You don’t have to be a literary genius to be able to create a highly converting sales letter, but it does take a bit of trial and error. Unlike articles, ebooks, or other forms of writing, an effective sales page requires a more scientific method.
Copywriters need to be able to inject themselves into the mind of the consumer in order to generate text that captivates the attention of the reader long enough to present them with an offer that they simply can’t refuse. This is why the leading copywriters follow a basic template that encompasses all of the right information in the exact position it needs to be.
A sales page is specifically designed to overcome the various hurdles that buyers put up, mostly from skepticism or not truly understanding the overall benefits of the product involved. Have you ever been to a store in the mall and had a sales clerk approach you to see if you needed any help? Almost immediately, people will respond with a “no,” even if they desperately needed whatever it is the clerk was going to offer. Every consumer has an objection. Some are small, while others are a bit more difficult to overcome. Think about it. What are some things that run through YOUR mind when someone attempts to sell something to you?
“You don’t really understand my problem.”
“Are you even qualified to help me?”
“Your claims sound too good to be true.”
“I don’t think this is something that I need right now.”
“This probably won’t work for me.”
“What if I don’t like it?”
“I can’t afford this.”
In order for a sales page to be effective, it needs to address all of these points. If not, then you may lose out on some big sales. This easy to follow, 13-step sales page template will allow you to overcome objections in a way that is proven to convert to sales. Just wait and see…
1. The Attention Grabber – The very first thing a reader will see of your page is the headline. The entire format of the sales page is meant to funnel the attention of the reader further down the page until they are thoroughly convinced that the product or service is legit. Unless you have a headline that catches the attention with a very bold statement, the rest of the page will be worthless.
DISCOVER HOW TO _________
FIND OUT HOW I ___________
WARNING: DON’T EVEN THINK OF ________ BEFORE YOU ___________
SECRETS OF ___________ REVEALED
The statement must be creative, yet true. Further down the page you will be expected to show proof of your claim.
One of the most interesting headlines I’ve seen went like this…
I used to live in a van down by the river,
but now EARN UP TO $18,749 PER CUSTOMER!
Discover the EXACT method I use to attract HUNDREDS
of laser-targeted leads that literally BEG
me to take their money every single month!
Of course, the guy actually did live in a van for a short time, so his claim was 100% factual.
2. Identify the Consumer’s Problem – Every person has a problem that needs to be solved, whether they are overweight, want to make more money, are looking for a way to train their dog, etc. This area must identify with the reader. The goal of the writer is for the reader to think to themselves “Gee, that is exactly how I feel.” This is the area to pull on the heart strings and get the reader emotionally invested. After all, it has been shown that people are more likely to make a purchase on emotional impulse rather than reason.
3. Offer the Solution – By now, you’ve piqued the interest of the reader. So far you’ve drawn them in with a bold claim, then showed them that you understand their problem. Now it is time to present your actual product or service for the first time. Try to put the consumer at ease by telling them that all of the horrible problems that you mentioned prior will disappear with the aid of your product.
4. Introduce Yourself – Let the reader know who you are and your credentials to speak on the matter at hand. If you have a case study or statistics, this is an opportune time to show them off. Maybe you’ve worked with people within the industry or have helped a certain number of people overcome the same problem the reader has. If you don’t have stellar credentials, then perhaps you’ve suffered from the same problem that they have. Allow the reader to see you as one of “them.”
5. List the Benefits – We live in a society of “what’s in it for me?” The consumer does not care about anything except how they will benefit from your product. Begin going over all of the benefits that you can possibly come up with pertaining to what you’re selling. Believe it or not, there are hidden benefits to every product that may not immediately spring to mind, so brainstorm with a pen and paper before you finalize anything. Use bullet points to make each benefit stand out and easier to read.
6. Social Proof – After you’ve presented the benefits, the reader may begin to doubt you. Remember the objection “Your claims sound too good to be true”? This is where you squash that. Show testimonials. Testimonials can be a very powerful tool. Show proof that others have experienced the benefits of your product. At first, the reader may not believe you, but oddly enough, studies have shown that people almost always believe third party reviews.
If you want to step it up a notch, provide pictures and basic information to the testimonials. This will help humanize each customer’s review. If you are in need of testimonials, go to where your target market hangs out (forums, websites, etc.) and offer them your product for FREE. All you would ask for in return is a testimonial, but only if they are truly satisfied.
7. Provide the Offer – If everything up to this point is set up properly, the reader will be ready to see your pricing structure. You’ll want to set your offer up so that it is so good they would have to be silly to not want to make a purchase. A solid offer includes a kickass price, terms, and free bonuses. For instance, if you were to buy a house, an effective offer would be to present it at a discounted price, low interest rate, and perhaps utilities already paid off for the first 2 months.
8. Offer a Guarantee – Dispel any possible risk that the consumer may have. This will make the offer even more irresistible. This will show that you are so confident in your product that you’d be willing to give them their money back if they aren’t satisfied, not making enough money, didn’t lose “x” amount of pounds, etc. If you’re not comfortable enough to make this offer, then perhaps you shouldn’t be selling that product in the first place.
9. Give Limits – For some reason or another, the reader may still be hesitant to make the purchase. Many consumers tend to rationalize not making a purchase because the same offer will be available whenever they “feel ready.”. 90% of the time, this is just procrastination. If a reader leaves your sales page, chances are, that sale is lost forever. That is why you must continue to motivate them to act. You can do this by giving an “offer ends” date or offer an additional bonus if they purchase by “x” date.
10. The Call to Action – This is where you need to give specific details on how they purchase your product. Add “Buy Now” buttons, arrows, and literally tell them what to do. It may sound odd, but many people need to have their hand held throughout the entire process in order to fully commit. “Click Here” “Sign Up Now” “Fill Out This Form”, etc.
11. The Warning – Give a warning that shows the reader that they cannot afford to pass up your offer. For instance, if you’re product is within the weight loss niche, your warning may sound something like this:
WARNING: If you want to spend the rest of your life watching your waistline grow, while your health continues to deteriorate, then by all means, ignore this offer. BUT, if you’re 100% ready to make a change that will transform your life forever, then the time to ACT is NOW!
12. Your Signature – A signature or farewell adds a professional look and feel to your page. Without it, the page will awkwardly stop. This is a must.
13. The Final Reminder – Believe it or not, the writing at the very bottom of the page is the 3rd most read portion of the sales page, behind only the main headline and sub headline. Adding a P.S. or a P.P.S. can work as your last ditch effort to generate a sale. You can use this to re-assert your offer and just how irresistible it really is.
Hopefully now you’ll have the tools to create a highly effective sales page that converts like crazy!