Learn the ABC’s of a Moneymaking Sales Page
Sales copy tips designed to increase your conversion rates are not hard to come by now that you have a wealth of information at your fingertips. Depending on the term you type into your trusty search engine, you’ll probably be presented with countless results claiming to offer smoking hot templates and formulas for sales pages that covert like crazy.
It’s best to tread wisely if you choose to use an “instant” template that promises you the ability to whip up a sales page in five minutes. You should still be well aware of each component’s purpose, so you can use it to maximum effect. We’ve already covered seven of these components. We’ll look at another five in this third installment.
A Visually Appealing Design
Purpose: A simple, balanced design attracts the right kind of attention and allows for easy reading, or scanning. The layout of your sales page can contribute to your storytelling, show off the benefits, and help sell the offering.
Tip: The overall look of your copy is not an element you should ignore. When the various components are merely slapped together, it looks sloppy and unprofessional. The value of a “first impression ” should never be underestimated, since web users make a judgment within a third of a second according to a study conducted in Canada. Take the time to ensure your design does not form a bad impression.
Your sales page should be easy on the eye and reader friendly. Use appropriate fonts, font sizes, and colors, but not to the point where it becomes overbearing. The focus should be on the offer, not the layout. Also, make use of white space judiciously to avoid a cluttered look.
The Unbeatable Offer
Purpose: The offer breaks down the details, benefits and expected outcomes of your service, or product. Flesh out the specifics to show prospects the solutions they’re looking for and explain why you have something unique to offer them. This is your opportunity to let people know why your solution is better than any of those your competitors offer.
Tip: Use every chance you get to create value. Offer bonuses, discounts, or a limited time deal. Your prospects should feel as if they’re getting a bargain by the time they finish reading your copy. If you write about a feature, then make sure you also write about the benefit of the feature.
Purpose: Fear often rules the buying decision, which is why it should be eliminated wherever possible within your copy. A strong guarantee can help you achieve that by reducing the risk. Instill trust right from the beginning of your sales copy and reinforce it with an ironclad guarantee. It’ll make your prospects feel a lot safer when handing over their hard-earned cash.
Tip: The terms and conditions of your guarantee should be clear. Returns and refunds should be hassle free, so prospects don’t feel pressure before or after they make a purchase. While you should be fair to your customers, also make certain you protect yourself by stipulating a certain time period for refunds or returns.
The Strong Call to Action
Purpose: The call to action is the response you want your readers to make. It tells them exactly what you want them to do and how you want them to do it. Whether you want them to buy, download, or subscribe to something, you should have a powerful call to action that motivates them to respond.
Tip: This is a good time to remind your prospects of their problem, reinforce the fact you can offer the results they need, and ask them to buy. Be direct to ensure there is no chance they will misinterpret your expectations of a positive response.
An Effective P.S.
Purpose: The P.S. gives you one last chance to motivate your prospect to take action. You can use it to highlight the most important benefit, introduce a bonus or discount, and let consumers know your offer has a limited time period. It’s also a great way to reinforce any guarantees, tell people the final thing you want them to know, and remind them about important details.
Tip: A powerful P.S. has the potential to increase your sales drastically. In some cases, your P.S. might be the last push your prospect needs to take action. Make sure your P.S. is concise, direct, effective and clear. If you want people to take action, then motivate them and give them direction.
Ultimately, if you want winning sales copy, you need to search for sales copy tips that teach you how to weave these components together seamlessly and practice them. Don’t forget to test the effectiveness of your sales page. Generating a decent conversion rate is often a matter of trial and error. However, as long as you understand the purpose of each component and the way it influences the success of your copy, you’re already on the road to crafting impressive copy.
Check out the first part in this series Sales Page.
Check out the second part in this series Sales Copy.
Shawn Manaher is the founder and CEO of The Content Authority. He’s one part content manager, one part writing ninja organizer, and two parts leader of top content creators. You don’t even want to know what he calls pancakes.