Anatomy of a $150 info product sales page

In November 2023, I ran a live workshop on how to write emails that sell.

18 people bought it.

Now I’ve turned it into an evergreen online course anyone in my audience can buy.

But in order to promote it, I needed a proper sales page.

And writing good long-form copy can be tough.

So today, I’m dissecting the anatomy of a $150 info product sales page to help you sell your low-ticket offers to a warm audience.

Let’s dive in.

Reading time: 4 minutes and 35 seconds

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Understanding Cold vs Warm Traffic

Your sales strategy should always reflect the temperature of your traffic.

• Cold traffic = total stranger

• Warm traffic = someone who’s indicated interest in you

Your warm audience is made up primarily of social media followers and newsletter subscribers.

Selling something to these people is much easier than selling something to cold traffic.

It requires less copy & writing skill.

So that’s what we’re going to focus on.

1) Header

The header section for a low-ticket sales page usually includes a few different elements:

A) Pre-header
B) Headline
C) Product shot
D) Subhead
E) Call to action

Here’s what mine looks like:

• The pre-header calls out who the product is for (writers, coaches & consultants)

• The headline articulates the big promise or desired outcome (write emails that sell in just 15 minutes)

• The product shot makes it feel tangible

• The subhead includes more info + proof (millions in sales, multiple niches, 18+ happy students)

• The call to action reveals the price ($150)

Because it’s a relatively cheap offer, the goal is to give someone everything they need to pull the trigger as soon as they hit the page.

2) Fascinations

Next up are fascinations.

Think of these as “curiosity bullets.”

They tease specific insights, reveals or takeaways included inside the product, along with exactly where to find them (modules, lessons, timestamps, etc).

Fascinations are crucial for selling info products.

One tantalizing fascination can be enough to get someone to buy.

Especially for a low-priced offer like this one.

Here’s the first 6 fascinations I wrote for 15-Minute Emails That Sell:

A few more tips on fascinations:

• The first one should always re-articulate the big promise or desired outcome

• The more specific you can be, the better

• Write out as many you possibly can, then pick the best ones

(Side note: I wrote an entire newsletter on my favorite frameworks for writing fascinations here.)

3) Proof

Next up is proof.

The most common way to execute on this is with testimonials.

But it can also include screenshots, text messages, etc.

My go-to subhead for this section is “What People Are Saying About X”:

The more testimonials you can show off, the better.

Many people won’t even bother reading the testimonials, but instead base their decision to buy or not based on the total number of testimonials you have.

It’s a stronger signal.

However, collecting & managing testimonials can be a real pain sometimes.

That’s why I’m using Famewall.

It streamlines the process for both me and my students.

4) Credibility

Next is credibility.

People sometimes confuse proof and credibility.

So here’s how I distinguish between the two:

• Proof = “will this work for me?”

• Credibility = “why should I trust you?”

Ways to create credibility include:

- Years of experience
- Track record
- Certifications
- Media mentions
- High-profile clients

In my case, I chose to highlight my 7 years of experience + track record:

With a low-ticket product like mine, there’s no need to go overboard with this.

Establish it quickly, then move on.

5) Guarantee

Next up is the guarantee.

Including a strong risk reversal helps convert skeptical prospects.

Some people will inevitably ask for a refund.

That’s okay.

Because in my experience, the conversion lift you get from a good guarantee is always worth it.

With that said, I often like to use the guarantee to do some repulsion.

This means giving people reasons NOT to buy,.

It’s helpful for calibrating expectations.

Note how I explain below that it’s not a “press send and profit” guarantee, and that your results will reflect the effort you put in:

I’d much rather attract fewer customers who are more qualified than vice versa.

6) Urgency

Giving someone a reason to act NOW is at the heart of direct response copywriting.

But deadlines & countdown timers aren’t the only way to do it.

Another way is to emphasize the cost of inaction.

Ask yourself:

• What happens if they do nothing?

• How much is that going to cost them? (time, money, relationships, etc)

In my case, I position writing fast as a way to give yourself an instant raise.

Then I pose this question:

“How much more free time and money would you have if you could write emails 2-4x faster?”

This is designed to emphasize the cost of inaction.

This is another instance where the price point of your offer should inform how much real estate you devote to creating urgency.

If I was selling a $2,000 product, I’d spend much more time drilling into this because it’s a much bigger commitment.

But at $150, there’s no need.

I can simply hit that note then lead them into the CTA.

7) FAQ

FAQ sections are the red-headed stepchild of sales page copywriting.

Most people ignore them.

Either because they run out of gas when writing, or because they think frequently asked questions don’t matter.

But they do.

Remember: most readers don’t consume pages linearly. 

They’ll often skip around in a non-linear fashion.

(If you want to see this in action, install Clarity on your page and watch the recordings.)

This means they may miss important details when buying.

So it’s crucial to include these at the bottom of the page, as well as handle key objections.

Always include these in your FAQ:

- Who is this for?
- What exactly do I get?
- How long will it take to see results?
- Do I get lifetime access?
- Is there a guarantee?
- How do I get started?

Keep your answers simple and to the point.

But don’t be afraid to sell, either.

Here’s an example of another FAQ question I swiped from Justin Welsh to justify the price:

In my answer, I lay out multiple reasons why the course is worth $150.

I also introduce the idea of leaving a testimonial.

This is how you weave a bit of selling into your FAQ.

Putting It All Together

Anatomy of a $150 info product sales page:

• Header

• Fascinations

• Proof

• Credibility

• Guarantee

• Urgency

• FAQ

That’s it.

Thanks for reading!

Jim Hamilton

P.S:

Got any questions about writing sales pages for info products?

Hit “Reply” and let me know.

Whenever you’re ready, here’s how I can help you:

• 15-Minute Emails That Sell: Steal my 4-step system for writing personality-driven emails that sell. Responsible for millions of dollars in client sales across health, survival, biz opp, coaching & consulting, and B2B over the last 7 years. Trusted by 18+ happy students.