The key to having sales pages that convert is to be sure
you include a few essential elements. There is a basic
formula to writing good copy that has been tested and is
proven to work. Once you've created a successful sales
page, you own a template that you can use repeatedly,
customizing it to fit other products. Your template will be
like having a golden goose.
Whether you are hiring a copy writer to compose your
internet sales page, or you are writing the sales copy
yourself, here are the basic necessities of an effective
sales page.
The Headline: Most headlines include three parts. One: the
pre-head is to set up the main headline by letting your
target market know you've got what they're looking for.
Two: the main headline. Using the largest font you plan for
any part of the page, describe the product's main benefit
for the buyer. Three: the post-head. You don't have to have
a post-head unless you want to elaborate or clarify the
main headline.
Introduction: The first few sentences of the letter should
grab the visitor's interest at an emotional level. The
introduction draws the visitor further into the copy,
allowing you to make a presentation of your product and
offer. To appeal to the emotions, show the reader the
benefits of your product or service by describing how they
will feel or how their life will improve once they own and
use the product.
Credibility: On-line, this is especially important. Some
ways to build your credibility include using specific and
real numbers rather than approximations. Use results-based
testimonials that include at least the full name of the
testifier. Give your background and expertise, if it is
related to the product. Explain product test results, if
applicable, or quote favorable reviews. Always give your
contact information and address - it proves that you're
real. No one is going to show up on your doorstep, and if
someone calls you, all the better; you learn from contact
with your clients.
The Benefits: Itemize the benefits of the product in a
bullet-formatted list. Put them in some order of importance
and include an overload. Often, it takes only one bullet to
convince a visitor to make a purchase, but you don't know
which benefit will be that visitor's hot button, so have
plenty of possibilities. Use a bulleted list because it is
easy to scan.
Features and/or specifications: This is where you
specifically tell the visitor exactly what they are
getting. Here is where you give details about the product.
Bonuses. Always include something extra, and make sure it
has value - that it could be something people would order
the product just to get the bonus. Tell the specific dollar
value so you can use that information in the value build-
up, or close.
Toys "R" Us
Value build-up: Be explicit about the reasons the price of
the product is a good value. Make comparisons to other
similar products that are more expensive with less gained.
Offer a guarantee if at all possible. Anticipate and
counter objections. Create a sense of scarcity. That is to
say, give a deadline, explain why they need to act now, and
keep your deadline real. Help the visitor feel the pain of
not ordering~ exactly what won't change or get better
unless they have your product.
Ordering: Make this absurdly easy. Assume the visitor has
never ordered on-line, and give clear step-by step
instructions and several options of how to purchase. Offer
a secure on-line credit card page, Pay Pal, call to order,
or how to send a check, (it is rare that anyone ever
actually does this). And remember, ask for the order!
Write, "Order Now."
Post Script: In effect, this is a one-paragraph summary of
your sales page, including a repetition of the most
important parts. Also, ask a final time for the order.
Once you've reviewed this list, look for good examples as
you surf on-line. Of course, you would never copy someone
else's sales page, not even a line of it. Instead, look for
examples that inspire you, and write come killer copy of
your own!