You’ve poured everything you have (and a little bit more) into creating an offering that you’re immensely proud of. Now, all that’s left is to sell it. After all, a product that doesn’t sell is about as prized as a book that’s never read. But that doesn’t worry you.
“Easy,” you think to yourself. “I’ll just whip up a sales page, share how awesome my offering is and then voila – the customers will start rolling in.”
There’s just one problem; you’re sitting there, head in your hands, disjointed ideas whizzing around in your mind like irritated mosquitos and nothing is coming out. Nada. And even though you know how irresistibly valuable your offering is, you can’t seem to find the words to convince others of that fact.
What should you do?
Never fear, the word doctor is here! Or, at least, somebody who has been where you are. You see, in addition to running a copywriting business that wrangles sales pages into submission on the daily, I’ve also launched more products than I can count. And after much trial and error, I believe I’ve pinpointed a three-step formula to crafting a sales page that, well, sells. Here’s how.
Throw out everything you thought you knew about your offering.
And I mean everything. You’ll have to build your page from the ground up. Why? Because you’re too close: you’re fitted with a macro lens when you should have a panoramic, wide lens (with a little magnifier that allows you to zoom in) on your noggin. So pretend you’re on a first date with your offering and start getting to know each other again.
Speed date your offering.
Yep, it’s not just a date; it’s a speed date. And you’re going to be asking some deep questions in quick succession. My suggestion is to get a friend within your target market – that hasn’t heard about your offering before – to ask you their questions. They’ll likely want to know what it is, what it does and how it’s different to what’s already out there. And you’ll need to explain it in a way that makes sense and sounds convincing. Which is why it’s a good idea to record the conversation to listen to later so you can pull out key (and irresistible) snippets to use in your sales page. And then, finally …
Make them care.
Imagine a magazine ad displaying a picture of a shiny, white box. Underneath it says: “State of the art technology fitted with intelligent time-saving, life-changing features.” You blink. Narrow your eyes. And then flip the page.
After all, you have no idea what the thing does and you’re certainly not going to go hunting for the information. So, and here’s the clincher, why should you care about its apparently cool features?
Now imagine that underneath the white box it says: “What if you never had to wash your clothes again?” Well, now you’re interested. You keep reading. “Our intelligent household companion automatically purifies your clothing from the inside out with antibacterial air for sweet-smelling, hygienic, stain-free and freshly cleaned clothes in just seconds. No washing machine, no dryer, no wasted time … just instantly clean clothes at a touch of a button.” Heck, even I want that baby - and I know it doesn’t exist!
So, why did the copy work so much better the second time around? Because it gave me a reason to care. It solved one of my problems: wasting time washing my clothes. And then it got to the root of it all: how it’ll guarantee I never have to wash my clothes again.
That’s what your sales page needs to do: intrigue your reader in just seconds (by telling them why they should care) and then woo them with a persuasive, emotive explanation of how your offering solves their problem in a way no other product or service does.
And that, my friends, is a sneak peek of how to write an irresistible sales page that sells.
Words: Cass Lane, Wild Spirit Co.