Learn the ABC’s of a Moneymaking Sales Page
In part one, we looked at the purpose of four essential components of high impact sales copy. While mastering those four is certainly a step in the right direction, there are several other elements that contribute to building solid rapport, credibility, and trust. As we continue down the list of components, it’s important to keep in mind that they must work together to bring a consistent message to your public.
A Back-Story That Sells
Purpose: An interesting back-story allows you to tell potential buyers why your offer exists. When readers can relate to you in some way, they are likely to become emotionally invested on a more profound level. Building rapport through your story is a vital part of developing the trust you need to close the sale.
Divulging the details of your journey to success is also an excellent way to strengthen your authority. If people believe you know what you’re talking about, they are more inclined to listen to what you have to say. Wield your words wisely, for they have the power to show and prove you are worthy of the time it takes to get to the “BUY” button. With a captivating story, you’ll keep your prospects hooked from beginning to end.
Tip: Never write a story that’s untrue. You’re treading on dangerous ground when you mislead your readers, and the last thing you want is to tarnish your reputation. Make sure you have the facts if you’re writing copy based on the back-story of someone else, instead of your own experiences.
What you write and the way you write it can influence your prospect’s opinion of you. Don’t write anything that could later put a major dent in your credibility.
Proof That Removes Doubt
Purpose: Although there are several types of proof, one basic, common purpose is to remove doubt from your prospect’s mind. When you provide concrete evidence that your product or service produces the results people desire, you reduce feelings of fear and anxiety – the feelings that stop your prospect from buying.
Providing proof also helps to solidify your authority. It gives you the opportunity to show people you’re the expert, which is exactly how they will perceive you. You’ve been there, done that, and now you can wear the t-shirt of success proudly.
Tip: Without a doubt, you have to establish the validity of your claim in any sales copy you craft. Expect objections, because you’re going to get them by the truck load. You can support your offering with multiple pieces of evidence including customer success stories, case studies, testimonials, data, demonstrations, statistics, test results, pictures, videos, and credentials. It’s crucial to anticipate possible objections and tackle them within your sales copy by providing evidence that puts your customer’s mind at ease.
Show your customers the possibilities. Better yet, show them what the drawbacks are if they decide to forgo your offer. Help them make the only logical conclusion there is; you have the solution to their problem. By the time your prospects get to the end of your pitch, they should be ready to buy with absolute certainty.
A Video That Strengthens Rapport
Purpose: In essence, videos are an excellent medium for strengthening your connection with potential buyers. Besides speaking to people on a level that’s a little more direct, you have the opportunity to put a face to your message. This encourages a feeling of trust and confidence in you and your offering.
Tip: Put some personality into your video to keep people engaged. If you’re going to use this medium to communicate, then make certain your video is professional, and enhances your written copy.
Although these three components develop rapport, there are several more that help you make a powerful close in your sales copy. In part three, we’ll discuss these components and look at how they affect the outcome of your conversion rates.
Check out the first part in this series Sales Page.