How to Write a Sales Page that Converts Visitors Into Customers!
Powerful sales copy on your website is the best employee you could ever hire. It will tirelessly go out and deliver your message perfectly, every day…all day! It will never call in sick, complain or quit! Simply put, powerful sales copy is like having an automatic, money-making robot working for you…day and night.
So the biggest investment you can make is learning how to write sales copy that sells or if writing isn’t your “thing”, then it’s important to hire a professional copywriter to write your sales page. We’re going to talk about both.
I am a student and fan of one of the world’s most renowned copywriters, Dan Kennedy, and have read many of his books on marketing and writing such as The Ultimate Sales Letter: Attract New Customers. Boost your Sales and No B.S. Direct Marketing: The Ultimate No Holds Barred Kick Butt Take No Prisoners Direct Marketing for Non-Direct Marketing Businesses. I recommend that you start reading Dan Kennedy and following his teachings (if you aren’t already).
When you learn how to write a great sales page you will attract new customers and boost your sales…which is the purpose of having an online business, right?
So here are my top 10 Tips for Writing a Sales Page (along with some examples for you to look at):
- Figure Out What Your Product “Does”. Dan Kennedy says “People do not buy things for what they are; they buy things for what they do.” Start by taking out some index cards and write down on each one, what your product does (not the features), but the benefits. Most people make the mistake of writing about “features” and they bore people to death with that. *You’ll be using this information when you put together your sales page.
- Go Deep Into the Customer’s Mind. You’ve got to temporarily become the potential customer, in order to write powerful sales copy. The goal is to understand your potential customer so you can persuade, motivate and sell them your product. Think about what keeps them up at night; what are they most afraid of, what are their frustrations, what do they want the most, what are they angry about, what are their priorities. Get into their head! Don’t sell to yourself, sell to the buyer!
- Think of Every Possible Objection. In a “live” sales call, the sales person has to address “objections” and overcome those objections in order to make the sale. When you’re writing a sales page, you will need to do the same thing, but in a little bit different way. Again, take out some index cards and on each one, list every possible objection you can think of why someone won’t take action to purchase your product (doubts, fears, excuses, concerns, etc). *You’ll be using this information when you put together your sales page.
- Apply Sales Pressure. When a sales person is sitting across the table from a prospect, they can apply sales pressure to make the sale. Understand, that human nature dictates that people are “lazy” and without consistent sales pressure, they won’t make a decision or take action on their own. So how do you apply sales pressure on a sales page?
There are a few techniques you will have to utilize such as creating urgency by limiting the availability of your product or the price of your product within a certain time period. Another technique is “exclusivity” such as an application process.
- Make a Strong Guarantee. Consumers are skeptical these days, and rightfully so. There are a lot of scam artists out in the wild, wild west (I mean the world wide web)! Skepticism, cynicism and fear abound on the internet and one way to overcome that is offer a strong guarantee so the risk is on you and not the consumer.
- Be a Storyteller. We are conditioned since childhood to love stories! If you want to take your sales copy writing skills to a new level, then you’ll learn to become a great story teller! Make your sales copy “conversational”, such as this great sales page: http://www.awaionline.com/copywriting/learn/make-six-figures/
- Write Long Sales Copy. You may not “personally” like long sales copy, but statistics show over and over that long sales copy converts more visitors into customers than short sales copy does. The reason is that “REAL PROSPECTS” are hungry for information. There is no reason to go longer than necessary, but in order to tell a story, engage emotions, apply sales pressure, list benefits, and sell your product, that takes time. Some visitors will ready every word of your sales page and others will “skim” the headlines, but either way, you need to have all the components in order for the visitor to take action.
- Avoid Perfectionism. The more you write, the better you get! It’s that simple. Most people avoid doing things they aren’t good at or that is new to them by trying to achieve “perfection”. Do the best you can and keep studying and working on writing sales copy. You’ll know when you’re getting good, because your sales page will start converting more visitors into buyers.
- Repeatedly Ask for the Sale. The biggest problem in the world of outside sales, is that salespeople don’t ask for the sale. Sounds crazy, right? Online you need to repeatedly ask for the sale at different points on your sales page. I think at least 3 buttons strategically placed on your sales page is a good rule of thumb. Don’t put it too early in the sales page, but you don’t want to just have 1 at the bottom, because some people are ready to “buy now”, so give them an easy way to do so.
- Follow the AIDA Formula. AIDA stands for: Attention/Interest/Desire/Action. So when writing a sales letter simply follow this formula. You have to get the visitor’s attention first and you do that by saying something that creates interest and that they know is true. You need a powerful headline that captures their attention. Then you create desire with talking about benefits, telling stories, and speaking in the customer’s language; and finally, you ask them to take action.
If you absolutely “hate” writing, but understand the value of having a sales page that converts, then you have a few options:
- Hire a Professional Copywriter. An experienced copywriter will charge between $1000 and $10,000 for long sales page copy. You get what you pay for when it comes to copywriting. I offer this service along with other writing services such as blogging packages, website content, and more at: http://www.6figurewebsites.com/writing-services
- Use Template Sales Letters. I have been a student of Yanik Silver for many years. Yanik is known in the Internet Marketing world as a copywriter and successful online business owner. I highly recommend his Instant Sales Letter program which will give you immediate access to some very powerful sales copy that you literally just fill in the blanks on!
- Outsource. Go to www.elance.com and search for a copywriter and get bids on your specific job.
Here are some examples of great sales page copy:
- Lifestyles by Lauren is a client of mine. I wrote this long sales page copy for her products that she sells via Clickbank.
- Amazon Best Seller Program. This is long sales page copy I wrote for one of my popular online programs that converts very well!
- Holistic MBA. This is a different type of format, but it is still a highly converting sales page!
There are my Top 10 Tips on How to Write a Sales Page! After teaching online for 10 years, I realize this is where most people get “stuck” with their online business.
If you’re stuck and would like some help, please apply for a Strategy Session with me! I look forward to hearing from you!