Part 4: Presell Sites

Presell Sites became the workhorse engine into our businesses.

They completely changed how we attracted new customers into our world. A method of creating influence over the people we sought to change and impact.

The short-hand I use to reference a presell site is PS. Now lets zoom into what a PS looks like from a deconstructed perspective:

Sphere of Influence (SOI) Deconstructed map

It's a sequence of pages that flow from the left to the right. A customer-centric narrative.

On the left hand side people enter the presell funnel.

Although these people are typically relatively targeted (even when cold), they represent a mixed bag of beliefs and worldviews (pay close attention to this part!).

Here's a massive takeaway for you right out the gate:

Beliefs and worldviews can't be targeted on Facebook or AdWords.

People don't raise their hand by articulating into their Facebook profile, “I believe butter raises cholesterol,” or, “I'm an opportunity seeker.”

Beliefs and worldviews are too nuanced for that.

And in many cases people just can't articulate why they believe certain things, and why they behave in certain ways.

Many times these feelings and behaviors are subconscious.

Sometimes negative.

Sometimes ego driven.

Sometimes things that people would never admit out in the open. Ever. Like not in a million f#cking years.

As an aside, it's worth watching this short video (highly recommended) about beliefs and how we all see the world through a lens:

Which is why a PS works so damn well as a filtering conduit BEFORE people ever see a sales message (later on, down the pike).

One of the jobs of a PS is to reshape specific beliefs so that the people who make it to the end (far right-hand side), end up seeing the world through a new (“better”) lens.

Think about that.

Again, let that sink in.

PLF style launches aside, have you ever wondered what separates the sales pages that convert at 1-3%, from the ones that convert at 5-20% (and in many cases way higher)?

The answer is often less to do with the sales page copy itself, and more to do with what HAPPENED to the visitor BEFORE they arrived at the sales page (and in many cases, LONG before).

Again, think about the dynamics of that.

Let it sink in.

It's how I achieved a 46.8% conversion rate selling something for $97 (this was a million years ago when I was still developing my understanding of what I was doing and why it was working so well):

ARM funnel conversion stats

This was BECAUSE of what I exposed a segment of my audience to BEFORE they were ever given the opportunity to purchase.

Before they even knew I was selling anything.

I used to sell a $127 product for years … WITHOUT there ever being a sales page. There was only a direct to cart order link.

I mean, imagine that? … not having a sales letter? Where people would just click a link and enter in their credit card info. Done.

That's just stupid talk, right?

Until you remember what Peter Drucker said:

Quote from Peter Drucker

Which is what happened. Through preselling.

I had painted a picture that was so clear, so vivid, that in their mind they had ALREADY DECIDED that the product fit them perfectly, like a hand in a soft leather glove.

An easy decision for around 30% of people who I exposed to that offer without a sale letter.

And it was a PS that I used to reframe key beliefs, that LATER allowed me to achieve a $106.63 EPC from just 187 visitors (selling someone else's product):

$100 EPC

(In case you've not worked out the sales conversion rate on the above campaign: 40 sales of a $997 product from 187 visitors = 21.39%.)

I'm going to demonstrate to you in an example, how I use these assets to reshape the beliefs, biases, and worldviews of an audience who I WANT to move closer to me (giving me a better opportunity to matter to them).



  1. Key question you need to ask yourself: What do the people you're seeking to change NEED TO BELIEVE in order for them to take the actions you need them to take?
  2. Presell Sites are purpose-built to reframe the beliefs and biases of an audience population, so that they see the world through a new “lens” (seeded by #1 above).
  3. Moving people to a desired action is less to do with the sales page copy itself (read: coercing action through “blunt force trauma”), and more to do with what HAPPENS to the visitor BEFORE they ever arrive at said sales page (seeded by #2 above).