A sales page (or sales letter) is all about conversion.
If you build incredible pay-per-click ads driving traffic to a mediocre sales page… you’ve lost.
If the page is incredibly designed with evocative images, but your copy is meh… you’ve lost.
And if you throw a whole lot of copy elements like buttons, headlines, testimonials and sidebars onto your page like a bowl of spaghetti onto the wall… you’ve probably lost (though people win the lotto, so maybe this is your lucky day).
Vision drives decision
The famed negotiator Jim Camp said, “vision drives decision”. He was talking about negotiation, but his pearl of wisdom applies to the science of selling just as well.
When you get someone conjuring up images of their future – one with your product or service in it – the battle to convince them’s almost won.
No “ninja” tricks or sleazy sales tactics required. Paint them a picture and let their imagination do the rest.
If you can do that in a paragraph or two, mission accomplished.
If it takes you a couple of thousand words, that’s fine too (as long as you keep your readers reading).
Your headline doesn’t sell anything
So how do you write a sales page?
Well, research is important. Understanding the market is critical.
But basically, you DON’T write copy that sells.
That’s right – your copy (or most of it) shouldn’t sell a darned thing to the customer. Instead, it has one very important other mission: get your readers to the next line.
So your headline doesn’t sell diddly squat. It gets readers into the body of the page (or maybe just as far as the sub-headline).
Your first line of copy gets people to the second. And so on… all the way down the page.
When you’ve said what you’ve needed to say, then and only then does your copy try and sell – which should actually be a smallish part of your overall page.
Where to start?
The first step – before a word is written – is to learn everything about your customer and how your product or service helps them.
You’d be surprised at how many copywriters don’t do this.
Without research, a writer is guessing their way through things. And that’s a writer you probably don’t want to work with.
If you want to work with a writer who only guesses when it comes to footy tipping, get in touch and let’s talk about how a sales page might help your business.
Ready to tackle your marketing and copy challenges?