Who Else in the Learning and Training Field Wants to Know the Secret to Doubling Sign-Ups on Free Trials, Free Demos and Free Downloads?


Dear Marketing Professional,

You. Are. Awesome.

You are part of an organization that helps people enrich their lives through learning and training.

And millions of people across the globe find that to be pretty awesome. Me, too.

  • You create learning for ALL without bias or judgment.
  • You often times create courses online for little or no money at all.
  • You train professionals to be more efficient at their jobs.
  • You create standards in which we all learn at a higher level.

And that’s pretty awesome. It really is.

Before I get into how awesome you really are, let me ask you this:

Are you converting all of your sign-ups on free trials, demos and downloads into Real Paying Customers?

If the answer to that is no, let’s explore this a little.

Have you tried the following?

  • Discount pricing
  • Webinars
  • Seminars
  • Videos
  • PPC ads
  • Showcase features

What I left out is what I am about to tell you is the single most persuasive component of your sales funnel—which all of the above really don’t address.

It’s a secret that all smart marketers and sales copywriters are well aware of.

With so many of your competitors offering free trials, free demos and free downloads, how do you convince your audience that yours is the real deal and worth their time?

The answer to that question is what successful marketing professionals have known about for hundreds of years… and it’s what this marketing one genius wrote about and applied 85 years ago to reap millions… and it’s what one of the greatest advertising men in the history of advertising preached over 50 years ago.

And the best marketing professionals of today are still praising its virtues today. It truly is the real magic to doubling and tripling the sign-ups for your free offers. (And I don’t have to tell you the importance of getting all those sign-ups is).

Yet, no one seems to be applying this one simple strategy.

Maybe it’s ego.

Maybe it’s ignorance.

Or maybe it’s something else getting in the way.

But if you knew this secret, your business could double its sign-ups on free trials, demos and downloads in practically no time at all.

To understand this secret is to know the answer to these questions:

Are you really connecting with your customer? Are showing your customer how they can really benefit from your product…how they can really make their lives better by taking your course or training?

Have you really told them?

I’m going to take a wild guess and say,

You have NOT fully told your customers how your great product or service can really enrich their lives.

I can say this with full confidence because I’ve done tons of research into learning and training businesses like yours, and nearly 95% of these businesses either talk about themselves or present an exhaustive list of features—all the while forgetting what the conversation your prospect is having in his or her head, and that’s:

“What’s in it for me?”

When your sales copy on your sign-up page truly addresses your customer first, then it becomes a real game changer for you and your business.

Here’s a quote from a million-dollar advertising man written nearly eighty-five years ago:

“Study your reader first, your product second,” Robert Collier, 1931

And this concept still holds true today, but businesses are so focused on their great products (and I mean that sincerely) that they forget about their customer.

That’s understandable.

Great products take a lot of time and effort to create. And really exceptional products that enrich people’s lives are made by incredible organizations with awesome people. (And there’s a certain pride to that.)

Of course, marketing those products and services isn’t easy.

Sometimes, you’re too close to the project.

Sometimes, you just look to the competition and see what they’re doing.

And sometimes, you just don’t know.

And cutting through the clutter is hard because there’s just a huge amount of competition out there. Am I right, or what? Hundreds of companies—going after YOUR customers.

I don’t have to tell you that learning (in every capacity) is big business today, and that competition is fierce—and on the rise.

The Washington Post declared, “Today, there are some 5,300 colleges and universities in the United States…”

Now with online capabilities, these institutions can expand their reach way beyond their campuses. With every new benchmark in technology reached, it seems that the competition just doubles and triples—leaving less for you.

  • eLearning is growing at an incredible rate.
  • Online learning businesses like Udemy and Lynda.com are growing exponentially.
  • Sales Training programs are cropping up everywhere.

This is great for the consumer, but bad for businesses who want a larger share of the market.

And overseas businesses based in Asia can run these operations for much less than in the U.S. This is a highly competitive market and the pie can only get so big.

If you’re not getting a big slice of this big apple pie, you may be seriously missing something in your marketing mix. From my experience, it’s usually the disconnect between the end user and the sales copy on sign-up pages, sales pages, landing pages, brochures, advertisements, sales letters, etc.—you name it.

What’s missing is the customer.

As I have mentioned before, this concept that was put into print over one hundred years ago and known far longer than that, and many individuals, businesses and business leaders have reaped millions from this very principle.

It’s so simple, yet so elusive.

If there’s one thing I’ve known in my copywriting career is that benefits (that is how someone’s life will be better) sell more products than features. There’s no doubt that features are important, but showcasing how your end user will benefit from the use of your product will be what closes the sale.

When you have copy that clearly shows the benefits to your end user, YOU benefit—with more sign-ups, conversions, sales and profits.

Here’s an example of what I mean. Many well-meaning companies make this (business focused) declaration on their homepage:

“We Are a Leader in [blank]”

Here’s the problem with this:

If you really are the leader, then everyone knows it. Apple doesn’t have to say they’re the leader in mobile phones. And if you’re NOT the leader, then saying it doesn’t make it so.  And believe it or not, your customer can see right through that.

So, my first order of business is to rectify that. I will make your copy customer focused. Don’t forget—you’ve created a great product that enriches the lives of your customers—and that’s pretty awesome.

Now make your sales copy match those core values.

I am here to help you with your sign-up pages and other copywriting needs. I work with businesses in the learning and training field.

You built a great product, and you are awesome. People worldwide will be much better for it. Now, see how awesome you can really be by rapidly increasing your sign-ups for Free Trials, Free Demos and Free Downloads.

Contact me for a FREE Sign-Up Page Evaluation.

I will show you exactly how you can tweak your sign-up page headline that will get your readers to convert. During our talk, I will show you many examples of how I made tweaks to homepage headlines that instantly grabbed the reader’s attention and put them in a buying mode.


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Thanks for stopping by.



Ash Waechter

P.S. On our brief call, I will show you dozens of examples where the homepage, landing page misses the mark and how I would improve upon that.