The opening to your sales page needs to get your ideal customer’s attention within the first couple of lines.
You might decide to start by focusing on the problem your customer is facing. Are they struggling? Frustrated? Overwhelmed? Concerned? You don’t want to scaremonger but you do want to be specific. Revisit your customer profile and look at the current situation of your customer. What is making them look for a solution?
Another way to begin your sales page is to focus on what your customer wants. You can even just ask them: “do you want more sales / time / energy” for example. Again, try to be specific to their situation and WHY they want what they want.
After your introduction, you might want to highlight in bold a hint that your solution or product has some kind of unique element that differentiates you from the competition. For example:
You can get more sales WITHOUT cold calling.
You can lose weight WITHOUT going hungry.
This is a way of overcoming an objection, whilst also piquing your prospect’s curiosity
The above subheading is just an example, but the purpose is to introduce what it is you have for your customer. In this sample outline, we’re not going to require our customer to read pages and pages of content just to find out what your product IS.
In this section, tell your reader what you have, but try to sum it up specifically in 1-2 lines. For example: “A 2-day live raw-food workshop / a 6 week, online improv comedy course.”
Why this problem exists (and why you’ve struggled to solve it before now)
In this section you want to explain why the problem even exists. This shows you understand the problem which builds credibility when you then explain that you can solve it.
It’s also a chance for you to explain why your product is different and more successful than other methods your customer may have tried.
Mistakes / Dangers / Myths
Okay, so far we’ve got their attention, we’ve highlighted their current and specific situation and we’ve made them a promise. One way we can develop our sales page is to make our customer uncertain about what they already know about solving their problem.
This might be to highlight the danger of leaving the problem unsolved:
The Cost of Leaving Career Planning Till you’re 20
Or it might be to explain the danger of trying to solve the problem incorrectly:
The Danger of Relying on The Government to Look After Your Pension
Or it might be to debunk a myth that you feel is making your customer hesitant about using your product to solve their problem:
The Myths of Self-Publishing (Why You Don’t Need Millions of Fans to Earn a Great Living as an Author)
This section is then dedicated to explaining the danger and to provide facts and figures as proof to your claim.
Within this section, you might also choose to include reasons why trying other products has failed to solve their problem in the past. For example, perhaps the previous solutions have been “cookie-cutter” approaches and your customer needs something more bespoke to their needs.
You might also want to use this section to cover any sales objections you think your customer might have. For example:
You might have even doubted in the past that you could achieve [x]
If you’re struggled to solve [problem] in the past, you might have a few questions about why this is possible now. Questions such as:
- Question 1
- Question 2
- Question 3
This is perfectly natural and let me answer those one by one for you now…
Answers the questions
What you can achieve with this product / what other [target market] love about this product
This is a nice place to highlight the main benefits of your product. Use a little intro text and then consider using bullet points to highlight your benefits. For example:
- When listing benefits, try to the imperative tense such as “improve / increase / conquer” etc.
- Consider adding in an element of curiosity / additional benefit in brackets after your bullet point. For example: “Get a clear picture of a client’s problem (even if they’re not sure what’s wrong)”
- Don’t list so many benefits that they are hard to read / easy to skip over. Think about using 4-5 BIG benefits in this early section.
What’s exactly in the box and how does it work?
Up to this stage, we’ve made promises and suggested why our product is different. Now we need to add even more credibility by explaining what’s exactly in the box, how they can put it to use and what the benefits are.
One way that you can do this is to split your product into sections. For example, if it’s a course, use subheadings for the different modules. If it’s a book you might want to separate key chapters or sections. If it’s a workshop you might highlight the different themes you might cover.
Module / Chapter / Subject / Feature 1
For each section or element of your product, think about describing what they will learn, what this will help them achieve and the relevant benefits and emotions that go along with that.
In the first module, you’ll learn all about the different social media platforms and how they are suited to different business models. This helps you identify the best platform for you and your business. By cutting out unnecessary distractions you’ll find it less overwhelming to plan a successful social media campaign.
Module / Chapter / Subject / Feature 2
If you struggle to include these details in paragraph form, consider using further subheadings or just bold type in each section to say:
What you’ll learn:
What you’ll be able to do:
How you will benefit:
What you’ll get (summary)
- A full-colour, 74-page ebook
- Lifetime access to your member’s area
- 3 x video tutorials on [subject]
If you have any bonuses that you’re giving away with your offer, make sure they amplify the value in your offer, rather than detract or distract from it. A great article on the use of goodies and bonuses called “don’t throw in the juicer” is here.
To build confidence, you can provide your guarantee before the buy section. Remember, consider your guarantee terms carefully. What will the conditions be? You want your customer to feel confident that they can buy and return it if they’re not happy, but you don’t want to sound like you’re expecting this to happen. 🙂
Tell them how to buy and the deadline
The next section is to explain how to buy. This is where you’re going to mention the price, the different packages you have and whether there is a deadline, a payment plan or any special early bird offer.
Make sure your payment button is nice and large and clear. Ideally use an ‘accent’ colour that contrasts your branding colours to stand out more. (The one below here is blue to stand out from the red background on my page).
Remember the P.S? Or as I like to call it, the upside down headline? Think about highlighting one final major benefit. this encourages scanners to delve back into your copy, or it might be the final encouragement for someone on the fence, to buy your product.