How to write your strategic client-creation centrepiece
A high-converting sales page is a strategic centrepiece of every online business. It’s not a “nice to have” page or a quickly bolted-together page with a “buy now” button.
It is the core of your online sales machine that requires a high-performance engine - your sales page.
Paying for ads, spending weeks and weeks on marketing and nurturing your audience - and more months on building your programme, is all for nothing – if you don’t have a sales page that excels at one thing only:
Converting your prospects to clients!
I have a free copywriting group and the No.1 thing that my members want help with, are their sales pages.
They either don’t know where to start with writing a sales page or they have a sales page that doesn’t convert.
So, let’s look into that…
There are three factors that empower you to write a high-converting sales page:
Your writing and editing process pulls everything together and in this blog, I’m going to share my writing and editing process with you so that you can get started writing your sales page straight away!
People arrive at your sales page at a certain stage of their buyer’s journey. They already know that they have a problem, have found out that there are solutions to their problem, and now they are deciding what solution and which provider will give them the best and fastest results.
They already have decided that they want to invest in solving the problem and need to decide WHERE they are going to spend their money.
That’s where your marketing funnel picks up your prospects. You are one of many service providers to choose from – and for that you need to stand out. Your brand and your brand’s messaging need to resonate with your audience, and you need to demonstrate that you are the best solution to your audience’s problem. (And probably you have nurtured them through email sequences or a Facebook group so that they don’t come into your orbit without knowing you a little bit.)
So, we kick off our process with a recap on your brand foundations focusing on 3 areas:
Clarity in these areas will help you extract the words and phrases that you need to write about yourself and how you serve your clients better than your competitors and the messages that resonate only with the right people.
A sales page is like a sales conversation in writing. When you are selling face-to-face, you are following a process that uncovers your prospects’ most urgent needs, helps them to articulate their vision of the future, helps them realise that there’s a gap between their capabilities (and where they are now) and their goals (where they want to be in the future), and then close that gap by presenting your offer as the solution.
You also want to know with what kind of knowledge your prospects arrive on your sales page. What awareness stages they are at. (And if you want to know more about that, then click this link to a blog post where I talk about the 5 buyer awareness stages.)
Knowing where your prospects are on their journey helps you to select the messages they need to hear.
Another essential piece that you need to create that “sales conversation in writing” is a structure that takes your prospects through the different phases of your sales conversation.
This structure is based on all the work you’ve done in Step #1 and it helps you to extract the exact information that you need for each element on your sales page.
But that’s not all. Next, you need…
Have you heard that features do not sell and that it’s the benefits and long-term outcomes that sell?
That’s 100% right and that’s what you need to do next. You need to list all the features contained in your offer – the checklists, online community, wok books, teaching videos etc. and translate them into benefits first.
What are the benefits of your teaching videos? What do they enable your clients to do?
What are the benefits of your checklists and what do they enable your clients to do?
Write that down for every single feature – and then you go a step further.
You translate these benefits into long-term outcomes. The long-term outcomes are not the immediate results of your features. They are the things that change the lives of your clients due to the benefits of your offer.
So, if one benefit of your offer is to enable your clients to create a strategic Pinterest profile and market your offer through Pinterest, then a long-term outcome of that is a steady flow of leads, new customers and probably life-changing funds in your bank account that enable your clients to move to a house with a big garden with enough space for your children to play in and a dog to run around…
And if you go back to your customer avatar – then you have a pretty good idea what your clients are dreaming of. You only need to show them how exactly working with you is going to achieve that.
It’s even better if you have clients who have already gone through that journey with you and can prove that you do exactly what you promise.
Which brings me to the next step…
Social proof is super important for a sales page. Proving that you can deliver on your promise is essential for converting prospects into clients.
And then there are testimonials that do that – and there are testimonials that don’t add much value.
What you want are powerful testimonials that don’t look like you’ve written them yourself. You want really authentic testimonials that verify that these people have gotten their results from working with you.
Here’s what works best (with regards to credibility and effectiveness):
Another factor that is important, is that the testimonial needs to talk about the “before, during, and after”. People want to know what problem the people had, how you solved it and how it was for them to work with you, and the outcomes and the transformation they have achieved through working with you.
With all that information ready to go – you are ready and all set up to write your sales page. You can start writing your sales page according to the structure that you have, ensuring that you walk your prospects through every element of a sales conversation.
And when you’re done with that, you need to kick it into reasonable shape by reviewing and editing it. I also recommend letting a few other people read through it and give you feedback and pick out the smaller things that you might overlook during your review and editing process.
So, here you have it – the process that I use and work through with my clients. Only that I guide them through the whole process and work with them face-to-face through the review and editing phase.
If you want to know how you can work with me, then drop me a message at firstname.lastname@example.org or head over to my website to learn more.