Knowing how to write a sales page that actually converts will determine whether you make money or not with your blog.
I wrote a post in an Internet marketing forum a few years back on how to make a sales page the right way, with the right components, so that it converts (sells). It got some attention, so I thought I would post it here on my blog so that you can benefit from it as well.
Just keep a few things in mind as you read through this:
- You don’t want to add all of these components to your sales page, just those that apply.
- I originally organized this info when I was more involved in forms of Internet marketing other than blogging, driving traffic to landing pages without a personal relationship with the reader. The components still apply to blogging, but use your discretion because as a blog owner, you have a direct connection with your readers (this is why I love blogging so much). Your sales approach should take this into consideration, as you should be helping them with something they need.
- These components apply to a VSL (video sales letter) as well as to a written sales letter.
I am pasting in my post with some changes in wording, just so Google doesn’t think I copied someone else’s material. Yes, if you did not already know that, Google and other search engines will penalize your ranking if you copy content from another website. Don’t do it, the Internet police will get ya! You can use Copyscape to check if a page is original, or even better, you can use Grammarly on your own writing to check for plagiarism.
Here Is My Forum Post:
How To Make A Sales Page That Converts
Do you have a product to sell online? Perhaps you have an ebook, or you are promoting a cost per action or a cost per conversion product, or maybe an affiliate item. Whatever it is that you want to sell online, there is one thing that is always going to remain constant… you must have a well-written sales page that converts (to convert means to sell). This is the most important part of your sales process because even if you have targeted traffic to your sales page, it's not going to convert if it is not written properly.
I am providing you with the components for sales page writing and conversion success. This is what you need to write a sales page that performs. The components that I am going to show you work as marketing principles everywhere, not just as a sales page. To see this in action, just watch any infomercial on TV.
I personally prefer to outsource this particular type of writing (although I love to write). Whether you write it yourself or hire someone, you will now know what is required… and that will help you vet your writer.
Let's get started...
I broke it down into two parts: General elements and Crucial elements
Let's start with the general elements to keep in mind as you write.
General Elements of a Sales Page
- Use “I” when writing your sales letter; you should always be writing in the first person to connect better with your reader
- Make sure there are no navigation buttons on the sales page. These only serve as a distraction and can take your reader off your page
- Whenever a bullet point begins with a number, do not spell it out... use the numeral instead
- If you plan on using a number such as 9%, it’s far more credible to use 9.3% instead
- Never use asterisks in a sales letter because your readers will be looking for a catch!
- There are generally two types of readers, so it is important that you write with an approach to reach both types. The first type to satisfy is known as the “skimmer”. The other type is known as the “analyzer”. Just like it seems, the skimmer will skim down the page and can get annoyed with too much detail. The analyzer, on the other hand, needs detail to make a decision. You should note that more people are skimmers than analyzers, but we must still appeal to both. A sales page should generally be written towards the skimmer, in the form of mostly bullet points. To satisfy the analyst, we provide “information boxes” with borders and/or shading. This indicates to the skimmer to keep moving down the page while telling the analyzer to stop for more detail.
- If you are selling digital products, such as an ebook, let your reader know that they will get your product right away. Let them know the first time you mention your eBook, as it will bring clarity. For example, “This eBook is immediately downloadable in PDF format”
- Sign your name at the bottom of your sales letter
- Consider putting your name at the top as well, just after your headlines. You can write something like: “From the desk of NAME”
- If you do put your name at the top, include a small photo of yourself because this helps your reader connect with you on a more personal level
Now that you know the general guidelines to follow, I'm going to provide you with the super important crucial components of selling. Remember, don't use all of them and make sure they apply to your situation.
These components are crucial to the success of your sales page, and they need to be used in the order listed.
Crucial Components of a Sales Page
The Pre-Headline
- The pre-headline is an opportunity to add another selling advantage
- Make sure it is compelling and you should be using a smaller front (than you use in the main headline) so it does not take away
- The pre-headline is used to often use a yellow highlight, but use your discretion because that can create a very "salesy" feel. It is not so popular anymore. Instead, you can consider a different color for the text.
The Main Headline
- According to testing (not by me), red is the most effective color
- Come up with two equally good main headlines
- Choose one to use as the main headline, and use the other as a sub-headline
The Teaser
- Put your teaser near the top to entice your reader to keep reading
- It will look something like this: “a little later I am going to tell you ________________, but right now I am going to tell you ________________”
- The “later” part needs to be something that your reader really wants (or needs) to know… the “right now” part should be valuable as well to keep them engaged
- This is an important formula, don’t leave it out
The Reason Why Technique
- Use the reason why technique in your sales page to justify something, such as a price reduction
- Be aware that people tend to buy from specials and promotions, not from announcements
- By kicking in the greed factor, people will buy… they want to feel like they got some special deal or are taking advantage in one way or another
- Sometimes your reason can be as simple as the timing… for example, a holiday sale or discount, winter, spring, end of year, etc.
Using Urgency and Scarcity
- Using urgency and scarcity will help close the deal now by avoiding “I’ll come back later”
- This is super important because most people will not come back later, even if they really intended to
- This technique gives them an incentive to make the purchase right now
- You can also create artificial urgency
- Artificial urgency can come in many forms such as a countdown timer, or a “for the first 100 people, we will also include…”, or this sale ends at midnight, etc.
- I am not a big fan of this because it is out of the scope of my integrity, but it does work. Alternatively, you can choose to "really" add something extra until midnight for the first 100 people.
Using Features and Benefits
- Benefits are super important!
- There is a big difference between features and benefits
- We sell the benefit, but we tell them about the features
- Features state facts
- Benefits generate emotions (and emotions sell)
- A feature is what something is
- A benefit is what something does
- For instance, a feature may be "it works fast", and a benefit may be "you could be lying on the beach"
Using Scare Tactics
- There are consequences for you not knowing this information
- You can use multiple scare tactics
- For example, "you do not want to start your blog without these 3 tools"
Having a Story
- Provide a story about someone who was helped because of your product
- The story formula: Problem, Intervention, Results
- People relate well to stories
The Case Study
- A case study is a story with extreme detail
- It uses the same formula as a story
- Case studies are specifically for analytical types
- Skimmers will not read them
- Put case studies in a box... this lets the skimmers know they can skip over it
Using Testimonials
- These are critical!!!
- Get testimonials that support the claims you make in your sales
- On a side note, your claims must be real
- Also, make sure your testimonials are real
- There are laws to comply with both of these
The Guarantee
- Guarantees will increase sales
- There will be some returns, but the additional sales are worth it
- Note that the longer the guarantee, the less returns you will have
The Conviction Statement
- A conviction statement is a guarantee on steroids
- Conviction statements will increase sales
- Here is the conviction statement format: “I’m so sure that my product will < do something great>, that if it doesn’t I’m going to <do something outrageous>”
- For example: “I’m so sure that my techniques will double your traffic in 30 days, that if it doesn’t do what I say, I’m going to buy you my competitors' course”
Using Bonuses
- Bonuses increase sales, but don’t give away too many bonuses because it will devalue the initial product you are selling
- Don't give away crap as a bonus... it must always be a worthy product that is valuable enough to be sold on its' own
- Add a value to each bonus. For example, “a $47 value”
The Type 1 Cost Comparison Technique
- Compare things that are unrelated (such as "apples" to "oranges")
- There's no real logic, but it works like crazy!
- Here's the formula: For the cost of X, you can have Y
- For example: “For the cost of a cup of coffee, you can have access to my entire program ”
The Type 2 Cost Comparison Technique
- Compare something of value at a high price, to something of an even higher value at a lower price
- For example: “For $497 plus the cost of airfare and hotel, you can have me come to your office and train your staff, and only those in attendance would benefit, or for $997 you can get access to my entire video training program and train your entire staff at your leisure”
The FAQ Box
- Put the FAQ in a box
- Use a colored background to set it apart
- Wait until halfway down the letter (at least) before adding a FAQ box
- Make it visually appealing to draw the eye
- This will be used by both the skimmer and the analyzer
The Top 5 Reasons Technique
- The top 5 reasons is a countdown of compelling reasons they should have the product
- Start with 5, the highest number, and count down to the number 1 reason
- Make sure they are easy to read by including lots of white space
Using a Recap Paragraph
- The recap paragraph is used to remind the reader of the most important points
- Use it for the biggest benefits
- “To recap, you will get access to my entire video training program, plus…”
- Use an odd number in your list... odd numbers always work best (with everything)
Using Post Scripts
- It is a fact that post scrips are highly read
- Use this as an opportunity
- You can use scare tactics, but be sure that you include important points
- To use more than one postscript, use this format: PS, PPS, PPPS, etc.
- Examples:
- “PS: Don’t I am including the largest selection of…”
- “PPS: If you order by midnight, you will get unlimited access to…”
The Colombo Technique
- This technique adds something extra at the end
- Use it wisely by ensuring you include something important or compelling
- This technique is great for someone who is "on the fence" for making the purchase
- For example: “Oh, I wrote this whole letter and I forgot to tell you…”
The Text-Based Call To Action
- A text-based call to action are words tell the reader to make the purchase liking to the sale
- Never use words like "Buy Now" or "Purchase Program Here"
- Instead, use a benefit as the text
- Example: "Click Here to Take Your Business to the Top"
- Use several of them with different text near the bottom of your sales page, between different paragraphs
- Do not use a call to action too soon in your sales letter, it should be at least halfway down
The Call To Action Button
- In addition to the text link call to action, use a graphical button
- Again, use a benefit... so do not use words such as "Buy Now"
- Make the button look visually appealing
That's it! Now you have the components that make up an effective sales letter... meaning, one that converts.
Remember that you should only use those components that are appropriate for your product, niche, and the relationship you have with your readers.
Use as many techniques as you can, but not all - you do not want to overuse for the sake of using them.
Also remember that many of these techniques will not be appropriate if you have a following (i.e.: selling on your active blog). They are best used for fresh, new traffic... people who do not know you.
Use your judgment please, and always sell products that will help them solve a problem.
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Resources
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