Recently, I was asked to create a sales page for both Naomi and her colleague Clare Holiday (from Indie Retail Academy) for a brand-new offer called The Pivot Class.
So since it’s fresh in my mind, in today’s post I’ll walk you through a few things I did on the page and teach you how to do them, too.
The page has just gone live, so the class is open for registration. You should check it out, if only for the stunning design.
(I can’t take credit for that, though. I just wrote the copy. Clare did the design and illustrations.)
So, here’s a walkthrough of some of the more interesting elements.
Sales pages may take a while to create, but they don’t take that long to improve. You’d be surprised at how many upgrades you can build into your page in just 15, 30 or 60 minutes – and each one of those changes can lead to more sales for you.
The key to upgrading your page is your approach – either do a batch of things at once, or just do one small upgrade every once in a while. That keeps things manageable, and keeps your sales pages improving month after month.
If you’re already an owner of Easy-Peasy Sales Pages, you’ll know about all the little things you can do to make your existing page better.
But for those who don’t – or just don’t want to reopen the course at the moment – I’ve hand-picked 7 easy, do-able improvements that you can do quickly and easily.
Take a look and see which ones you might want to use to boost the conversion rate of your existing sales pages this month.
Good sales pages do an effective job of keeping reader attention, building interest in what your product can do for them, and sparking desire to own it.
Great sales pages also educate the customer and make them more likely to buy.
If you’re not educating on your sales pages, you’re going to lose buyers that need that education to feel safe and comfortable enough to make a buying decision.
You don’t want to lose those buyers – so today we’re going to look at how to incorporate teaching into your sales copy.
We’ll start by looking at what happens when a fresh new visitor arrives on your page.
If you’ve even flirted with the study of copywriting, you’ll already know about “reversing objections” – the fine art of making the buyer feel better about things that make them resistant to purchasing your product.
It’s a pretty straightforward process that leads to higher sales, and it works like this:
- Think of a potential objection / concern
- Think of how you can relieve that concern
- Mention it in your copy before the reader thinks of it
When you do this, the reader’s concern is relieved before they even think of it, which is a powerful event.
But you have to do it in a way that doesn’t sound defensive, or you’ll turn your readers off.
Here’s how you pull that off in your sales page copy.
Pain points are a big deal in copywriting, and for good reason: People will do more to avoid pain than they will to gain a positive benefit in their life.
It’s one of the core reasons we procrastinate as well.
The pain of starting on a task (or facing it) can easily outweigh any and all benefits we might receive by Doing The Thing. So we move away from that pain, even though the greater cost is one we’ll regret later.
Pain points, then, are used in marketing to leverage that quirk of human psychology.
If you can make the potential customer experience enough pain about their current situation (or fear of loss in the future), it’s a lot easier to encourage them to take action and buy your product.
Most human beings don’t like causing other people pain.
This presents a bit of a challenge for you, as a marketer.
You don’t want to cause people pain. And you certainly don’t want to take your knowledge of pain points and engineer it to cause the maximum amount of pain just to make sales.
And yet… your product solves a problem that causes people legitimate pain or unhappiness. And you want them to know that their pain can be helped by your product.
So what are you supposed to do, while still keeping your integrity?
You have options.