Yeah. They can seem REALLY daunting to write, can’t they?
You sit down, open your computer, and you try to write – but hours later, you’re still staring at a blank page not knowing how to begin (even though you’re so passionate and excited about your offer).
If this is you, then I’ve got a simple, easy-to-follow sales page outline you’re gonna love!
I’ve used this method again and again when I write my sales pages and when I need to make my client’s sales pages stand out. It’s a quick template to follow if you want to maximize your conversion for your product or service:
1) KNOW YOUR AUDIENCE
Before you start ANYTHING – know your audience. You need to write in a way that speaks directly to your ideal person. Knowing this will help you understand what verbiage to use, the tone, jargon and pain points.
Here are some guide questions:
- Where are they from?
- What age are they?
- What kind of terms will they understand?
- What tone will get their attention?
2) CREATE A VALUE PROPOSITION
A value proposition is a concise statement. Usually, just one sentence that announces the problem you are solving, the benefit you uniquely provide and why you are the best person to do so.
A simple formula to get you started on this is:
I help [WHO] solve [PROBLEM/PAIN POINT] so they can [BENEFIT/DESIRED OUTCOME]. You should also insert [HOW] you do this if it is a unique method.
Don’t be afraid to break this statement into two sentences to break it up and make it more understandable.
Here is an example of a unique value statement from my own business:
Mindful Marketing Co. helps integrity-driven businesses finally be found by those who need them most by combining proven marketing strategy with the principles of mindful connection. We help you solidify your relationship with your audience and get more leads & sales in a way that feels meaningful and aligned to your values.
3) STATE KEY FEATURES
Features are what make the product, program or service desirable. Describe what your offer is and why it’s incredible. Here are some questions to guide you:
- What makes it a unique proposition?
- How will it affect their day-to-day life?
- What will they feel when they avail of your product/service?
- What things can they achieve when they purchase this product/service?
4) STATE THE BENEFIT(S) OF EACH FEATURE
If the features describe the offering, then the benefits describe how each feature will help solve the buyer’s problem.
Offering: Copywriting course
Feature: Learn how to write a stellar sales page
Benefits: higher conversions, more click-throughs, more web traffic
5) DEVOUR OBJECTIONS
Everything you sell will be met with objections from some potential buyers. Common complaints are cost, time or lack of trust.
Cost can be met with early bird pricing or payment plans, or an “overflow” of bonuses for buying. Time can be met with things such as “it’s yours forever.”
Trust can be met with killer testimonials, research statistics or providing a guarantee.
If they aren’t sure the product is right for them, they either aren’t your people, or perhaps you haven’t explained your offering and its benefits in a way they understand and relate to. (This goes back to knowing your audience.)
BONUS!!! **See what I did there?**
The 6th step to writing great sales pages you’re likely not going to find on the internet templates:
6) TALK ABOUT YOUR WHY.
This is where the focus goes back on you – the human behind the business.
WHY are you doing this? Why did you create this offer? WHY is this program/product/service vital to YOU???
TELL THIS STORY on your sales pages. It doesn’t (and shouldn’t) need to be a mile long. But sum up what YOUR connection to the offering is, so people know not only that it means something to you, but that you have been in their shoes and you have the answer to the problem they are looking for.
This can go anywhere on the sales page, but I recommend it goes at the very start, right after your value prop, or right at the very end.
People want to know you give a damn about what you are doing – that your business means more to you than just making sales. YOU are ultimately what your people will want to buy. Adding this element provides an emotional connection that will resonate with your people and send them over the edge of “maybe” to “yes!”.
Hate marketing? Take the Energetic Marketing Type Quiz to learn how to market your business more easily and effectively using the principles of your unique type.