Hi, I'm Paul - the creator of the Business Investor Success System.
How can I help you get to where you want to go as a business owner?
This is a "Hybrid" long-form sales page where we combine the best qualities of classic long-form sales letters with some visual aspects that the most successful online sales pages make use of. At this stage of the page, we want to arouse the reader's curiosity, so they want to keep reading.
If you use the page well, there will be a lot of text and a lot of content. And that's a good thing: it gives you the opportunity to tell a story, connect with your reader and explain your offer in great detail.
But no one wants to read that much text! If that's something you're worried about with a sales page like this, keep in mind that the closer someone gets to making a purchase decision, the more likely they are to hunt for specific information. Your most valuable prospects are more likely to leave when there's not enough information than if there's too much
By the way: short paragraphs and highlight boxes like the one above are a great way to keep the text light and easy to read. Don't overwhelm your vi
sitors with a "wall of text".
Some of your visitors will be readers and others will be scanners. The readers will start at the top and read every. single. word. until they reach the end of the page (or until they can't wait any longer and decide to buy). The scanners, on the other hand, will skip about looking for things that catch their attention.
Keep in min
d: the scanners want to be convinced just as much as the readers do, they are just looking for information in a different way.
What you're reading right now a text block consisting of a heading and a section of text. Break up all of your content into blocks like this to make everything easier to read, easier to understand and easier to navigate. You'll also notice that none of the paragraphs here are more than 4-5 lines high (on a large screen, anyway. Yes - this page is fully mobile responsive).
This dark background is another way to create visual variety on your page and keep it interesting. If you use a dark background with light text, keep it short. Light text on a dark background is harder on the eyes than dark text on a light background.
Remember that long form sales pages are about relating to your reader. Don't jump right in and start talking about your product.
Instead, tell a story. Write about how things feel. Write about problems, frustrations, experiences, triumphs. Think about a movie or TV series - it's all about the characters and how much you care about them. And you only care about them if you can relate to them.
Trying to sell too soon is the most commonly made mistake - not only on long form sales pages. Even if your page is short and visual, without relating to your customer, you can't make sales.
Also remember that what you're looking at is only a template. Maybe you want to spend more time on the story. Maybe you want to add several more headline + text blocks, to really elaborate and evoke emotions. With Thrive, you can easily do so (just duplicate some of the existing blocks). Let the template inspire you, but don't let it limit you.
an example of a simple image section: use images or icons to illustrate a point you're making. This can assist in your story telling or be used to showcase features (although only if you use it further down the page, after the product reveal).
Keep it simple. You can use the icon feature in Content Builder for the images.
Don't over-explain in these text sections below each individual image.
Let the images do the talking. If something needs more explaining, add a text block below.
You've set the scene. You've captured your visitors' attention. You've related to them and told them everything they need to know to truly understand what your product is about. Now it's time to start introducing them to the product.
Keep one thing in mind: your product is the solution. At first, don't talk about it in terms of a product. Talk about how you found a solution and about how this same solution can help others too. Why do all this? Because if you set it up right, you will be the opposite of the slimy, used car salesman stereotype we all despise... you will not be pushing product, you'll be doing everyone a favor.
Try mixing paragraphs with sub-headings of two different sizes (H2 and H3). You can use smaller sub-headings like the one above to make an important point or for quotes that relate to your story.
Ever notice how non-fiction authors love to use quotes throughout their books? That's because quotes are a nice change of page and they lend authority and gravitas to what you're saying.
Similarly, you can use subtle text highlights, text boxes, short paragraphs, sub-headings and other text formatting to draw your reader's eye to important parts of the text. This also helps break up the page, to prevent wall-of-text-syndrome.
Now it's time to present your offer as the perfect solution to everything you've been talking about so far in your story.
While we were holding back before, it's now time to be very specific. Talk about your product, what it is, what your customer gets when they purchase. At this point, after all the buildup, your readers really want to know what you have to offer, so don't hold back.
“Customer testimonials are a powerful conversion element. Display them here to demonstrate that your product has many customers and that those customers are very happy wi
th their purchase.
We like to do what many others have done already. There's safety in numbers. Testimonials can be used to give your visitor that sense of safety."
“The perfect testimonial looks a lot like this one: it has a heading (this shows the best part of the testimonial), one or two paragraphs of text, an image, a name and (optionally) a role to go along with the name. Also note the use of quotation marks in the testimonial text."
“It's a fair question: can you have too many testimonials?
The answer is: you can, but the problem is usually not the amount but the quality of the testimonials. If you have good, enthusiastic and real testimonials that mention specific details and benefits, don't shy away from adding 10, 15, 20 or even more to the page.
Just don't add a ton of boring or generic testimonials."
Here we have a highly attractive purchase section. We display another paragraph of text, which is a strong call to action to your readers. In addition, we have a product image, unmissable large button and some guarantee and safety symbols.
100% Satisfaction Guaranteed
“Here, we have a second testimonials section, right after the purchase section. Now that we've asked the reader to pull the trigger, they might feel some resistance and testimonials can help reassure them.”
We like to do what many others have done already. There's safety in numbers. Testimonials can be used to give your visitor that sense of safety."
“If you have any testimonials that include stories of how a customer had some doubts about your product, but was then won over by the high quality, your friendly support etc. those are perfect for displaying in this area of the sales page."
Creator of [Product Name]
When selling online, it's easy to forget that people prefer buying things from other people. If there's any element of personal branding in your product, use this section to write a few paragraphs about yourself.
Keep it short, as this page is about your product, not your life story. But a few personal details mentioned here can help build rapport with your reader. It's a reminder that there's a real, trustworthy person behind thi
s product and they aren't buying from a faceless corporation.
After the first call to action, use testimonials, case studies, more points lists and more text blocks to address all possible objections your visitors may have. Knowing these objections is very important... and you can learn all about them by talking to your customers and visitors. Give them a way to communicate with you and you'll quickly learn what's on your reader's mind as she goes through this page.
This part of the sales page can be a lot longer than it is in this template. There may be many objections that come up and you can address them all. If you dedicate a separate text block or a sub-heading to each one, your visitors can easily find the ones they have on their minds and skip the rest.
People are risk averse. We dread making a mistake and wasting our time and money on something that turns out to be rubbish. This is the part of the sales page where you can appease all those worries. One of the most important things you must learn about people in your market is what kinds of objections they have, so that you can effectively address them here.
Here's a section that you can use for many purposes. For example, you can use it to showcase how your solution is better than other solutions out there. Or, compare the problems your reader is facing right now with the great solutions they'll enjoy once they purchase.
100% Satisfaction Guaranteed
You are fully protected by our 100% Satisfaction-Guarantee. If you don't get [a specific benefit that your product promises] by [a specific span of time in which you guarantee your product to yield results], just let us know and we'll send you a prompt refund.
A section like this is perfect for addressing buyer objections and smaller concerns that your visitors might still have.
An easy way to get pre-sales feedback is to add a "Contact Us" link to the bottom of the page, so that visitors can send you questions by email.
You can also use the built-in exit intent feature to open a lightbox with a contact link and invite visitors to leave some feedback before they exit the site.
A great way to populate the FAQ section with questions is to invite pre-sales feedback from visitors. Your visitors will happily tell you exactly what questions are on their minds.
There are also many services you can use to add a live chat widget to a page like this. Inviting visitors to a live chat is a great way to learn about common questions and also increase sales conversions while you're at it.
We're using content toggles in this section, which allows you to present many questions in a compact form. Your visitors can easily read more about the questions they themselves have and ignore the rest.
P.S.: Welcome to the post script section of the page. You can have one or several of these. This part is all about loss aversion. Here is where you can remind your reader that if they don't jump on this opportunity right now they will be missing out.
After the post scripts, use the link below to link to your purchase section or the checkout page.
“Paul is a go-getter. He is dedicated to achieving whatever goal he sets for himself and he uses all his resources to achieve that, whether for himself or for his clients.”
Paul really helped my company out. He explained all the different type of marketing that I could use and which ones he felt would work best. The results and how Paul track the results was great - Thanks Paul
Paul is a work horse. When given an assignment he aggressively pursues his goals. I worked with Paul In The Charlotte market before he moved to the east coast We miss his caliber of broker in our community
Paul is an amazing business man and person. He is a straight shooter. He looks for win-win situations where all parties in a transaction benefit. He is upfront and honest. If he says he can, he can. If he says he will, he will. I feel very lucky to have Paul as a business associate that turned into a friend.
“Paul is a quality individual whose years of experience can be incredibly valuable to small business owners. Paul knows what works and what doesn't and he teaches his clients so that they can save both time and money.”
“Hi highly recommend Paul to anyone interested in making money. Paul has proven time and time again to be a highly successful and ethical businessman in the field of real estate and marketing!”
“Paul and I recently closed a $3M transaction which could have easily fallen apart, but Paul's professional persistence kept all parties engaged until the end. It was a pleasure working with Paul, and I look forward to more opportunities to work with him in the future.”
“I have known Paul Forsberg for over 20 years now. I believe he is one of the toughest men I've ever met and that is because I have seen him face adversity, physical and financial, and he would not surrender when lesser men have. Perhaps it's his family's seafaring bloodline. I will end with this example: Paul and I did a $425,000 deal on a handshake and we are still friends. Trust and integrity which lead to friendship are the rarest commodities today.”
Paul is a business broker who is a wealth of knowledge and a broker who I have sought advice from on several occasions. He is always striving and investing in himself, so he can better serve his clients.
Paul has a deep understanding of business and is a marketing genius. Besides being a best-selling author and having an extensive background in business, the number one reason I would not hesitate to do business with Paul is he is a very genuine and honest person who I know would always have my best interest at heart.
I’ve know Paul for 20+ years. We both owned commercial fishing businesses at the time. Paul was a competitor on the water and trusted college at the dock. He has an outstanding work ethic and the foresight to go with it.
Paul is very old school in his approach in business. A man’s word is his bond and he honors his word and agreements. Besides his expertise, Paul brings his integrity to anything he does. You will be well served by Paul…if you can get him.
TC Bradley -#1 Best Selling Author and “Instant Celebrity Status ”
I had the pleasure of meeting Paul at a recent Mastermind event in Tampa, FL where business leaders and speakers gathered to share ideas and growth strategies. Paul was one of the very few who was asked to speak on a panel to share his knowledge and he was outstanding.
If you are looking for help with buying, building or selling a business, Paul is your man.
Paul is a great representative of our Business Brokerage profession.
I’ve had the pleasure and benefit of spending a great deal of time working with Paul, as well as discussing the issues of our profession and that of our clients. Paul knows our profession like few others. He demonstrates a keen appreciation for the welfare of his clients and is very well equipped to represent their interests.
Paul is an outstanding person and a great servant of his clients!
Paul is extremely knowledgeable in the business broker industry, and the fact that he wants to share his success with other brokers speaks highly of his character. I look forward to working with Paul and I appreciate him sharing his vast knowledge.
Paul is an excellent speaker and problem solver. He sets a very good example for others as a citizen, business broker, and commercial real estate investor. Paul is honest and to be trusted by anyone who does business with him.
“I have worked hand in hand with Paul since the 1970's. He is a valued lifelong friend. Paul has consistently helped his associates, partners and clients achieve their goals both in the business arena and on a personal achievement level. The one thing I value the most in working with Paul: his viewpoint and ideas are old school, straight forward and honest. A handshake and his word can be trusted as law.”
I cannot thank Paul enough. He’s the consummate professional, a mentor and now a friend. It doesn’t happen often enough in this world where someone as successful as Paul opens up his heart and is willing to give back to a profession that has rewarded him with so much. Thank you Paul again for paving the way in the business brokerage field and for sharing your knowledge with me.
Paul Forsberg is a man of integrity. You can count on him to be upfront and honest with you. He provides expert guidance and advice for evaluating a business and helping you plan your exit strategy.
“Paul is a not only a man of character and integrity; but a great guy as well! His background, experience, and business savvy, really make Paul an asset to any business relationship. Paul knows how to harness the power of system for effective target marketing! "Two Thumbs Up for Paul!
“Paul has a work ethic that can't be matched. He is extremely dedicated and loyal to his staff and clients. He is a strong leader, manager and marketer who knows how to move projects along and make things happen. He knows how to sell and market properties to targeted customers. Paul would be a valuable asset to any organization focused on increasing and improving sales.”
Paul is a detailed oriented deal maker . He watches over the balance sheet like a hawk without ever loosing sight of the strategic objective .The ultimate professional.!!!
Had the pleasure of attending one of Paul's workshops at the IBBA conference. What impressed me most was how actionable his advice is. He's not afraid to show you where he stumbled before he found a better way. Then he shares the stories and better way with great generosity. If you get opportunity to spend time with Paul, take advantage of it. I did, and I'm better for it.
If I had to choice another Commercial Realtor to represent me in a real estate transaction Paul B. would be the person I pick. He is very knowledgeable, honest and easy to work with. Always puts his clients first.
Paul is always ahead of the curve. He sees trends in real estate before others in in industry. He's good at his craft and he's fun to work with too.
I have found Paul to knowledgeable and professional in Commercial Real Estate transactions and have worked with him on several transactions. During all our transactions I have found Paul to be professional, including returning phone calls, diligent, and knowledgeable about the information about the property. This includes understanding the information needed for underwriting the projects for loan purposes.
I have done business with Paul while I was a VP at two different banks since 2009. I have also has the pleasure of doing business with him personally as my wife and I used him to plan my exit from banking. He helped my wife and I buy a Home Health Care business in Vero Beach, Florida. The previous owner had owned the business for 27 years and Paul helped him Plan his exit strategy. I have found Paul to be professional, honest, ethical and thorough. His work ethic is second to none. His grasp of business cash flow rivals that of the best bankers I worked with in my 30 years of banking. I can wholeheartedly recommend him to anyone who is looking to plan their exit from and the sale of their business. I’ve been in the banking and real estate business since 1984 and have worked with different banks, commercial real estate offices, and business brokerage companies. Paul Forsberg and Corporate Business Brokers truly live up to their Tag Line “Where Fair & Reasonable Come Together to Do Business”. They are completely focused on doing the best they possibly can for their customers and clients.
Paul works hard at influencing the private company industry. He is passionate about making consultants and brokers better at what they set out to do. He is quick to offer a helping hand. His educational model is a welcome avenue to influence others and to make an impact on the business owner. I'd recommend Paul to help you become better at what you do or to have Paul's direct involvement in your business transfer and exit.
Looking for consultation on how to run a successful business and prepare your company for a successful sale, contact Paul Forsberg.
His most recent book on Amazon, The 5 Fundamental Elements of Every Successful and Sellable Business, is a must read for every business owner who wants to prepare their successful business transition... The Sale.
Paul, you've shared your life experiences too which I appreciate the most as it demonstrates your pure and honest nature and the GREAT person you are! Thank you for sharing!