Creating A Big Promise for Your Landing Page
Successful businesses, products, and services all have at least one thing in common. They are super clear on what they do, who it’s for, and why it matters.
Go back and look at the sales or landing pages for services you’ve purchased online. They usually don’t start off being all about the product. Instead, they focus on the promise. It’s not just buy my thing. It’s buy my thing so you can…..
It’s the so you can…that turns browsers into buyers. That’s the Big Promise.
To create your own Big Promise, start by communicating why your solution matters. A good first step is to clearly articulate the problem your product or service solves. (I have some templates for creating your Big Promise in this guide.)
Examples of Big Promises that Work
One of the most common reasons that businesses fail to take off is the failure to focus on a problem that matters enough for people to pay money to get it solved. Either the problem isn’t bothersome enough or the messaging isn’t clear enough so people don’t understand the value.
I think the easiest way to explain is with examples. So let’s look at some Big Promises that do the job really well.
Selena Soo: Impact Accelerator Program
Big Promise: Accelerate your business growth to 6 or even 7 figures. Receive high-touch business mentoring from three senior coaches to help you increase your visibility and revenue.
What it is: high-touch business mentoring
Who it’s for: people looking to get to 6-7 figures in their businesses
Why it matters: increased visibility and revenue
Notes: Notice that she doesn’t put the title of her program in the big promise. It’s all about her audience.
F* The Algorithm! Workshop
Big Promise: How thousands of brands have grown faster while spending less time and money on social by saying no to chasing the algorithm and yes to real, simple strategy.
What it is: social media workshop
Who it’s for: brands
Why: grow faster; spend less time and money on social media
Note: This one shines because it signals a key differentiator (going against the common belief that you have to work with the social media algorithm) right inside the promise.
Laurel Portier: 90-Day Video Marketing System
Big Promise: Get Access To My 90-DAY Video Marketing System For Only $90
Get An ENTIRE Year’s Worth Of Content Done In 90 Days… PLUS A System That Will Continue To Bring In Prospects And CONVERT Them On Auto-Pilot The Rest Of The Year
What it is: a marketing system
Who it’s for: implied: people stuck on continent creation
Why: bring in prospects and convert them
Note: Love the clarity and simplicity here. Instead of coming up with a cute name that might cause confusion, the name is simply what it is – a 90-Day marketing system.
Mini Workshop Magic
Big Promise: COURSE CREATORS • COACHES • CONSULTANTS • MEMBERSHIP OWNERS
How we built a list of 10,000+ buyers by abandoning the free lead magnet model & creating a single 60-minute paid workshop
What it is: how to information
Who it’s for: called out directly in headline
Why: uses a proof-based statement and indirectly calls out people who are tired of/not seeing results with the lead magnet method
Note: Another great example of complete clarity. Who it’s for IS the headline.
Wine Access: Connoisseurs Club
Big Promise: Connoisseurs Club
Unparalleled Reds.Unprecedented Access. Unrivaled Price.
Expand your palate—and your knowledge—with quarterly deliveries of stunning, expert-selected wines.
What it is: wine club
Who it’s for: wine connoisseurs who like red wine
Why: access/price/palette/knowledge
Note: In this example, the first four words do all the work – they grab people who identify as wine connoisseurs and enjoy premium red wines.
Grammarly
Big Promise: Responsible AI that ensures your writing and reputation shine
Work with an AI writing partner that helps you find the words you need—to write that tricky email, to get your point across, to keep your work moving.
What it is: responsible AI writing partner
Who it’s for: people who want to communicate better
Why: get point across, keep work moving
Note: This is another example of working the differentiator directly into the promise. This is less effective than the F* the algorithm example because I think everyone is making AI claims right now. But as a whole, the promise is still strong in terms of the what/who/why structure.
ConvertKit
Big Promise: Sustainable growth tools for creators
ConvertKit helps 600k+ creators like you work smarter – not harder – with email, automation, and monetization tools that work together to drive continuous growth.
What it is: email automation and monetization tools
Who it’s for: creators who want to grow
Why: work smarter not harder
Note: This is a great example of a business that’s winning based on a well-defined niche. There are tons of email platforms out there (Mailchimp, Constant Contact, Flowdesk, etc.). By putting it out there that they are for creators, they are a natural magnet for that market. This is also another example of using social proof in the promise.
I hope these examples have you thinking about ways you can level up your own big promise. If you’d like some additional support, you can get a set of free templates in this guide.
What to Do With Your Big Promise
Once, you’ve settled on your Big Promise you can use it to explain what you do in person and online. You can use it at networking events, on your business cards, at the top of your landing or sales pages and on your website.
One practical piece of advice – practice saying it out loud. At first to yourself in the mirror. Then to your family and friends. And do it multiple times until it comes out naturally and easily. Don’t wait until you’re introducing your business in a big group. For a lot of different reasons, the brain often short circuits when we make these statements — especially if you’re passionate about what you do — and the words can have a hard time coming out.
The Value of a Well-Crafted Big Promise
The purpose of a strong Big Promise on your landing page or sales page is that it has to clearly and quickly form a relationship with the potential customer by helping them self-identify and then it has to communicate that you not only understand the problem but can solve it by delivering the “why it matters” results.
The best Big Promises also differentiate the business from competitors and create a compelling reason to choose your business/solution over another alternative.
Think about it this way. If you were talking to a potential customer about what can do to help them, you would be able to work all this information into a conversation. But with a landing page or sales page, you have to say something so compelling at the top that they keep reading.
If this article gets you thinking about crafting or revising your own Big Promise, grab this free guide for templates and use the examples to help you.
If you’d like my help, I have a Flexible Feedback program where you can send me your big promise (or anything else you’re working on) and I’ll give you personalized recommendations on what’s working and where we can make it stronger. If that’s something you might be interested in, drop me an email at [email protected] with the word feedback in the subject line.
