It takes a long time to write a sales page. It takes an excruciatingly long time to write a sales page if you don’t know what you are doing, and hoping for a miracle when you hit publish. Let’s get something straight. You are not a copywriter – I get it. You are a small business owner (a coach, consultant, trainer, artist, designer, web developer, or someone who sells physical products).
You may even be a highly esteemed writer. You have published in all sorts of literary magazines but let me tell you, you are no better than the other guys when it comes to copywriting. In fact, you may even be at a disadvantage because of the way you have been taught to write.
And this is what you are not: a company with deep pockets. So I am guessing hiring a copywriter is not an option (if it is, great. You don’t need to read this post).
Still with me? Good. Let me teach you make sure the sales page you have written will bring you the results you hope you achieve. Let’s find out if your page is up to snuff and will do everything you need for it to do.
Let’s get started …
#1 Call out your audience
The first thing I want you to do is to pick up your sales page after you have given it a rest. This way you can have a look at it with fresh eyes and spot the gaps. Got it?
Look at the headline and the sub-headline. And maybe the first few lines or the lead to your sales page. Does it call out your audience?
When a potential client or customer takes an initial glance at your sales page, do they know this is for THEM? That they are in the right place and it absolutely applies to them.
Your headline and sub-heading must speak directly to a potential client and make a big promise. As soon as they read those words, they should immediately know that the product or service you are selling will cater to their specific needs and helping them in solving a problem, fulfilling a desire or get closer to their goals.
If they are confused, if they don’t see themselves as somebody who will benefit from reading it, they will click away – fast. This is the first objective your sales page should meet. Let people know who the page is for AND who it isn’t for.
Don’t write ‘Are you looking someone to succeed in life?’ Nobody knows who you are targeting here. This is way too broad. What type of success? In relationships? Work? Don’t say’ Attention spiritual seekers’. Again, very ambiguous.
How about addressing women who are about to give birth for the first time. You are either one or not. How about small businesses looking to go from 6 figures to 7? How about people who want to create an online video course?
Now the reader knows exactly the person you are talking to. And if that’s them – they are staying put.
#2 Agitate the problem
No, I am not asking that you twist the knife where it hurts the most. What I am saying is you need to educate the customer and make a compelling case for your offering.
The reader of your sales page will not become a buyer unless they can see that you know exactly how it feels to be in their shoes, understand them completely and know them better than they know themselves. Unless they see that you get them. You want to identify the problem they have, in the language they use.
Ideally, you should have done your research and know very well the kinds of words and phrases your ideal customer uses. Maybe you have a blog and you have been a very good listener and reading people’s comments and how they describe their issues. Maybe you hang out in Facebook groups where your ideal client or customer hangs out. Perhaps you have interviewed a few people to find out what really keeps them up at 3 a.m.
Look at the page and see whether you have done a great job of identifying the problem – the surface problem and the underlying issues (the root causes). This is where you will differentiate yourself from the rest.
You see your client or customer only sees the outward problem. They might not even know why it exist in the first place. They might have an idea or might be totally clueless. It is your job to inform them. Your sales copy should bring the problem to light (in an empathetic manner, of course) AND tell them why this problem exists.
If they are overweight, what is the real problem? If they are jobless, what can’t they really find a job? If they don’t have a girlfriend, what’s the reason? Your sales page must educate them because they don’t know.
And when you educate your audience right through your offer, you’ll find that it will help them relax. They get something of value even if they don’t buy anything this time around but they will remember you, refer you and could possibly even come back to purchase in the near future.
#3 Paint a picture of a bright future
So now you have spent some time talking about the problem and educating the prospect why they have it in the first place. But don’t spend too long on it. You don’t want to depress your prospect or make them feel like their situation is hopeless. You want to do the opposite. Don’t dwell on it.
Your job is to tell the prospect that although they have a problem, but you have a solution. In fact, if you do the earlier bit right, this is the natural next step. Your copy will flow smoothly into it.
Let’s assume you work with small children of speech difficulties. You address the parents in your sales page and empathize with them that how hard it is to see your child struggling because they don’t talk. Then you tell them why it is exactly so.
What do you think the parent is wondering next? “Okay, great, now I know what’s contributing to my child’s lack of speech so what can I do next?’
Of course they have been with you this far. You have their attention. You have spoken to the core of their problem. Now they want to know what’s possible. They want to find out what sort of results can they hope for and how YOU can help them.
This is your cue. You can start talking about what is possible for this child – or for target market. You will tell them what they can expect. You tell them all the benefits. You paint a beautiful picture of the future. You want to tell them that their child will speak one day. That he will have conversations with them and their friends. They will get to hear their child’s beautiful voice.
If the prospect isn’t making any money in their business, they will start soon when they hire you to redesign their website. Show them what’s it like to wake up and see dozens of new subscribers and new orders that came in overnight.
You also want to make it clear that if their problem is left alone, it is not going to get better on its own. It will actually become worse. They don’t hire a web designer and they are leaving money on the table every day while becoming increasingly frustrated and doubting their own success. And the only way they can prevent this from happening is when they take the action and purchase the solution you provide.
#4 Answer every question they have
This is also known as addressing your prospect’s objections. And they have tons.
Now this gets a whole lot easier if you have done a few things prior to driving traffic to your page. Meaning, you have taken the time to develop a relationship with your audience and built trust. You also did a proper launch sequence prior to announcing your product.
When you send warm traffic to your sales page (people who know you and have been exposed to your content for a while), these people are already pre-sold. You don’t have to do a hard sell. If they fit your target audience and your product is exactly what they need, at the right price point, they will purchase.
But when it comes to driving cold traffic to your sales page, that’s where the effectiveness of your sales page comes into play. How good of a sales page you have got will determine the number of conversions (sales) you get.
So what type of questions are your prospects asking?
It’s simple really. It’s the type of questions you would be asking if you are looking at a sales page for something you are interested in buying for yourself. Just reverse the situation and think from the perspective of a buyer.
- Is this product right for me? Will it work for me? Will it take too much time and effort?
- Will it require for me to know certain things? (Technology in case of digital products, for example.)
- Will it do what it promises to do? Is it worth the price tag?
- Who has it helped so far? Can I see some of these people and their comments?
People are essentially thinking how much of a risk it is to purchase from you. And you need to address every single objection they have.
You can reduce the risk by using elements such as testimonials and money back guarantee (what your customers or clients say about you is way more powerful than what you say about yourself).
#5 Give them a reason to take action – now
No matter how great your sales page is, if your offer doesn’t have a deadline, people are not going to take action.
People are masters of procrastination, especially when it comes to making decisions which will force them to acknowledge a problem, their own shortcomings, take responsibility and say yes to something that requires work and hard work. You want them to take action while they are still high on the possibility. Here are three ways to do it.
Firstly, make sure your offer is extremely clear. You don’t want to confuse people because you know confused minds don’t buy. Spell out the features as well as the benefits. Clearly state all the deliverables. What do they actually purchase when they buy your coaching package, training program or physical product? Tell them exactly what comes inside the box and at what price. Leave no room for ambiguity or error.
Secondly, you want them to make a decision, one way or the other, preferably one that ends with clicking the buy button. For this remind them that this offer is not available forever.
Make use of elements such as scarcity and urgency. If you have a class and you can only teach 50 people at one time, tell them so. If you are doing a beta launch and only a certain number of units are available for purchase, let them know. If the price goes up, or there are limited quantities available, or if the bonuses go away on a certain date, people want to know. This will help them decide. (Be authentic. Whenever you are building scarcity or urgency, don’t make things up or you will damage your reputation.)
Lastly, give them a very clear, bold call to action. Display a big buy now button and summarize your offer right there so there is no confusion. You want to minimize cart abandonment as much as possible. Ask for the sale with confidence and remind people they must take action now.
Remember, you are telling a story on your sales page.
Always ask yourself this question: Why should my audience care?
Every word on your sales page should be written with this question in mind. From someone who has no idea about who you are and what you can do to help them, to taking them to a point where they take out their wallets – it needs some finesse. But you can do it.
Connect with your target audience, maintain this level of connection and trust and show them what a no-brainer your offer really is, and you are golden.
Congratulations. Your sales page is ready to do its job.