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?
3. What Do You Offer? (In A Nutshell)
4. Why Does The Problem Still Exist?
5. What Are The Details (And Why Will They Love It)?
6. Why Can You Be Trusted?
7. Overcome Objections
8. Offer Bonuses
9. What Should They Do To Get It? (Why Should They Act NOW?)
10. What Is The Guarantee?
11. The P.S
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!
Daniel Adetunji says
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
PS. I’ve not received an email from you for a long time. What’s happening?
Amy Harrison says
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.) 🙂
Jane leonard says
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.
Amy Harrison says
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!
You have explained very nicely.
Thanks for such a nice content.
Glad you enjoyed it!
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! 🙂
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?
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!
Janine Ogg says
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!