Since no one knows your product, service or audience better than you, writing your own top-notch sales pages is really a matter of knowing a few basics and being willing to test and track your results. Once you know the top tips, the rest will come naturally with a little time and effort.
What Problem is Your Prospect Facing?
Always strive to answer this question first. What is their pain? What are they experiencing and how is it making them feel?
For example, if you offer a copywriting service, your prospect may be feeling the pains of not enough time to get all their writing done. If you are selling a guide on how to find the best coffee maker, the problem your prospect may have is that their coffee pot keeps breaking or makes terrible coffee.
The problem that your prospect is feeling or trying to overcome will be identified very early on your sales page. In fact, it is often stated right in the headline; for example, “Tired of Replacing that Cheap Coffee Pot?”
Provoke Emotion
People buy for emotional reasons. Since they justify their purchase with logic, that means you want to first appeal to their emotions. You want your prospect to make the decision to buy right away. Then you can spend some time helping them justifying their decision with facts, testimonials and other tactics. Use emotional words in your headline, subheadings and throughout your copy. In the example used above, “Tired” is an emotional word. It describes how your prospect is feeling.
Place Your Call to Action Above the Sales Page Fold
Often, a person will visit your sales page and make an instant decision based on reading your headline and a quick glance of their screen, without even scrolling down. Take advantage of these quick decision makers and support them by providing a call to action above the fold, the point at which your visitor has to start scrolling down to see the rest of your page.
Use Formatting Wisely
When people visited a sales page where everything is bolded or in all caps, it makes it very difficult to know what they are supposed to pay attention to. The result is that they don’t pay attention to anything.
Make sure your headlines and subheadings stand out. Use bold fonts, larger fonts and you even might want to try a different color. Make sure your page is easy to read with plenty of white space between sentences and paragraphs. And simply highlight, bold, or underline those keywords that draw the eye down toward your call to action. These will be words or phrases that promise or stress a benefit to your prospect.
Call to Action
Test and track your call to action. Try various phrasing to see which works best. For example, a call to action with a postscript (P.S.) may work better for conversions. Also decide whether your audience prefers a button to click or a link.
When it comes to writing top-notch sales copy, remember that people buy for emotional reasons and justify purchases based on logic. Hook your prospect by calling out their problem, promising a solution and then showing them why and how your solution works.
