Drafting a Compelling Sales Page
Let’s talk about writing a compelling sales page and doing so quickly. For a low-end product, you don’t need very much to grab your visitor’s attention and to get them to click that buy button. At the end of the day, that’s what a sales page is all about. You want to get as many people as possible to click the buy button and make a purchase.
A simple sales page has a few key elements. A headline, a few benefit statements, a call to action, and of course the actual buy button. Let’s take a closer look at each of these elements, and in the process, draft a sales page. Feel free to follow along and work on your own page in the process.
The Headline – Grab Your Reader’s Attention
Your headline has one job. To grab your visitor’s attention and get them to read your sales page. You need to pull them in with something interesting. Make a controversial statement. Ask a thought-provoking question. Tease them with a major benefit statement.
The quickest way to get good at writing headlines is to pay attention to them in other people’s sales pages, emails, book titles, and the likes. Magazine covers are another great source of attention-grabbing headlines. Become aware of what grabs your attention and why. Make note of any good headline you come across. Put it in a file or a document that you can pull from whenever you need to come up with a new headline of your own.
Transition to the Benefits with a Quick Intro Paragraph
Now that you have your reader’s attention, you want to get them to read the benefit statements. The intro paragraph builds the bridge between the headline and the product features and benefits. Keep it short and to the point. How do you need to connect the dots between the two? Tell a little story, paint a picture with words, and make that connection with your readers to keep them interested.
What’s in it for Them – Highlight Your Product’s Main Benefits (and Features)
Aside from the headline, the most important part of your sales page is the features and benefits section. You’ll often find this in the form of a bulleted list, which is the quickest and easiest way to put it together.
Think of three to five features of your products. Then turn those features into benefit statements. You want to point out to your readers what’s in it for them. Here’s an example to illustrate the difference between a feature and a benefit. A feature of a container gardening eBook is reducing weeds. The benefit you want to share with your potential customers is that they can grow delicious food without having to spend hours kneeling in the garden pulling weeds.
Yes, You Have to Ask for the Sale
Last but not least, it’s time to ask for the sale. Yes, even after all that work and some compelling benefit statements, you still have to ask your visitors to buy. This is often labeled as a call to action. Don’t overthink this. Keep it simple and ask them to make the purchase. A good example is something like “What are you waiting for? Click the button below to grab your copy.”
That’s it. Your sales page is just about finished. Add a working buy button and you’re ready for your first customer.