Amy Porterfield is a list building master. Everything on her website is so well-optimized for a singular purpose – list-building.
In this blog post, I’ll break down her 31-word introduction and you will see how this short paragraph serves as a series of screening questions that effectively qualifies website visitors to quality leads.
It’s all started with a typical introduction to a celebrity (personal) type website
I teach business owners, educators, and entrepreneurs the profitable action steps for building a highly engaged email list, creating online training courses, and using online marketing strategies to sell with ease.
– A greeting paragraph from www.amyporterfield.com
Just in case you don’t know her, check www.amyporterfield.com
Alright, let’s jump right in and break things down one sentence at a time.
Are you my targeted audience?
First, she mentioned who her targeted audience is. (and that, in a way, will tell you whether you should stay or leave.)
She said she teaches “… business owners, educators and entrepreneurs …”
Basically, she indirectly asks you “Are you my targeted audience?”
If so, that should resonate with you somehow and you will start to feel “yes, this may be a place for me because I’m one of those people (business owners, educators and entrepreneurs)”.
But if not, then this is a polite way to invite people to leave.
Are you looking for my Unique Selling Proposition (USP)?
The second thing she mentioned is that “… profitable action steps …”
Here she indirectly asks you “Are you looking for an actionable way to make your business profitable?”
Why’s she bringing this up?
It’s because Amy positions her online-courses (her products) as “action-by-action”, not just “step-by-step”. And she’s trying to point out the distinction.
Plus, this USP is a fruit of her experience and research on her audience avatar. It shows she knows her audience really well.
The assumptions (or, in less elegant but simpler words, educated guess) lie underneath are:
You want to make money and you want to get an exact guidance of how to do it.
Maybe you’ve tried something else before.
Maybe you’ve tried something conceptual. And even when you understand the concept, that didn’t work for you. Because you might not be able to connect the dots between concepts and actions.
Therefore, you’re looking for something you can take actions upon.
If the underlying assumption directly, or even partially, hits you emphatically, then you have a bigger potential to purchase her product(s), which she will give you some hints next.
Are these the results you want?
People buy a result, not a product. And Amy knows that too well. Therefore, she shows the results that her products can deliver.
The third thing she clearly mentioned here is all about the results of her three products. (List Builder’s Lab, Courses that Convert, and Webinars that Convert).
She presents these results in a very intuitive way. It’s like choosing a meal from a restaurant menu: “… building a highly engaged email list, creating online training courses, and using online marketing strategies to sell with ease …”
To be crystal clear, I’ve matched up the results and their respective results here:
Building a highly engaged email list = List Builder’s Lab
Creating online training courses = Courses that Convert
Using online marketing strategies to sell with ease = Webinars that Convert
After you glance through the three results and you think yes, I want to have one (or more) of those, you’ve just qualified yourself to be her quality lead.
How come I’ve qualified myself to be her quality lead?
Let me remind you here. You’ve been through her 3 questions, and only if you answer yes, yes and yes, then you’re staying on the website.
If any of the three is not resonating with you, then it’s very highly likely that you will leave.
Note that she doesn’t even provide an open option, like, “hey, drop me a line if you have any other problems, or something of the same sort, because she wants her list building website to be super laser-focused.
If you’re seeking something that she doesn’t offer, even though you’re the target audience, and look for the USP, you are not her real prospects.
Are you ready to get started?
Clearly, if you don’t leave the website now, you’re qualified and she really wants you to be on her list.
That’s what she’s intentionally going to do next.
A prominent yellow call-to-action “Let’s get started” right after you’ve qualified yourself.
The button is how Amy asks you “Hey, are you ready to get started?”
If you’re ready, it only costs you a lift of your finger to click or tap, then you’ll be moved to the next section, which basically is a Lead Magnet Menu. There, you can opt-in and then be on her email list.
If you’re not ready, you’re free to browse her website. And, like it or not, once you start to browse (or just a swipe to scroll down), the next thing you will see is also the Lead Magnet menu. You will get reminded again of Amy’s lead magnets and make another decision whether or not you want to opt-in Amy’s list.
How to use what you learn from Amy
I suggest you use the technique of “Copy and Improvement“. Basically, you take what’s working well, copy it, make an improvement, and make it yours.
Like this blog? Let me know in the comments below so I write more of similar contents.