Have you been hired to write a sales page
but can't stop staring at that blinking cursor
at the top of an empty document?
Well, ask your client these 5 questions and watch
as a high converting sales page practically writes itself.
Stay tuned.
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Hey, Posse, what's up?
It's Alex coming at you this week with a brand new tutorial
for all my copywriters and business owners who need
to write a high-converting sales page
that connects and converts.
But first, for those of you who are new
to the crew, welcome.
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Now.
(sighing)
Crafting a high converting sales page is no easy task.
We all know it.
It can take weeks of strategizing
and researching and writing before you land
on a final draft that really works
or that even sounds half decent.
Sure, there are formulas, templates, and strategies
that you can find online that can really speed up
that process.
But those are really just the bones
or foundations of a sales page.
They're like a checklist that help you make sure
you're including all the necessary elements that need
to be included on a sales page.
You know, like, does it have a great headline?
Is there a clear CTA?
Do you have social proof?
So on and so forth.
But what a formula doesn't do is fill
in the blanks for you, right?
I wish.
A formula alone isn't gonna help you write
a high converting offer nor is some template
or AI tool, right?
If you wanna write an offer that sells,
then you need to know the big and little things
that will make your customer self-select
as someone who needs you,
and needs whatever it is that you're selling.
And that is exactly
what these 5 questions will help you do.
So whether you are a business owner looking
to write your own killer sales page
or you're a copywriter trying to improve your process,
get out a pen and a notebook and get ready
to take these down.
The first question on my list is,
what's the aggravating status quo?
So the first question you wanna ask your clients or reflect
on yourself if you're writing your own copy is,
what is the aggravating status quo your customers are trying
to escape?
More specifically, what are the pain points, frustrations,
and challenges that your customer is likely experiencing
in the weeks, days and minutes before purchasing from you?
So here you wanna dig deep with these questions
so that you can paint a really accurate
and relatable picture with your copy,
which that actually reminds me.
When you're asking your clients these questions,
make sure you get them on an actual call.
I know, I know, the introvert in all of us is like,
"No, I don't wanna have another call," but listen,
please do not just send a Google doc with questions
and say, "Hey, can you answer these questions for me?"
Because let's face it,
the majority of people will treat that like homework
and they'll just write out the quickest answers they can
just to get it over and done with.
But when you actually talk with someone,
you really get the chance to go a little bit deeper
and get something totally different
than they would ever just write on their own.
So what I like to do is send these questions
across before I have a call with my client
and I let them know that, "Hey, you can review them
if you want, but you don't have to
because we're gonna be going through them one
by one on a call."
And then that's exactly what we do.
I treat the call almost like a little mini interview
or interrogation where I'm playing like a private detective
who's questioning a key witness.
So I'm really putting on my marketing and psychology hat.
In other words, for every answer they give me,
I really try to go even deeper
and ask even more follow-up questions
to really pull out the good stuff
that I know will really resonate with their audience.
So this means I might say things like,
"Hmm, tell me more about that."
Or "Why do you think that is?"
Open-ended questions like that really make them think
and are the key to getting crazy valuable information,
that trust me, will be a game changer
when you're writing a sales page.
So do not skip the interview process.
Alright, next, let's move on to question number 2.
What's the big promise?
Or more specifically, what is the single biggest benefit
of your product or service?
And be warned,
they will rattle off all the things their product
or service does, right?
Everyone thinks their product is like the cure all
for A, B, C, D, E, F and G.
And sure, maybe their product really does help
and really does do a lot of different things.
But here's a little hint,
the big promise is the number 1 biggest, best,
most juicy and notable benefit
that helps people overcome their aggravating status quo
that you uncovered in question 1.
So if you had to just pick one really big reason
why your audience would buy your product, what would it be?
So for example, of course, I believe that my product,
The Copy Posse Launch Files solves a whole bunch
of different problems for my students.
A few off the top of my head are like no portfolio,
no experience, feeling lost and confused
and have no idea how to start, can't find clients,
want to escape a mind-numbing 9-to-5
and the list goes on and on.
But the big aggravating status quo
that I focus most heavily on
in my sales page is what I call the copywriter catch-22
where you can't get hired without a portfolio,
and you can't build a portfolio without getting hired,
which stops so many new freelancers
from getting started at all.
So my program really eliminates the catch 22
because you create your very own portfolio
from start to finish inside the program.
Which means you end with a complete and cohesive portfolio
which gives you the confidence and the skills
and the assets you need to land your first client.
So see how I tied that one big promise,
the number one aggravating status quo that I identified?
And of course, I still do talk about all
of my other benefits on the sales page.
And of course, that's really important,
but I really choose that one to hone in and focus on.
And that helps my students identify
and self-select as the people who need my program
to solve that one big issue they are facing.
And then of course, all the other benefits
of the program are just added perks
that make the offer even more irresistible.
Alright, question number 3, why you?
Or more specifically, what really makes you different
from the competition?
So here, you really wanna help your client reflect
on what it is that sets their business apart.
Why the hell would anyone wanna purchase
from them instead of somebody else?
What if someone has a cheaper option?
Really then, what is their positioning strategy?
Now, this one might involve a little bit more brainstorming
in order to find something really juicy.
So here is a tip.
One thing I always like
to do before these calls is a little bit of research
on 3 to 5 of the client's top competitors.
Now, writing down their offers, their price,
and anything else that might stand out to me as unique
or special, like a special methodology or any perks.
That way on the call, we can talk through these other offers
and cross-analyze them to find a really juicy offer
for my client.
Now, usually when I do this exercise with my clients,
a light bulb will seriously go off in their head
and suddenly they'll have that aha moment
because it's a lot easier to see what's similar
and what stands out when you have a list right there
in front of you.
Alright now, moving on to question number 4.
Why might your customer say no?
Yes, just as important as finding out
why your customer might say yes is finding out
why they might say no.
Now, unless this is a completely new offer
that their audience has never seen before,
your client has likely heard some objections
from their potential customers, like "It's too expensive,"
"I don't need it," or "I don't trust you."
And those are just a few of the most common objections
that you likely hear, or at least the underlying objections
to the reason why people say no.
So with this question the goal is
to have your client reflect on some of those common themes
that they might see come up in the form
of customer objections.
So what has prevented prospects
from buying your product or service in the past?
Why might they say no now?
And how can we change their mind?
So a fun little exercise that I like to do here
with my clients is I actually pretend we're
in a live sales call.
And I pretend to be the prospect
that's on the fence about buying.
And this is a fun one
because I love playing devil's advocate
and being kind of difficult because it's a great way
to get my client thinking outside the box
and digging really deep into the real benefits
and perks of the offer.
Alright, now that brings me to question number 5
on the list.
How do you want your customer to feel after?
More specifically,
what are the emotions you want your customers
to feel after experiencing the benefits
of your product or service?
So this is where you highlight the transformation
and results, not only physical results or monetary results,
but how will they feel after working with you,
after you've transformed their life
and solved their pain points,
what are the exact emotions?
Be exact and specific.
So if your client replies,
"Oh, I don't know, they'll feel happy."
Ask them why.
What does that really mean for them?
Will they feel happy because they can finally play
with their kids again?
Are they relieved because they no longer have
to spend thousands of dollars on another solution?
What exactly are they feeling and what's the thing driving
that emotion?
Make sure you're getting detailed answers here.
Trust me, that will go a long way
in making your prospects feel like you're speaking directly
to them in your copy.
The more emotion you can use,
the more relatable your copy will be.
Make sense?
Alright, Posse, there you have it.
Those are the 5 questions your sales page needs
to answer if you wanna connect and convert.
And when you combine these 5 questions
with my Hot Offer Checklist, you'll be able
to whip up a high-converting offer in no time at all.
You can grab that free checklist right here
in just a second.
And until next time, I'm Alex, ciao for now.
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