It’s annoying isn’t it? To be so close to coming up with your next offer and blocking it.
You put everything together, put everything together, looked after your product. There’s only more to launch! Except that there is a slight detail missing. The last key, which is important, but which paralyzes you:
Writing the sales page…
You have known from the start that you cannot do without it and that you will have to stick to it sooner or later. But you drag your feet because it puts you in shock. It worries you, even.
You know what ? I understand you !
Writing a sales page can impress. Especially when you hear the term copywriting everywhere. Copy real-what ?! Copy.writing. To be pronounced with emphasis please.
Typically the kind of English term impossible to translate into French in a single word! Simply put, this is the very subtle technique of using words for commercial purposes. Write with the objective of selling.
And sell is what you want. Sell a lot, all the time. To fill the piggy bank. And you will do it much better with a nice sales page.
The good news ?
You don’t have to be a genius for persuasion for that (well, it can help).
Why ? Because we will first see together the 3 fundamental points to be respected upstream. And then the frame that makes a good sales page (understand: that converts better).
You are ready ? So let’s go !
The 3 fundamental points to respect
# 1 Know who we are talking to:
“Oh, the obvious that he’s taking Alex out!”
That is true. And I hope I’m not telling you anything new here.
But don’t chuckle and stay with me instead. Because this point is fundamental.
Yes, if you do not know who you are talking to, or think you know your audience, you will make a guaranteed flop.
First, because you will be releasing a product that may not at all match your audience and your ideal customer.
Who is he ? What is his profile?
But above all, what is his major problem, the one for which he comes to visit your blog, reads your emails and (I wish you) your sales page?
You have to know how your readers feel. Yes feel, downright.
Because you are emotional here. A purchase is rarely rational. The more you play on the emotion, the more you will increase your chances of sale.
Take, for example, on the last sales page that I wrote for a client, the first thing we did was to spend 1 hour 30 minutes on Skype talking about her business, her offer and her clientele. She then sent me documents which noted her typical profile, her expectations and her pains. Only after studying these notes I started to write.
Do not skip this step, it is clearly the most important.
# 2 Know your product
“Again, thank you for the advice Alex” Except that again, I’ll tell you “not so fast”.
There are two famous expressions when it comes to copywriting:
If you sell drill bits, tell them about the hole they can finally make in their very hard tiles.
If you sell garden maintenance products, don’t tell them about your weedkiller, but about their grass which will turn green. Have them imagine their beautiful lawn to welcome friends with pride at the next barbecue.
This is a screen print I did on Amazon for a kettle.
We can read in particular that “BPA-free parts that differ from the 201 series”.
OKAY. I want to say CSB (Cool Story Bro).
And if not, does it boil well, I imagine?
Trust me, this is not what you want to present to your prospects.
You first know your client, their needs.
You also know the characteristics of your product.
Turn these features into profits.
Explain to the reader what he will get out of your product, how it will solve his problem.
Ever thought about watching TV ads? Their structure is very often the same:
Staging of the character who encounters a problem. Discovery of the product. Explanation of this product. Staging of the benefits that the character will derive from it. Happy character!
It’s crazy how a simple yogurt can make you happy! Come on, a spoon for dad.
# 3 Make your sales page accessible
You can write one to drop Gary Halbert (good luck having said that), if no one finds it, or your audience has not been “heated” beforehand, your results will be disappointing (if you don’t know where to find your audience, you can always watch what others are doing).
The sales page is the last step in your sales tunnel. Before that, there was acquisition of the prospect (often through a bonus offered). Then a sequence of emails where, ideally, you link with your reader (it’s even downright advisable), talking to them about their problems and giving them keys to help them.
If during your heating rounds you are not terrible – understand: you do not offer good content – you do not condition the reader to your product.
He will arrive (assuming he opens your email and clicks on the link) on that sales page and may be wondering what he’s doing there.
Then he will close it and go back to giggling stupidly while watching videos on Facebook. Pity.
While if the job is done well, that you want your reader to want, that you know him better than your mom knows you, the sales page will only be a formality. A simple confirmation step that yes, this is the product he needs. He will click on the command button and everyone will be happy.
Please note this: if you sell on the web, at some point you will inevitably need to sell in writing.
Whether in your blog articles, in your landing pages, in your email sequences or, ultimately, in your sales page, you will need to master a minimum of persuasion technique in order to increase your conversions and your sales.
The base is laid, is it good?
Come on, we continue and we pass to the 16 points to include to ensure a great sales page that works well:
The 16 points of a POS
1. The title
Clearly write the result of your offer in title.
Don’t make the mistake of simply repeating the title of your product. Instead, give an article title that matches your readers’ issues.
Why would they buy your product? What is their motivation?
An example could be: “how to increase your sales by targeting your market better and becoming a successful blogger”.
2. The problem
Start by putting your finger on the pain of your reader, which made it reach your sales page. This can take the form of a question, to which he will answer “yes”, and therefore will want to continue reading.
3. The emotional connection
As we saw above, emotion is essential to increase your chances of selling.
You will then have to build an emotional connection with the reader, like in your blog posts. Without falling for the marshmallow or the hype, do not hesitate to play on the sensitive chord.
Don’t be cold and hard like a robot.
But human. Like you. If they follow you, which they like, then stay consistent with your message.
In fact … Be yourself!
A reader will read your content only if they think it will help them solve their problems. To keep his attention, showempathy, find the common thread that unites your readers, so that they identify with what they read.
5. The solution
Once this link created, this attention captured, give the solution that you offer. And invite him to continue reading.
6. Who are you?
Introduce yourself and explain why you are qualified to help them to solve this problem. Tell your own story, identical to the situation of the reader.
Schematically, it can look like this:
“Two years ago, I felt bad about myself with my extra 15 pounds [problème]. After trying a lot of methods, I found out [solution] and I started using it. Since then, I found the line [résultat].
7. The benefits that the product brings
Explain the benefits your customer will get from your product. Please note, the product is not detailed here. We are talking about earnings, not features.
8. Presentation of the offer
Here, you have to be as exhaustive as possible and give maximum detail on what your offer contains (but always turned profits!). In fact, it’s simple, put yourself in the place of your prospects: would you like to know exactly where you will put your money? Them too !
20 to 25% of your sales page can be dedicated to this part.
Do you know what the bonuses are mainly for? To blow up objections to the purchase. Whatever the product and the price, there will always be objections to the purchase. Your goal is to blow them up one by one. And that goes through bonuses.
Don’t you know these objections? Survey your audience during the creation of your product.
You don’t have a bonus? Pass some elements of the bonus product and voila.
10. Rarity effect
A great classic (but the classics have become classic because they still work): introduce a perception of rarity.
If he tells himself he has time, the reader will not take action. If he sees that he has 12 hours left to act, he may shake himself.
11. The guarantee
It was not uncommon before, when mail order was king (and the internet did not exist), to see companies offer products to housewives, and ask them to pay only if they were satisfied with the product. Either by returning an order form, or when the salesperson returned a few days later.
Obviously, once the product in hand and used, it is hard to ask for a refund – unless it is really possible.
Offer a guarantee will reassure your prospect, no doubt about it.
If you offer a solid, quality product that fits your audience, there is no reason to be afraid of offering one.
12. Taking action
Now is the time to put your reader into action – press the control button.
In the same way that you guided him from the start, encourage him to take action. Does he want to get these results and get rid of his problems? Well he can, thanks to your offer, tell him !
13. The questions
It is a question here of removing the last doubts.
If you know in advance the questions that will be asked by email by interested prospects, remove this blocking and layer the most common questions / answers.
Once again, guide the reader by hand. Explain everything to him. How the sale goes, what he receives after, how long you are available if he has a question, what guarantee you offer, etc.
14. Social proof
Another great classic, social proof. Now classic too, why do you think? Because it works.
All e-commerce sites offer the testimonials from previous buyers. If you have testimonials that stick to your product, and Hilario is downright happy with your offer, why deprive yourself? A few lines (and why not a photo) that can make a big difference!
You can finally finish with a reminder, a final warning, and place a 2nd purchase button.
Your sales page is finished!
Are you sure? Ideally, write it all at once. Once finished, leave it aside for 2-3 days.
Then come back to it. Read it out loud. This will allow you to spot heavy text, syntax errors, repetitions.
Is it good, everything is corrected, treated, licked?
She is now ready, ready to help you explode the counters !
For your information, however, the frame I have just presented to you is not fixed. It’s not rigid, far from it! You can move certain blocks (the last, the first must remain in this order), delete others, depending on the content you have available. But always make sure be consistent.
Also, and as this good old saying goes, “it is by forging that one becomes a blacksmith”, it is by writing that you will learn to write better. The more you exercise, the better you will become. There is no secret.
To master this art that is a good sales page – understand, which converts well, you will need to write and write.
Coupled with a good knowledge of your audience, this can only increase your sales.
So don’t be afraid and do it!
If you want to progress, this is a good exercise (also cited by a specialist in the field):
Find sales pages written by masters of the discipline. Summarize one. Leave for 10 days, so as to forget the original. From your summary, write a new sales page. Compare the two!
Finally, I have provided you with a 20-point checklist that will be very useful for your next writing. At a glance, it will allow you to check if you have forgotten any point indicated in this article.
What are the main difficulties you experience on your sales pages?
Is there anything you include that I haven’t thought of? What is your method? Do not hesitate to share them in comments!
Photo credits: unsplash.com