Is the Sales Page Assessment Tool (SPAT) just a stupid joke or do I really believe it has at least a four figure US dollar value?
TL;DR it’s both a joke and a serious tool that could help some users unlock value far in excess of the $1,997 valuation I’ve applied to it.
My guess is that if you’re reading this, you’ve already downloaded a copy of SPAT.
In case not, here’s an image to show what you get.
Why it’s a joke
We instinctively associate size with value.
A big car is worth more than a small car.
A big house is worth more than a small house.
Most people who see SPAT will just see a bastard-sized single sheet design that clearly has at best little value and probably no value at all.
So it’s a joke and not a very funny one at that.
Why it’s a powerful and valuable tool
Another way to assess value is to focus on what something provides rather than the thing itself.
Compare a 300 page hard cover book that explains how to write email subject lines that get opened and a one page PDF that explains how to write email subject lines that get opened.
Instinct tells us the book is much more valuable, however we’d need to find hours of free time to read it, all the while making notes because we’ll have forgotten most of it by the time we reach the end.
By contrast, the one page PDF could have us writing better subject lines within just a few minutes.
How valuable is that?
I believe SPAT is a genuinely powerful tool with huge potential value, though not for everyone.
Where’s the value in SPAT?
I used to hang out in a variety of business focused Facebook groups, largely populated by individuals looking to build their own online business. Often with a limited budget, meaning many have to handle all aspects of their business, including building sales pages.
Over the years I lost count of the number of “sales pages” that were just pages.
Often a pretty looking template, combined with some “gosh, that photo again” imagery, poor font choices and filler text that was clearly written to fill the space that was left once they’d completed their gorgeous design.
Often the result is copy that means nothing. It just fills space and wastes the reader’s time. That’s because it wasn’t written as a single coherent body of text designed to work together to persuade the reader that the product is the solution they need.
That’s why there’s value in SPAT.
If you hold it over a section of a page and ask yourself “how does this move the reader closer to buying?”, you should quickly identify where there’s text that should have no place in your sales page.
Clearly it’s an imperfect tool and I want, when time allows to, create something that goes deeper in helping people to analyze their sales pages.
For now though, it has the power to make people look at their sales pages in a way they often don’t.
Valuing it at $1,997 is crazy though, isn’t it?
Saying that the one sheet SPAT has a value of $1,997 may sound ridiculous, but I don’t think it is.
I’ve seen many appalling sales pages for products that, based on information shared outside of the sales page, seem well worth the offer price.
What often happens is the seller attempts a product launch over the period of a few days and achieves just a few sales, with those being made to buyers already familiar with the seller.
So those few sales are driven by the seller’s existing relationships, not the sales page.
Let’s say SPAT inspires them to reassess their sales page and spend time learning how to write copy that is actually going to move readers towards buying.
Now they try another launch across several days with their new page and the same $197 product pitched to the same 750 subscriber email list.
For convenience accept the premise that it’s a super responsive email list and everyone reads and clicks through at some point. Sales conversion figures obviously vary, but 2% conversion is often cited as a realistic average.
That conveniently gives 15 buyers and overall sales revenue of $2,955.
I think that would make SPAT look good value, offering a profit of $958 once the cost of SPAT is subtracted.
Next time they run a launch, they’ll be looking at clear profit – you only have buy SPAT once. Oh no, you don’t do you? You can get it for free.
Ultimately you can look at SPAT as a literal sheet of paper with a rectangular hole in it or as something designed to make creators of products take the steps to create sales pages that actually sell.