Welcome back to this free online series about writing sales pages.

Today’s post is a little unusual and inspired by materials I’ve been preparing for an upcoming corporate content workshop in Bulgaria.

And it includes some interaction.

One area that is usually easy to clear up in a sales page is when someone just writes down the facts of what they have. Yes, details are important, but if I’m working with someone struggling to write a compelling offer, after they tell me any fact or detail about their product, I’m always asking:

• So what does that look like? 
• What does this mean for your customer? 
• How does your customer use it? 
• What can they do with your product? 
• How does it fit into their life? 

What makes my job easier as a copywriting coach is that business owners always know how to answer these questions, it’s just that they get forgotten during the crafting of the sales page.

Your first assignment

I’m going to trust that you’re not cheating (because I can’t keep my eagle eye on you) and I want you to do something for me:

• Listen to the following recording WITHOUT writing anything down – or typing it. In fact, keep your eyes closed. 
• When the recording finishes, write down as many things as you can remember. 

Ready?

Here you go:

Okay, now write down all the things you can remember from the recording, and then listen again to see what you got right.

How did you do?

Your second assignment

Now I want you to:

• Listen to the following recording (again, don’t write or type anything down)
• Answer the below questions (don’t peek at the questions first!)

Listen here:

The questions

Now for the final piece, I want you to listen to this final recording and see how many you can answer from the second assignment.

Listen to the questions, answer them and then re-listen to the second recording to see how many you got right.

The results

Hopefully you saw a big difference between the two methods. The difference in approaches relates directly to your sales page. Namely, the facts alone just aren’t enough. Are you weaving them into copy that makes your words and your offer more memorable?

The science behind why this happens can be found here.

There’s no homework for this lesson, but I would like you to bookmark this page.

Once you’ve written your sales page, come back to this page and ask yourself, have I made my words as memorable as possible? Or am I just giving them the facts?

If you need to add more depth to your sales page, look at those questions in the opening of your blog and answer them for the details of your offer.

How did you do with today’s copywriting assignment? Did your memory serve you well both times or did one version outperform the other? Let me know in the comments below!