Do your sales pages kind of suck?
Here’s a secret: all sales pages start out a little scrappy (that’s just the way writing works). But I have a few tips up my sleeve to help you improve yours, and I’m sharing them with you today.
These tips are going to strengthen your sales pages, help you speak more directly to objections, and increase your conversions overall.
So without further ado, let’s dive in:
1) Know Your USP
USP stands for Unique Selling Point, and it’s important because if the opportunity within your offer isn’t unique, it’s not worth buying.
Additionally, the biggest thing that will keep your audience engaged in your offer is mystery–and having a unique approach to solving their problem is a sure-fire way to keep them hooked because they’ll want to know everything about it: the what, the how, and the why.
This is why knowing your USP and integrating it in the right places of your sales page (such as your headline) is so powerful–once you grab their attention, you need to keep their attention long enough to sell them on your offer, and teasing your unique approach as you go is one way that you can do that.
2) Use Bullet Points
Nobody likes a big ol’ chunky wall of text. It’s instantly overwhelming and will result in your reader not reading the carefully crafted sales copy you’ve written.
Instead, you want to move your reader’s eyes
…and one way that you can do that is by using bullet points to break up your text.
Now be advised, you don’t want to overdo this and make your sales page feel like you slapped your copy straight into a template, but you absolutely can (and should) use bullet points when writing about:
- Your client’s pain points and desires.
- Who your offer is and isn’t for.
- Total inclusions and value
- A summary of the features / inclusions
- Specific benefits and outcomes of individual modules
…just to give you a few creative ways to get started.
Free Guide: The Simplified Sales Page
Grab my step-by-step sales page writing guide which will save you time by:
- Guiding you through writing a simple sales page.
- Providing writing promps to spark inspiration.
- Weaving in tips + exercises to make it feel easier.
3) Justify Their Failures
I know that sometimes getting through to clients can be frustrating and you want to shake their shoulders screaming “of course you’re not getting results! Look at what you’re doing!”
But nobody responds well to negative copy, especially if your client feels like you’re leading an attack on them.
So instead of abruptly telling them what they’re doing wrong (e.g. “the reason you’re not losing weight is because you’re not going to the gym.”)
…you need to justify their failures by shifting the blame elsewhere (e.g. “it’s not your fault, of course going to the gym feels difficult without an accountability partner.”)
This will help your client feel seen and heard, and they will be more open to hearing what you have to say as you suggest your alternative approach to the solution.
Use The “So That” Trick
One of the biggest things I see when I’m auditing sales copy is that people aren’t clear enough on the benefits of what they’re selling.
They tend to explain what the offer is, and what it will do, but not how it will help them achieve their desires or minimise their pain points.
The best way to figure out if you’ve successfully done this is by adding “so that” to the end of every sentence and writing what comes to mind.
Here’s an example from one of my own sales pages – Module Eight (Post-Book Launch):
“You’ll learn the best next steps to take and discover how to build loyalty with your readers so that they come back to buy your next book(s).”
See how that last line explains why the audience needs Module Eight and how that fulfills one of their core, desired outcomes? Without that explanation, you’re just telling them about a bunch of cool features, but not explaining how that benefits the client, specifically.
Find The Thing Under The Thing
I love this one, and I actually learned this from my current coach who helped me get better at overcoming sales objections!
If you’re not addressing the right objections, then people are naturally going to get in their own way around buying your offer.
For example, if they tell you “I can’t afford it”… what that really means is that they aren’t seeing the value of investing right now and prioritising this purchase over something else.
Let’s play this out for a second:
If a client comes to you needing help signing clients so that they can make more money in their business, they might say they can’t afford it because they don’t currently have clients generating income in their business. Makes sense, right?
But the thing is, if they did have clients, they wouldn’t need your help. So it only makes sense that they should hire you because once they do, they will have clients to afford that investment and therefore will solve that problem.
The thing under the thing is usually the exact opposite to whatever excuse they use not to sign up / invest / enroll / etc. That is the thing you need to speak to on your sales page.
So, did these tips help you? If so, you can find more copywriting tips by joining my Facebook Group, The Copy Kingdom!
(And, if you’re looking for a copywriter to help you improve your sales pages, or even just take writing them off your hands entirely, then check out my copywriting services here.)
Written by Pagan Malcolm
Pagan helps online entrepreneurs save time, triple their visibility and sell out their launches through copywriting and content marketing.