Sales pages are scary dudes to tackle anyway, but if all you’ve got is a fresh white screen and a quiet desperation to sell your stuff, the task becomes even more terrifying.
Writing anything is easier if you start with an outline.
This is the structure I use when writing sales pages for my copywriting clients - sales pages that have generated tens of thousands of dollars, sometimes in just a few days.
I’m keeping this page simple (no special graphics, or fancy pants verbiage) so you can copy and paste the text into a blank document, then use it as the basis of your web copy.
And yes, I really am just giving this information away. You’re welcome.
Ready? Here goes.
One single statement that promises something that they want. Now is not the time to be clever. Be clear. Grab their attention by using the words they want to hear.
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Point Out Pain
Pushing pain points does not mean rubbing their noses into the direness of their situation. It means using words to reflect back the worries in their head, so you can show that you understand their situation, which is a pre-condition to you being able to help them.
You can write about the pain as either statements or questions.
You’ve got a great product, you know your audience needs - you just don’t know how to sell it to them.
You know what good food looks like, you just don’t have the time to prepare it.
At the end of the day, despite your best intentions, do you find yourself reaching for the same old comforting stodgy food?
Does the sight of your bank’s logo on an envelope make you light-headed?
Pick statements or questions - don’t mix and match because that will require the reader’s brain to work harder, which breaks the flow of the page.
You can write these as bullet points, separate sentences, or as a paragraph that paints a picture of their current circumstances.
But don’t go on, and on, and on, and on. You’re trying to establish a connection by showing them you understand the difficulties they face. You are not trying to beat them into submission by relentlessly stating how awful their life is.
Pivot To Positive
A short statement that changes the direction of the conversation.
It’s time…for a change, to do this thing.
Things can be different….you can have this great thing.
It doesn’t have to be that way…..you can change in this way.
The statement pivots from current stuckness to the promise of imminent positive change.
Picture The Positive Future
Describe a glorious vision of the future. Keep it short - just 3-5 statements is enough.
Again this can be done as bullet points, or as a paragraph that tells a story/sets the scene.
To give the sales page visual variety, it works well if you do the opposite to how you presented the Point Out Pain section.
So if your pains were bullet points, make the positive future a paragraph of prose.
Pivot To Solution
A short statement that directs the conversation towards the solution you are offering.
I can help you with this….
That’s why I created this….
Point Out Your Credibility
Write a short introduction to who you are, what you do, and why you are the right credible expert to help them deal with this problem/reach for this positive outcome.
Now would be a good time for a testimonial that backs up the claims/statements you have made so far.
Explain Your Offering
What will your customer be getting for their money? How will it work? What happens after they’ve paid?
This Product/Service Is For You If…
Three statements in a checklist that the ideal customer will identify with.
Ready To Get Started
Restate the broad benefit and then suggest they take action now, and present the ‘buy’ button.
For The One-The-Fencers
Use the bottom ⅓ of the sales page to reassure prospects who want to buy, but are stuck on the fence.
You can use:
♥ More testimonials, or even a more detailed case study.
♥ FAQs - a chance to break down resistance, and re-state your features and benefits.
♥ More background info on your to reassure of credibility, reliability, and expertise.
♥ An offer to have a free consultation call.
Final Call To Action
One more sentence restating the benefit available of buying, and the ‘buy’ button.
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