Writing a sales page in 2020 is a hassle. Why ? Quite simply because there are about 200 articles on the subject, and that in most cases: they all contradict each other …
Obviously, if you have read these articles, this one will also contradict what you may have read.
So: what is it that makes what you are going to read, right now, more legitimate than elsewhere?
The answer comes in one sentence:
This article – him – is written by a professional copywriter.
(Hi it’s me)
And what I’m going to tell you is:
- Neither sales tips to integrate into your page;
- Nor a sales structure that I copied and pasted from an American blog;
- Nor of the things that I have compiled right to left into an article.
What you will discover is one thing and only one thing: the structure I use to write my clients’ sales pages.
I’ve been doing this job since 2017 and have had the opportunity to write over 100 different sales pages.
To sell products that have nothing to do with each other: training, eBooks, physical products, coaching, etc.
And by force, I started to mentally integrate the elements that made these sales pages attractive.
And after several years of analysis work, I came out with the perfect sales page structure.
A structure in 5 distinct phases.
A structure that works in all themes.
For all businesses.
To sell both a weight loss infoproduct and a car on LeBonCoin.
And today, you will benefit from this method, just by reading on.
What if you have a product or service to sell?
You will be able to apply it directly at the end of your reading.
And see the results for yourself.
Here we go, let’s start:
Phase 1 – Magnetize attention
There are many ways to get attention, and there are several that you should know if you are familiar with sales and marketing.
But do you know what MAGNETIZE attention?
Do you know the recipe for a hypnotic and irresistible hook?
It’s one and only thing:
A visual promise.
And you are going to use that to write the title of your sales text.
What I call a visual promise is quite silly:
You have to promise a profit to your prospect, and you have to make it into an imaginable metaphor.
I’ll give you an example, you’ll see it’s much simpler than it looks:
Say you are selling a tennis video lesson to beginners.
They want to improve, and you want to sell your training.
Well, to show them that you are the right one and to hypnotize them, you just have to say something like this:
“Become a master of the forehand with this video course! “
This is your promise.
Except that there is one problem: it is not impactful.
It lacks “concrete”.
And that’s why we are going to use a second secret ingredient, you are going to make him “see” your promise.
“The method for stringing forehands like Raphaël Nadal”
With a title like that, everything changes.
Your prospect can imagine Nadal hitting a wonderful forehand while reading your headline.
And that will naturally make him want to read your sales page.
Phase 2 – Descend into the abyss of pain
Now your prospect is ready to hear what you have to say.
You could present your product directly to him, but … that would be far too early.
He must be receptive.
We must first make him understand what his problem is, before providing your solution (your product).
For that, we will descend with him into the abyss of pain.
I reassure you right away: we are not going to make him suffer.
Just make him understand that his problem exists, and that it is serious.
You will therefore explain to him: “You would like to be a good tennis player, but you can’t do it because… blah blah. “
The idea here is to show him his problem and then tell him that it has serious consequences.
And as soon as you have explained his concern, show him what it involves.
For example, in tennis, you can tell him that he sees other people around him who are improving, but he is not.
That he may even lose efficiency if he does not train properly and regularly.
That his level will drop to the point of making him feel very small in front of his colleagues – to the point where he is disgusted with playing tennis.
Do you get the idea?
You develop her problem little by little, talking to her about the consequences.
And as soon as it’s done, you’re ready to move on to phase 3.
Phase 3 – Provide a simple & magical solution
This phase is super-simple and fast, but it is necessary.
The goal: to make the transition from the problem to your product.
Here, don’t take your head, just talk about the solution that will solve your prospect’s problem.
Again, with the example of tennis: you can say that the solution to avoiding all this is to have a clear and professional method – in order to get better and better.
And without even talking about your product, you are clearly introducing what your prospect needs.
And from there, your prospect is now ready to move on to 4th phase.
Phase 4 – Make a fascinating offer
You showed him what his problem was.
You told him what the solution was.
The only thing you have to do now is say that you offer him this solution.
But not only.
Your product, to be compelling and compelling, must contain the solution you talked about in Phase 3 – plus a whole bunch of other things your prospect hasn’t thought of.
Still with the example of tennis:
The solution to solve his problem was to find a clear & pro method to follow easily.
Well you just tell him that you have that, and that in addition you will also teach him how to stay motivated during his training, how to also work on his endurance, and even how to adapt to a left-hander.
If you don’t have any idea of “extra” items to add to your offering, consider the following:
Your product should deliver the Phase 3 solution, but faster, more efficiently, and more easily.
Think about it: Faster, more efficiently, more easily.
And bring those three extra things into your offering.
And there she will become irresistible.
Phase 5 – Conclude by killing the objections
Objections are what get the sale going.
You must eliminate them at all costs.
How? ‘Or’ What ?
You have two options:
Option n ° 1:Mitigate an objection before it arises in your prospect’s mind.
Example: If your prospect sees your price and thinks it’s too expensive.
You just have to present the alternatives that your prospect has if he does not buy your product.
For example, telling her how much it would cost her NOT to fix her problem.
By reminding him of the prices of the competition or products that look like yours.
Or even dividing the price per day or per week.
Option n ° 2: the FAQ (obviously)
At the end of your sales page, you add an FAQ that won’t answer the prospect’s questions, but their objections.
And this is very important, for every question in the FAQ, think: “What objection from the prospect does that answer?” “
Do not put technical questions, the prospect can always ask you after his purchase.
As a reminder: when you buy a shelf, you do not read the instructions before buying it.
There it is the same, answer the questions which can slow down the act of purchase only.
And you will be a hit.
This sales plan ends there.
You now have EVERYTHING you need to write your sales page.
Foolishly apply each step and I can assure you that sales will follow.
And I’ll end by sharing a little secret with you:
Copywriting is a “rich man’s problem”.
It’s clear and clean: it will help you get started.
But you can start very well without understanding everything.
The idea is to gradually improve yourself and grow your online business as you go through copywriting.
But I really want to end with this: it is NOT MANDATORY to succeed.
You can start without – and it even works better than spending 5 hours a day studying it because you tell yourself it is necessary to be successful.
You can trust me on that.
See you again very soon.
Me is Edwin, copywriter since 2017. Want to increase your sales? I send my emails to my Private List 3 times a week.
Emails where I share my copywriting methods, my sales secrets and where (sometimes) I tell my life story.
It’s just happening here to join the others: I want to receive your Edwin emails!