You've Got Your Money On Your Mind & Your Mind On Your Sales Page...or something like that
So you're trying to write a Sales Page and you'd like some advice, some tips or tricks or a formula or checklist. Anything you can cling to while attempting to scrabble together the perfect combination of words and phrases to tempt the hearts and wallets of your clients. So they'll click on the beautiful button at the bottom of the page.
I know your agony. I know it because that's what I do for other entrepreneurs and small businesses every day. And if I look at my calendar it's MOSTLY all I'm doing for the next two months.
But that's okay because I LOVE the agony of finding the perfect phrase, that single word that will connect with people and move them. Go ahead and make a face at your screen, I know that face, my husband thinks I'm nuts too.
Back to your Sales Page, that all important page where they either buy...or don't.
You must write a killer hook. An eye-catching, curiosity piquing, heart-tugging, benefit-driven hook. Because if you can't hook them you've got nothing. And it has to be 100% about them, not you. I wrote an entire post about hooks here and something else useful over here.
Got 'em hooked? Good.
WE "GET" YOU
Now you show them you understand them. You have to get inside the heads and experiences of your target audience. You have to demonstrate that you understand/ empathize better than all your competitors.
How do you do this?
- Be specific.
- Use familiar moments expressed in a new way. Not sure what I mean? Read this post on Finding Magic in the Mundane.
- Don't you dare use clichés or those boring old phrases that have been used everywhere. You can do better than that. The problem with over-used words and phrases that have been said SO many times is they lose their impact. Your reader starts to think they can anticipate what you're going to say. They start skimming. Then there's eye-glazing...before you know it you've lost them AND the sale.
FINALLY, TIME TO INTRODUCE YOUR OFFER
Okay, you've been wondering when you're actually going to talk about your offering right?
Give the big picture here and highlight your big promise. The one that's going to hit the deepest psychological motivations for your readers. Go beyond features, beyond benefits and pluck those heartstrings. I've written more about this here and here and mostly here.
Save the details for later, this is just where you position your product or service as the solution without ever using that word. Seriously, nothing causes me to roll my eyes more than the word "solution" splashed all over a Sales Page (except maybe welcome on a Homepage).
So we've hooked them. Told them we totally understand their life as it is right now. And shown them our product/ service is going to help them in a meaningful way. What's next?
So, if your product/service is the solution to their problem, what does their life look like now that the problem is solved? Remember to be specific. Every sentence should tell a story. Give them a mouth-watering vision of what their life looks like when your big promise is realized. But keep it concrete, use those specific, mundane moments to connect to your client's actual lived experience. Stay away from the intangible concepts that will leave readers saying, "that sounds nice but what does it mean?"
NUTS AND BOLTS
Here's where you get into the details of your product or service. Tell them exactly what they'll receive or experience. How it will be delivered. All the specs, the process, the price, etc.
Often for the features or details we use bullet points. Bullet points are great. They help visually break up the page and keep readers from wandering away when they see paragraph after paragraph ad infinitum.
Pro tip for bullets: never give a bullet without also giving a benefit. Never assume your reader will automatically understand WHY they should care about this feature/detail/part of your process. After every bullet ask yourself - so what? They won't care unless you give them a REASON to care.
The "look, other people love us too!" section. Obviously, these are genuine testimonials from satisfied customers and not manufactured B.S. or love letters from your supportive and well-meaning Mom who's told you it's ok to change her name.
Depending on how many testimonials you have or how long you want your sales page to be you can split your testimonials up. Put a few here and a few later on. I wouldn't recommend making people click away to another page...they may not make it back to buy.
CALL TO ACTION
Dun dun dunnn. Time to ask. Remind them of the offer and the Big Promise. That benefit that's going to make them CARE and make it all worthwhile. Then comes the button.
Do not use the same generic button text everyone else has used. This goes for all your buttons but especially here. You haven't been boring or generic for this entire page so don't start now!
Don't just think, "phew I've made it!" and slap "buy now" or "subscribe!" and look like you gave up. Make it specific (there's that word again ;)
You're not done anyway (or you might not be). The rest aren't absolutely necessary but they are highly recommended.
Here's where you overcome any objections in your customer's mind. Hopefully, by now you're getting pretty comfortable putting yourself in your customer's shoes and thinking the way they do. Try to anticipate their questions. Or better yet, if you find yourself answering the same questions over and over again consider this your opportunity to answer them up front. And of course, always try to answer in a way that keeps your IDEAL customers saying yes. It's also an opportunity to weed out those less-than-ideal customers. Remember you don't have to appeal to everyone, only your target market.
If you include an FAQ section. You can follow it up with more love from your clients. Proof that things have gone well in the past and they don't need to hesitate now.
FINAL CALL TO ACTION
If they weren't quite ready to buy before they are probably hovering right on the edge of that decision, especially if they've made it to the bottom of your page. Your final call to action is about taking them reassuringly by the hand and leading them to click.
Same format as the last one (different words of course). Remind them of your offer, give them a reason to care, your big promise that dives into the deepest psychological motivation for your clients. And end with a button that's unique and compelling.
Now you're done...or not.
If you have a fabulous bonus to sweeten the deal sandwhich that sucker betwen your first testimonial and the first call to action. One last thing to push them over the edge. Do not write anything that sounds like an infomercial or I will be forced to read your page in a weird, infomercial voice...and I probably won't buy.
Watch your transitions from one section to the next. It's a common place people get tripped up.
If you include a P.S. it can be a great place to add urgency. A reason for them to buy NOW. Because there is a limited amount or a limited time, space, price etc. Just make sure your urgency is genuine. You can't lie about your urgency (beyond say extending it one more day or something like that) without eroding the trust of those who did take advantage of your deal.
Now go forth and write a stellar Sales Page to capture the hearts and wallets of your clients.