I have a confession to make. I love a good designer handbag, but I don’t need one. An old reusable grocery bag would probably hold my stuff just as well. But I don’t buy a designer handbag because of its function (though the good ones have great pockets and zippers that are fabulous).
No, I buy a designer handbag for how it makes me feel. I know it’s materialistic, but I feel pretty and gorgeous when I buy a great bag.
That’s the feeling your customers should get when they read your sales page. Your sales page sells the experience and emotion of your offer, so they’ll feel compelled to buy. But if you’re new to sales page writing for yourself, or you feel like your sales page is missing something… there are a few things you should know..
Your sales page is, well, a page on your website designed to sell a particular offer. It is arguably the most important piece of copy when you’re launching something new or trying to sell more of your offers.
It’s where you sell your offers by triggering emotion and possibility — and by building trust with your customers. Your sales page needs to be the hub of information about your offer. People should know what you’re offering and why they need it in the first few seconds of visiting your page.
Your sales page should also include all of the details about your offer: what’s inside, what it costs, when it starts, how they access it, etc. But more than anything, your sales page should tell people what their life will look like once they’ve implemented what they’re about to learn or buy.
I’ve seen a lot of great sales pages, and I’ve seen a lot of not-so-great sales pages. One of the biggest mistakes I see on a sales page is when someone leads with the facts… Let me explain.
I know that broccoli is better for me, but if I’m not in the mood for broccoli, I’m not going to buy some for dinner. Instead, I’ll buy what I feel like eating that day (hello, Chinese food).
Facts aren’t going to make sales. Emotions do. So, play to your customer’s feelings before you bombard them with stats and figures — or an in-depth explanation of EVERYTHING inside your course modules — on your sales page. Instead, show the possible transformation that can happen with your offer, and that will show your customers why they need what you have to offer. Sell them the lifestyle broccoli affords… not just the recipes they can make with it.
Of course, you want everyone to know what went into that awesome thing you created. But they need to know what they get OUT of it more than what’s IN it.
There’s one goal I want you to keep in mind for your sales page: Your customers should read it and have most of their questions about your offer answered. Of course, when we’re so close to the offer and the awesome things they get out of it, it’s easy to miss the forest for the trees. So I like to zoom out a bit and ask myself if a sales page passes the Mom Test.
When I write a sales page, I’ll have my super amazing mom (who, by the way, is a nurse and has no connection to this industry) read it over and then ask her three questions:
1) What am I trying to sell?
2) Who should buy this?
3) How much does it cost or how to buy it?
If my mom can’t quickly answer those three questions, I know that I’ve got to go back and rework the page until she can.
Another thing every sales page needs: an accurate product promise. What are people going to get out of this course, membership, or 1:1 service? If your sales page makes claims or exaggerations that don’t match up with your product or what you’re actually offering, you’re going to get customers’ complaints and dissatisfaction. Always make sure that you have a clear promise that you can deliver on — and that’s easy to see on the sales page.
Look, we all make mistakes, but your sales page is not where you want to do it. It’s such a critical part of your launch or ongoing revenue, so I want to help you create an airtight sales page.
My biggest tip before you publish that new sales page or launch that offer again? Always get someone to review your sales page before it goes live, whether it’s your sister, roommate, or a biz bestie. Ask them to check spelling, grammar, clarity, and flow. Almost always, a fresh pair of eyes will catch something that you missed.
Other than that, I also like to review my sales pages and make sure I’m not making any of these mistakes:
Sales pages can be long (but they don’t have to be!), and that means sometimes there are sections that don’t have a call-to-action. I think of sales page as a highway; it’s long, but there are always exit ramps. So, as you review your sales page, make sure you add call-to-action exit ramps throughout the page so customers can buy when they are ready.
A good sales page should flow nicely. I like to follow this pattern: identify the customer’s needs, validate how you meet that need, provide proof or facts about what your product can do, and then add a call to action to encourage the customer to buy. If you bounce around from the offer stack (what’s inside) to what customers are saying to who it’s for and then to the transformation they get, your potential customers might get lost (and choose not to buy).
Social proof can be a great way to close the deal on your sales page, but only if you use it right. Be strategic about where you place your social proof and testimonials, and don’t bombard your customers with it. If you don’t have any social proof like reviews or ratings yet, collaborate with other businesses or influencers to share your product so you can get some great soundbites to use on your sales page.
Remember the Mom Test? Your sales page is going to fail that test if your copy is too technical or unclear. Make sure that it’s clear what you are selling and how it can help your customers. Don’t be afraid to have fun with your copy, but don’t sacrifice clarity for cheeky wordplay. Watch out for jargon — especially if you’ve been in the biz for a while. Do everything you can to make reading your page as easy as possible for your audience, including shortening sentences and not using complex words or phrases!
At the end of the day, a sales page has to do three things: show customers what you’re selling, why they need it, and how they can get it. If your sales page can do those three things, then it will do the job! However, I know that sales pages are high-stakes copy. If you can’t afford a copywriter right now, or you really want to refine your skills, I get it!
That’s why, inside my Launch BFF monthly membership, we talk about all things launching, including sales pages. We’ll cover sales page writing tips and tricks, the importance of design, and auditing existing sales pages. If you want help rocking your sales pages for an upcoming launch — or an evergreen offer — this is your chance! It’s only $49 and each month we cover a new element of launching and marketing strategy.