The Love post is the only one of its kind in the whole funnel, and it is where you put about 80% of your effort. The reason: it is the post that directly brings about the buying decision.
If Trust posts deal with small obstacles one at a time, the Love post is the big map that shows the light at the end of the tunnel. It is a solution that changes the game for the pain that won’t go away. That solution is not done in a few minutes, a few hours or a few days. It takes a plan, practice and patient repetition. Readers see that they have found a direction, a real road to success.
The Love post is long, a heartfelt letter
Because it is a full solution, the Love post is very long. It is written with everything you have, like a heartfelt letter, and it has four parts: a true story, empathy, a process that shows the way, and a firm promise of results.
The promise in a Love post is a promise, not a result yet. Because the Love post does not give results right away, that promise must be doable and must lead to your product. It is a promise of lasting success: a change in the reader’s strategy and results.
The Love post shows readers the full road, but it does not bring results right away. That is when the product comes in: the product is the lever that helps readers save time, learn more easily, work faster and finish the road without giving up. When they step onto the sales page, readers have only one frame of mind: ready to buy.
Why the Love post must come from you
A product that sells well doesn’t need to beat others on every front. Customers aren’t looking for a product that does everything. They need a solution to exactly the problem that hurts them. You also sell only to a specific group of people.
The real advantage of a product lies in the person who made it. What you need to dig into is yourself: deep know-how, real experience and natural strengths. Competitors can copy features, but they can’t copy who you are. That is why the Love post comes from your personal story, know-how and ambitions, and you don’t hand it to AI. AI has no lived experience and no career scars.
Boundaries
- The Love post is not the sales page. The sales page comes after the Love post and only needs to be lean.
- The Love post is not a guide to one small obstacle. That is a Trust post.
- The funnel has only one Love post. Content you add later brings readers to this post. It does not replace it.