Nobody likes to write sales pages. Well, except copywriters, of course! They spend hours and hours writing something that can make or break a product. They are damn good at it, and they charge accordingly.
But you are not a copywriter, because you don’t like writing sales pages. They are no fun for the most part. All the headline madness, the psychological triggers and storylines, who wants to do that?
But sales pages become pretty interesting as soon as they start working. Meaning, you start see cash coming your way, it becomes a whole lot of fun. Now, it’s a different story altogether.
So if you have about to make an offer to your list or if you are launching a product soon, you must realize the importance of a well written, elegantly crafted sales page. If you are just not very good at writing them, and you certainly can’t afford a copywriter at this stage. What a small business owner to do?
Well, you can learn how to spruce up your sales page, get your basics right – that’s what you can do.
And I am here to help.
#1 Start with a clear, benefit laden headline
Most copywriters will tell you that they spend a serious amount of time perfecting their headline. They spend hours on it – that’s how important it is.
Your headline should be clear, that’s the most important aspect of it. It needs to spell the benefit and it needs to appeal to your potential buyer. If it fails to get their attention or clearly show that it is for people exactly like them, you will lose people.
If you aren’t sure if your headline is working, ask someone for help.
#2 Make a big promise
Don’t be afraid to show your product off. Tell them what it can do for the customer and be bold.
Most small business owners are afraid that they might come across as salesy, slimy, sleazy, or pushy, while the reality is they need to be a bit more assertive.
Don’t sell yourself short. It is not about exaggerating what your product can do, it is about getting your prospect excited. If you are not excited, why would they be?
#3 Open with a bang
Your opening needs to capture the attention of your prospect immediately.
Keep it short. Ask a question, make a startling statement, or hit an emotional button. You want to involve the reader instantly. As soon as they read the first sentence, the second and so on… they are hooked. They want to know what’s in it for them and they are prepared to spend time to find out.
Empathize with your potential customers. Say you understand what it’s like to be them and spell out their problem clearly. Connect with them emotionally. You can also start off by asking them what they want. For example, ‘Do you want more time, energy or money?’
#4 Describe their problem in detail
You might have heard this before, ‘agitate their problem’.
Now this doesn’t mean that you twist the knife in. We don’t want you to become the bad guy who would put salt in people’s wounds to make a quick buck. This is not the point here. The point is to let them know you get them. If they see that you understand their situation (their problem), they will be much more open to listening (or reading) what you have to say.
People want to see if they will benefit from what you are offering. They want to know if your solution is applicable to their situation. The more detail you go into describing the problem, the clearer it becomes for the prospect.
#5 Paint a picture of what is possible
Not only do you show them that they have a problem, you have to remind them that they have to fix it now.
Show them what their world would be like when they use your product. How it will get easier, simpler, and richer. If it helps save them time, talk about what they can do with this 5 extra hours in a week. Would they finally take the vacation they have been waiting for? Would they spend more time with their kids? Would they volunteer in the community? Would they take up a hobby?
When your prospect sees themselves using your product in their head, they have already bought this in their mind.
#6 Show what makes you different
Lots of people are after your exact target audience. They are offering similar products. There is a ton of competition in the market. Why would the prospect buy from you?
Don’t forget to weave your USP (unique selling proposition) throughout the sales page. Let them know what makes you different. What makes you more qualified to help them and why you are the right choice. Tell your story. Tell them why you do it.
#7 Is your offer crystal clear?
The biggest mistake new business owners make, is that they kill their products with their offers which are very unclear. Nobody is going to buy from you if they are confused.
What is it exactly that your buyer gets when he buys from you?
‘Ebook that helps you get unstuck’. ‘A 6 month diet plan’. ‘3 hours of consulting’.
What do all of those things actually mean? Tell them the details of the offer, what and how (the delivery)? Tell them the benefits they will get as a result of using your product.
#8 List all the benefits and features of your product
“Sell the sizzle … not the steak.” Elmer Wheeler, Master Salesman.
This is the ultra-popular saying that suggests that you sell the benefits and not the features. So what is the difference between benefits and features? Features describe your product while benefits are the results of using your product. For example, a one hour coaching on Skype with recording and transcript provided after. These detail the features of this service.
The benefits would be that your client gets clarity on what is stopping them from achieving their ideal weight. They get to discover the reasons that are sabotaging their success and get two action steps that they can start implementing from the next day.
#9 Answer all the objections
You get the sale when you remove every bit of fear in your prospect’s mind.
Every time, a potential buyer is reading your sales page, there are tons of questions racing through his mind. For example:
- “Will this product work for me?”
- “Will it be too hard to use?
- “Will it take too much of my time?”
- “Will it do what it’s promising?”
- “It seems quite pricey. Wonder if I can find something cheaper?”
- “What happens if I don’t like it?”
Make a list of all the reservations a prospect might have and address them all in your sales copy. Make them very really confident about the choice they are making.
#10 Make a clear call to action
Congratulations. You have kept the prospect engaged all this time and now they are at the end of the page and ready to buy. Tell them what to do next.
Use appropriate language. Do you want them to click on the button and buy something? Do you want them to enrol in your program? Do you want them to sign up for a live class?
Repeat the most important information (the terms of your offer) and lead them to close the sale. Make this step as simple and easy as can be. You want to minimize the number abandon carts as much as possible.
#11 Remove the risk
What is your guarantee?
When you offer a rock solid guarantee, what you are essentially saying is that you stand behind your product 100%.
Sometimes that is all what it takes for people to say yes. They like you, they like your offer, but they aren’t 100% convinced for whatever reason. When you say they can ask for a full refund within 30 days, no questions asked, you remove all risk associated with this purchase decision.
You help their make up their mind and hit the Buy Now button.
#12 Pay attention to its length
How long does your sales page need to be?
It depends on the kind of traffic you are hoping to attract. If you are writing a sales page for your own audience, it doesn’t need to be super long. These people know, like, and trust you and you don’t have to spend lot of time convincing them to pay attention to or purchase from you.
If on the other hand, you are writing for cold traffic (people who don’t know you), you may have to go longer. Depending on how much authority you have, your social proof and rave reviews, you will make your final decision.
In any case, never skimp over any important information, but at the same time never let your sales letter drag on. It only has to be as long as it needs to be. Be concise while giving complete information. Edit ruthlessly.
Remember, your will price affect the length of your copy as well, generally the more expensive a product is, the longer is the sales page.
#13 Make sure it sounds like you
Another way you can create trust and help differentiate yourself from others is by using your personality on your sales page. Don’t use any language that you wouldn’t use your in real life. Don’t write anything that you can’t say to a friend.
Most people copy what others have done and what seems to be working for their competitors. But it doesn’t work for them and they never see the same results for themselves because everybody is doing it. Instead, be yourself and give people a chance to get to know the real you.
This is why it works so much better when you write the sales page yourself and get it tweaked by a professional. If you want to hire someone, make sure they can capture your style and your essence of who you are.
#14 Pay attention to its formatting
Effective formatting is critical for the success of your sales page. You don’t want people to get distracted at any point. Remove anything that will be a turn off and will make people close it.
Remove all links from the sales page. You don’t want people clicking away. Keep it simple and elegant. Get rid of the red headline and yellow highlighted text. You also don’t need any fancy graphics or other images that will divert your prospect’s attention.
Pay attention to the width of the page. The wider it is, the harder it becomes to read on the screen. Your eyes get tired from moving from end to the other.
Choose fonts that are easy to read on the screen, like sans serif (Arial or Helvetica). Don’t choose light coloured font on a dark background (like white on black).
#15 Hire a professional proof reader
This one is pretty straightforward. You can get away with a typo or two in your blog posts, or even in your emails, but make sure your sales page looks totally professional. Hire a proof reader to catch all the grammatical errors, typos, and awkward phrasing.
If you can’t be trusted to put out an error-free sales page, how good will your product be? People will judge you. Be careful.
#16 Add an element of scarcity or sense of urgency
Unless you are offering an evergreen product, your sales page will benefit from adding elements of scarcity or urgency.
- Scarcity comes in when only so many people can enroll into a live class, or the product is limited edition, or a program is so exclusive that you have to apply to get in.
- Urgency is when the product is not released for another six months, the price goes up in a few days, or there early bird bonuses for people who take action early.
Both are very potent mental triggers so don’t be afraid to use them in your copy.
#17 Stack value and bonuses
Add even more value. Add highly relevant bonuses.
You want to make your offer so irresistible that it becomes impossible to refuse. Over deliver on every count and you will have raving fans and customers for life.
#18 Justify the price
When you stack the value and add bonuses, you make your price irrelevant. The price becomes the most reasonable thing in the world.
In addition to that, you can also frame your price. Compare it to high ticket items to show how much value they are getting and how much they save by snapping it up now. Show them what a great deal it is. Make it a no-brainer.
#19 Sprinkle testimonials throughout your copy
Social proof is a pretty powerful thing.
I remember a speaker starting their talk and nobody’s really paying attention, until they reached their ‘Who am I’ section and started showing pictures of them with influential people and celebrities like Oprah, Richard Branson, Bill Clinton, and Deepak Chopra. All of a sudden the whole energy in the room shifted. Immediately, the attendees starting to take this person seriously – very, very seriously.
Your customer testimonials and peer reviews do the same thing within your sales copy. Prospects see these words from real people, like themselves, and all of a sudden the trust in you and your product goes to whole new level.
Use strategically placed testimonials that don’t work against the flow of your sales copy.
#20 Tell people who this is for and who this isn’t for
Lastly, don’t hesitate to let people know who are not a right fit for your offering. And make it legitimate.
Don’t say it is not for people who are looking for shortcuts, who are not willing to work hard, who are sleazy marketers. No. Nobody is going to think to themselves and say, ‘hmm, I am so lazy. I want to steal money from others, this is not for me.’
Who this is not for, really? People over a certain age? People with certain health issues? People who aren’t self-employed? People in a certain location? People who can’t commit to working 10 hours per week? When you do this, you are actually giving even more confidence to the people who fit your ideal customer profile and this a great thing.
Your sales page is almost never complete. Keep testing and tweaking it. Even when it has been published, pay attention to people’s behaviour. Is there anything confusing them? Ask for feedback from actual users.
And nail your sales letter – every single time.