Skool About Pages are highly susceptible to becoming infused with copy-and-paste phrases. These spread almost like memes - and not always in a way that helps conversion. The prime offender: WHAT YOU GET. Almost every About Page now contains this phrase somewhere... usually followed by a shopping list of stuff that no-one reads in full. And the phrase tends to point creators in the wrong direction. Because people care much less about: WHAT THEY GET than they care about: WHO THEY BECOME. Nine times out of ten, the listed 'benefits' on About Pages are actually process. ⛔ Calls ⛔ Templates ⛔ Modules ⛔ downloads ⛔ Weekly Q&As But process is not the emotional destination. The emotional destination is the future version of the person reading the page. Whenever I’ve replaced What You Get with Who You Become framing, my clients have seen a bump in conversion. So if you currently have a WHAT YOU GET section, try thinking less about what members receive… …and more about the version of themselves they’re hoping to become. (Without necessarily writing “Who You Become”, obviously. 😄)

Imagine picking up an unfamiliar Blu-ray in a store… There’s no cover art. All that's on the front is the movie title - followed by a long list of special features. Just a big ol' wall of text: ✅ Behind-the-scenes footage. ✅ Director’s commentary. ✅ Deleted scenes. ✅ Bonus interviews, etc etc Would you buy the movie? Of course not. Because you’ve been given no reason to care. You don’t know what the film’s about. Or where it’s going to take you. You’ve been given detail before desire. The majority of Skool About Pages do the same thing. They list "What You Get" inside. A whole bunch of benefits and features, laid out in excruciating detail... without having made it clear why someone should join. Clarity first. Details later.

The majority of Skool creators think they have enough proof. Sadly, the issue isn’t quantity, but format. Not all proof is created equal. 👀 In this video, I rank the six major kinds of proof on Skool - starting with the worst and ending with the one that ACTUALLY builds belief. ⛔ Warning: the worst type of proof can actively harm your reputation.