Writing a Sales Page that Converts

By Matt Brennan

Writing a sales page can be a great way to boost your business. You don’t have to be an excellent writer, but there is a standard framework for realizing the best results. Below are some suggestions for making the most of your page.

You Probably Need Long Copy

Many businesses don’t want to produce long form copy on their sales page, because it’s a lot of work, and they don’t think it’ll be read. They don’t think it’s necessary for the sale. But here’s the thing…

Your potential customer has questions. They’re not sure about your business, or how to shop in your industry. They don’t really want to be sold to, and therefore their guard is up.

It takes long form copy to put them at ease. Your reader may have come in with some extremely valid reservations. There may be some reasons they’re unsure your product will work for them. It’s up to you to show them if and how it will.

The purpose of your sales page is to convince your reader to take action.

Use Your Persuasive Powers

Writing a sales page doesn’t need to be complicated, even if the copy is long. Do you remember those persuasive essays from high school? The essence of a sales page is pretty much the same thing.

Your reader has a problem, and you are using your persuasive powers to present yourself as the best viable solution. The tone may be a little different. With a sales page, it is important that you write conversationally, in a way that your potential customer will identify with.

Another thing. People tend to buy on emotion. Make sure that you are selling them the benefits of your product, and not simply providing a list of stale features. We don’t buy the convertible for the V8 engine. We buy it for the way the wind in our hair feels at 80mph.

Powerful Headlines and Calls to Action

Your potential customer has hundreds if not thousands of options when it comes to making an online purchase. What does that mean for you?

Your headline needs to do everything possible to attract and convince people to click and read. This can be accomplished a number of ways. State a benefit. Make a promise. Use persuasive words. Give them a reason to go with you.

Let’s say you’ve done everything right through the body of the sales page. Your potential customer needs to know why they should choose you, and what to do next.

When you’re writing a sales page, chances are, you are asking them to buy something. A good way to do this is to remind them of life before your offer. Let’s take a random example of a b2b sale of an office copy machine. A good call to action may go something like this:

“You can continue waiting longer and longer for the same amount of copies, or you can decide today that you want to make a switch. You can Go to the full article.

Source:: Business 2 Community

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