✨ Who is Ali Abdaal?

Ali Abdaal is an entrepreneur, content creator, and former doctor. He is well-known for his book reviews and YouTube videos on topics like finance, habit-building, business, productivity, relationships and success.

He also created the Part-Time YouTuber Academy, an online course that teaches YouTube channel growth.

🔎 Why is this USP great?

→ It focuses on the main outcome: "Grow your YouTube channel into a sustainable, income-generating machine". It gives an even more tangible by being specific with “from 0 to 100,00+ subscribers”.

‍→ It's unique and memorable: The "part-time" aspect is reassuring and memorable.

‍→ It addresses the main fear of the reader: "What if I fail?" which the part-time aspect solves because with this course, people don’t have to give up everything to grow their channel.

You can check it out here.👇

🔎 What's Great about Ali's VSL:

• Ali keeps it real throughout the video and is not pushy.
• He clearly defines who the course is for and who it isn't for.
• Instead of just talking about the content of his course, he talked about the benefits and the results students would get for each one of the 6 weeks of the course, which makes it easier to project yourself as a student of PTYA.
• His team made a great use of music, which is rarely used in VSLs, using the Harry Potter theme not only was a cool nod to his community, but also created an inspiring aura around the PTYA course.

💡 Why create a video sales letter? (VSL)

VSLs use the same principles that a written sales page does to persuade its audience, but in video form.

It can take a bit of time to make, but it's worth the effort because it can help you:

• Build more trust with your prospect
• Make it easier for them to consume your sales pitch
• Give your future students an idea of what your course will look and feel like

💡 Storytelling Tip

To make your product benefits even stronger, you can tell your own success story or that of a student. If you’re not comfortable doing that, you can also start this section with "Imagine if...", and make your students visualize how their life could be different if they completed your course.

💡 On withholding information

When writing a sales page, our first instinct is usually to withhold information from our readers and tell them that these are "secrets" that they will get in our course. This can work but can also backfire and come off as dishonest.

The better and more honest solution is to acknowledge that there are no secrets, and that the solutions are already available for free online, BUT that your product is much more than a bunch of content, and deliver more things like better curation, a supporting community, and even direct Q&A sessions with you or your team in your course.

💡 The PAS framework

Here, Ali is using the PAS framework (Problem, Agitate, Solve), which is a classic and effective way to sell a course.

And it's one of the simplest frameworks to implement in your sales pages, here's how to write it:

• Problem: Identify your reader’s pain point
• Agitate: Stir it up so it hurts to the point of discomfort
• Solve: Deliver a solution on a silver plate

💡 Tip on copywriting frameworks

You don't have to follow to a T the frameworks that you see online, but using these structures as a base and building upon them with your own style can make your sales page more convincing and help you get more sales.

💡 Features vs. Benefits

When writing your sales page, focus on the benefits first rather than on the features of your course.

For example, in the SEO for Solopreneurs course, Nat Eliason wrote “The minimum maintenance, maximum results guide to putting your traffic & sales on autopilot.” at the top of the page, which is full of benefits.

This sentence would have been way less impactful if it were “32 videos to help you learn SEO for your business.”

🔎 Let's look at PTYA's testimonials:

• They all seem genuine, and I can verify easily that the people who made them have indeed results with their YouTube channel 👍
• I also see that these testimonials answer questions and objections of potential customers, which is a good practice!
• There are also video testimonials. One from an established YouTuber like Charlie Houpert, and another from a student of PTYA who got results, which raises the trust level even more!

The main sales pitch is now over, but some people might still not have decided if the course is for them yet, so the goal of the next sections is to answer objections, and help readers decide if they should join the program.

Here, each element is a spin on one of three benefits:

1. You’ll take action and (finally) get started
2. You’ll feel more confident in your skills as a YouTuber
3. You’ll never feel overwhelmed again thanks to a repeatable system

Source of the image: UserOnboard, who partly inspired this format of content :)

💡 The cost of inaction

‍What will happen to your customer's life if they do NOT buy your product? How will his problem get worse over time?

Here are some copy examples:

• "You have two choices...", and then present the outcome of taking your course and applying it, and compare it to the outcome of doing nothing.
• You can ask them "If you do nothing, where will you be in a year?" and then give examples of where they would be.

💡 Qualification

This is a simple part to write, simply ask yourself these 2 questions:

• Who is this product for?
• Who is it not for?

Adding this to your sales pages is important because it helps people who visit your page to know if your course is made specifically for them or not.

To do price anchoring for a course, we recommend creating 3 product bundles.

Step 1: Start by choosing the middle price: if you've got it right, this is the one that most people will choose, and that will generate the most sales.

Step 2: Now add a slightly lower price (in the range of -20 to 35%), for a clearly inferior version of your product.

By comparison, the middle price appears much more appealing (as it is only slightly more expensive for much more value)

Step 3: Finally, add a premium price point, which can range from 2 to 3 times the middle rate.

This third option does the following:

• It creates an "anchoring" effect, which makes your middle option look cheap.
• The customers who need it the most and have a budget will choose it, which will greatly increase your average order value.

💡 Quick tip

FAQ sections are not only for answering questions, you can also use them to make more sales by answering the last objections of your reader to help them make a purchase decision.

Overall, this page is almost perfect. It's not surprising as Ali and his team are refining it every time they do a PTYA product launch.

It could be a bit improved by adding a cost of inaction paragraph or section, but apart from that, it's a very solid sales page!