to finance and anxiety.
As of today, Matt has amassed over 3M subscribers on YouTube, directed two Netflix documentaries, and built a revenue stream for himself that doesn't revolve around running Google AdSense ads on his YouTube channel.
But we're not here to dive into what makes Matt successful on YouTube, nor are we here to learn how to land a documentary on Netflix. We're here to learn how to sell a product like Matt D'Avella.
Without direct ad revenue coming from YouTube directly, Matt monetizes his brand in other ways. He's turned to working directly with companies to sponsor his videos (much more lucrative than relying on AdSense ads), growing a paying audience in Patreon, building an email list (still the best way to get in front of your fans - and their wallets), and creating courses at Slow Growth Academy, his online course platform.
It's at Slow Growth Academy where we can learn exactly how to sell a product like Matt D'Avella. Before we dive in, look at Matt's Master YouTube course sales page:
The sales page for Master YouTube is one of the best sales pages I've ever seen, and it follows a tried-and-true formula some people pay thousands of dollars to understand and get help with. But here it is for free - a proven 10-step outline to create a rock star sales page (click each one to view more):
1. Attention grabber
Capture the attention of your audience with a short video or a few lines of copy that entice the viewer to keep going.
In Matt's case, he openes with a clear value proposition packaged up in 3 bullet points and a 3 minute video.
2. Identify the problem (and illuminate their pain)
Clearly state the problem that your product will solve. With Matt's course, the problem for the viewer is likely many things, and Matt promises to help you tackle all of them.
Some examples from his sales page copy:
- You can't get off your butt and launch your channel
- You're not sure what topic or niche to center your channel content around
- You can't create quality original videos
- You can't grow an audience no matter how hard you try
3. Establish scarcity or urgency
Start to give the viewer a reason to take action, through either scarcity, urgency, or both.
Here are examples of both (from Matt's sales page):
- Scarcity: Matt's page doesn't go heavy on scarcity, but the course is currently locked and if you're interested you need to join the waitlist (great for capturing warm leads and growing your email list, by the way!)
- Urgency: "There's no better time to start a YouTube channel than right now."
4. State the value of what they're going to get
One component of a successful sales page is being able to explicity state the value of whatever it is the customer is going to get. You've got to be able to quantify it. Here are 4 things Matt's customers are promised:
- You're going to be able to FINALLY start your YouTube channel
- You're going to be able to create original and engaging content
- You're going to be able to film high quality videos
- You're going to grow your reach
Matt also goes on to explain what content is in each of his 5 modules, and also teases the accompanying workbook and private course that come with the course. While all of this value isn't quanified for you monetarily, the value is explained - many times and in many different ways - and by the time you get to the end of the sales page, it's really difficult to turn the product down.
5. Introduce yourself (and why you're the one to help)
This is something Matt's sales page does extraordinarily well. As you scroll down the page, you quickly learn who Matt is and why he's perfectly qualified to teach you what he's offering. He's got a 4-minute video that shows his transformation from beginning filmmaker to an expert filmmaker, he tells his story about how he had no clue what he was doing when he started, and he quickly rattles off that he has directed two Netflix documentaries.
But then Matt goes a step further by showing you his very first YouTube video, the success that video brought him (nothing), how he felt when he was first starting out, and then he explains how quickly he went from 0 subscribers to 50k to 3 million.
He then goes on to explicitly explain what he did and didn't do to get to where he is now. It's a perfect juxtaposition of opposites - being at the start of your journey, and being at the high point of your journey, or the apex of success. Matt speaks to his audience like you're a close friend, like you're sitting across from him at a bar - personable, relatable, and real.
6. Call out your audience
Clearly state who your product is for, and also importantly, who it's not for. About three-fourths of the way down the sales page, Matt lists 4 reasons his course is a perfect fit for you, and 4 reasons it would not be a perfect fit for you. But of course, if you want people to buy your thing, all of these reasons need to resonate with the viewer. Fortunately for Matt, they're spot on.
His 4 reasons for his course being a perfect fit are (1) if you're struggling to come up with ideas and define your own style, (2) if you're overwhelmed and don't know where to start, (3) you want to expand your reach and grow your channel, and (4) you want to make engaging videos from start to finish. Now first of all, who wouldn't want to fix or do all of those things? No one!
Conversely, the reasons the product is not a good fit should also resonate with the viewer. Matt's 4 reasons are (1) you're into shortcuts and clickbait tactics, (2) you've already mastered YouTube and have grown your audience, (3) you're only in this for the money or attention, or (4) you want to blindly create viral videos. Now, don't get me wrong, most people start YouTube with the idea of making money or making a name for themself, and most people would love to go viral, but the way Matt state's each of these reasons makes them all sound horrible and no rational person would say "Yes, that's me!"
7. Show why yours is better than everyone elses
On Matt's page, there's a section that starts with the question "Cool... What makes this different from the 1,435,267 YouTube courses out there?" That's a fantastic way to grab someone's attention. And as you scroll down the page, you see a side-by-side comparison of the "other YouTube courses" and Matt's Master YouTube course. He lists 4 problems with everyone else's courses, and the 4 contrasting reasons why his course is better.
There's a line of thinking in the consulting community that you've got to continue to narrow in on an area of expertise until you're the only one that's doing it. Basically, what that means is that if you do something or teach something no one else does, you'll have no competition in your space, and you'll instantly become the expert on it. So when it comes to explaining why your product is better than everything else out there, you need to think similarly.
Why is your product or service better than everyone elses? You need to make this crystal clear for the viewer. Why choose you over every other alternative? If you offer something no one else offers, it makes this part really easy. However, if you offer something 1,000 other people offer, you need to come at it from a different angle. What do you do differently? How does your expertise set yourself apart? What is special about the way your product or service is offered, what value does your thing bring that others don't have?
Essentially, your entire sales page or VSL should be showing the viewer why your product or service is the best. Matt's entire sales page does this, from start to finish - all 4,363 words on the page.
8. Paint a picture of the desired outcome
The desired outcome of people who take Matt's course is written write on the name of the course itself: Master YouTube. It's also written all throughout the sales page and within the his videos on his sales page. The desired outcome of taking Master YouTube is to become a competent YouTuber who can make quality videos, attract an audience, and keep people engaged. Matt says this in many more ways than one, but by the time you get to the bottom of the page, you're absolutely sold that Matt's course can bring you to your desired outcome.
9. Tell your viewer what to do
There are 8 different buttons or mini forms on Matt's sales page where you can choose to join the waitlist for Matt's course. They're all staggered throughout the page, each at a perfect moment throughout the narrative Matt tells. There's a painfully clear call to action, and it's the same one each and every time.
What I see a lot of people who sell things do is that they give the viewer too many decisions to make. Do I buy the course? Do I keep exploring the website? Do I send an email? Which one should I buy? How can I decide which of these 3 different tiers I want to join? Wait, you're giving me a free e-book? Should I just start there?
Giving people any more than ONE call to action is too much. Your page exists to sell something, so let people buy it! Now Matt's page is currently an exception. He's got a great call to action, but since his course is "full" you can't go and immediately buy it. Instead, he does one thing: He asks for your email address. Regardless of whether or not you can buy his product immediately, he still has one simple call to action.
Rather than giving people an option between two or more things, give them just one option. To say Yes or to say No. Any other decision just slows the process down and gives the viewer more time and opportunity to leave.
10. Provide social proof
The last video on Matt's sales page for Master YouTube is a 3 and a half minute testimonial video from people who have taken Matt's course. You don't have to start with testimonials from Day One, but as soon as you have some alumni or past purchasers who think highly of you or what you sell, you should get them to provide a testimonial. And psst... It doesn't have to be a video. Written testimonials are great, too.
Alright, so now that we've walked through the 10-step outline, it's time to start thinking about your own product or service. As you read through the list, did you think about ways you could design your own sales page to check some of these boxes? And as a bonus, here are a few other things you could add to your sales page that didn't make the Top 10 (but that you'll still find on Matt's sales page):
Things That Didn't Make It On The List:
- A "Still on the Fence?" Section - This is a place where you can clear up a few objections about your course, or quell some nervousness from your future customer
- A Money-Back Guarantee - This goes without saying, and is something any reputable company should offer. If you're selling something, and have a simple way to refund the customer and "take back" what you gave them, by all means please do it. This is especially true for online companies.
- An FAQ Section - This is a great spot to list Q&As for all the things you get asked about as people interact with your product/service or start using it. You can also address questions about costs, what to do if the viewer still has questions, or has any concerns that the product/service is a right fit. But if you do have one of these sections, put it at the very bottom!
Alright, you've made it this far. So what else is missing that's crucial for a sales page? What are your thoughts on length or time constraints in getting your point across? Matt's sales page is almost 4,500 words long and 25,000 characters, and his videos total over 10 minutes in length if you watch all of them on the page.
You can definitely experiment with different levels of detail - some people need a lot to be convinced they're making the right purchase, and others can be convinced in a 60 second video clip. Find your sweet spot and convert prospects into happy customers.
To close, let's take a moment to appreciate the quality example from Matt. Cheers to him and his team for creating a kick-butt sales page that checks all the right boxes. No go out and perfect a sales page of your own!