The Bottom Line

Read time: 3.5 minutes.​
​

*Every 2 weeks, I am hosting a LIVE Group Consulting Call on Zoom. Open to anyone who wants personalized advice on how to amplify their marketing.

Use coupon code: "firstfree" HERE to get your first one free (then $27 for each call you choose to attend after that. This is not a subscription)

​

Hey Reader,

There’s one simple shift that, if you truly get it, will completely transform your marketing.

Ready? Here it is:

🚨 Your landing page is never about selling the thing. 🚨

Most people make the mistake of trying to sell on the landing page. They cram in features, explain the offer, list benefits, and try to convince people to sign up right now.

❌ Big mistake.

Because people don’t buy information. They don’t buy features.
People buy ideas.

If you internalize this, your entire marketing approach changes.

Let’s break it down. 🚀
​

Step 1: Sell the Idea, Not the Product

Most business owners approach their landing pages like this:

📢 “Sign up to learn how to grow your business with high-ticket marketing.”

Boring. Informational. Forgettable.

Instead, the page should introduce a big, compelling idea that grabs attention and makes people say:

"Whoa… I need to know more about this."

✅ Bad Example: “Download this guide to get more leads.”
​✅ Good Example: “Why ‘getting more leads’ is actually killing your business (and what to do instead).”

See the difference?

The first is selling information (yawn).
The second is selling an idea (intriguing, thought-provoking).

Once they buy into the idea, then—and only then—do you introduce the offer.

💡 People don’t buy the solution until they first believe in the problem.
​

Step 2: Create Curiosity & Intent First

Think about your own behavior online.

You don’t just blindly sign up for things. You opt-in when something sparks your curiosity, when it challenges your thinking, or when it offers a breakthrough moment.

This is why the best marketing doesn’t just educate—it shifts perspectives.

Your landing page should make people think:

• “I’ve never thought about it that way before…”
• “Wait… what if I’ve been doing this all wrong?”
• “I have to learn more about this.”

🚨 When people are intrigued, they take action. 🚨
​

Step 3: Structure Your Landing Page the Right Way

If your goal is to create intent (instead of just dumping information), here’s the right structure:

1️⃣ A bold, intriguing statement.

• The hook that grabs attention.
• Example: “Most businesses are marketing completely backward. Here’s how to fix it.”

2️⃣ A tension-building question.

• Make them feel the gap between what they think they know and the truth.
• Example: “Ever wonder why your ads aren’t converting—even though you’re following ‘best practices’?”

3️⃣ A compelling idea that shifts their perspective.

• Show them why their current approach is flawed.
• Example: “The biggest mistake? Trying to sell people before they’ve bought into the idea.”

4️⃣ A clear call to action.

• Now that they’re hooked, give them the next step.
• Example: “Discover the strategy top businesses use to turn cold traffic into premium buyers.” (Sign up below.)

This approach works because it meets people where they are—before pushing an offer at them.
​

Step 4: The Psychology of Buying In

Marketing isn’t about convincing people. It’s about aligning with how they naturally think and buy.

People don’t make decisions based on logic alone.
They make decisions based on emotion, identity, and belief.

That’s why selling an idea works better than selling information:

✅ Ideas feel fresh, interesting, and insightful.
✅ Ideas trigger curiosity.
✅ Ideas create a sense of belonging (“This is for me”).

Once someone buys into an idea, they justify the decision to buy the product afterward.

💡 Example: Apple doesn’t sell computers. They sell the idea of creativity, simplicity, and innovation.
💡 Example: Tesla doesn’t sell cars. They sell the idea of the future.

The sale happens after the person has latched onto the idea.

Your marketing should work the same way.
​

The Bottom Line: Is Your Landing Page Selling an Idea?

Here’s a challenge:

👉 Look at your current landing page.
👉 Ask yourself: “Am I selling information, or am I selling an idea?”
​👉 If it’s just listing features and information, rewrite it to spark curiosity instead.

Because when you stop selling the thing and start selling the idea, your conversions will skyrocket. 🚀

Now go tweak your landing page.

– Nicholas “idea first” Kusmich
​

P.S. Ready For More Calls On Your Calendar?
The best way I can help you is by showing you how to get more QUALIFIED sales leads, at much lower costs, without using an old, outdated traditional funnel... Interested? Learn more here → https://scale.nicholaskusmich.com/fast-track

P.P.S. Every 2 weeks, I am hosting a LIVE Group Consulting Call on Zoom. Open to anyone who wants personalized advice on how to amplify their marketing. The cost is only $27 (One time for each time you want to join). No silly membership or subscription billing. There is NO pitching into and upsell. Just 100% personalized consulting, given to those who want to ask questions. BUT, your first call will always be 100% FREE. Consider it a "test drive," as I believe that if given the opportunity to try something before buying, we would all take that. So use coupon code: "firstfree" HERE to get your first one free.

​

​

​

​
​
​
​
​
​
​

​
​

​
​
​
​
​
​
​
​
​
​
​
​
​
​
​
​
​
​
​
​
​
​
​
​
​
​
​
​
​
​
​
​
​
​
​
​
​
​
​
​
​
​
​
​
​
​
​
​
​​
​

​
​

​

​
​
​
​

​

​

​

​

​

​

​

​

​

​

​

.