What’s a sales page?
So for starters, if you’re new to selling, you’re probably wondering what the heck a sales page is and why there would be a strategy behind writing one? To put it simply, a sales page is where you sell your product or your service. It’s only one page and has only one intention: sell. Its entire purpose is to bring in your readers and convert them into paying customers. But in order to do that, your sales page has to be convincing. Unfortunately, putting out a blank page with a “buy now” button won’t do the job. People need to be assured that they’re investing in a product that is worth it.
In a sea of advertisements and other competitors, you have to do your doggone best to make your offer irresistible. Speak to your audience in a way they understand and in a way which they know that the product you’re selling is the one specifically designed and curated for them.
a few Bullets of Advice:
‣ Write the way you speak. Don’t feel like you need to edit yourself into a stuffy businessperson. It’ll be the purest strategy for authenticity in your business and your audience will absolutely fall in love with it (and fall in love with you!).
‣ Be specific with who you’re speaking to. Narrow down your tribe so they know that what you created is intended for their consumption.
‣ Pull some heart strings. Strategy is important in business, but passion will always overrule it.
‣ Be consistent with your brand’s colour palette. If you’d like a wider range of colour, you can opt for a lighter or darker tone from one of your existing brand colours. You can always bring a shade up or down and it’ll still be complementary because they’ll all be within the same colour scheme.
‣ Making it space-y will make it sexy. Breaking up your content and leaving negative space makes it easy for your visitors to navigate your sales page and clearly understand what message you’re bringing through.
What to Include in Your Sales Page
Step 1: The Product’s Name & The Sub-Headline
Oh man. These babies are your lifeline. If your sub-headline doesn’t electrify people, your visitors won’t care enough to stick around and read the remainder of your copy.
The main headline should always be the product’s name, but in order to clarify what your product is, a sub-headline should be placed directly underneath your product’s title.
So let’s say for example, you were selling an e-book by the name of “Budget Bliss”. Sounds catchy! But what does it do or offer exactly? You can continue on with a super mini description, such as “an e-book for busy moms looking to gain control of their finances and ultimately, their sanity!”.
And voila! Your audience immediately has more insight on what your product is all about.
What should your sub-heading include?
‣ A promise
State the benefit of your product or service and then highlight the end result.
A lot of big companies will use simple, straightforward headlines because it’s quicker and easier to grasp. Thus, it makes the headlines more effective. So be specific in exactly what it is you’re offering and make the wording easy to absorb.
Step 2: The Issue
Follow up your headline by speaking on what your audience’s frustrations, dissatisfactions, and weaknesses are. Specifically address the issues, so your visitors know you are directly talking to them.
“Aren’t you tired of feeling like ___________?”
“Does _________________ sound familiar?”
“Have you ever felt like ____________?”
Step 3: The Solution
Ah, now you get to swoop in with a positive outcome and serve them some newfound opportunity and freedom from their woes. Let them know how your product can remedy their frustrations.
I love the ‘issue and solution’ combo because it really documents the ‘before and after’ effect. The ‘issue’ portion brings up what their life is currently like without the product you’re selling, thus exhibiting the ‘before’ position to your audience. And the ‘solution’ portion connects your visitors to the ‘after’ effect of using your product.
All you have to do is keep it real and your readers will go, “hey, yeah! that’s me” & “I totally need this XYZ product!”.
Step 4: The Description
Here’s the catch with the description portion of your sales page: It should be fairly short and in jot notes. You don’t want to exhaust your audience with extensive reading, but rather convey what your product is and does in a compelling manner. Play around with your wording and see which ones strike as powerful and effective.
You also want to focus on writing a description which entails both the benefits and the features of the product. So, continue to build off of the ‘solution’ step and let your readers know how they can enhance or improve their life by purchasing your product.
Step 5: The CTA
You now want to include a call to action for your visitors. Really make your CTA button pop by using a colour that stands out from the other colours on your page. Also try to use language that’s a little more flowery than “buy now”. Get creative!
“Show me how to _________”
“Show me my _________”
“Sign up to get access to _________ “
Step 6: The Bio
Now it’s time to introduce yourself, lovely human! Include a photo of yourself and give them a short introduction to who you are and what it is you do.
Also make sure to include why you’re qualified to be selling your product or service. People want to know why they should choose you! Just make sure to keep your introduction short, sweet, and informative. Bees to honey, my friends. Bees to honey.
Step 7: The Testimonials
Let what other customers have thought of your product speak for itself. All you have to do is copy and paste it 😉
Include a photo of each testimonial-giver’s face alongside their website name and/or social media links. This way your audience can see that real life people have used and loved your product.
And as always, make sure to ask your references for permission to use their photo, their statement, and their website link prior to publishing them on your sales page.
Step 8: The FAQ
This section covers all of the burning questions your audience may have. If you were purchasing your own product, what questions would come to mind?
“Is this product suitable for me?” “Is it refundable?” “Are there any guarantees?” “Do I have to purchase any other tools for this product or service?”
If you’re stumped on questions, look for other companies selling products similar to yours. Not even necessarily your exact product, but more so of what your product is.
For example: Let’s say you’re selling healing crystal rings. You can look for other small companies that sell all types of jewelry and take a peek at their frequently asked questions to see if any of them would align to your own. This gives you a great opportunity to expand on your own page and really be as informative as possible. This shows reliability and a great care for detail.