How To Write A Sales Page (That Sounds Like You)

One of the biggest concerns I see with business owners who want to write a sales page, is about sounding natural. You want to be persuasive without being icky and salesy. This is particularly true if you’re a personality entrepreneur.

When you look for sales page templates, you’re going to see items to include like “fast action bonuses” or “scarcity”, and “urgency” and it just seems so pushy.

I like to show personality entrepreneurs that you can have natural sounding sales copy, even by using a “sales page” structure.

So here’s an example of how a conversational sales page might look for someone running a business group for work at home mums.

The Sales Page Structure

This is a very simple 10 point outline that I encourage business owners to use when they’re first starting their sales pages. Even this can appear heavily promotional.

Get the right attention (identify your target market)
What is the problem?
What do you offer in a nutshell?
Why does the problem still exist (for some) but can NOW be solved (what’s changed?)
What are the details (and why will they love it)?
Who are you and why can you be trusted?
Overcome objections
Offer bonuses
What do they need to do to get it (Why Should They Act NOW)?
What is the guarantee?
Bonus point – the P.S.

But let’s take each of those points and draft out a sales page that sounds natural and conversational:

1. Identify Your Target Market

Every day work at home mums are faced with the problem of the “work life balance”

2. What Is The Problem?

Trying to run a business, provide and be “present” for your family can easily take its toll

3. What Do You Offer? (In A Nutshell)

That’s why I created a simple business mum’s coffee club specifically for work at home mums

4. Why Does The Problem Still Exist?

Until now, most business advice and support doesn’t take into account the demands you face as a mum working from home (as well as the demands of the little people in your life!) As a result you can feel out of touch with other business communities, and other mums. However, now, you can get the best of both worlds

5. What Are The Details (And Why Will They Love It)?

With the Business Mum’s Coffee Club we meet once a week to talk about the challenges you face as a work at home mum, and we introduce you to services and resources that can help you run your business from home. We cover productivity tips that let you work more effectively. This helps you get more done when you’re “working” so that when it’s time to relax, you can be present and really cherish time with your family without feeling guilty. We also bring to you the latest marketing advice to help you earn more in your business and attract better-paying clients. And of course, children are very welcome and are always catered for!

6. Why Can You Be Trusted?

My name is Sally, mother of 3 children and a 2 year old web-design business. All my children are growing up so fast, the web design business recently was voted best local business and I’ve just hired my first full-time assistant! It’s not been easy, but having the support of resources specifically for work at home mum’s has been critical!

7. Overcome Objections

The great thing about the coffee club is that you can pop in as and when it suits you. There’s no ongoing commitment – we all understand how things can get in the way!

8. Offer Bonuses

What’s more, when you join you’ll receive a free “mum at work” weekly planner that our other mum’s have found to be invaluable

9. What Should They Do To Get It? (Why Should They Act NOW?)

To book your place at the next meeting, simply click the button below. It’s £5 per meeting, or you can book 4 weeks for £15. Spaces do tend to get booked up fast and we had to turn people down last time so don’t hang about.

10. What Is The Guarantee?

I’d love to see you there and if you come along and find out it’s not quite for you, I’ll happily return your money there and then – no questions asked Can’t wait to meet you!

11. The P.S

P.s. Don’t forget to bring a notebook – one mum managed to make over £500 in new client sales with just one tip from last week’s speaker!

I really wanted to share this with you to show you that sales copy doesn’t have to be about hype. It’s about bridging that gap between what you offer and your ideal customer, and painting a vivid picture of the value that you offer.

Let me know how you get on applying this structure to your sales copy!

About Amy Harrison

I am a copywriter, content-trainer, speaker and filmmaker teaching businesses how to avoid drab business content and write copy customers love to read. You can also find me hanging out and sharing content over on Google+.

Comments

Daniel Adetunji says

September 25, 2013 at 10:11 pm

Hello girl,

whats up? See, I’m a copywriter, but, based in the dens of Africa. I’ve been coached by many, but trust me dear, I’ve never seen a copy expert like you that write this way. And above all, you’re a lady full of wisdom. God! How do you manage to frame all these?

You’re a god dear, trust me. I’m not exaggerating. It’s the fact, and God knows I’m not flat erring you. I’ve been downloading, eating, and studying your articles, ebooks, and everything. I don’t make comments, but I just had to do this to show my gratitude.

I’m grateful dear… Thanks

Daniel

PS. I’ve not received an email from you for a long time. What’s happening?

Thanks dear

Dan

Reply
- Amy Harrison says
  
  September 26, 2013 at 6:33 am
  
  Thanks Dan, I’m really pleased you found it useful. Hop on the newsletter for a regular email (if you’re already on the newsletter and haven’t received any let me know and I’ll see what’s going on.) 🙂
  
  Reply
Jane leonard says

September 16, 2013 at 9:34 am

Hi Amy, This comes at the perfect time for me as I am creating a series of brochures. Sometimes I get too formal and surgically remove my personality from my copy. Great reminders and very well structured post.

Reply
- Amy Harrison says
  
  September 16, 2013 at 12:09 pm
  
  Hi Jane,
  
  So pleased it’s been useful for you. I sometimes find it useful to do a draft which just contains all the important details, leave it for a while and then come back to it and re-write it in my voice. Good luck!
  
  Reply
amita says

August 17, 2013 at 8:33 am

You have explained very nicely.
Thanks for such a nice content.

Reply
- harrisonamy says
  
  August 17, 2013 at 9:42 am
  
  Glad you enjoyed it!
  
  Reply
harrisonamy says

June 4, 2012 at 8:55 pm

Hey there Maija! Sure thing, the P.S can be used in a number of different ways, but you want to think of it as a bit like a mini headline. because it comes at the end of the sales page it can capture the attention of people who scroll right down. Just like headlines, there are a few ways you can use them to get attention.

In this example, I chose to position it as a casual afterthought with a little benefit in there. The afterthought is a conversational “oh hey, don’t forget…” and the benefit comes from explaining that one member picked up some really valuable content while attending. But you can also use the P.S to overcome objections for example:

“Oh, one last thing, if you were just curious about the group but thought you needed business expereience before you attend, you don’t”

Or you could ask a question and reinforce a benefit

P.S. Have you wondered if the work at home mum adventure could be easier? Join the other wonder women who have made this happen by using business advice tried, tested and proven for work at home mums!

hope those other couple of examples help Maija! 🙂

Reply
Maija says

June 4, 2012 at 8:39 pm

This has been really useful! Bit confused about the P.S. though – the example you used makes so much sense I can’t imagine it in another context, let alone mine. Can you explain the purpose of the P.S?

Reply
harrisonamy says

January 16, 2012 at 2:47 pm

Hey Janine!

So glad this has helped, I work with so many business owners who shy away from sales pages because they feel they have to be over the top or formulaic. I like this little structure because it gives you room to put everything in a logical order, include the important details AND have room for your personality to shine.

Let me know how you get on!

Reply
Janine Ogg says

January 16, 2012 at 2:20 am

Great post as usual Amy. I am writing a sales page at the moment and it can be easy to overcomplicate things – I like the way your style of writing keeps things simple. I’ve taken note for when I next work on our page!

Reply