It’s easy to read your first online sales page and think, “Hey, I can do that.” But sales writing is far from easy. It might seem obvious and straightforward, but copywriting relies on real psychological tricks and tactics meant to walk readers from their first encounter to a sale, and the best copywriters have it down to a science.
Whether you’re writing your first page or trying to increase conversions on existing pages, here are a few tips to experiment with in hopes of increasing sales.
1. Spend Days on Your Main Headline
Your headline is the most powerful sales element on your page, and smart marketers write headline after headline, often spending days, if not weeks, on it before arriving at the perfect one. Even then you should continue to test it against other headlines to see if you can beat your conversions.
A good headline will hone in on your top three main benefits and grab attention all at once. It’s the first thing readers see, and it decides whether the rest of the page ever even gets a look.
2. Let the Headers Tell a Story
Your main headline and your sub-headers should all work together to tell a story, or to create a cohesive argument for your product. Remember, most people will not read the sales page right through; rather, they will scan down through the page.
The function of the sub-headers is to stand out and grab their attention again, to try and pull them back into the page so they can learn more about the product. Write them so that even if all they read is the headlines it still makes perfect sense.
3. Teach the Reader Something
One of the most effective online marketing tactics is to always give away something valuable for free. Well, value doesn’t have to come packaged in a free report – a sales page is a great place to teach your reader something about your niche. It’s a way of displaying your knowledge and building credibility right there on the spot.
It doesn’t have to be long; one little sub-section of useful information will do. Just offer something they can use immediately!
4. Address the Reader’s Concerns
What are your prospect’s concerns about the product? Why might they distrust you? Can you think of potential reasons for hesitation? They may be specific to the niche, the product, or buying something online in general.
These issues should always be addressed directly in the sales page. Neutralize them, kill them, counter them – do whatever it takes to remove their power.
5. Include a P.S. at the End
You’ve surely seen marketers include the P.S. and the P.P.S. at the end of the sales page. What’s this for? Did they really forget to add something on the sales page and just decide to tack it on at the end?
Of course not. Copywriters are very deliberate.
The P.S. can be thought of as another headline. It’s meant to grab people again in case they did scan to the end of your page without actually considering your case. Like the main headline, it should hit the three main triggers and hit them hard.
6. Finish With a Summary
Knowing full well that many readers will only read certain sections of the page, and that even those that read it through may not remember it all, it’s always best to include a little “recap” at the end of the sales page before breaking down the cost. Keep it brief, but make sure you hit on all the main features and their benefits once again.
This is your chance to make your case once and for all.
If you’re set on becoming a better copywriter, it’s nice if you can afford formal training, but one of the best ways to learn is to simply study other effective sales pages and see what they have in common. Read them over and over, trying to analyze what they’re doing similar, and then incorporate that into your own pages, sticking to their same format as much as possible.
If you have any observations you want to share, feel free to talk about them here.