Despite the numerous “sales page templates” want us to believe, there’s no one-size-fits-all way to write a sales page.
To get people to buy from you, your sales page needs to build trust. You want your readers to feel connected to you and resonate with your message.
To do so, it’s essential that your unique message and personality come through, and that you tailor the content to your “relationship” with the target audience.
I’m using this page to illustrate the 10 elements for building connection, creating resonance and generating conversion:
1. Tailor Content to Your Audience
It’s not one of those 30-page sales letter. In fact, I’ve made a point to keep it under 2,000 words before the bio blurb.
I was not looking to sell this program to stone cold traffic. I’m promoting it mainly to my list, and I’d expect those who read the page are warm leads that already have a sense of the way I roll.
My ideal clients have been around the “programs and training” block a few times, and pretty much immune to the same old sales page tactics. They want something different.
Moreover, my personal brand is “no fluff no BS” and the red bold headline yellow highlighter stuff is just not my style. I want the copy to reflect my brand personality.
2. Start with a POV
We’re tired of generic stuff. Clients want to know that you’ve something different and unique to offer before they’d give you the time of the day to read your sales page.
Pique their curiosity by making a bold statement.
Don’t be afraid to be controversial.
3. Give Value and Connect the Dots
Instead of talking about what you’re selling, GIVE them insights into why they’re having the challenges they’re having.
Sometimes it may not be obvious to your readers that your products or services are the solution to their problems. If you don’t bridge the gap, they’re not going to understand why they need your stuff.
That bridging the gap bit is about educating your readers, and providing value. This builds trust that is essential to conversion.
4. Connect with Their Identity
How would your ideal clients identify themselves in relation to your products and services?
They know it’s time for them to stop noodling around. They want to nail their message, find their unique voice and stop doing me-too stuff on the marketing hamster wheel:
5. Communicate a Benefit-Focused Process
When you talk about your process, it’s not about you.
It’s the art of talking about the “what you do and how you do it” in a way that’s not navel-gazing.
How do you explain your process so it’s relevant to your ideal clients?
6. Empathize with Their Frustrations
What are the frustration people encounter when they work with your competition?
When your readers see that you understand what hasn’t worked for them, you build another layer of trust.
This also sets you up to talk about why your program or service is different, so they won’t encounter the some negative experience:
7. List Price, or Not?
I’m not going to get into this age-old debate. Do whatever is aligned with your energy and the way you roll.
I’m listing the price on this page because I hate beating around the bush. This is my brand personality, and why my clients are attracted to me:
8. Handle Reluctance to Take the Next Step
The call-to-action on the page is to schedule a call with me.
What would make a potential client be reluctant to get on the phone with me?
Wasting 20 minutes listening to a sales pitch? Being sold to in a pushy way? Being churned through another one of those enrollment conversation scripts and at the end, presented with a “fast action discount” that translates into “if you don’t whip out your credit card now you’re a loser?”
9. Add a Bit About You
I included a short version of “who the hell am I” at the bottom of the page.
Most people put it higher up on the page, and my decision comes from considering the flow and the audience.
I’m speaking to warm leads, so they already know something about me.
Talking a lot about myself in the middle of a conversion with a friend feels, ugh, weird.
So I opted to put this section at the bottom, for those who have shown much interest by finish reading the page, and just want to know a little more about who they’ll be talking to.
10. Add a Meaningful p.s.
We know the power of p.s., because people like to scroll to the end or flip to the last page to read the ending.
Conventional sales page wisdom is to reiterate the main benefits and/or bonuses in the program.
I’m trying something different.
I want to add a human touch, and relate to my readers on a personal level through a personal mini-story to illustrate a less obvious/deeper reason why they’d want to work with me, while reiterating the key benefits of the program:
Over to you – how are you going to tweak your sales pages to make them more effective? Leave a comment below and share your insights:
p.s. Kick-ass copy is not going to do you any good, if you don’t have something meaningful to sell.
Ling is an Intuitive Brainiac. Through her unique blend of Business + Marketing coaching with a Mindset + Psychic Twist, she helps the multi-talented and multi-passionate maverick solo-entrepreneurs distill ALL their big ideas into ONE cohesive Message, nail the WORDS that sell and design a Plan to cut the busywork and do what matters, through her intuitive yet rigorous iterative process born out of her Harvard Design School training and 10 years of experience in the online marketing industry.
Ling helps her clients optimize the space between individuality + originality vs. “tried-and-true” marketing so they can express their WHY unapologetically and profitably without reinventing the wheel.
Find Ling and grab her free “How to Find YOUR Winning Formula” Training Series here.