Need to write a sales page for an upcoming launch?
Looking to improve the existing copy
in your funnel or website?
If so, then this video is for you.
I'm gonna teach you
the 10 things your sales page must include
if you wanna make sure your copy creates trust,
builds authority, and converts like crazy.
Keep watching.
(upbeat music)
Hey posse, what's up?
It's Alex, come at you this week
with a super quick sneak peek
into the full sales page training that I teach my students
inside my flagship program,
The Copy Posse Launch Files,
and inside my 5 Day Write and Ignite Challenge
and you can learn more
about both of those programs below, by the way.
But in this video, I am sharing 10 conversion triggers
that I always, always, always look
for when writing, or reviewing or critiquing a sales page.
But first, if you're new to the crew, welcome.
Right here on my channel,
you'll find a ton
of tutorials on copywriting, digital marketing,
and freelancing to help you on your entrepreneurial journey.
So be sure to subscribe below and don't forget
to hit that belt to be notified
when my next video goes live.
Now, today, I'm gonna teach you exactly how
to optimize your sales page from the bottom to the very top.
This tutorial is perfect for any coach
or entrepreneur with a service-based or education business.
So think of things like 1-on-1 coaching or consulting,
in depth online programs, or any other services.
Now, are you ready to dive in?
Awesome, all great sales pages start
with number one, the headline.
The headline is the shortest section of a sales page,
but it definitely takes the longest to write.
In fact, I always, always, always write my headlines last,
but because it's the first thing a prospect sees
on your sales page,
it'll be the first conversion trigger that we talk
about right here.
So you wanna be sure
that your headline is strategically written
to hook your prospect's attention,
introduce a core pain point, benefit,
or the USP of your offer,
and third, open a loop that entices the reader to keep
on scrolling and reading below the fold.
Yes, that is a big job
for such an in bitty little section of copy.
And another thing you need to consider
when writing your headlines is speaking directly
to your target audience and more importantly
to their specific level of customer awareness.
Now, if you have no freaking clue
what I mean when I say customer awareness,
make sure you watch to the end
of this video because I'll be dropping a link
to another tutorial that will explain all of that for you,
and you should most definitely watch that one next.
Alright, moving on to the next conversion trigger
you must include on your sales page.
Number two, indoctrination.
So this is what comes immediately after the headline.
It is the lead in portion of your sales page or the buildup
before you actually start selling anything.
And listen up,
this copy is insanely important
because this is when your reader actually self-selects
and decides whether or not you're actually talking to them.
And yes, just like the headline,
it can be very difficult and take the longest to write,
but it's worth taking the time to do it right
because when done well,
it can make a massive impact on your conversion rate.
So your indoctrination section needs
to indoctrinate your readers on who you are,
why they should listen to you,
and really why they should care at all.
So this is where you need to empathize
with, educate and validate your reader.
And you can do this through storytelling, sharing stats
and facts, or painting a picture of what's to come.
And of course the most important thing you do
in this section is speak
to your prospect's immediate needs and fears, which takes us
onto the next conversion trigger, number three,
problem and solution.
So of course the whole point of your sales page
is to sell something that solves
a problem for your audience.
So you really need to get clear on what that problem is.
As human beings, we are unfortunately wired
to avoid pain above gaining pleasure.
This means that in our most natural state,
we respond to problems more urgently than we do solutions.
And because of this, the sales page really needs
to address your prospect's problem,
what I like to call the aggravating status quo, early on.
So what is it that's causing them pain,
that's a challenge, that's aggravating them, right?
Your copy should evoke an emotional response,
but be careful not to put salt in the wound.
You don't want them to feel alienated, misunderstood,
or attacked.
You want them to feel safe, understood, and heard.
And that's why you should effectively
and accurately communicate one core problem
in your copy before introducing your promising solution
or the big promise your reader is looking for.
In this case, specificity goes a long, long way.
No one is gonna believe
that you have a solution that literally does everything
under the sun.
So think of how your solution is like the big,
easy button for whatever your client or customer
is looking for.
Now, a very important distinction to make here
is that the solution is not the product, at least not yet.
Rather at this point in your sales page,
the solution should be a specialized method, approach,
discovery, or tool that can solve your prospect's problem.
Remember they first have to believe
in the solution before they buy your product.
Whether your solution is coaching, mentorship guidance,
or expert services, right,
you need them to believe in it.
And once a believable solution is presented, of course,
then you can pivot to number four, the offer.
So this is where you introduce your specific version
of that solution, AKA your product
or service as the simplest, best,
fastest way to obtain that big promise we just talked about.
So here you wanna have a very clear
and concise USP or unique selling proposition.
This is where you wanna include the value breakdown
of all those left brain details
that make your product so amazing, right?
So include what it is, how it works,
where to get it, when to expect it and how much it costs.
Now, the most important thing to remember in this section
is that the value of your offer should always, always,
always be greater than the price.
So the greater the gap between value and price,
the more irresistible your offer becomes,
and this is why you often see campaigns that use bonuses,
price juxtaposition,
or discounts to increase that offer appeal
and therefore increase the conversion rate.
Alright, now that you have all that left brain
here's what you get stuff out of the way,
it's time to address number five,
the juicy benefits.
Or bennies as I like to call them,
and those of you who've been in the Posse
for a while know I love me some juicy bennies.
This is where you stop talking
about what you offer and start talking about why,
or in other words, why your prospect would want
to buy your product.
Really, like what's in it for them?
And this is really where you can go a lot deeper
into all the amazing things that your product
or service does on top
of that big promise or solution that you already shared.
Now it's not enough to simply show them
what they're getting.
It really changes the game altogether
when a prospect believes they have
to have what you're selling.
So you answer this question in your sales copy
by presenting the specific
and relatable benefits that your product
or service can provide.
And remember, this is really important,
features are not benefits.
Features are something your product has
or is, right?
Where benefits illustrate the desired results
that solve real pain points.
So for example, a feature might be batteries included,
but a benefit of that feature might be something
like no disappointed child on Christmas morning
because they're not opening up their present
and realizing that it doesn't work
because there are no batteries included.
Now it can be pretty difficult to convert features
into benefits, especially when you're writing
for your own product or service.
Because oftentimes as business owners,
we love our products so much that we just wanna share
with everybody, everything that it entails,
but it really takes practice to juice up those benefits.
So if you need some support with that,
I have an awesome tool called
the Feature-to-Benefit Converter,
and you can actually download that at the end of this video.
Alright, next up,
you wanna make sure that you're including number six,
social proof and authority.
So a very common objection in the minds
of consumers is whether or not a brand is the right company
or product or person for them, right?
Trust is a huge factor that determines
a customer's decision to buy from you.
So it's really important
that a sales page communicate social proof
and authority through testimonials,
social media stats, press coverage, credentials,
experience, and really any other credibility factors
that you can find or use in your copy.
However, authority is not just something that you like slap
into a single section of a sales page.
I really like to see it communicated
throughout the copy as much
as possible and in a more conversational way.
Alright, now onto number seven scarcity.
So in marketing scarcity refers to the idea
of making products or services limited in some way,
making people more likely to act
because the offer is scarce or exclusive.
Now the four most common types
of scarcity are price scarcity,
so a limited time discount, quantity scarcity,
a limited amount left,
premium scarcity, limited time bonuses,
and offer scarcity, which is a limited offer
or the cart is closing.
Now the most effective sales copy communicates a reason
for someone to act now, right?
So it uses scarcity that compels the prospect
to act while the offer is still available.
And this is insanely important.
Your copy also needs to clearly
and effectively communicate a big reason
why the offer is being limited.
Is it because of a special event
like an anniversary or a mission to touch 1,000 lives
by the end of the year, or a global cause,
such as World Mental Health Day, right?
Having a reason why behind a sale
or promotion massively increases trust and believability.
And this goes without saying,
but always use real scarcity, never lie
and say an offer is limited when it's not.
Alright,
now before I move on to the next conversion trigger,
I wanna take a minute to just clarify
that not all sales pages need scarcity all the time.
So if you want your sales page to be 100% evergreen
for anyone to purchase any time,
scarcity can actually be left off the table
and instead just use urgency and provide clear benefits
as to why someone would wanna act right away.
Alright, moving right along to number eight,
risk reversal.
So in other words, how does your copy make
the purchase process seem easy, safe, and risk free, right?
People like to be told exactly what to do
and what is going on, and what's gonna happen next,
so your copy really needs to assure them
that they will be taken care of every step of the way,
from the moment they add that product to the cart
to when it will be delivered at their doorstep
or how they can access it, if it's online, right,
or how it can be returned
if it doesn't work out.
This is where you wanna include any security language,
verifications, return or exchange policies, next steps,
and of course delivery details.
This is where you wanna debunk the fear,
am I gonna be screwed over by this person?
I'm telling you a lack of trust is really,
really prevalent right now in the market.
So do all you can to really make the process seem safe
and risk free.
Alright, moving on to number nine, a call to action.
So whether your sales page has a single button
or a multi-tiered order section,
the call to action or CTA needs to pack a serious punch.
It must only take like a millisecond
for your prospect to understand exactly where to click
and how to buy from you.
Your CTA should be clear and straight to the point.
So for example,
order now, get instant access, enroll now, right?
You get the idea.
The most important rule of copywriting
is to have just one clear and concise call to action.
It can however appear multiple times throughout your page.
So if you have a longer sales page,
then you might wanna include your call to action button two
or three times throughout the copy that then anchor link
to the bottom order section with that final order button.
And always, always, always make sure the CTA
is the very last thing someone would see
if they quickly scrolled all the way to the bottom
of the page.
And finally, number 10 overall feel and flow.
So this is less about the copy itself
and more about the readability of your sales page,
which is an insanely important factor to consider.
So once you have the first nine conversion
and optimization triggers covered, it's time to sit back
and look at the entire picture
and ask yourself
is the sales page messaging consistent
and coherent throughout?
Is the page easy to skim
with clear section titles that guide me down the page?
Was everything easy to read
or did I have to stop and read any sentences twice?
Were there any glaring gaps or illogical links.
Right, make sure your copy is simple and effective
because I have said it so many times before
and I will say it again.
Studies have shown that the average reader reads
at the seventh grade level.
So there's really no need
for wordiness or fancy explanations,
or long lists of adjectives in a single sentence.
I personally find that reading
the entire sales page out loud
really helps me answer those questions,
and if at any time you find yourself slipping up,
you know something needs to be simplified.
And here is one more bonus tip for you.
Make sure you read your page on your cell phone, right?
With more than half, in fact, I would say close
to 90% of readers consuming sales pages on mobile devices,
you wanna make damn sure that your copy is easy to read
and navigate on these little screens.
Alright, there you have it.
An exclusive insider look
at the 10 triggers I include in all of my sales pages.
Now, if you need help connecting the dots
and taking your sales page from more theoretical
to tangible, make sure to check out my
5 Day Write and Ignite Challenge.
Inside this program,
you won't just learn the parts of writing a sales page,
but I will actually help you implement it all
so that you can write your own high converting sales page
in just five days.
So here's what you'll get in this challenge.
My five question copywriter checklist to help you create
a bomb sales page brief.
My wheel of persuasion,
which is the six proven writing prompts
to help you build trust,
create believability and inspire action.
My simple four point offer matrix to help you
craft an irresistible offer, my 16 step formula
for putting it all together.
This is the exact formula that has helped make me
and my clients millions.
Plus my hot headline formula and proven hook templates
to help you craft headlines
that get your prospects' attention.
So if you want help crafting the perfect sales page
from start to finish,
definitely check out my 5 Day Write Ignite Challenge.
You can find the link to that below.
Give me a thumbs up if you found this video helpful.
And now as promised, you can go ahead
and grab your free copy of my Feature-to-Benefit Converter.
It's the free gift that I link to in just a second.
And until next time I'm, Alex, ciao for now.
Alright, guys, if you enjoyed that video,
make sure to check out the next one from me right here.
And you can click right here to get a free gift.
One of the biggest mistakes a copywriter
can make is using the exact same hook
and headline for every single audience.
Think about it, the way you capture the attention
of a random scroller by on Facebook is very different
from how you capture the attention
of your most loyal subscribers.
So today I'm talking
about how to write headlines the right way based
on the 5 levels of customer awareness.