Sales copywriting · Blog writing for business · Your writing voice · Tips for beginning writers · When you.
Selling things online is now an accepted part of doing business, but it can be quite challenging. It can be tricky to catch, much less keep, someone’s attention on the internet.
Your first interaction with online prospects can happen in different ways, be it a social media ad, someone discovering your website via a search engine, or even an email subject line. How do you maximize this initial contact and convince them that your brand is worth the price tag?
Transforming online leads into actual sales can be a daunting prospect. One way to do it is by hiring a good writer to create your sales copy. Poorly written advertising text is money down the drain, so it makes sense to invest in professional content. However, crafting excellent content can be quite expensive.
If you have a limited budget, you can opt to write sales copy yourself. After all, there are tons of courses, books, and workshops online that can teach you how to write effective sales scripts.
The DIY route can take months of your precious time. Success is also not guaranteed, especially if writing is not your forte. What if you could get all of your sales letters, scripts, webinar slides, emails, and ads written (in less than 10 minutes) without hiring an expensive copywriter?
Fortunately, there’s Funnel Scripts. This sales and advertising copywriting tool will help you ramp up your sale conversion in the most efficient and cost-effective way possible. There’s a FREE training that you should see, where funnel expert Russell Brunson and professional copywriter Jim Edwards show you exactly how this works (Click here to register for the FREE training!).
Here’s my review of this all-in-one, hassle-free solution.
The Funnel Scripts software allows users to create tailored content for business purposes. Using web-based templates, you can quickly craft customized emails, advertisements, sales pages, etc. This allows you to devote more resources and time on your core, income-generating activities.
Instead of wasting hours on DIY copywriting or hiring an in-house writer, you can have sales content done in minutes for a reasonable price. While you still need to do light editing, Funnel Scripts does the heavy lifting of plotting the content type and format for higher conversions.
Your online business needs convincing sales copy to survive and thrive. Don’t underestimate the ROI of landing pages that effectively convert leads into sales – even a half percent increase will have a positive effect on your revenue.
With Funnel Scripts, you can create targeted, memorable scripts based on your customer’s needs and preferences. The also encourages customers to spend more time reading your sales script and learning about what you have to offer. This helps you establish a relationship with that customer online and elicit more interest in your products or services. As a result, your brand is top-of-mind when that customer is ready to make a purchase.
How can you be sure that your completed Funnel Script copy will result in a sale? This tool is the brainchild of marketing experts, so you’re leveraging their knowledge and experience. The best part? Funnel Scripts’ easy, drag-and-drop interface means you’re not overwhelmed by detailed demographics in your quest to create sales scripts that work.
Given their success with ClickFunnels, you can trust the team from Funnel Scripts to provide a web-based tool that delivers results.
But don’t take my word for it. Watch this FREE webclass (click here), where Russell Brunson and Jim Edwards will show you exactly how Funnel Scripts can do the work for you!
What can you expect from Funnel Scripts?
Have I mentioned how easy it is to create sales pages with this software? It just takes a few clicks of the mouse.
First, you’re asked to choose a script type, then you fill in a form (like Mad Libs) with elements for keyword topics, negative circumstance/outcome, etc.
Then, you need to input information about your target audience and your goals, and voila! Funnel Scripts will use all that to create your sales content.
Funnel Scripts offers a comprehensive array of templates for marketing and sales content. It also allows you to customize the copy in a variety of ways.
You can create bespoke scripts or landing pages according to your brand niche and customer attributes. Who is your customer? What do they need? How can you address this need?
Make sure to do your market research beforehand, because the software will ask you about these things.
Since it’s closely linked to technology, the field of online sales is always evolving. This, in turn, is reflected by the changing best practices for sales copywriting.
Funnel Scripts follows suit by regularly adding new features and content. The development team also welcomes feedback and suggestions for improvement. Development is customer-centric since your input is vital to making Funnel Scripts a better product.
And this innovative approach demonstrates that Funnel Scripts is meant to be a lasting product, not just a one-time moneymaking scheme.
You don’t need to be an experienced writer or web developer to use Funnel Scripts. Far from it; even a beginner can quickly create sales content with this online tool. It’s designed with the average entrepreneur in mind.
Users have guaranteed access to helpful videos and an intuitive user interface. Plus, a novice can get plenty of inspiration from Funnel Script’s existing templates.
Currently, the software offers about 40 script templates. More templates are being developed, and old ones are updated every month.
Here’s a glimpse of what you can avail of:
Copywriting can be expensive, whether you hire a freelancer or an agency. A good writer can easily cost you AT LEAST thousands of dollars on just a small project. Why not avoid the middleman with Funnel Scripts and just go straight to producing sales content?
Originally, an annual plan was at $497. This subscription model required you to shell out money every 12 months. Comparing that to spending thousands of dollars per project, then paying $497 per year is a great deal!
But there is even a better deal for you! All the benefits of Funnel Scripts can be yours, with UNLIMITED LIFETIME ACCESS for a one-time payment of only $797. That’s definitely a deal you can’t pass up! Click here to invest in the software.
>> You can use the headline generator feature for FREE here. <<
Compelling sales copy normally requires spending a lot of money on a professional writer or devoting weeks of your time in DIY content. Either way, you’ll be spending resources on this.
Lucky for you, Funnel Scripts is here to provide captivating sales content that maximizes your ROI. You can get it done yourself, but faster, cheaper, and with guaranteed results.
Not only that, you can get results even if you’re a copywriting rookie or startup owner. Funnel Scripts is a stress-free product for both beginners and experts alike.
Now, you can major in your core business while Funnel Scripts creates content that will take your brand to the next level.
Get Funnel Scripts Now!
Russell Brunson and Jim Edwards want to show you exactly how Funnel Scripts can do the work for you in a FREE Webclass!
I don’t want you to waste time suffering through writing copy on your own from scratch…
…or worse, looking for another expensive copywriter to bleed your expense report (especially when there’s no guarantee that their copy will even convert!).
Copy is essential for your business…but it shouldn’t drain your time or your income stream!
If you struggle to write good copy for your business (or if you’re like me and just don’t have the time, or don’t WANT to do it), then this free training is going to be an eye-opener for you!
>> Click here to register now! <<
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Funnel Scripts Review – How To Write High Converting Sales Copy Without Hiring An Expensive Copywriter!4.8 (95%) 4 votes
If this sounds familiar, you'll love my How To Write Awesome Sales Copy course. I'll teach you simple strategies you can use to write sales copy for your.
We’re going to breakdown a Frank Kern sales letter, which sells a tripwire book product on booking more clients.
In the interest of full disclosure, this page is copyright of Frank Kern and is taken from https://www.frankkernmarketing.com/consulting-clients/. I’m purely using the copy of this sales page to demonstrate well written and well structured sales pages. Aside from that, it’s probably worth you checking out the offer anyway, as it’s brilliant.
Ready to create a killer sales letter to help convert more visitors into sales—even if you haven’t written a sales letter before? Check out the Sales Page Checklist and see the 13 steps needed for every sales letter (includes sales letter example). Download the Sales Page Checklist below.
We prize sales and revenue so much that we believe they’re harder to make than they really are. We over-complicate the method at which someone will convert from a prospect or lead into a customer.
We also might feel that our writing style and skill isn’t high enough to convert someone into a sale. Often the sign of an unconfident marketer or salesperson, is someone who relies on overselling the features of a product rather than telling a story to a sales letter.
There’s a misconception that you have to be an incredibly skilled and talented copywriter in order to write compelling sales copy whereas in truth sticking to a formula and template, writing from your own emotions and practising writing sales copy and sales letters is the only way to generate sales via sales copy.
It’s so easy to create well-designed and beautiful looking pages now, as well as videos, social posts and apps that we believe we no longer need copywriting.
I’ve got news for you. Where do you think the compelling script for a download page, video or the product page comes from? It comes from well-written copy.
My first ever product which was a small course on qualifying new marketing funnel clients called The Cerberus Method, was sold for $9. I stuck to a sales letter style template, had very little styling published as a blog post. I’ve used that same method for our $100k Email Series and to date have generated over $10,000 in sales just from one very basic sales letter.
I want to explore Frank Kern’s sales letter page that he uses for his consulting book. The link is reached by an advert Facebook. But I’ve also seen them on websites, PPC and Instagram.
Will break down the headline, leading, body copy, closes, calls to action, guarantees and testimonials. We’ll see how Frank expertly positions his book is a valuable product even if you have never bought before and sells the book for around $6.
Are you ready to follow along with this sales letter breakdown using our Sales Page Checklist? It’s got the 13 steps needed in every sales letter and comes with a pre written sales letter example for you to deconstruct and use as a template. Download here.
Here’s the most interesting part about Frank’s entire letter. The sales letter is around 2000 words long. Which in terms of longform sales letters and sales pages is frankly pretty short.
But that’s why this type of page work so well.
We’ve all seen long form sales letters which are split over two or three pages and can reach 10,000 words or more. While those are important and we should always constantly testing, I think knowing that even a behemoth of marketing such as Frank Kern uses a relatively small amount of copy on his sales page, makes it much less intimidating to write our own sales copy.
We’ll talk a little bit about what is in the structure of the entire sales page. But as you can see from the GIF above, it only takes a few seconds to scan through the entire page.
“this is a very well-designed page because it only has what it needs.”
Years ago on some training I did with Frank he mentioned a three layer approach to writing sales copy. First you have people who will read the page, but scan it quickly highlighting only the headings and anything in bold. Second, they’ll go back and reread the paragraphs that look interesting. Third they’ll read the entire sales page from top to bottom.
Now many people might read the entire sales page just from the top all the way through. But according to many analytics and data providers, most people tend to scan an entire page in article first (to both determine the length of the page and its overall content), before going ahead and reading the entire argument.
One final point on the length, you can see that the headers are clearly designed to outline the entire argument. They used to break up the monotony of text AND there is very little design work and few images on the page. You could argue that this is a very well-designed page because it only has what it needs.
The point I want to make with this particular sales letter is that it’s not OVER designed. There’s no fancy product page, tab layout or sliders. It’s a written letter designed to help people.
The structure of the sales letter follows very closely the six step process outlined by Pam Foster of AWAI On her copywriting mastery course, sold by Digital Marketer.
Which by the way if you haven’t taken, I highly suggest you do. The Digital Marketer Copywriting Mastery Certification is one of the most valuable courses I’ve ever taken in my entire life.
The basic layout and structure of a sales argument starts with a headline before using what we know as a “lead-in”, then the main sales argument or offer, a close and false close, followed by guarantee and a P.S.
What I love about this sales letter, is that the overall structure is so simplistic that many of us use it in our day-to-day lives. In fact, we recognise this structure in news articles, click bait articles, movies, TV shows, books, podcasts, courses and anywhere else where we’re consuming what someone has written.
I hear a lot about “copywriting being dead” which is grade-A bullshit. People talk about video and podcasts, but the reality is someone has to write the scripts for all of those types of media.
Aside from that, understanding good copy is understanding good arguments.
“understanding good copy is understanding good arguments.”
In some training I had done a few years back with Oren Klaff of Pitch Anything, Oren talks about the structure in which human beings digest information.
If you are trying to sell something incredibly complex, such as a marketing funnel or software or a specific engineering device for example, the part of your brain which is telling the information, is not the same part as the customer’s brain which is receiving the information.
Have you ever understood something really really well, but struggled to explain why it’s so valuable or brilliant to somebody else? That’s typically because the complex part of your brain (your neocortex) is what has understood the thing and is trying to explain it to someone i.e.marketing funnels, software or engineering devices.
However when you explain that to someone who is listening, it’s actually the millions of years old “crocodile brain” that listens to the information. If it’s too complicated then their brain will switch off.
Starting with a eye-catching or simplistic or intriguing headline before slowly leading into an argument, through the eyes of the reader, you are more likely to help them understand what you are trying to help them with.
Think how many times a catchy or intriguing headline has caused you to click through and continue reading. Complicated books such as Play Bigger, Awaken The Giant Within and Think And Grow Rich are very complicated books. They don’t try and explain the entire premise to you on the front cover.
So with that let’s start to look at the structure in this sales letter.
The headline to Frank sales letter is what causes you to continue to read on. Frankly, with Frank’s integrity, trust equity and brand name-you could expect people to buy the product just from reading the headline.
Brand New From Frank Kern
“New Book Reveals How To Sell High Ticket Consulting Services…Even If Nobody’s Ever Heard Of You”
I mean look at that headline. Everything about it screams urgency, uniqueness, ultra specific and useful. Which by the ways in copywriting school we call 4U’s.
The headline reels you in and essentially tells you the entire offer, while remaining specific to the reader (it’s clearly not for low-end web design services or cheap information marketing). It’s specific in that it answers the objection on selling high ticket consulting services, even if nobody’s ever heard of you.
There’s a sense of urgency by being a new book. Therefore by reading this new book, you could get a advantage over your competition. It’s unique because it’s from Frank Kern and the overall “how-to-process” on selling high ticket consulting services, is of course extremely useful.
I don’t doubt that while Frank would humbly say that this was difficult headline to write. They probably tested and rewrote many many headlines before publishing the sales letter.
Create your headline with the 4U’s and continue to rewrite your headline so that it both acts as an attractive and intriguing, eye-catching headline.
A “lead in” Is kind of like an introduction to the rest of the sales letter or sales argument. I’ve often heard of the lead in compared to an amuse-bouche for a sales letter.
An amuse-bouche is a culinary term for a single bite piece of food, similar to a hors d’œuvre. However, you don’t order an amuse-bouche, you’re presented it gratis from the chef.
I remember being in a pretty fancy restaurant in New York which served a corn chowder amuse-bouche before the meal started. A classic New York style dish, in a tiny mug, which helped set the tone and show off a little of what you’re getting.
As pretentious as that sounds, we have to treat the reader like they are not coming into this completely fresh and unbiased. They’ll have objections, criticisms, past experiences and their own emotional lens which they view the entire sales letter through.
Our job is to find an appropriate lead in, in which to help them read the rest of the letter and discover some value.
Very basically there are two types of lead in. Direct and indirect.
Direct lead ins rely on some kind of knowledge of either the product, brand or service being sold. Apple for example is a well-known brand. Even people who haven’t bought their products can read, watch or listen to a direct lead in from Apple, and understand what they’re getting.
An example would be using the brand’s reputation for music and media to explain that they have a new media service, such as Apple TV. Apple is a brand name is so well known that they can start talking about their innovations and exploring Apple TV without having to explain who Apple is or what TV is.
Indirect lead ins are when someone is ignorant to the brand, product or service. But ALSO the problem or solution. Sometimes people don’t even know that there is a solution to their problems. They might not even know that they have a problem in the first place.
A brilliant example of an indirect lead in is Pepsodent’s first adverts for toothpaste.
“Soon, cities were plastered with Pepsodent ads. “Just run your tongue across your teeth,” read one. “You’ll feel a film—that’s what makes your teeth look ‘off color’ and invites decay.””
The Power Of Habit, Charles Duhig.
Claude Hopkins was asked by Pepsodent to create a compelling advert for their toothpaste. Back in the day toothpaste was not only barely used but people didn’t really understand what it was used for.
So Hopkins found a way to show people a problem they didn’t even know they had. By telling people to run their tongue over their teeth and feel for a “film”, it demonstrated to people that they had a problem.
In this case, the problem was apparently a film that ran over your teeth if they were unclean. Despite the fact that this film doesn’t exist and is not what causes discolouration, within months Pepsodent was the world’s leading toothpaste manufacturer.
Toothpaste had struggled to sell both in America and worldwide because people didn’t really see the point. As soon as a problem was explained to the customer, via an indirect lead in, people understood the problem and wanted to know more.
Frank’s lead in for his sales letter is absolute genius. First, because Frank is a well known brand name and people trust him, his lead in is a direct offer. He tells someone exactly what they’re getting because he doesn’t need to explain why someone needs more clients and his background with marketing and coaching.
But he also does something else in the form of a disclaimer. First, Frank actually outlines what you could get if you read the sales page, by having a disclaimer that his results are not typical and they require you to work hard.
Not only does this qualify out people who admit to not wanting to work hard, but it’s a bit like saying “you’re going to have to spend money on buying new clothes because none of your old ones will fit you after you lose so much weight with this diet plan”.
He then follows that up with a very direct offer on telling people what they going to get and it’s the only other image on the entire page which is a book cover on how to get consulting clients fast.
The lead-in has set the pace and tone for exactly what you’re going to be presented. It’s roughly 10% of the entire sales letter and essentially opens up the vision of a new future for the reader.
It’s telling them what is going to happen when they read through the entire letter and buy the product.
The sales argument or offer is the bulk of the entire sales letter. It probably runs for about 1500 words in total.
I’ve talked about how to write compelling sales copy, and sales letters before here and here.
And remember you can always download our sales page template and checklist here.
I want to focus on two key areas in Frank’s sales letter that I believe many sales copywriters either ignore or don’t think about.
A good chunk of Frank’s sales letter is broken up into bullet points. The little icon of the green tick guide your eye down a series of bullet points which breaks down benefits, features and objections.
One of the things I absolutely adore about this bullet point approach, is that Frank has put the page number that every single feature and benefit.
This means when you buy the book you can use this bullet point list as a checklist or table of contents to discover more about what it is you wanted to read.
It makes the assumption that you’ve already bought and now he can tell you exactly what’s inside the product.
The first bullet point starts with the huge benefit of “five ways to get prospects eager to buy“. Everyone wants their prospects to be eager to buy.
Frank then expands on that point with something that is actually helpful. He tells you that if you do want people to become eager to buy, one way to do that is actually refusing to sell to them. Not only is that useful to know but it’s already subverting your expectations on what the book is about.
There is also a very specific bullet point which talks about getting prospects who can afford you. As well as talking about that happening TODAY and again saying which page that particular point is on inside the book.
Another bullet point starts with a feature talking about a “proven way to get your prospects coming to you“. But then puts in bold the benefit of making you look like a hero. Looking like a hero is a massive status change for many people and would be considered a benefit because it shows a better future life.
One of the other bullet points busts a myth, talking about how the “usual stuff of sales letters and videos” doesn’t really work when selling higher end products.
Many people will have an objection while reading these bullet points.
“I bet he’s just going to tell me to write sales letters and videos”, and Frank has pre-emptively turned your objection by telling you that not only is he not going to teach you that, but that stuff doesn’t really work (and he has a better idea).
So many copywriters neglect to talk about benefits. We often become so embroiled in our own products and services, that all we do is list out the features.
We have to remember, just as Frank does, to list out the BENEFITS of buying this product. What does the future look like and how is their life better after they have made this purchase?
Everything circled and underlined in the image above, is a benefit. It talks about things that are important to the reader, in the future, for their life. A benefit is something that shows a better future and better life.
All of these explain benefits to the reader that help them understand the future that they are buying. It’s often said that people don’t buy plane tickets, they buy destinations. All too often people will talk about the equivalent of the plane journey, plane design and logistics. What they should be sold on is the pristine white sands, calm warm oceans and unlimited mojitos.
What does the future look like for the reader? That’s what you should be writing about.
The rest of the sales argument in Frank’s letter is essentially benefits stacked upon benefit, talking about the future of the reader’s life. The final big benefit comes from talking about “you’ll know how to make more sales!”.
That surely is the biggest benefit of all. A future life where you are able to make more sales than you’re making now.
Remember you can always download our sales page template and checklist here.
There’s a concept in selling called a close/false close. It’s talking to the reader as if they’ve already made the decision that they’re going to buy. It’s assuming that anyone who has reached this point in the letter is willing to buy.
This is often where a small call to action might be placed. In Frank’s case he talks about the price of the book and that they’ll get it instantly as a download.
The false close comes a little bit later when he uses the heading “you’re also getting an advanced 90 minute training, free”.
You wouldn’t also be getting anything, unless you had already bought, right? This sentence assumes you’ve already decided to buy and that when you buy you are also going to be getting some training as well.
This is what we call a false close, by telling the reader what they are also going to get when they buy but never explicitly giving them an option to buy beforehand.
There isn’t a button to buy the book and make a payment, until you’ve already read the piece which assumes you’ve bought. Clever right?
This is then the single largest mistake that I see on sales letters at all. People forgetting to include a call to action and a big luminous buy now button.
Fortunately of course, Frank doesn’t forget to put this in a sales letter. There is absolutely a button that someone can click when they decided that they do want to buy. It basically says “send me the book”.
There’s also a little bit of scarcity because he talks about it being a limited offer and you should claim your copy before all the books are gone.
The guarantee is a way to mitigate and remove risk from the buyer. Although Frank has a lot of clout and brand awareness. People still might not trust the sales page and want every assurance that their money is safe.
Human beings consider their money safe for two reasons. 1. Either whatever they are handing their money over for is worth MORE than the sum they’ve paid. 2. They can keep hold of their money and keep it safe.
This type of guarantee gives you the best of both worlds. Frank even calls it “the boldest guarantee in the world”.
If you don’t like the book, Frank’ll not only refund you your $5.60, but also you get to keep the book. There isn’t an even a time limit on this. Everything that has been done to mitigate and remove financial risk from the buyer has been done.
If you believe that your product is set up to deliver loads of refunds, you probably shouldn’t be selling in the first place.
Why does Frank do this? What does this type of guarantee do? It shows that Frank is so confident that he’s doing everything he can to help the reader, and that his conviction in his product is so strong that he’s willing to give it away for free if need be.
Lots of weak and unconfident businesses and copywriters are afraid to put these kinds of guarantees into their product. They are worried that someone will take the piss and download hundred copies and ask for a refund every single one of them. Or, thousands of people will want refunds. If you believe that your product is set up for refunds, you probably shouldn’t be selling in the first place.
I talked about this before how your guarantee has to be so strong that you’d be willing to go above and beyond to remove risk and prove to people that this is a valuable piece of content or a valuable product or service.
Finally, Frank ends with one of the staples of good sales copywriting. The P.S.
The P.S. or post script, is a small addendum made to the end of a letter. While usually and originally it was designed to allow the writer to add additional information in the age of handwritten and manually typed text, it has been adopted by sales copywriters to summarise the entire offer after the final call to action and author sign off.
The PS is written after the final call to action and summarises the entire offer. Frank talks about offering you a 68 page book for $5.60. He then walks through some of the final benefits such as the stealth persuasion and high-paying clients that he mentioned above. Before finally signing off with the footer of the letter.
PS is also a fantastic place to answer objections and summarise the offer for people who scroll all the way to the end of the page.
At its core, just rewriting this sales page yourself and retyping it out would teach you so much about clever copywriting.
You can see that the core of the argument based around the benefits was probably written first. Each bullet point was probably focused on and crafted first before structuring out the rest of the benefits and then working backwards to the headline, lead in and closes.
The guarantee is probably pretty standard across all of Frank’s products and the PS can obviously only be written after you know the entire offer yourself.
“But Mike my copywriting skills are not as good as Frank’s! How am I supposed to write copy like this?”
I totally understand what you’re saying, and many copywriters have felt the same thing, however what we found is that Frank has become good through to things. 1. Practice and 2. Publishing.
Sure, Frank probably has a copywriting team to help him write these kind of sales letters. But he’s also practised himself and learnt everything he can on copywriting, sales copy and ad copy. Without continually writing and publishing and getting it wrong, Frank is never able to start getting it right.
The thing I absolutely love about sales letters is that you can have zero products available but start making sales. You can write up the benefits of a coaching program that you make up AFTER you sell one to a customer. Sales letters allow us to craft an offer and a series of benefits which will give to someone in exchange for money.
But we don’t have to have created or developed that product before we can start selling it. I think that sales letters should be one of the first things that people write when they want to create a new product. By writing out a sales letter you focus on the benefits and solutions provided to the reader before investing any time, money or energy into product development. You can also test whether people like the idea of this product and even whether they are willing to buy it before you create anything.
If you’re ready to take your sales letters to the next level and start using templates like Frank does then you need to download our sales page checklist.
It covers the basic sales copywriting framework and includes a prewritten example to help you rewrite your sales letters and pages to generate more revenue and sales.
You can download your sales checklist below for free.
A powerful (and highly-converting) sales page is made up of two important things:
Your copy is how you tell the story of what you’re selling. The design is how you organize that story and make it easy for your readers to understand (also: a direct reflection of how your readers will perceive the value of your offer, but that’s a whole other story).
Copy and design are critical to you being able to sell your product/service and they are fully dependent on each other. Great copy with poor design, or vice versa just won’t work if you want to create an offer that compels visitors to take action.
Before you start writing, I want to point out how incredibly important it is that you understand who your dream customers are. You want to be emotionally connecting with them through the words you write, so it’s vital that you have ONE person in mind that you’re writing for.
For some more help with this, I wrote a post on how to brand your digital product, which also walks you through how to get more clear on who your dream customers are.
To make it even easier for you this week, I created a free guide that you can download, print off or just keep handy for when you’re ready to write your sales page copy.
Click here to download this week’s guide, “My 8-Step Process for Writing Sales Page Copy”
Feel free to move these sections around, because I recommend covering each one in the order it makes sense for your readers. Consider this your starting point.
News-flash: most people won’t read through your entire sales page. The part they will see, though? Your headlines.
When you first get started writing your copy, I always start with my headlines and subheads. Think of these like your sales page bullet points. Once you get those straight, you can go back through and edit later.
Humans like to skim (especially when reading on the web), because we’re busy little creatures, so make sure you spend time perfecting these headlines. In the following steps, I’ve included some headline examples to get you started.
The first and most important headline you’re going to write is your Opening Headline. This is the single most important sentence of your entire page.
You need to make sure it’s compelling, intriguing and makes people want to keep reading.
For help with crafting the perfect headline, I recommend checking out the book, Great Leads.
In summary, there are 6 different types of “leads” you can use in your headline.
Which lead you choose depends on your audience and how familiar with the product and you they are. Amy also has a great post on this.
Time to start filling in the body of your sales page. The next and largest section of your sales page will be the core frustration section. This is where you’ll address their biggest problems, weaknesses and struggles and show them that you understand where they are right now. You’ll want to use strong “before” statements to create an eye-catching headline. You need the before to get them thinking about how this could be different and connect with them in a real and honest way.
Can you relate?….
Have you ever felt this way?…
Do any of these sound familiar?…
This is where you’ll illustrate your offer. You want your reader to understand how their life/business could look different after using your product/course/program. Make sure to include both the benefits AND the features, but really pay attention to the benefits, because those are what will sell your program. They won’t care if you have two calls during the eCourse if you can’t explain what they can expect when the program is over. The truth is that people only care about one thing: “what’s in it for me?”
What if didn’t have to be that way?…
I have the perfect solution to that…
Image if it (your life, business, etc) could look like this…
Sections within this section can include module breakdowns, bonuses, what’s included and screenshots of your membership site.
Once you’ve shown them your solution, it’s time to make the offer. I like to make the offer closer to the top of the page, that way if I have readers who are ready to purchase, they see the CTA and don’t have to search for it. The most important part of this section is your CTA, and more specifically – what your CTA says. The words you use to send your customers to the order form can have a huge impact on how many people actually click the button. Ideally, you want to explain what happens once they click that button and what they’ll be getting once they click the button.
Enroll NowI’m Ready to _______ (what is your program going to help them do?)
Sign up to get started
Show me my _______ (what are they going to get once they purchase?)
Sign Me Up for _________________.
The hard part about the CTA copy is that everyone’s community reacts differently to different phrases or words, so it’s best to play around with the wording and see which one works best for you. That said, avoid boring CTAs like Buy Now or Submit. They aren’t going to capture attention and you want your CTA to stand out! This section might also include payment plans, early-bird bonuses, what’s included and guarantees. Remember, you want to help seal the deal so provide information that will eliminate any concerns they may have.
Click here to download this week’s guide, “My 8-Step Process for Writing Sales Page Copy”
Before you get too far down the page, make sure you introduce yourself and explain why you are qualified to be teaching or selling your program. People need to know that you’re credible and they can trust you to deliver exactly what you’re promising.
I require all of my 1-on-1 design clients to include at least one picture of themselves on their sales page, so this is the perfect spot for it.
Before I forget, let me introduce myself…
Who is ____________?
Whatever it is that you’re selling, it’s not for everyone. So you want to take the time to state who this offer is best for and who it isn’t so great for.
Don’t think of this as eliminating people in general. Instead, think about this as eliminating the wrong people and pulling in the right people. The right people who will actually benefit from your program and have amazing results to show for it. If someone isn’t ready for your offer, you want to do both of your a favor and help them realize it isn’t a fit.
Are you right for (insert product name here)?
Who’s this program for?
Pstt… insider secret right here — the FAQ section of a sales page aren’t actually questions that people have asked before.
Instead, they are questions that the readers should be asking.
You’ll usually use the FAQ section to answer common objections that customers may have to purchasing your program and to answer some basic questions about your product. They’re things that people may have rattling around in their head and your job is to make them feel clear and confident that your offer is right for them.
Once you are finished writing the majority of your copy, now it’s time to go back through and add your social proof. You absolutely need testimonials on your sales page.
When it comes to including them on your sales page, the great thing about testimonials is they don’t have to be in a specific spot.
When designing, I usually use testimonials as a way to break up the page and keep the reader’s eye moving down the page.
If you’re designing your own sales page, I would keep a list of these testimonials close by and add them in as you see fit. The ones that you don’t use throughout your page can be added to the bottom of the page. Just make sure that if you include a lot of them at the bottom to also include another CTA button at the bottom so people don’t have to scroll all the way up to find it.
Want to get a jump start on your sales page? Grab my brand new FREE guide – The Sales Page Starter Guide – to learn what you need to include on your sales page to make it your most profitable page!
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One way to do it is by hiring a good writer to create your sales copy. There's a FREE training that you should see, where funnel expert Russell.
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How to write testimonials that convert
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