Want to know the 10 things you must have
before you start writing?
In today's video, I'm giving you the insider scoop
on my Pre-Copywriting Checklist to help you write
a relevant, complete. and effective sales page
that boosts conversions every time.
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Hey guys, what's up?
It's Alex.
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All right.
Tell me if this has ever happened to you,
you're on a call with a potential new client
and they ask you to write a sales page
and you're like "yes, I got this!!!"
But then what?
What do you need to ask them?
What do you need to know before you start?
Or if you're writing your own sales page
for your business or product launch,
how do you prepare a bomb sales page brief?
Well in today's video, I'm going to talk you
through each point of my Pre-Copywriting Checklist.
This checklist includes the 10 things you must have
before you even think about writing your first word
so you can write relevant, complete
and effective copy that works.
And you'll find out how to get your hands on this checklist
along with my proven Sales Page Formula
at the end of this video so keep watching.
So many people think that copywriting starts with writing,
which I mean makes sense... But, nope!
There are actually quite a few things
that need to be done and key information you need to know
before you ever write a single word.
That's right before you can blow your client
or customers away with your amaze-balls copywriting skills,
you first have to do some detective work.
Now you might be thinking...
"But I'm a copywriter my job is to be creative and write!"
And yes, while that's absolutely true,
a good copywriter takes the time
to go over every single detail in advance.
In fact most of my initial client calls take
at least one hour because that's how long you need
to cover the basics, ask the right questions
and get all the juicy details you need.
So roll up your sleeves and put on
your best copywriter detective hats
and get ready to do some investigative work
with this Pre-Copywriting Checklist,
the 10 very important things that you must have
before you write a high converting sales page.
It is not just enough to know the product
or business you're writing for,
as a copywriter, you need to get that bird's-eye-view
of the entire scope of the sales campaign.
So unless you're in charge of every single piece
of copy for the project, you need to make sure
that the asset you're writing flows cohesively
with the other elements of the campaign.
For example, if you're hired to do the sales page,
it's really important that you request
to look at the ads, the landing pages
and even the emails that come before, during and after it.
That way you really understand
what your customer sees, experiences and is already aware of
before they land on your sales page and you can make sure
that you're actually on the same page, pun intended.
The last you want is for your prospect to follow
an ad or a content video like this,
land on your page and then notice a complete disconnect
in your messaging or worse feel totally misled.
That is a sure way to ruin your first impression
and drive them away, possibly never to return.
And if it's an existing customer
that's coming back to your page
you risk disrupting the relationship
that they already have with your brand.
So be sure to request those assets so
that you can understand the campaign context and flow.
If they're not readily available,
it would still help to do a little digging
and ask your client what's been conceptualized
or strategized already in terms of a promotion plan.
All right.
Even though this is a critical part of any brand,
you'd be surprised how many businesses out there
still haven't defined who their customer is.
A customer avatar or persona goes way beyond
the basic data found in your website analytics,
such as age, gender and location.
Your customer avatar is an actual personality
that you create, name and define as you would a real person.
It illustrates the personal and psychographic traits
of your ideal customer down to their challenges,
fears, goals and personal interests.
So the goal here is to be able to showcase genuine empathy
and communicate effectively in your copy.
A customer avatar profile takes the marketing motto,
'If you try to sell to everybody,
you'll sell to nobody'
to the next level by having
a specific person in mind.
The more clarity you have on who your customer is,
the better your sales copy will be.
It is as simple as that.
Now, if your client doesn't have
a customer avatar profile handy,
why not guide them through an exercise
that will A - be an added value to your service
and B - help you deliver great work.
So at the end of this video I'll link to a video
on my Customer Avatar Exercise that I use
with every single one of my clients.
Nobody wants to buy products
or services from a random Joe Schmoe.
People want to make sure who they're buying from is legit
and qualified to sell or teach them the product offered.
If they're providing professional services,
do they have the right academic qualifications?
If they're positioning themselves
as an expert in their field,
do they have the proof to showcase their experience,
such as case studies and relevant training?
If they're supposedly renowned for their work,
have they been featured in the press
or taken the stage at any events?
You get the point here. These are the types
of credentials and accolades that will establish you
or your client's authority and help you create trust
with your sales copy, increasing the likelihood
of your prospect hitting that order button.
Now more than ever before, customers wanna buy from
the brands that they can relate to.
Gone are the days of businesses getting away
with generic identities and a lack of personality.
People are no longer buying the WHAT of your product
they are buying the WHY.
That's why it's so important to get to know
the story behind the product you're writing for.
What is the history?
What inspired its creation?
How does it represent the values of the company?
What's the company's mission
and how does the product aim to achieve it?
If you're lucky enough to be writing
for a well-established brand,
chances are there's a brand voice guide or guidelines
that you can request to help you with your copy.
Otherwise, what I recommend you do
is set up a great introduction call with your client
not only to understand the scope
of the job and the campaign
but also use this time to ask
about their brand message and story.
Ask questions like,
why did you start doing what you're doing?
What's the origin of your business?
What's the first thing you want people to know about you?
And of course what is your...
Chances are your client's product or service
isn't the very first one on the market of its kind.
In fact, there are probably hundreds
or even thousands of similar products or services
just like yours already out there.
So why would someone buy from you over your competition?
What problem does it solve
and what goal does it help your prospect achieve?
These are usually summed up in a USP statement
or description on their website.
Now, if your client doesn't have
a USP statement that they publicly use,
there's a high chance that they do
have it outlined somewhere in company documents
such as an investor deck or brand guidelines.
If your client doesn't have an answer at all,
then it's down to you as the copywriter
to look into their brand,
do some market research and suggest some ideas
on how their product can be positioned for the campaign.
If you need an effective copywriting exercise
to help you with this,
I will share a video
at the end of this video that you'll want watch next.
All right...
Okay, so this is probably the most obvious one.
In order to write about a product
you need to know exactly what the product is
and everything that comes with it...
and I mean everything.
People like to know the specific details
of what they're buying.
For example, if your product is a Whole 30 Cookbook
with 25 free recipes included,
make sure you mention those recipes on your sales page.
Or perhaps you're selling an extra
luxurious Rose Quartz Gua Sha tool
that includes a detailed ebook
on 10 facial techniques plus a nourishing facial oil.
Or maybe you're writing an online coaching program
that includes eight guided learning modules,
insider Q&A recordings and tons
of step-by-step templates exercises and worksheets.
See where I'm going with this?
The more specific you can be
with your features and frameworks the better.
Now this just might be the Holy Grail
of any sales page, customer testimonials.
I mean how many of us have quickly skimmed through
a sales page and then very thoroughly read
through each testimonial before deciding if either,
one, we wanted to move on
and just forget the product altogether.
Or two, scroll back up to the top
and read the sales page a little bit closer.
Customer testimonials make a huge difference
in the decision-making process.
A staggering 92% of people read online reviews
and it has been proven that the presence
of customer testimonials can drive revenue up by 62%.
I mean, think about it,
how often have you bought something just
because your favorite influencer swears by it?
Or when you read a review by someone who struggled
with the exact same issue that you have
and managed to overcome it with the product?
So if your client has any testimonials at all,
even just one make sure to ask for them.
They can be great sources of inspiration
for your hooks and headlines too.
And obviously the more you include
on your sales page, the better.
Ah yes, the main question on everybody's mind...
How much is this going to cost?
As a copywriter, you'll want to ask your client
what the price point of the product is,
along with any payment plan options available.
But before you move on from this line-item
on your checklist, you also want to get a clear idea
of what the value of this product is.
So for example, does the product come
with additional features that other brands
don't have or charge extra for?
Does it come in a package or bundle,
whereby getting the features individually
would cost way more?
Does the product help prospects save money
by getting the benefit
from your client versus somebody else?
These are the types of questions you want to ask
to help establish what the overall value of the product is
so your prospect would know what they would have to pay
if they bought outside the offer window
or if they went with another market alternative.
Now onto the most important details
that you need to know to write copy that sells...
So these are all the details you would need
to write the close of your sales page.
So this includes promotion specifics,
discounts and any scarcity
that can or will be used on the page.
This is also a good time to clarify any formalities
like conditions, application deadlines, FAQs, refund policy
and any extra bonuses that will be included.
So once you map out the offer and get
the green light from your client,
it's your job to spice it up and write a hot offer.
This is when you can turn to their brand voice
or their customer avatar profile
to add in some personality to the pitch.
Get creative and have some fun.
All right, lastly number 10 on the list...
So another item that is commonly overlooked
in a sales page is the delivery details.
Now it might seem obvious
but you need to clarify from your client exactly
how, when, and where the product will be delivered
so that you can communicate it clearly in your copy.
So for example, will they get login details via email?
Will it be sent instantly?
Where can they access their content?
How long do they have to wait
before they receive their product?
Remember, you don't want to leave any room
for confusion in the mind of your customers.
So it's best to include delivery details right there
on the sales page, like in an FAQ section
or you risk that customer peacing-out
because they weren't clear on next steps and what to expect.
So there you have it guys, the 10 things you need
before you can write a relevant, complete
and effective sales page that connects and converts.
Give me a thumbs up below if you found this video helpful
and if you want your own copy
of my Pre-Copywriting Checklist
and my Proven Sales Page Formula,
I have an exciting invitation for you.
At the link below you'll find out more
about my highly anticipated Write & Ignite Challenge
where I'll teach you the exact sales page formula
and writing process that I have used to help dozens
of businesses execute multi-million dollar launches
and countless students land
high-paying copywriting clients and projects...
And you're going to learn it all in just five days.
So whether you're an entrepreneur who needs
a high-converting sales page that actually works
in today's online marketing climate...
Or a new coach or consultant who is ready to put
your work out there but doesn't have thousands
of dollars to pay a copywriter - yet...
Or you're a freelance copywriter who is struggling
with a client's sales page and need fast-track guidance
to get high quality copy out in under a week...
Or you're an aspiring copywriter
who wants to have a freshly minted professional sales page
in your portfolio so you can get clients ASAP...
This challenge is for you!!!
Click the link in the description below
to find out how to get it on it.
I hope to see you there and as always,
thank you so much for watching and subscribing.
Next up check out my video on 5 Copywriting Exercises
including my USP Statement Generator.
You can watch that right here and you can check out
my video on my Customer Avatar Exercise right here.
I will see you next week with a brand new video.
Until then, I'm Alex. Ciao for now!
(upbeat music)
And suggest...
blahabaha.
I have such a hard time saying that.