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

by harrisonamy on

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.

  1. Get the right attention (identify your target market)
  2. What is the problem?
  3. What do you offer in a nutshell?
  4. Why does the problem still exist (for some) but can NOW be solved (what’s changed?)
  5. What are the details (and why will they love it)?
  6. Who are you and why can you be trusted?
  7. Overcome objections
  8. Offer bonuses
  9. What do they need to do to get it (Why Should They Act NOW)?
  10. What is the guarantee?
  11. 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!

Oh, I should mention, if you a freelance writer, my good friend Carol Tice is doing a 4 week blast off coaching course to help you make more money starting January 17th 2012.

Doors open today and Carol’s materials are excellent so I heartily recommend you check it out!

 



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{ 2 comments… read them below or add one }

Janine Ogg 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!
Janine Ogg´s last [type] ..Overcome self-doubt and build your dream life by cutting through the lifestyle business bullsh*t!

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harrisonamy 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!

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