Sales pages are like the packaging that a physical product comes in – they contain words, pictures and design that helps a potential customer evaluate whether or not they want to purchase what’s inside the box.
There’s no doubt that a more appealing package makes an impact on buyer behavior.
A better, more professional looking package can go a long way towards boosting conversion and bringing sales up.
But packaging has a weird kind of culture around it.
Because so many products come in such beautiful (or impressive) packages, it can be easy to assume that people will only buy if the packaging looks exceptional.
This gets reinforced by things like “unboxing” videos, where people literally film the process of opening the package because the design is so noteworthy.
That leads to sellers – like you or I – having anxiety about the quality of our “packaging” and feeling like we have to look exceptional or no one will take our product seriously.
So what do we do about that?
Introducing yourself – whether on a sales page, an about page, or the bio at the bottom of a blog post – is one of the more challenging aspects of copywriting for people.
It’s not actually hard to do. It’s hard to get yourself to do.
It brings up a lot of personal stuff and internal self-consciousness that makes the average person want to go check on the laundry.
Do they want to check on the laundry? Hell, no. But it’s better than having to… I don’t know… brag about yourself? Make yourself the center of attention?
Being uncomfortable writing about yourself is not mandatory.
I’ve written a lot of copy for people who are too uncomfortable to toot their own horn. I get it, I truly do. Our society has a lot of mixed messages on self-promotion.
But if you’re selling something – whether it’s a product or your expertise – you’re going to need to get comfortable with it.
Once you’re comfortable, the sky’s the limit. You can talk about yourself and all the cool things you have accomplished, learned and experienced in a way that connects with the value you bring to the world.
Now, that’s a beautiful sentiment, but how do you get truly comfortable with writing about yourself? To the point where you can do it well, and without being self-conscious?
You have to do two things: Normalize and templatize.