7 Essential Components of a Rocking Sales Page
An effective sales page grabs the readers’ attention and holds it to the end, when they are persuaded to take action. It flows well and focuses on the benefits to the reader. When a sales page is written for its target audience, readers are not distracted, but are begging to buy. A good sales page shows them what’s in it for them to continue reading and purchase the product.
As you might expect, writing a sales page is an art and science unto itself. A winning sales page has the potential to be very lucrative, but it has several elements that must be correct, or your reader will lose interest and move elsewhere. Seven things your sales page must have include . . .
A headline that promises the reader a benefit if they continue to read.
The headline should be the first thing the reader sees, and it needs to make him stop in his tracks and hunger for more information. Often written in red with the first letter of each word is capitalized, the headline leads into the opening paragraph, which must attract and keep the reader’s attention.
Sub headlines that keep the conversation flowing.
Subheads break your letter into shorter pieces and help you make the transition from one idea to the next. To make the reader want to continue reading, they must flow. Sub headlines also serve as a table of contents of sorts—those who prefer to skim see the outline of your offer and can decide if they wish to read more.
Often set off from the rest of the sales letter with check marks or boxes, bullets summarize the benefits of your offer in short, easy-to-read sentences. Sales letters can have as few as five to as many as two dozen bullets. Use as many as you need to express benefits without repeating yourself.
People want to believe you, but they’re often skeptical. Testimonials are proof that you’re credible and that others have had success with your product. Think of testimonials as the sales letter equivalent of “everybody’s doing it.”
Readers want to risk nothing when they buy, so make your guarantee as generous and unconditional as you possibly can. According to copywriting legend Bob Bly, money-back guarantees increase buyer confidence and translate to more sales. Bly also says that a longer-term guarantee increases sales and reduces refund rates, because the buyer knows he or she has plenty of time to inspect the product.
Even if a buyer returns the product, because you offered a generous guarantee and prompt refund, you’ve created goodwill, and that buyer is likely to purchase from you later.
Tell the reader exactly which action you want him or her to take. You don’t need many words. Make it brief, and give an incentive to buy now, such as a lower price or bonuses that enhance the product.
After the headline, the P.S. is the most-read element of any sales letter because people want a quick snapshot of what’s being offered. Your postscripts must be as compelling as the rest of your letter. They are not tacked-on extras, but a vital part of your sales conversation.
After you’ve written the sales letter, let it sit for a couple of days, and look at it with fresh eyes. Read it aloud for any stumbling points to revise. Have someone in your target audience to read it, and ask whether their attention wavered. Good luck writing a sales letter!
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